The reality is that all screens are created equal now. Every screen can serve up the same content. Every screen is connected to the same world. Every screen doesn’t care whose eyes and ears are at the other end of it. Every screen can deliver the same data, on the same day, globally. There is no such thing as TV anymore. And so it then begs the following question:
Why do people who profit from screens treat them as different entities?
It seems the people who work in TV still think their screens are different. It seems the people who make movies think their cinemas are different. And pretty much anyone else who created content for the screen pre-broadband era thinks the new screen reality does not apply to them. And while the screens don’t care what they show, the people also don’t care which screen they view it on. In fact, they’d much prefer to have the choice over which screen they can use. I’m pretty sure many of these people, like me, would possibly a premium for such a convenience. And yet, in 2014, decades into this shift, the powers that be, sorry the powers that ‘were’, are still avoiding their potential revenue. And here’s why:
They love their infrastructure more than they love their customers.
Or more correctly, they believe their ultimate success is decided by their supply chain and not by the end consumer. Serving business partners at the expense of the ultimate paying customer down the line is a strategy fraught with danger. Especially when we are now in a phase where the middle man is quickly evaporating. Many of those business who could go direct to the end user choose not to, as they may ‘offend their existing trade partners’.
I like movies: I love seeing new release movies. A night out at the cinema is a fun and reasonably inexpensive night out. But now that I have very young children, getting out of the house to grab a movie is more difficult than it used to be. And so my wife and I just don’t go very often. But here’s the kicker – I’d pay a premium for the right to be able to watch a new release at home. $30 for a stream via Apple TV? – I’d pay that. It’d still be cheaper than paying for parking, ice creams, inflated corn and everything else at the cinema. And to this day I still can’t do it. No doubt I’m not alone. No doubt, this entices piracy. And I know what those in the movie business would retort with. They’d say the cinema chains would cry foul and stop distributing their films. And when they both claim this, they’d both not be understanding the true reason we go to the cinema – The night out. The movie is only part of the deal and the real competition is not watching a movie at home, but going to a pizza a restaurant, or a bowling alley. They’re also forgetting the margin enhancement opportunities of low cost digital distribution.
Here’s some simple advice for every screen business: If you have the opportunity to serve a customer directly, then without delay consider releasing all content in all forums simultaneously. Not only will it create a new direct relationship with those who actually pay for the product, it might just stop another startup eating your lunch.
This year I’ve been working steadily on my new book and sharing ideas with people who want to know about the technology revolution. And while it is true we are always learning while on the job, I feel like people in the information business need an off-season as much as professional sportspeople and musicians do. Problem is we don’t tend to plan for it on an annual basis as much as other ‘seasonal industries’ do. Which could lead us into a dangerous pattern of already knowing what we know, or at worst obsolescence through ignorance. The ironic thing is that this exact behaviour pattern is what is causing large corporations to be disrupted. They are so busy doing what they do, making what they make and utilising the assets they already own that they rarely go back to the well.
If you’re an entrepreneur or freelancer (like I am) then we need to ensure we don’t get so deep into our work wormhole that we ignore the world around us. Screens and offices are very dangerous places to watch the world from. It’s probably better to make, break and explore a few things outside of our work to ensure we keep our edge.
Here’s another 5 things that are worth investing some weekend time postulating life, culture and commerce over.
1. Take the marshmallow test for grown ups. An intriguing look at an old study that was done on kids attitudes in the 1960’s.
2. Hey, just print your next car. More proof 3D printing laughs at the internet as childs play in terms of future global impact. This is the 2nd 3D printed car I’ve seen after the Urbee… Sh*t is gettin’ real.
3. Some timeless advice from 1956. Let Earl Nightingale open your mind to the secrets to happiness and success. The best advice in life does not have an expiration date. This is seminal.
4. Wanna get learned? Get your ears around the Econ talk podcast. My fav’ podcast that I’m not in…. actually I never listen to anything I ever record because that would just be weird and sycophantic.
5. The future of technology – don’t ask me, this pinterest page of a search for ‘technology’ has way more ideas. Read at your leisure…
Have a super weekend people.
There’s a whole lot of tools we have at our disposal which didn’t even exist a few years ago. From a business perspective many of them present a counter intuitive option to the ‘Harvard Industrial Complex’. Yes, those established principals of what we thought we already knew about what worked in the market.
Trust the crowd to co-design our product? Are you crazy?
Get funding from future customers with out giving equity? How we going to do that?
Share revenue with content creating customers? Don’t be silly let’s keep it all for ourselves.
Co-opt with our competitors to grow the entire ecosystem? No way, let’s grow our market share instead.
Launch products with lower margin than those they’ll cannibalise? It’s uneconomic and stupid.
When the world changes, what once seemed ridiculous quickly becomes rational. Startups are now redefining what can work in a world driven by cheap and even disposable technology. It turns out having access to the new tools is not enough, we also need access to a new mindset.
There are lots of ways entrepreneurs can make money. Some even have a valid legal status, but with questionable ethics. But all businesses which survive have some kind of value transfer. The real question worth asking is this:
Was there more value in total after we got involved?
If the answer to that is ‘yes’, then we’ve done much more than just make money.
I have my apps set up so that they will automatically update whenever I am connected to wifi. It’s pretty handy to have the latest version of something, assuming of course they make it better than the previous version.
But what I’ve noticed recently, or more aptly haven’t noticed, is that apps have a habit of changing their logo, or colour scheme. Which most often means I can’t find it, and all of a sudden I have the chance to drop the habit of using their service, or even worse finding a replacement. It’s worth remembering that the shape and the colour of an app’s logo is the cognitive shortcut we look for when we need to use it. And more often than not a logo or colour change is really only serving the people who make it and not those who actually use it. Unlike aribnb (who recently changed their logo) get front page stories when someone in their office sneezes, most app developers and curators are not so fortunate.
Just because we become bored with something we see a zillion times a day, it doesn’t mean our customers want to relearn what to look for.
I’ve been publishing a few thoughts for the good people at Pollenizer – two recent articles are below:
History repeats: The seminal article written in 1960 by Theodore Levitt of the Harvard Business School called the Marketing Myopia is having a sequel. I wrote about it here and why startups are eating the lunch of many fortune 500’s.
Why we don’t have to invent the future: Sometimes it is enough just to participate and facilitate – I wrote about the feeder startup here.
In fact just yesterday I was doing a keynote for the financial services industry and I spoke about the GFD, ‘Great Finance Disruption’, which I believe is on the way given the recent developments in crowd funding, micro payments and crypto currencies. And I got asked a question about it.
And this was the question:
There are many banks in the audience, what advice can you give them to keep an eye on these trends in non traditional banking?
And here is my answer:
It’s not about watching from a distance, it’s about getting involved, even in a small way, maybe set up a skunk works or a division for radical finance for dissident customer groups. Instead of watching it or trying to fight it, get involved and even facilitate it. It’s very difficult indeed to shape or benefit from something when you are not participating in it.
I recently gave a talk at the Melbourne Entrepreneurs Club. It was full of current and aspiring entrepreneurs – so I thought I’d lay out the top 10 things I think matter if we want to lead an independent life. Read here, one where you determine your own destiny, are not reliant on a corporation to feed you, and you have enough money (that little reality checker we have in our modern market place) to serve yourself and your family. It was just 10 ideas I wrote down on a piece of paper. I didn’t write an actual speech or have any slides. I just spoke from my heart after I wrote these 10 things down. Some of the ideas I had around the 10 things I thought had value, so I wanted to share them here, but also write down the thoughts so I didn’t lose them in the ether. Here they are:
1. The word Employee: If you’ve ever wondered why you don’t like how it feels to be an employee, it’s because you were never meant to be one. In fact, employees have only existed for a tiny portion of human existence – around 0.1%. If we look at this graph, you’ll see the word was hardly even used before the Industrial era. It’s totally normal to not want to be one.
2. Boss vs the Market: In a corporation our fortune is determined by our boss. If there is a mismatch, it makes it very hard to progress. There is nothing more frustrating than having a career thwarted by a manager who isn’t supporting us regardless of the quality of our work. In fact, the entire problem is that a sample size of 1 is not very robust. It’s a far better bet to place our skills on the market – to put what we do in the hands of many and let the true value of our work be judged by quantitative sample rather than a single opinion.
3. The Consumption Cycle: Often when we get trapped inside the corporate enclave, a sense of dissatisfaction occurs. I personally believe that we seek refuge through consumption. We buy things to justify the time, effort and pain being directed by others. We enter a consumption cycle to assuage the emptiness of working openly for the pay.
4. Savings and greatness: 20th century industrialist W. Clement Stone said that if we cannot learn to save, then the seeds of greatness are not inside us. It is the ultimate test of patience and delaying gratification. But more than that it opens up the door of possibility. I’ll go one step further and give you my ultimate savings hack. If you can save 50% of your income, you only ever need to work 1 year in every 2. It really is that simple. And during that ‘off year’ who knows what we might become.
5. You’re already an entrepreneur: It doesn’t matter whether we work for ourselves, our startup or a fortune 500. You are the CEO of your own personal services corporation. If you’re an employee, then you are simply an entrepreneur with one really important and big customer. Once we make this mind flip, we do better work and realise we need to invest in ourselves and deliver for others. That’s the start of more independent living.
6. Side Project Power: Side projects often become the front projects. How we experiment with our time invents new unforeseeable and unexpected revenue streams. I now make a living doing things I used to do after work. So the real question is what are you doing from 9pm-12am? If you’re watching TV, then you’re missing the greatest informal education opportunity humanity has ever had. Right now the market pays a premium for informal knowledge because quite frankly formal education is way behind.
7. The Woodchips: Often the wood chips have more value than the table. But we only ever find this out if we endure and make the table. The side effects of what we do has value, but we need to presence of mind to look behind us and see what we have left behind. This blog was a bunch of woodchips from when I left the corporate world 10 years ago. It was the seeds for my new book. You have wood chips. We all do, locate them and see what they may become.
8. Freelance Friction Removal: I’m starting to believe that anything we can get paid for as an employee, we can do as a freelancer. The recent revolution in freelancing websites has taught us we can find people to do for us what we can’t afford to pay for 5 days a week. Maybe we can pay them 2 days pay for 1 days effort, and result in 3 days output? The freelance friction is being removed and once the tasks are taken from the corporate HQ the time wastage also gets removed. The best advice I can give anyone trying to escape their cubicle for the first time is to start as a freelancer. From accounts payable, to marketing director – we can all do it now.
9. A Tools Revolution: We all now have the same super powers that were once the domain of the worlds most powerful corporations. We can connect with anyone, we can access a factory without owning it, the worlds information is available and free on line, we can do e-commerce with zero cost set up, we can advertise to a specific audience with zero wastage. It’s never been easier to start a business at low cost with the gift of free tools. Go.
10. The DNA of Australians: If you’re reading this in Australia (where I live) then entrepreneurship is in your DNA. The fact that you are here, means your forefathers crossed oceans in search of a better life. They probably came with nothing but their wit. We all have entrepreneurship running deeply through our veins. Best we make those who came before us proud.