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Business Culture Photography Social Media

Taste at first sight 👁👀👁

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“The first taste is always with your eyes.”

Everything is contrived, from the glowing burger buns, fresh lettuce and tomatoes, to the juicy fresh meat. Video takes food advertising even further, making it come alive from its static state.

Table top advertising or food marketing is no different than any other product marketing: the illusion never matches with the reality of creating it. In reality, the food has been dressed up and augmented to look fresh and mouth watering like those lobsters in Red Lobster commercials.

Fashion advertising is similar. The model is always more enticing wearing makeup and sporting a six pack. When models make commercials, they never smile. Bad assery sells.

Not surprisingly, food porn and selfies are huge on Instagram too, the people’s marketing platform. A little bit of shoot preparation and filters make both food and faces look better than they actually are.

Today, anyone can use technology to create a Hollywood look. Everyone’s deceiving and buying lies at the same time. We all desire better versions of ourselves, including what appears on our plates.

Learn more

Categories
Books Business Culture Life & Philosophy Quotes

“Stare at the world, not at your model.”

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Photo by José Martín

Continually learning, constantly changing. The human mind is as fickle as the seasons. It is not mathematical models that predict the future but the law of nature.

Writes Richard Bookstaber in his book The End of Theory“The world could be changing right now in ways that will blindside you down the road.”

Nothing is linear and predictable; rather, everything emerges from its highest, heuristic probability — the upshot of the freedom of trial and error.

“Humans are not ergodic, however. We move through the world along a single path, and we get only that one path. Where we are on that path, our experiences, our interactions, the view we have of the world at that moment all determine the context for our actions. That path is not repeatable; we are not taking draws from a distribution.”

Richard Bookstaber, The End of Theory

Even the rare anomaly becomes the impetus for our actions. People try stuff on a whim to check their pulse.

It is futile to aggregate behavior so we can algorithmicize systems. The world is unpredictable, especially the economic one.

“Chaos is the law of nature; order is the dream of man.”

Henry Adams

Read The Practitioner’s Challenge

Categories
Business Creativity Tech

The case for playing the long game

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Jeff Bezos in 1990

Good things take time. If we all settled for immediate results, there would be no Apple, Amazon, or Tesla.

The world’s best leaders are visionaries. They work years ahead, having planted the seeds for what’s happening now to springboard them into the future.

When asked what he thinks when analysts congratulate him on a “good quarter”, Jeff Bezos said:

“Those quarterly results were fully baked three years ago. Today I’m working on a quarter that will happen in 2020, not next quarter. Next quarter is done already and it’s probably been done for a couple years…If we have a good quarter it’s because of work we did 3, 4, 5 years ago. It’s not because we did a good job this quarter.”

Jeff Bezos

So what type of futurists should we be, the tortoise or the hare, the fox or the hedgehog?

Get ready to go years being misunderstood.

PS. Watch a young Jeff Bezos outline his vision for Amazon way back in 1997 right here.

Categories
Business Tech

StartRocket wants to blast billboards in space 👾🚀

StartRocket wants to blast billboards in space 👾🚀

In an interview with Futurism, the Russian startup StartRocket wants to project advertisements into space. Said founder Vlad Sitnikov:

“We are ruled by brands and events. The Super Bowl, Coca Cola, Brexit, the Olympics, Mercedes, FIFA, Supreme and the Mexican wall. The economy is the blood system of society. Entertainment and advertising are at its heart. We will live in space, and humankind will start delivering its culture to space. The more professional and experienced pioneers will make it better for everyone.”

Vlad Sitnikov, StartRocket

Would you want to see an advertisement for Coca-Cola or Nike in the skies over New York? Seeing the Jordan Jumpman might be kind of cool. But already bombarded with ads as it is on TV, phones, and street billboards, it might be nice to keep the only place we know is 100% ad-free, the sky.

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Business Social Media Tech

‘Everybody wants to build and nobody wants to do maintenance’

An illustration of data passing through the web

“Another flaw in human character is that everybody wants to build and nobody wants to do maintenance,” said Kurt Vonnegut.

Everybody’s wants to start something, but rarely do they want to maintain it.

The problem in growing at no costs is that it obviates purpose and integrity. Instead of leading by example, the race to the bottom unearths the highest greed. Few win, more lose.

That’s the lesson of Facebook, the so-called ‘behavior modification empire.

The social network cut corners on data collection to make another buck. No Facebook: We will not answer any more questions “to help people get to know us.” Just replace the word “people” with the attention merchants.

The Cambridge Analytica scandal was the nudge Facebook needed to become more accountable. Seizing the data of others and building on top of it contorts the machinery of morality. 

The selfish reason to be ethical is that it attracts the other ethical people in the network.

Naval Ravikant

So now Facebook is all about the privacy game because it’s good for business. But just wait until Instagram becomes the victim of data exploitation.

Sometimes the genie of innovation requires that the master purveyor gets slapped again and again until it gets it right.

The seesaw tilts back to the morals of vision over avarice, eventually.

gif by Matthew Butler

Categories
Books Business

The customer purchase funnel, flipped

All marketers are liars. But so too are the customers who tell themselves stories to make them feel good about a product.

Nevertheless, there are times and moments where both sides benefit. For instance, Apple builds hardware and software that unleashes the creator.

The best brands meet their consumers somewhere in the middle, where sold objects are trustworthy, useful, and worth sharing. If the funnel starts open like a Sarlacc pit, companies should expect to be experienced but then ignored forever.

The idea is that you need a ton of website visitors, then some of them become become leads, and then after you do something (the usual recommendation is to bombard the leads with marketing automation) they relent and pay you money, thus becoming a “customer.” 

I hate this, because it’s shortsighted. Granted, if you work in a company that’s shortsighted (they’re racing to some sort of exit, or maybe living quarter to quarter), this funnel stuff is probably important. 

Ben Chestnut, Founder of Mailchimp

Read Why I hate funnels