Archive for October, 2005

Google has no faith in technology

10 October, 2005

So the PhDs over at Google obviously had some time to spare and did a math excercise to see how long it would take them to complete their mission to collect and structure all the information in the world. The answer? 300 years, since apparantly there is 5 million TBs of data and Google has so far collected 170 TBs.

The problem for most blogs I read commenting on these figures is that most information is stored inside peoples head which I recon will be solved pretty soon, with Ray Ks singularity coming up any day now (and that guy’s never wrong).

Simple math excercise says that Google has then collected about 25 TBs per year since they went into business in ‘98… so obviously they would have to speed up their information collection procedures a bit to get all 5 million TBs before 2300.

Assuming that this bulk of information is static (which is pretty stupid and I somewhat assume that he everyday mensa convention that is Google has taken this into consideration) it only takes a 4 percent increase per annum in information collection efficiecy to map all the information. They’re obviously not anticipating any disruptive leaps in technology anytime soon, instead opting for a Kaizen/Cani-style approach (which would explain the 300-year plan) of continuous improvement. Very eighties, if you ask me.

Apart from their lack of leapfrogging enthusiasm I recon that there’s another big problem with their collect-all-the-information-from-all-over-the-world-megalomaniac-mission: what if people, companies, orgs etc. don’t want to participate in collecting all this information? It’s not like Google built the Internet or anything (although if their quest for world domination continues to go as planned, the Google-branded history e-books of 2300 it will probably say they did). I’m always amazed by the common assumption that everyone wants to be listed on Google (or any other search engine for that matter). Just ask the writers guild how they feel and take a look at how Google is handling that situation. And btw, considering how Google and Yahoo is handling that whole China-debacle, would you really let them jack into your head?

And in the long run, who cares about information anyway? Information does not equal knowledge, good luck with solving that algorithm. I hereby predict some dialectic shifts à la Hegel coming up pretty soon with a knowledge-scouring company building on some wicked singularity related socioholistic approach, chewing Google for breakfast. How I wan’t live to see the day… and according to Ray Kurzweil I just might!

Sometimes your heroes die just a little

4 October, 2005

Seth Godin is one of the titans of today’s popmarketing and my metaidol (even honored him with his own category in this Blog). However, he lost some of his thunder today with his post on cereals which made me wonder if I had got Purple Cow all wrong. For those who haven’t read Purple Cow (you really should, by the way) the main theme is that your company should create something remarkable. The point of this (as I interpreted it) is to stay clear of the clutter and me-too products enabling “the idea of your product” to spread frictionfree thru viral networks, hopefully reaching a tipping point à la Gladwell. Intuition says brilliant.

However, in the cereal-post Godin suggests that you can create a remarkable product thru variety and uses an example in which a hotel could use 40 different cereals or 15 different types of bread to differentiate itself, creating a sense of “Wow” (to lend some Tom Peters-lingo) qualifying it to be a remarkable product. In my book, this qualifies as classic “we have the worlds biggest ball of yarn-marketing”. Very American, all in all :) Nothing remarkable, hardly innovative and not a very sustainable competitive advantage.

Sure, it might get people to talk and it might help you break thru the clutter, but I always thought that the point of Ideavirus, Purple Cow, Liars etc. was to stay clear of the clutter, not break thru it. If the idea is to break thru it we might as well all try to find our own variation of tatooing someone’s forehead, buy an overpriced grilled sandwich on ebay etc. But that’s not building something to last (to paraphrase another one of my management-heroes), now is it?

Learning after doing has written a nice post on the practical implications of the Cereal-post, well worth reading.

Google goes Microsoft

3 October, 2005

After experimenting on a small scale with offering WLAN-access, Google has now engaged in the beauty contest on which company may get the chance to provide San Francisco with citywide wireless internet access, as reported by SF Gate and Business 2.0. This would partially explain Googles purchase of dark fiber and their announcement to sell stock. Sounds to me like SF will be the first real test of locationbased rich content/advertising, which would be a logical addition to AdWords.

I have a few concerns about this. First of all: why ask for permission at all? Secondly, I’m not sure that Google is making the right move by integrating forwards in the calue chain, which may upset the established ecosystem (with content providers and telcos living in symbiosis). Sure, Wireless is the most sensible beachead for an attack on the ISPs but I’m not sure that the telcos will let Google get away with this, no matter how much hype, goodwill etc. Google has going for them right now. Maybe they have come to terms with the fact that no single company has ever been able to out innovate the market, no matter how many Mensa-members they have working round the clock :) ? Maybe Google has become paranoid and want total control over the user experience, thus creating a sustainable competitive advantage? Maybe they envision a comeback of the ISP-portal (which actually would make a lot of sense with all the input-limitations of set top-boxes, mobile phones, smart phones etc)? It’ll be interesting for sure to see what all those PhDs have been cooking up… will history repeat and send another big, paranoid company down the marketing hall of shame?

Shining brilliantly remixed

2 October, 2005

Remixing and mashups has got well deserved attention in the aftermath of DJ Dangermouse, Wired’s remix-issue, Creative Commons new licenses and much more. Even swedish pseudocultural papermag Bon har caught on (better late than never, I guess). A fantastic example on what it’s all about is the feelgood trailer-version of The Shining. Better catch it now before Big H deems it not to be funny.. as usual :)

SHINING FINAL.mov on PS260

Making Godin’s success formula come true

1 October, 2005

A common claim nowadays is that consumer scepticism, advertising clutter, consumer affluence, a distorted balance between sender-medium-reciever etc. is considerably lowering the effect of traditional big-bang product launches, making it harder and taking it longer for a product to reach a decent userbase. Seth Godin (who’s books everyone in marketing should have read by now) have summed up a short och to the point formula for success for developing and launching new products. I took the liberty to complete the list with a couple of relevant books on how to actually accomplish each step.

  1. Create something worth making (Purple Cow by Godin, Re-imagine by Peters, Art of the start by Kawasaki)
  2. Sell something worth talking about (All marketers are liars by Godin, Selling the dream by Kawasaki, Unleashing the ideavirus by Godin)
  3. Believe in what you do because the big break might take a while (Tipping point by Gladwell)
  4. Don’t listen to the first people that give you feedback (Blink by Gladwell)
  5. Don’t give up. Not for a while, at least (Jane Eyre by Brontë)

Good luck!