Hearts & Minds

Published on Nov 18, 2015

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PRESENTATION OUTLINE

HEARTS & MINDS

WHY NEXT WEB FAVORS PEOPLE NOT LOGISTICS

WE ARE MISSING IT

  • We think proprietary.
  • Existing systems reinforce.
  • Our TIME = linear.
  • Web = connections (social).
  • NOW = only web time.
How we think and act has little in common with the world's largest content network.

LOGISTICS

LOGISTICS WON PRE-WEB
Walmart moved logistics to an entirely new level. When I worked at M&M/Mars we had a person who lived near Walmart's HQ.
Photo by marksontok

CPG COMPANIES

HELD HOSTAGE BY LOGISTICS
CPG is Consumer Packaged Goods companies such ad P&G. When logistics became giants CPG companies moved from being information kings to data serfs.

CONSUMERS

HELD HOSTAGE BY ECONOMICS & LOGISTICS
Recession grinds on because CORE ideas such as the concept of MORE are under attack by the web and the digitalization of everything.
Photo by carmen_seaby

BRANDS

HELD HOSTAGE BY LOGISTICS
Brands are a valuable shorthand for navigating a complex contemporary world. The web lives in a constant state of NOW. Slow moving brands can be knocked down by "clean slate" brands especially when new brands are focused on digital with few preconceived notions about how the new world should work.
Photo by JD Hancock

BRAND ATTACK

PRIVATE LABEL BRANDS ATTACK BIG BRANDS
Cheap works especially online and during a grinding recession.
Photo by Silus Grok

GOING AROUND

EXISTING SYSTEMS EXPENSIVE, STUPID
Massively scaled systems are smart about data less so about people.
Photo by ariane_hunter

WEB

DESTROYS EXPENSIVE & STUPID
Web only rewards sustainable value.
Photo by Doha Sam

UPSIDE DOWN

LOGISTICS FAVOR GATEKEEPERS & MIDDLEMEN
Logistics focus power into fewer and fewer gatekeepers. Hard for the few to rule the many now.
Photo by nickwheeleroz

SOCIAL WEB

FAVORS CONSUMERS & BRANDS
Brands who can engage and become "social" stand to gain disproportionate to those mired in ubi-directional control.

SMACKDOWN

SOCIAL MOBILE WEB DON'T PLAY
We aren't at a point where indifference can be defeated by the web, but that destination is in the headlights.
Photo by kevin dooley

AGNOSTIC

WEB CAN'T VALUE LOGISTICS OVER PEOPLE
Eventually occupy Wall Street visits any too rude, too dominant, too arrogant player...eventually.
Photo by kevin dooley

LOGISTICS

ONLY EXIST ONLINE AS SOCIAL EXPRESSION
The disintermediation of logistics has begun.point of diminishing return is behind them. Something new is coming.
Photo by HarcoRutgers

AMAZON VS WALMART

AMAZON LESS PROPRIETARY, WEB-LIKE
Walmart owns the highways Amazon the web which would you want long term.
Photo by blentley

HEARTS & MINDS

BRANDS & WEB WANT CONNECTION
Logistics was enough when only X products could afford or be granted shelf space. Now that shelf space is infinite brands must win Hearts and Minds to survive.
Photo by Lee Ann L.

LOGISTICS

WANTS EFFICIENCY
Logistics is one track - more and better logistics.
Photo by Fiona in Eden

WINNER

CONNECTION BEATS EFFICIENCY
Long term connection beats the impersonal logistics.
Photo by kevin dooley

CONNECTIONS

OUR NEW CURRENCY
We have many new "currencies" including connections and the network they bring.
Photo by stardex

SOCIAL

SCALED SOCIAL SYSTEMS HARD TO BUILD
Building online community is about the hardest thing to do on earth.
Photo by Pinkfish.ca

IMPOSSIBLE

GOOGLE WANTS TRUSTED & BIG
Latest algorithm reward BIG.
Photo by Ѕolo

REBELS SHOULD

BUILD SOCIAL SYSTEMS
Build a "social system" to invade the logistics kings tomorrow.
Photo by *Bitch Cakes*

BIG WIN

WHEN SOCIAL COSTS LESS + HEARTS = UNBEATABLE
Start building now anticipating the day these two lines cross.
Photo by *Grant*

BIG WIN KEYS

  • Focus on social connection
  • Buy or rent logistics don't recreate
  • Be tactic agnostic
  • Create mashups & meshes
  • No proprietary thinking

BIG WIN

WHEN SOCIAL COSTS LESS + HEARTS = UNBEATABLE
Photo by *Grant*

HARDEST

HEARTS, MINDS, COMMUNITY
If anyone could consistently win hearts and minds breaking in would be impossible, but even the best hearts and minds brands have weakness.

EASIEST

LOGISTICS
Logistics is math, math that gets easier over tine. Hearts are emotions and mind seek joy or revenge.

REBELS

DON'T ATTACK CASTLES CO-OPT THEM
During the BIG TRANSITION look to partner, co-opt and cooperate with castle owners.

MARTIN W SMITH

@SCENTTRAIL