What is considered a commodity by the Industrial Age majority today, will become a target for Connection Economy disruptors tomorrow. Just ask Xero, Uber, AirBnB (among others)…

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For brands trading in physical goods, the idea of giving away something digital still feels very much like giving away something physical.

We still count the cost of our time to create this thing, and our time is valuable, so when we give it away, we feel the love, sweat and tears we put into it.

But this feeling is actually a carryover from an Industrial Age mindset.

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My first paid online marketing role was as a blogger tasked with learning Search Engine Optimisation, SEO.

Almost 10 years ago now, this was a relatively simple task as there were several niches with no competition and the Google Search algorithm was relatively simple.

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In the future, everyone will be world famous for 15 minutes – Andy Warhol, 1968

Andy Warhol was partly right and partly wrong.

Today it is possible for anyone (or any brand) to be famous, but almost impossible to be world famous.

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“If you always do what you’ve always done, you’ll always get what you’ve always got”

“You only get one shot, do not miss your chance to blow
This opportunity comes once in a lifetime yo” – Lose Yourself, Eminem

Risking all or nothing on one shot makes for a great Eminem song and climax in a movie… but is based on zero sum scarcity.

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Seth Godin prophesied 10 years ahead of his time, that in the future brands will need to earn the right to speak to their audience.

He famously called this concept Permission Marketing.

This prophecy has well and truly come to pass and most brands online have come to terms with this.

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