When appraising real estate, valuers must value a property according to its highest and best use – which may be different to the current use of the property.

The highest and best use mantra is why the same property can spike in value overnight whenever there is a change in zoning laws – typically when these changes allow higher density development.

In a similar way, the Connection Economy has changed the underlying laws of business …

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Often when a new client engages us for Adwords search advertising, they usually engage an SEO agency at the same time.

Simultaneously working on both paid and unpaid Search makes complete sense from a project management point of view, but from an SEO point of view, which keywords do you optimise your site for?

This apparently simple question was made even more difficult since Google removed organic keyword results from Analytics …

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In 1868, when the typewriter was first invented, the keyboard was laid out in alphabetical order – which makes complete sense.

The problem here was that the type bars that strike the paper would often get jammed when particular letters were typed too quickly together in sequence.

The solution, was to separate these letters as far away from each other as possible on the keyboard, slowing down the typing process but reducing annoying jams as much as possible – enter, the QWERTY keyboard.

Of course, today, we don’t use typewriters nor do digital keyboards suffer from the jamming problem…

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“The medium is not the message. The message is the message. No matter what media you’re in, content is what matters”

- Amil Gargano

Mad Men may be in its final season but perhaps what’s even more remarkable is that The Real Men and Women of Madison Avenue back in the ‘golden days of advertising’ are …

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April Fools Day seemed particularly remarkable for marketers this year, not because of the number of pranks that brands pulled on consumers, or even the number of pranks that went viral, but because of the number of pranks that were actually *really* good ideas and perhaps shouldn’t be left as pranks.

* Google Maps turned the world into a giant game of Pac-Man – surely a million dollar plus idea/app if anyone else had come up with this, but just another day for Google.
* Game company Hyperkin, released a joke cover that turns an iPhone into a Gameboy …

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In an Industrial Economy, mistakes cost money. In fact, due to the assembly process, mistakes scale.

So in a bid to lower and get things absolutely perfect, we scrutinise our processes to eliminate mistakes. Fair enough.

In the Connection Economy, mistakes still cost money, but now we’re making mistakes in relationship.

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