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Showing posts from March, 2013

How to sell a Jag in 2013: content content content

5 years ago, I was in a business school learning marketig and nobody told me that to sell a Jaguar, the process was to hire a famous singer, Lana del Rey, to sing a song that do not mention Jaguar and to hire Ridley Scott to make a thriller starring a Jaguar but not about Jaguar.

Content marketing was not mentioned during my courses, it rules marketing now.

Source:
http://www.minutebuzz.com/marketing--desire-un-thriller-pour-la-promotion-de-la-nouvelle-jaguar-17014/

Second hand digital content, 2013 BIG liberty challenge!

Cover via Amazon Two pieces of information:

Apple and Amazon File Patents to Sell Used eBooks (Today it's just impossible).Regidi allows people to sell legally purchased digital music (and is sued by EMI...).

Why the right to resell digital content is so important?
Because if you can resell digital content, it means that you own it. You have more than a right to use it.
If you can't resell digital content, it means that you don't know it. It's just a right to use it.

With the digitization of content, big brands with big digital stores (Apple, Amazon, Google) and the guys content owned (Music majors, etc.) tried to establish new rules:

- even if it cost nothing to be reproduced, digital content has the same price as tangible content.
Status: it's not so true now. Legal digital music is a bit less expensive than CDs, eBooks are a bit less expensive than books (except in France) but there is still some efforts to do to lower a bit prices in my opinion.

- digital content yo…

First cause of social trouble? Pollution !

Yes, it's weird, pollution is the first cause of social trouble in China.
Global Warming 1/2 (Photo credit: lamazone)
I'm sure you thought it was corruption, criminality, inequity, food price, etc.
Me too.

So ecological issues impacts :

Economy: Economic impact of global warming is costing the world more than $1.2 trillion a year, wiping 1.6% annually from global GDPGeopolitics: Read Chomsky, watch this documentary (in french, sorry) and you'll understand. But we all know that at least Irak war and Lybian "liberation" was linked with the precious ressource.Humans' health: Do you really need proofs?Biodiversity: No proof neededand now, social trouble Can't be clearer, isn't it? Ecology is ubiquitous.

Trend: ubiquitous sport, running instead of walking

People take more and more care of their health.
People haven't enough time to go to the gym.
People haven't enough time to do what they want to and try optimize everything.
Using cars is becoming old fashioned.
Running is trendy.
Running without goals is boring.

These considerations make me think of a potential trend:
Running instead of walking.

The uber optimized life of people is incompatible with walking: it's just too slow.
Running to work, to the supermarket, to the bakery, is the perfect way to ally 0 footprint, health, speed without needing anything else than your own body (no bike, no rollerblade).
I don't say everybody will run at 12 km/h to work for 1h every day.
I rather think of a slow run, let's say 6 or 7 km/h, for 15 or 20 mins maximum.

The biggest limit: Women with skirts and hikes or mens with $300 italian shoes will not be able to do it. It requests some arrangements.

Related trend, highlighted by Techcrunch, walking instead of sitting at a desk…

Lack of energy, the next "Black Death"?

I've recently read an article telling that after the Black Death (plague that impacts all Europe), the lack of available employees create social issues in sevral countries:
Workers asked for better working conditions and pay rises, fight to get it... and got it. The classic balance of power between employees and employers was modified.

In a world of mass unemployment where more and more things are automated, the balance power wont't evolve. Unemployment will stay strong.
Population will not decrease before several decades, except in case of WW3.

One thing can change the status quo: energy.

If energy cost a lot, humans will become again a good alternative to machines, local production a good alternative to outsourcing in China.

Perhaps we are living the last decades of the capitalism, because this system is fully based on nearly free energy.