This event is now in the past and can be seen in its entirety here.
Stop now and go to TimeWellSpent.io, where @TristanHarris, the guy on the left above, has produced and gathered much wisdom about a subject most of us think little about and all of us cannot value more: our time.
Both of us will be co-investing some time tomorrow afternoon at the @BerkmanCenter, talking about Tristan’s work and visiting the question he raises above with guidance from S.J. Klein.
So, to help us get started, here’s a quick story, and a context in the dimension of time…
Many years ago a reporter told me a certain corporate marketing chief “abuses the principle of instrumentality.”
Totally knocked me out. I mean, nobody in marketing talked much about “influencers” then. Instead it was “contacts.” This reporter was one of those. And he was exposing something icky about the way influence works in journalism.
At different times in my life I have both spun as a marketer and been spun as a reporter. So hearing that word — instrumentality — put the influence business in perspective and knocked it down a notch on the moral scale. I had to admit there was a principle at work: you had to be a tool if you were using somebody as as one.
Look back through The Secret Diary of Steve Jobs, and you’ll see what I mean. Nobody was better than Ole’ Steve at using journalists. (Example: Walt Mossberg.) And nobody was better at exposing the difference between sausage and shit than Dan Lyons, who wrote that blog as Fake Steve. (Right: you didn’t want to see either being made. Beyond that the metaphor fails.)
Anyway, visiting the influence thing is a good idea right now because of this:
I call it a bubble and blame data. But that’s just to get the conversation started.
See (some of) you there.
(For a more positive spin, see this this bonus link and look for “We are all authors of each other.”)
Even though Fort Lee and Manhattan are only a mile apart, it has always been a toll call between the two over a landline. Even today. (Here, look it up.) That’s why, when I was growing up not far away, with the Manhattan skyline looming across the Hudson, we almost never called over there. It was “long distance,” and that cost money.
There were no area codes back then, so if you wanted to call long distance, you dialed 0 (“Oh”) for an operator. She (it was always a she) would then call the number you wanted and patch it through, often by plugging a cable between two holes in a “switchboard.”
Toll-free calls could be made only to a few dozen local exchanges listed in the front of your phone book. Calls to distant states were even more expensive, and tended to sound awful. Calls outside the country required an “overseas operator,” were barely audible, and cost more than a brake job.
That’s why, to communicate with our distant friends and relatives, we sent letters. From 1932 to 1958, regular (“first class”) letters required a 3¢ stamp. This booked passage for the letter to anywhere in the country, though speeds varied with distance, since letters traveled most of the way in canvas bags on trains that shuttled between sorting centers. So a letter from New Jersey to North Carolina took three or four days, while one to California took a week or more. If you wanted to make letters travel faster, you bought “air mail” stamps and put them on special envelopes trimmed with diagonal red and blue stripes. Those were twice the price of first class stamps.
The high cost of distance for telephony and mail made sense. Farther was harder. We knew this in our bodies, in our vehicles, and through our radios and TVs. There were limits to how far or fast we could run, or yell, or throw a ball. Driving any distance took a sum of time. Even if you drove fast, farther took longer. Signals from radio stations faded as you drove out of town, or out of state. Even the biggest stations — the ones on “clear” channels, like WSM from Nashville, KFI from Los Angeles and WBZ from Boston — would travel hundreds of miles by bouncing off the sky at night. But the quality of those signals declined over distance, and all were gone when the sun came up. Good TV required antennas on roofs. The biggest and highest antennas worked best, but it was rare to get good signals from more than a few dozen miles away.
All our senses of distance are rooted in our experience of space and time in the physical world. So, even though telephony, shipping and broadcasting were modern graces most of our ancestors could hardly imagine, old rules still applied. We knew in our bones that costs ought to vary with the labors and resources required. Calls requiring operators should cost more than ones that didn’t. Heavier packages should cost more to ship. Bigger signals should require bigger transmitters that suck more watts off the grid.
A world without distance
Everything I just talked about — telephony, mail, radio and TV — are in the midst of being undermined by the Internet, subsumed by it, or both. If we want to talk about how, we’ll have nothing but arguments and explanations. So let’s go instead to the main effect: distance goes away.
On the Net you can have a live voice conversation with anybody anywhere, at no cost or close enough. There is no “long distance.”
On the Net you can exchange email with anybody anywhere, instantly. No postage required.
On the Net anybody can broadcast to the whole world. You don’t need to be a “station” to do it. There is no “range” or “coverage.” You don’t need antennas, beyond the unseen circuits in wireless devices.
I’ve been wondering for a long time about how we ought to conceive the non-thing over which this all happens, and so far I have found no improvements on what I got from Craig Burton in an interview published in the August 2000 issue of Linux Journal:
Doc: How do you conceive the Net? What’s its conceptual architecture?
Craig: I see the Net as a world we might see as a bubble. A sphere. It’s growing larger and larger, and yet inside, every point in that sphere is visible to every other one. That’s the architecture of a sphere. Nothing stands between any two points. That’s its virtue: it’s empty in the middle. The distance between any two points is functionally zero, and not just because they can see each other, but because nothing interferes with operation between any two points. There’s a word I like for what’s going on here: terraform. It’s the verb for creating a world. That’s what we’re making here: a new world.
A world with no distance. A Giant Zero.
Of course there are many forms of actual distance at the technical and economic levels: latencies, bandwidth limits, service fees, censors. But our experience is above those levels, where we interact with other people and things. And the main experience there is of absent distance.
We never had that experience before the Internet showed up in its current form, about twenty years ago. By now we have come to depend on absent distance, in countless ways that are becoming more numerous by the minute. The Giant Zero is a genie that is not going back in the old bottle, and also won’t stop granting wishes.
Not all wishes the Giant Zero grants are good ones. Some are very bad. What matters is that we need to make the most of the good ones and the least of the bad. And we can’t do either until we understand this new world, and start making the best of it on its own terms.
The main problem is that we don’t have those terms yet. Worse, our rhetorical toolbox is almost entirely native to the physical world and misleading in the virtual one. Let me explain.
Distance is embedded in everything we talk about, and how we do the talking. For instance, take prepositions: locators in time and space. There are only a few dozen of them in the English language. (Check ‘em out.) Try to get along without over, under, around, through, beside, along, within, on, off, between, inside, outside, up, down, without, toward, into or near. We can’t. Yet here on the Giant Zero, everything is either present or not, here or not-here.
Sure, we are often aware of where sites are in the physical world, or where they appear to be. But where they are, physically, mostly doesn’t matter. In the twenty years I’ve worked for Linux Journal, its Web server has been in Seattle, Amsterdam, somewhere in Costa Rica and various places in Texas. My own home server started at my house in the Bay Area, and then moved to various Rackspace racks in San Antonio, Vienna (Virginia) and Dallas.
While it is possible for governments, or providers of various services, to look at the IP address you appear to be using and either let you in or keep you out, doing so violates the spirit of the Net’s base protocols, which made a point in the first place of not caring to exclude anybody or anything. Whether or not that was what its creators had in mind, the effect was to subordinate the parochial interests (and businesses) of all the networks that agreed to participate in the Internet and pass data between end points.
The result was, and remains, a World of Ends that cannot be fully understood in terms of anything else, even though we can’t help doing that anyway. Like the universe, the Internet has no other examples.
This is a problem, because all our speech is metaphorical by design, meaning we are always speaking and thinking in terms of something else. According to cognitive linguistics, every “something else” is a frame. And all frames are unconscious nearly all the time, meaning we are utterly unaware of using them.
For example, time is not money, but it is like money, so we speak about time in terms of money. That’s why we “save,” “waste,” “spend,” “lose,” “throw away” and “invest” time. Another example is life. When we say birth is “arrival,” death is “departure,” careers are “paths” and choices are “crossroads,” we are thinking and speaking about life in terms of travel. In fact it is nearly impossible to avoid raiding the vocabularies of money and travel when talking about time and life. And doing it all unconsciously.
These unconscious frames are formed by our experience as creatures in the physical world. You know why we say happy is “up” and sad is “down”? Or why we compare knowledge with “light” and ignorance with “dark”? It’s because we are daytime animals that walk upright. If bats could talk, they would say good is dark and bad is light.
Metaphorical frames are not only unconscious, but complicated and often mixed. In Metaphors We Live By, George Lakoff and Mark Johnson point out that ideas are framed in all the following ways: fashion (“old hat,” “in style,” “in vogue”), money (“wealth,” “two cents worth, “treasure trove”), resources (“mined a vein,” “pool,” “ran out of”), products (“produced,” “turning out,” “generated”), plants (“came to fruition,” “in flower,” “budding”), and people (“gave birth to,” “brainchild,” “died off”).
Yet none of those frames is as essential to ideas as what Michael Reddy calls the conduit metaphor. When we say we need to “get an idea across,” or “that sentence carries little meaning,” we are saying that ideas are objects, expressions are containers, and communications is sending.
So let’s look at the metaphorical frames we use, so far, to make sense of the Internet.
When we call the Internet a “medium” through which “content” can “delivered” via “packets” we “uploaded,” “downloaded” between “producers” and “consumers” through “pipes,” we are using a transport frame.
When we talk about “sites” with “domains” and “locations” that we “architect,” “design,” “build” and “construct” for “visitors” and “traffic” in “world” or a “space: with an “environment,” we are using a real estate frame.
When we talk about “pages” and other “documents” that we “write,” “author,” “edit,” “put up,” “post” and “syndicate,” we are using a publishing frame.
When we talk about “performing” for an “audience” that has an “experience: in a “venue,” we are using a theater frame.
And when we talk about “writing a script for delivering a better experience on a site,” we are using all four frames at the same time.
Yet none can make full sense of the Giant Zero. All of them mislead us into thinking the Giant Zero is other than what it is: a place without distance, and lots of challenges and opportunities that arise from its lack of distance.
Terraforming The Giant Zero
William Gibson famously said “the future is already here, it’s just not evenly distributed.” Since The Giant Zero has only been around for a couple decades so far, we still have a lot of terraforming to do. Most of it, I’d say.
So here is a punch list of terraforming jobs, some of which (I suspect) can’t be done in the physical world we know almost too well.
Cooperation. Getting to know and understand other people over distances was has always been hard. But on The Giant Zero we don’t have distance as an excuse for doing nothing, or for not getting to know and work together with others. How can we use The Giant Zero’s instant proximity to overcome (and take advantage) of our differences, and stop hating The Other, whoever they may be?
Privacy. The Giant Zero doesn’t come with privacy. Nor does the physical world. But distance alone gives some measure of privacy in the physical world. We also invented clothing and shelter as privacy technologies thousands of years ago, and we have well developed manners for respecting personal boundaries. On The Giant Zero we barely have any of that, which shouldn’t be surprising, because we haven’t had much time to develop them yet. In the absence of clothing, shelter and boundaries, it’s ridiculously easy for anyone or anything to spy our browsings and emailings. (See Privacy is an Inside Job for more on that, and what we can do about it.)
Personal agency. The original meaning of agency (derived from the Latin word agere, meaning “to do”), is the power to act with full effect in the world. We lost a lot of that when Industry won the Industrial Revolution. We still lose a little bit every time we click “accept” to one-sided terms the other party can change and we can’t. We also lose power every time we acquiesce to marketers who call us “assets” they “target,” “capture,” “acquire,” “manage,” “control” and “lock in” as if we were slaves or cattle. In The Giant Zero, however, we can come to the market as equals, in full control of our data and able to bring far more intelligence to the market’s table than companies can ever get through data gathered by surveillance and fed into guesswork mills that: a) stupidly assume that we are always buying something and b) still guess wrong at rates that round to 100% of the time. All we need to do is prove that free customers are more valuable than captive ones — to the whole economy. Which we can if we build our own tools for both independence and engagement. (Which we are.)
Politics and governance. Elections in democratic countries have always been about sports: the horse race, the boxing ring, the knockout punch. The Internet changes all that in many ways we already know and more we don’t. But what about governance? What about direct connections between citizens and the systems that serve them? The Giant Zero exists in all local, state, national and global government contexts, waiting to be discovered and used. And how should we start thinking about laws addressing an entirely new world we’ve hardly built and are years away from understanding fully (if we ever will)? In a new world being terraformed constantly, we risk protecting yesterday from last Thursday with laws and regulations that will last for generations — especially when we might find a technical solution next Tuesday to last Thursday‘s problems.
Economics. What does The Giant Zero in our midst mean for money, accounting and everything in Econ 101, 102 and beyond? Today we already have Bitcoin and its distributed ledger, the block chain. Both are only a few years old, and already huge bets are being made on their successes and failures. International monetary systems, credit payment and settlement mechanisms are also challenged by digital systems of many kinds that are zero-based in several different meanings of the expression. How do we create economies that are both native to The Giant Zero and respectful of the physical world it cohabits?
The physical world. We live in an epoch that geologists are starting to call the Anthropocene, because it differs from all that preceded it in one significant way: it is altered countless ways by human activity. At the very least, it is beyond dispute that our species is, from the perspective of the planet itself, a pestilence. We raid it of irreplaceable substances deposited by life forms (e.g. banded iron) and asteroid impacts (gold, silver, uranium and other heavy metals) billions of years ago, and of the irreplaceable combustible remains of plants and animals cooked in the ground for dozens to hundreds of millions of years. We fill the planet’s air and seas with durable and harmful wastes. We wipe out species beyond counting, with impunity. We have littered space with hundreds of thousands of pieces of orbiting crap flying at speeds ten times faster than bullets. The Giant Zero can’t reverse the damage we’ve caused, or reduce our ravenous appetites for more of everything our species selfishly calls a “resource.” But it puts us in the best possible position to understand and deal with the problems we’re causing.
I could go on, but I’d rather put another question to those of you who have made it to the end of this post: Should The Giant Zero be a book? I’m convinced of the need for it and have a pile of material already. Studying all this has also been my focus for a decade as a fellow with the Center for Information Technology and Society at UCSB. But I still have a long way to go.
If pressing on is a good idea, I could use some help thinking it through and pulling materials together. If you’re interested, let me know. No long distance charges apply.
This piece is copied over from this one in Medium, and is my first experiment in publishing first there and second here. Both are expanded and updated from a piece published at publius.cc on May 16, 2008. The drawing of the Internet is by Hugh McLeod. Other images are from Wikimedia Commons.
You don’t have an IQ. Nobody does, because intelligence isn’t a quotient. It is the most personal of all human characteristics, and is as different in all of us as our faces and voices.
For the nothing it’s worth, my known IQ scores have an eighty point range. (Got most of ’em from my Mom, who taught in the same school system.) All they measured, if anything, was how tired or awake I was, and how much I enjoyed or hated being tested at some point in time. And none of them mattered, except to those attempting to classify me — and all of them failed.
Remember, that’s what IQ tests are for: classifying people.
You are not a score. Listen to Whitman. I’ll translate him here into bulleted form:
Encompass worlds but never try to encompass me.
I was never measured, and never will be measured.
I know this orbit of mine cannot be swept by a carpenter’s compass.
I know that I am august. I do not trouble my spirit to vindicate itself or be understood. I see that the elementary laws never apologize.
Long enough have you dreamed contemptible dreams. Now I wash the gum from your eyes. You must habit yourself to the dazzle of the light and of every moment of your life.
Long have you timidly waited, holding a plank by the shore. Now I will you to be a bold swimmer, To jump off in the midst of the sea, and rise again, and nod to me and shout, and laughingly dash your hair.
I am the teacher of athletes. He that by me spreads a wider breast than my own proves the width of my own. He most honors my style who learns under it to destroy the teacher.
The spotted hawk swoops by and accuses me. He complains of my gab and my loitering. I too am not a bit tamed. I too am untranslatable. I sound my barbaric yawp over the roofs of the world.
IQ is a measure: a carpenter’s compass. Its orbit does not sweep what is august in your true self, which needs no vindication. Nor does it respect the elementary laws of your sovereign soul. It is just a plank you hold by the shore. Drop it, dive, swim and shout. Then honor Whitman’s style and respect the spotted hawk. Be your untamed, untranslatable self, and sound your barbaric yawp to MIT’s admissions system. If they don’t respect it, they don’t deserve you.
I mean, in respect to the Everything that surrounds us, and the culture in which we are pickled from start to finish, what we know rounds to nothing and is, with the provisional exception of the subjects and people we study and love, incomplete and therefore somewhere between questionable and wrong.
I’m into making the future better than the present by understanding everything I can. Most of what I can understand is located in the past, but I’ve only lived through a few dozen years of that, and none of the future. So I tend to be focused on enlarging the little I know, with full awe and respect for what I don’t, and never will.
Hey, we all do our best.
A shrink I know says nearly everything mentally productive about us owes to OCD: obsessive compulsive disorder. Same goes for nearly all our problems. Name one of either, and there’s a good chance OCD is at work there.
Just passing that along. Not sure it’s a learning, but as provisional wisdom it doesn’t fully suck.
I think we are at the point where we have to ask ourselves the very uncomfortable question: What do we call the business of selling everything else about you, that makes you who you are, apart from your physical body? And why, if this is our business, is it not regulated?
While I think regulations too often protect yesterday from last Thursday, I’m in sympathy with Aral on this one. While I’ve been working for years on simple means to signal, for example, whether or not we wish to be tracked when we leave a website, I’m not sure those signals will be respected unless backed by the force of law.
But my mind is open about it.
So there are two questions on the floor here.
What do we call the unwanted harvesting of personal data (our digital body parts) online?
What policies, if any, would we recommend to back the expressed wishes of people not to be followed when they are online?
The more brands that use influencers for marketing campaigns on social platforms like YouTube, Twitter and Instagram, the less impact each influencer has. At the same time, many influencers, who once jumped at the opportunity to endorse brands, are being much more selective for fear of appearing to sell out.
The technology and services industry today is awash with individuals whose only professional activity is flitting from vendor conference to vendor conference, with the sole purpose of writing completely non-objective puff pieces praising their vendor hosts in exchange for money (or in the hope said vendors will pony up some dough in gratitude).
Okay, let’s admit some basic facts: when you look at many influencers, there’s really not much to them.
So “influencer,” it appears, is a euphemism for sell-out. We’re talking about shills here.
What should a brand do with truly valuable customers? I see three choices:
Pay the customer to shill for them. That seems to be the default in today’s marketing world.
Reward the customer in some way, as airlines do with frequent flyer programs.
Recruit the customer to get more involved with the company itself, helping to improve its products and services. In other words, use the customer as an influencer on the company, rather than on some target audience. Generate real value at the source.
I submit that #3 has far more value than #1, and can add enormous value to #2.
Think of three companies for which you are a committed customer. Then think about what value you can give to those companies as a veteran user and good source of intelligence and insight.
I’m way past a million miles with United, and have been a “1K” (100k miles/year) passenger for years. Naturally, United is nice to me, as it tries to be with all frequent fliers. I have no complaints, and can think of much to praise. I’ve also done my best to be good to United as well (though not by shilling them). One small way is by tagging with “United,” “United Airlines” and “UAL” all the 10,000+ scenic photos I’ve taken out the windows of their airplanes.
But I would be glad to do more. For free. Like other frequent (and expert) fliers, I have plenty of ideas it would be good for United (or any airline) to hear, whether or not they implement them. But, aside from United’s feedback surveys, there is no easy or standard way to do that.
According to my personal account pages at MyGarmin.com, I own six Garmin GPS units and a map for one of them. In fact I’ve owned more than I see on both lists. (Some have been lost or stolen.) I’ve also loved every Garmin product I’ve ever used. My current fave is the little eTrex 20 GPS. That unit and earlier Legend and Vista models have yielded lots of useful data for me, including what’s visualized here on the company’s free BaseCamp map app:
Same goes for data remembered, somehow, by Garmin’s older RoadTrip app:
Note the differences. I’d love to combine and reconcile them somehow, but have no idea how to do that. I’d also like to see the next-generation eTrex bring back some of the virtues I enjoyed in the Legend and Vista (such as the rubbery back and the non-flimsy way the earlier models held a MicroSD card).
I’ve had a number of conversations, over the years, with Garmin call centers, and their agents have always been highly knowledgeable and helpful. But I’d love to have a better way to relate to Garmin than the means the company alone provides.
I actually have only one Apogee product: the Mic microphone. It’s handy, and vastly improves sound over the built-in mics in my laptop and mobile devices. I carry it with me everywhere. In fact, I like the Mic so much that I would be glad to buy some of the company’s other products. But I haven’t, because the legs of my Mic have all fallen off. (Each were held on by a tiny phillips-head screw that easily unscrews and disappears. Two of the legs are now held on by substitute screws and the third by a twist-tie.) I just opened a support ticket on Apogee’s support page, asking for replacement screws, and attempted unsuccessfully to wake up the Live Chat thing. We’ll see how it goes with the support ticket.
I have two points here.
One I’ve already made: good customers have far more value to add than their patronage alone.
The other is new to business: we need a standard and common way for any customer to contribute useful intelligence to any company they care about. This would unlock immeasurable value through improved products and services.
We can’t get there by working the company side alone. Even if every company in the world improves its customer service to the max, every company’s systems and improvements would still be as different as they are today.
We can only innovate here on the customer side.
It helps that there is nothing new about this. The entire Internet is an example of exactly the kind of innovation we’re talking about here. It gives every customer scale, and provides a common way for everybody to engage everybody else. Same goes for basic tools we use on the Net. For example, browsers and email. Browsers especially provide standard and common ways for individuals to engage Web sites and services.
Whatever else happens, the rights clearing question gets very personal. Do you want to be recorded by others and broadcast to the world or not? What are the social and device protocols for that? (Some are designed into the glasses above. Hope they help.)
We should start zero-basing some answers today, while the inevitable is in sight but isn’t here yet.
It should help to remember that all copyright laws were created in times when digital life was unimaginable (e.g. Stature of Anne, ASCAP), barely known (Act of 1976), or highly feared (WIPO, CTEA, DMCA).
How would we write new laws for the new video age that has barely started? Or why start with laws at all? (Remember that nearly all regulation protects yesterday from last Thursday — and are often written by know-nothings.)
We’ve only been living the networked life since graphical browsers and ISPs arrived in the mid-90’s. Meanwhile we’ve had thousands of years to develop civilization in the physical world.
Relatively speaking, digital networked life is Eden, which also didn’t come with privacy. That’s why we made clothing and shelter, and eventually put both on hooves and wheels.
How will we create the digital equivalents of the privacy technologies we call clothing, shelter, buttons, zippers, doors, windows, shades, blinds and curtains? Are the first answers technical or policy ones? Or both? (I favor the technical, fwiw. Code is Law and all that.)
Protecting the need for artists to make money is part of the picture. But it’s not the only part. And laws are only one way to protect artists, or anybody.
Manners come first, and we don’t have those yet. Meaning we also lack civilization, which is built on, and with, manners of many kinds. Think about much manners are lacking in the digital world. So far.
None of the big companies that dominate our digital lives have fully thought out how to protect anybody’s privacy. Those that come closest are ones we pay directly, and are therefore accountable to us (to a degree). Apple and Microsoft, for example, are doing more and more to isolate personal data to spaces the individual controls and the company can’t see — and to keep personal data away from the advertising business that sustains Google and Facebook, which both seem to regard personal privacy as a bug in civilization, rather than a feature of it. Note that we also pay those two companies nothing for their services. (We are mere consumers, whose lives are sold to the company’s actual customers, which are advertisers.)
Bottom line: the legal slate is covered in chalk, but the technical one is close to clean. What do we want to write there?
Start here: privacy is personal. We need to be able to signal our intentions about privacy — both as people doing the shooting, and the people being shot. A red light on a phone indicating recording status (as we have on video cameras) is one good step for video producers. On the other side of the camera, we need to signal what’s okay and what’s not. Clothing does that to some degree. So do doors, and shades and shutters on windows. We need the equivalent in our shared networked space. The faster and better we do that, the better we’ll be able to make good TV.
independence from the silos and walled gardens of the world; and
better means for engaging with every business in the world — your way, rather than theirs.
If you’re looking for a point of leverage on the future of customer liberation, independence and empowerment, IIW is it.
Wall Street-sized companies around the world are beginning to grok what Main Street ones have always known: customers aren’t just “targets” to be “acquired,” “managed,” “controlled” and “locked in.” In other words, Cluetrain was right when it said this, in 1999:
if you only have time for one clue this year, this is the one to get…
Now it is finally becoming clear that free customers are more valuable than captive ones: to themselves, to the companies they deal with, and to the marketplace.
But how, exactly? That’s what we’ll be working on at IIW, which runs from April 7 to 9 at the Computer History Museum, in the heart of Silicon Valley: the best venue ever created for a get-stuff-done unconference.
Focusing our work is a VRM maturity framework that gives every company, analyst and journalist a list of VRM competencies, and every VRM developer a context in which to show which of those competencies they provide, and how far along they are along the maturity path. This will start paving the paths along which individuals, tool and service providers and corporate systems (e.g. CRM) can finally begin to fit their pieces together. It will also help legitimize VRM as a category. If you have a VRM or related company, now is the time to jump in and participate in the conversation. Literally. Here are some of the VRM topics and technology categories that we’ll be talking about, and placing in context in the VRM maturity framework:
Wallet App (and 1-button pay) as “compelling demo” apparently works equally well 4 BitCoin as 4 PayPal. @dsearls opinion? #BitcoinSummit
Sounds cool, but I don’t know which wallet app she’s talking about. There are many. In my opinion, however, they all come up short because they aren’t really wallets. Meaning they’re not yours. They belong to the company that makes the app, and that company has its hand in your pocket.
Nothing you carry is more personal than your wallet, or more essential for interacting with the marketplace. You can change your pants or your purse, but your wallet is a constant. And, while your wallet contains cards and currencies that are issued by companies and governments, your wallet is yours, not theirs. That’s why none of those entities brand your wallet as theirs, nor do you operate your wallet at their grace.
This distinction matters because wallets are becoming a Real Big Topic — partly because a lot of Real Big Companies like having their hands in our pockets, and partly because we really do need digital versions of the wallets we carry in the analog world…
Here’s the key, and my challenge…: they need to be driven by individuals like you and me, and not by Business as Usual, especially what Google, Facebook, Apple, Twitter and the rest would like to do with their hands in our pockets…
Here’s the thing: if your wallet has a brand, it’s not yours. If it’s for putting companies hands, and not just their instruments of convenience (such as cards, the boundaries of which are mostly clear), in your pockets, it’s not yours.
Let’s give the individual a way to drive here. Just like we did with the PC, the Net, email, web servers, blogging, podcasting, syndication and other instruments created with freedom rather than capture in mind.
Think of Dave Winer‘s “Ask not what the Internet can do for you, ask what you can do for the Internet,” and substitute “individual,” “customer” or “user” for Internet. (They are all the same thing, when you think about it. And Dave was the prime mover between the last three developments listed in the prior paragraph.)
Here are a couple other things I’ve written about wallets:
Those two pieces, and the one quoted above, are all three years old or more. So now I’m wondering if wallets — real wallets, of the personal kind — can be apps at all. Given that apps are basically silos, I’m wondering if wallets should be some other breed of software thing.
Maybe it’s time to think about wallets outside the app box.
The uncanny valley is where you find likenesses of live humans that are just real enough to be creepy. On a graph it looks like this:
So I was thinking about how this looks for advertising that wants to get perfectly personal. You know: advertising that comes from systems that know you better than you know yourself, so they can give you messages that are perfectly personalized, all the time. I think it might look like this:
Traditional brand advertising — the kind we see in print, hear on radio and watch on TV — is fully familiar, but not at all human. It comes from companies, by way of media that also aren’t human. A little less familiar, but slightly more human, is old fashioned direct response advertising, such as junk mail. The messages might be addressed to us personally, and human in that respect, but still lacking in human likeness. Avertising that gets highly personal with us, because it’s based on surveillance-fed big data and super-smart algorithms, is much less familiar than the first two types, yet much more human-like. Yet it’s not really human, and we know that. Mostly it’s just creepy, because it’s clearly based on knowing more about us than we feel comfortable having it know. And it’s only one kind of human: a salesperson who thinks we’re ready to buy something, all the time — or can at least be influenced in some way.
I’m just thinking and drawing out loud here, and don’t offer this as a final analysis. Mostly I’m metabolizing what I’m learning from Don Marti‘s thinking out loud about these very different kinds of advertising, and how well they actually work, or don’t — for advertisers, for the media they support, and for the human targets themselves. (Like Don I also dig Bob Hoffman’s Ad Contrarian.)
What we see here is a groundswell of agreement about what’s going on. But do we see a reversal in the marketplace? Maybe we will if @rwang0 is right when he tweets “2015 is not the year of the crowd, it’s the year when the crowd realizes they are the product and they don’t like it.”