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April 2008

two banks, two experiences

So I'm in Israel for the week of Passover visiting family.

Tonight we received four phone calls.

One was from my parent's bank,
calling to personally wish each of their customers a happy holiday.  There was a real human being on the line, addressing the customer by name.  It was meaningful.

Then there was another neighborhood bank.  Call them bank #2.  Bank #2 called 3 times, all in one night (tonight).  Each time they called, they had another offer for my parents if they were to choose to switch banks.

Needless to say, my parents aren't switching banks.

This is how you keep your customers.

making the most of wait times

Meetings rarely start on time.  So what do you do with your time?

Do you schmooze it up?
Do you catch up on reading?
Reply to emails?
Post to twitter?

I would like to make a suggestion:

Take a minute to breath. 
Put your meeting in perspective.

Determine what it is you want to get out of the meeting,
how this will impact your objectives,
how this will further your own departmental goals,
how will this further your career goals,
and lastly, how do you plan on doing this? 

There is little more valuable in today's busy world, than perspective.  Try turning off your blackberry or closing your laptop.  Take a minute to think.  It just may change your life.

5 Next Steps for Online Video

Olde_tv 5. Grow Up: Get a job, figure out where you're going in life, determine who you are today before you make up your mind about who you want to be.  Cats playing piano are cute, but addictive viewing is going to require real strategic planning.  I would recommend speaking with a life coach, or maybe a college guidance counselor.

4. Get Off The Internet: I feel like every time I want to speak to you, you're in a browser.  Stop tethering me to the desk, to the computer, to a connection.  Let me view my video everywhere and anywhere I want to.  It's cheaper to let me download your clip and only resync for fresh advertising than to restream the same content over, and over, and over again.

3. Be More Than Video:
"Connected Viewing" should deliver something "Disconnected Viewing" never could, useful interactivity.  Think about how much flash powers online (widgets, games etc.) and tell me it doesn't have a place as a semi-transparent overlay.  Let me multitask within my viewing experience, let me click for more info, let me do so much more than "watch"... let me experience.

2. Stop Annoying Me:
 Nobody likes the Amway guy, he's just there to yell in your ear.  So please stop serving unwanted pop-ups in video.  What makes someone think that a bottom-third of the screen animated overlay is any better than a traditional pop-up?  If this is the best format we can come up with, we're in trouble.  Oh yeah, and where are all the variable format ads?  Why do I see the same ads if I'm viewing a 30 second clip, a 5 minute clip and a 35 minute clip?  How about adapting?  Isn't that what mainstream media is "having trouble" doing?  Could it be that even "digital" media has a thing or two to learn about adaptation?

1. Know Me: You know who I am.  You know what I'm watching.  You know what I've watched before.  You know what you're going to suggest to me next.  It's time we get to know each other.  I'm Jon.  Now please pull up the content I will find most interesting, because frankly, I feel like I'm doing all the work over here.

the dynamics of "easy"

  • Easy access facilitates mass interactivity.
  • Earned access facilitates pride and personal value generated by the investment placed in gaining access.

Professional athletes take pride in their stats and status, as these are direct results of their labor.

American Express Platinum members take pride in their membership as it represents their status.

Modells shoppers rarely take pride in their status. 

Do barriers to entry drive marketing friendly envy? 

Can an item with "easy access" generate pride among it's users?

Consider: How is it that Walmart shoppers will often personally identify themselves as Walmart shoppers, even though anyone can "get in"?

Could it be that "membership" is not about access but the personal attribution of membership towards a common goal or a shared pursuit?