Get Out Of Town

Tough Town!

Several decades ago, when I fronted a rock band, we'd gig at whatever venue would have us. The work made rehearsals more productive, because they gave us deadlines, and even the most ill-scheduled gig was, for the most part, better than not having it. This led to several hundred gigs, all told, in a wide range of settings and locations.

Where this is relevant to your life as a marketing and advertising pro is this simple piece of human psychology; if the band was from far away, the crowd was inevitably more interested in what they were doing. There's an ego-flattering point to this, in that if you know about bands from outside your area, it must make you a more discerning fan of music. It's also a tiny acid test for the band, in that audiences think you have more on the ball if you are from somewhere else, since the assumption is that it's your full time job, as opposed to a hobby.

Here's another data point that proves the practice. When my wife was pregnant with our first child, she had a standing gig at Caesar's Palace in Atlantic City, as she's a harpist. (Weddings, corporate events, hospice work, bookstores, specialty events. Book her early and often; you can reach her through me. End of product placement.) When patrons asked her where she was from and she replied trutthfully, there was a feeling of disappointment and a quicker end to the conversation. So she started adopting an Irish accent instead, created a small back story to match her persona, and watched her tips triple.

This is, of course, silly on its face. But the same thing occurs in business, honestly. Now that I live and work in the Bay Area, the people I run into during my day to day are inevitably more interested when I mention where I'm from (Philadelphia, originally), as opposed to where I work (a start up that most people haven't heard of yet, on the peninsula between San Jose and San Francisco).

There's no sign that this trend is slowing, even in the age of remote work and easy plane bookings. Travel broadens the mind -- and not just the mind of the traveler.

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Football In the Time of California

He's Right

I admit that "Love in the time of . . ." is a great title, up to a point. You're reading along, you're happy, it's about love. I like the way the word time comes in - a nice, nice feeling. Then the morbid Cholera appears. I was happy till then. Why not "Love in the Time of the Blue, Blue, Bluebirds"? "Love in the Time of Oozing Sores and Pustules" is probably an earlier title the author used as he was writing in a rat-infested tree house on an old Smith Corona. This writer, whoever he is, could have used a couple of weeks in Pacific Daylight Time.” - Steve Martin, "Pure Drivel"

Martin's essay is always in the back of my mind when I get the chance to appreciate living in the Bay Area, and as it was the first week of NFL football, it rang in my brain once more today. I don't have cable anymore, as I'm living in temporary housing without a television while onboarding at a new startup, but going cold turkey on my football laundry (Eagles) isn't going to happen. So I headed up and out this morning, found a place with a good enough breakfast menu and enough televisions with a satellite dish, and got to watch my team at the utterly wonderful hour of 10am, rather than 1pm.

My laundry won, which always helps, but getting the football game out of the way before late afternoon makes the entire exercise seem like so much less of a vice, honestly. I caught the later game at the gym on a treadmill, took care of my errands, and still had daylight hours to spare. Back East, this would have required an unsightly wake up early in the morning while trying not to wake the sleeping family, not to mention the preparation of getting to bed early on Saturday. Full and total pass on all of that.

I suspect the NFL is getting wise to this on their own level, what with the increasing number of games in the UK on European time, but (a) those games are almost always terrible, seeing how they involve an inordinate amount of Jacksonville Jaguars, and (b) the games will likely always be terrible, because they are in front of crowds of mostly neutral fans, with players who resent the really big dumb plane flight in the middle of their year of big dumb plane flights.

Having the game wrap up early works whether your laundry wins or loses in California. A win, you are out in the sunshine afterward, getting stuff done, feeling virtuous. A loss, you are out in the sunshine afterward, remembering that the people who are really angry and bitter about this are three thousand miles away and won't be inflicting thier negativity upon you. The last time I was in California, my laundry had the best era of its history and went to its last Super Bowl. Maybe they just need me to be away from them. It's a sacfrifice I'm willing to make.

Final point that brings this all back to stuff a marketing person might want to think about: dayparting matters, and also shouldn't be a single set point. Something to keep in mind for the email professionals, as well as media planners who are resolute enough to price their banner buys on a clock basis. (Hint: you really should price your banner buys on a clock basis. If only because they work very differently, and to very different people, depending on the hour of the day.)

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Scale For Some

Unvisited Book

“But the effect of her being on those around her was incalculably diffusive: for the growing good of the world is partly dependent on unhistoric acts; and that things are not so ill with you and me as they might have been, is half owing to the number who lived faithfully a hidden life, and rest in unvisited tombs.” - George Eliot

My first gig in marketing was with a physical manufacturer of products, and by the end of my time there, something terrible happened: the marketing worked too well. We were up by a lot more than our people could handle, no one could take vacation time, and the challenge from a management perspective came from trying to find qualified personnel who would work second and third shift hours to try to keep up wih the demand. Rumors started of how we would cut the marketing budget for the upcoming year to try to throttle down the growth, and my belief in the long-term viability of the business, coupled with concerns about how I was valued by higher levels of management, made me very anxious. You don't do your best work when you're anxious. So when another company made me an offer, I gave notice and relocated.

That was nearly twenty years ago, and I don't regret the move in the least. I've learned a ton in the time since, and it's all led to the current gig, where I get to work with and shape the marketing of tools that pretty much fix every problem I've ever ran into as a marketing and advertising pro. Notably, also, this: none of the companies that I've worked at since gave as many people jobs as that first employer, mostly because I've never taken a gig since that didn't scale.

There's a significant article in the NY Times this week that has made me start to wonder if that stance didn't come with some costs, though. The article compares the impact of Apple to its home city (Cupertino, CA) to Kodak with its (Rochester, NY). The entire article is worth a read, but the gist of it is that by creating a contractor class to take care of aspects of the business that aren't seen as core competency (janitorial is the focus, but the movement also extends to security guards, food production, and so on), Apple has created more shareholder value at the cost of blue collar jobs. So while Rochester has traces of Kodak's benevolence striped through the community, Apple is a global company, with those dollars either on campus, or spread to the bank accounts of shareholders all over the world.

There's nothing particularly evil or unique about this, and had Kodak's management thought of it first (or, for that matter, how film was going to go away due to changing technology), perhaps they would have made different choices. But the end result is the same, and that's a marketplace where many workers, especially if they didn't start from a position of priviledge, have to pinball from company to company to reach economic goals, rather than work their way up.

That toothpaste is long gone from the tube, of course. Emulating Apple, one of the most successful companies in the world, is what will happen for decades to come. Innovation at the top levels drove their profit margins, rather than squeezing custodians. But I can't help but feel that this reading of the market isn't entirely accurate.

There's damage done when only the current highest achievers can get ahead. There's social stratification that happens when people can't work their way up, ambitions thwarted, motivations dulled. From the unpaid internships with amazing social networking opportunities that only young adults of priviledge can take, to the gig on top of gig economies that the working poor gravitate to, we create skepticism about capitalism itself... and when that occurs, the engine that creates people who can buy these wonderful goods and services dries up, becomes ripe for piracy, and accelerates income inequality to the point where a civil society is no longer a given.

The company that I left twenty years ago is still in business. It can't have been an easy ride for them, but they are privately held, and ownership always took pride in giving people jobs, rather than maximizing their own revenue. If every company were like them, we'd probably have more people working, a more stable economy, maybe even less extremism in our political climate. But we also might not have the tech and innovation that no one wants to live without.

I live in the Bay Area now, perhaps the least accomodating philosophical market for unvisited tombs. It's a great place to be, filled to bursting with ambitious and disruptive people, and to live here generally means you chose it, because so many people aren't native to the area.

If every area in America tried to be like this, we'd have astonishing problems. Probably even worse than what we have now.

But if you are faced with, as I was twenty years ago, no better option?

You make the change.

And deal with the ensuing challengs to the best of your ability.

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

The Jet Blue Way

Jet Blue HQ

This past weekend, I flew cross-country on a red-eye, spent the better part of a day getting a venue to its proper state, and was genuinely touched by my community. In some respects, it was an ordinary experience, because I've done all of these things before. In other ways, it made me feel validated that the project that I've taken on is on the side of the angels... because it feels like more of the same.

Let's get into it chronologically. I've never flown JetBlue before because it just hasn't been an option from a logistics or expense standpoint. This time around, the overnight flight from Oakland was in the market on the budget, the pre-dawn arrival at JFK was OK from a pickup standpoint since my ride out was too early for morning rush hour traffic, and my late August flight dates didn't put me into holiday surge pricing.

There's nothing *particularly* magical about JetBlue, and I'm not sure it's a better experience than Virgin (now Alaska)... but it's close. The wifi works and it's free, the leg room is just better than others, the flight attendants don't seem beaten down by the gig, and the whole experience just seems a little better. Not so much in ways that are going to make me pay more all the time, and I still wish that they had more mid-Atlantic ports of call because JFK is just not a great place for me. But they are preferred now, and I wasn't sure that there was enough of a difference in airlines to bother with before. (Frontier and Spirit, on the other hand, seem like they are actively trying to punish you for saving money.)

I flew back to New Jersey this weekend to run a poker game for my regulars, then conduct a fantasy football draft. The poker game has been going on since I left for the Bay Area in May, with the regulars keeping the flame alive... but the guys just don't have my same attention to detail and fiddly personality, so the venue just wasn't as clean as it should be, the snacks just weren't up to the same level, the vinyl records weren't spinning, and so on, and so on. There's no specific single thing that I do that makes people more into the game, but the cumulative impact of all of the little extras just gives the players more of a premium feel and helps them get more enthusiasm for the game. They reciprocated with an unprecedented expression of generosity, and I honestly teared up a little when I told my wife about it the next morning. It's not just nice to be appreciated for what you do. It's life-affirming.

Finally, Saturday was the fantasy football auction, which was more involved than past years given the depth of the draft, and another moment where my community picked me up when my own performance was lacking. I got the number of bench slots wrong on the prep materials, a basic oversight that I've never made before, and a mistake that could have had a real impact on the outcome for the players involved... but everyone just rolled with the mistake and picked me up. I have a history with both of these groups, and I know that I've given them value over the years. We retain our players in both the poker and fantasy leagues. Jet Blue retains their customers. The word of mouth from people who play in my leagues, or my poker game, draw new players because people like to tell the story of good service. (Not as much as they do bad service, but there's nothing you can do about that.) The same goes for Jet Blue.

There's always the temptation, especially when you can put dollars to decisions through data, to cut corners. Jet Blue probably loses a few fares every flight for the leg room decision and puts themselves at risk of not seeming as serious about making a profit as their competitors. I put myself at a little more financial risk, especially if my players don't tip at the poker game, or make my role difficult as a fantasy league commissioner. I also could have turned the time that I spent working on the venue into cash, or just not flown back for the events in the first place. There's also the love and tolerance shown by my family, who don't see me very often during this period and then shared my time and attention with my friends this weekend.

As a consultant and a marketing and advertising pro, I've known for a long time that you make your own luck.

To me, the best way to do that is to make your clients love your service.

Besides, you feel better about yourself that way.

And it seems to be working for Jet Blue, now in its 20th year of operation...

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Five Lessons From A Fantasy League Commissioner

Actually, It Is

Twice in the next week, I'll participate in fantasy football drafts; once in the office, the other in a basement that's 3,000 miles away from where I currently live. When these drafts happen, I will act as Commissioner, because this is a thing that I do, and herd the cats who are in the leagues to all come together and do a transparently dumb thing as a single group. I've performed this role for (gulp) over thirty years, in a wide range of leagues, ranging from dear friends and relatives to near total strangers.

Here's what I've learned, over the many years and situations, that have helped to inform the person that I am when working as a marketing and advertising pro. You might find it helpful. (But not as helpful as when to draft Tennessee Titans RB Derrick Henry, perhaps the best handcuff in the league this year. That's clearly a state secret.)

1) Your worst client will always take up the majority of your time.

Whether it's someone who can't get their protections on time, struggles with the tech, needs an inordinate amount of follow-up requests to pay the dues, takes way more time to make their picks than everyone else, or just finds some other way to throw a wrench in the works... well, this has made for *wonderful* training on dealing with particular clients. Keeping your composure when all you really want to do is spit fire at someone for making things difficult is an incredibly valuable life skill, but it's also kind of like getting to the gym every day for maintenance work. You might need to figure out ways to self-motivate.

2) People are going to make fun of you for the very reasons why you have the gig.

In the league that I run out of the basement, there will be giant labels, several kinds of Sharpies, clipboards and pens and assigned seating, and an inordinate amount of getting things Just So. Owners are appreciative, but they also will make jokes about this, re-arrange things just to see if they can get my goat, and so on.

The point is that if you are a good commish, you have to sweat the details, and sweating the details is just an irresistible softball in the search for humor. I (honestly) don't really mind, because this is just how I'm wired. Making fun of me for this stuff is kind of like making fun of my height or hair color; have at it. I didn't choose it, so I'll probably join in.

3) Bad ideas are like weeds, or zombies; they always return.

If you have an owner or two that wants to change a rule, and it gets voted down or rejected, rest assured that it will return at some point, with as much force and vigor as previous. There is a strong intersection of math, engineering and problem solving in the mindset of fantasy sports, and people like to think they are right about things, otherwise they wouldn't say it.

So the owner in your league that hates kickers, and wants to ban them... will always hate kickers, and will always want to ban them. They might even be right. And they'll ask until they get their way, or the sun burns out. Best to just shrug and move on.

4) Balancing the interests of the league against the interests of your team is tough.

Running my basement league, for me, is a mix of conducting an auction while also trying to make picks for my own club, which leads to mistakes for both sides. It's also my built-in excuse for not having a particularly good team, but what's more likely is that I just don't do as well in football as other leagues. Finally, if you are in a league with especially competitive people, rule changes or innovations that you propose will be regarded with suspicion, because they'll seem like they are in the interest of your team first, and the league second. The only way to overcome this is by building up goodwill and precedent as an honorable dealer. There are no shortcuts to that status.

5) This is all part of your personal brand.

I've had job interviews where the conversation went to personal habits, and I've always felt that this was a competitive advantage for me, because my hobbies... well, speak to my professional attributes. It's one thing to say that I sweat the details; it's quite another to rattle off the particulars of my various leagues. People like to hire folks with good references, because retaining clients is a critical skill in business. I have clients in these leagues that have spent the majority of their lives with me. Innovating in small spaces, learning from outside sources, caring about the happiness of your partners, self-awareness and self-deprecation for when you are nerding out with abandon...

Well, I'm putting data and precedent to these claims, rather than just saying them.

Good luck with your drafts!

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

The Generalization Trap

Twain Me

The prevailing story this week in adtech was the continuing discussion about the memo that got James Damore, an engineer at Google, fired for the views expressed in the piece.

There's been a lot of back and forth about this in my feed. Some feel that terminating an employee for their views is tantamount to censorship, and just aren't down with that. Others believe that Google also missed an opportunity to retrain the asset, and defuse the controversy. More people have contributed what it's like to be female in tech, and the sheer fatigue encountered from having to continually overcome stereotypes. There was also a strong piece from NPR that showed how enrollment in colleges for tech courses changed dramaticaly, on the diversity level, with just a few minor tweaks to how the course was marketed. (Note: no content changes, just titles.) Finally, there was talk about the strategies involved, the ensuing lawsuits, the media coverage, and so on.

What I've found to be the silver lining in the experience is that tech, unlike too many other parts of our world, is actually learning from the experience, and adding more information. That is, after all, what tech types do; challenge assumptions, gather more data, go where the math takes you. Rather than simply point at a problem and declare the other side to be unrealistic and/or malevolent, we default to the science.

Which makes me wonder why so many people who are willing to defend some of the points in the memo are, well, missing the forest for the trees. And here's that forest: when you generalize about a group, and you aren't a stand up comedian trying for easy laughs... you are pretty much setting yourself up for catastrophic failure.

I get why people *want* to make these generalizations, of course. It's shorthand for thinking, and thinking all the time is absolutely exhausting. Our minds want to rest from time to time, and maybe even more than that, and a generalization can put you at ease, and make the world seem simpler. Run into trouble on the roads? Generalize about the demographic of the person who offended you, rather than how you might be bringing your own problems to the table. Annoyed about your economic status compared to some other profession? Generalize about their moral or ethical culpability. Don't like your working environment because it pushes you out of your comfort zone? Generalize about hiring practices, class structures, and so on.

It's lazy thinking, if it's even thinking at all. And it's a mistake. Always, and especially in a professional or business environment.

Which makes my closing statement on the matter curious, because it's going to sound like I'm stepping in the same hole.

What people really hate, even more than generalizations?

Being told they are wrong.

5 Tips For Tumbleweed Season

Not Seen: Co-Workers

If you've worked in adtech for any length of time, you know what an August calendar means: vacation time. Either for you, the people you are working with, or the people that need to sign off on anything of major consequence.

As someone who has worked almost exclusively at start ups for the past couple of decades -- and at some start ups that have gone away with varying degrees of warning -- I've also had the experience of not having much in the way of time accrued at a new gig to take off when everyone else does. Here's what I've learned about Tumbleweed Season, under the hope that it proves helpful to you.

1) Collaboration is going to be really unpredictable. I've frequently come in to the office during slow times and expected quiet sessions where independent study and long-term thinking was going to rule the day, only to find a stray exec or senior sales personnel with very urgent needs. Don't assume that your day will be uneventful.

2) Commuting can be a joy. The comedian Bill Burr has a highly misanthropic but accurate routine in which he talks about how much nicer the world would be, if there were only a lot less people in it. Just in the last week in the Bay Area, my usual time in the car for the morning drive has dropped 15-20%, with no major crushes or delays. It can't and won't last, of course, but I'm going to enjoy it while I can. (Sadly for my friends who still work in NYC, this season isn't providing the same benefit.)

3) Travel makes for interesting dayparts. The nature of work in the connected age means that your contact who is spending time in Europe, Asia or the Pacific is still likely to monitor their communication channels, but maybe with less frequency or urgency. If you are prone to checking your device at all hours, you really need to break that habit before it destroys your health... but in the meantime, consider time-shifting your email sends to hit the in-box at a more sane hour.

4) Deadlines may be just as urgent, but for different reasons. Vacation schedules can make for an effective bit of leverage, in that many clients will want to clear the decks of projects before leaving. That can give you the impetus you need to push things forward, but only if you keep things simple. Deep complications aren't your friend in Tumbleweed Time.

5) T'is the season. At many of my gigs, Q4 has been an all-hands experience, with any number of seasonal creative needs crushing the team from mid-October to mid-December. Working ahead for your top clients in the summer months, especially for perennial tasks that can't look too much like last year's, but not too much different either, is best done when you've got some time and space to think -- and can keep you from truly insane weeks later.

Besides, looking at icicles and snowflakes in your marketing and advertising projects is a very good way to take your mind off summer heat...

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Disrupting Disruption

How Adobe Is Makng Me Feel

You hear a lot of idioms when you work in adech. Fail fast. Long tail thinking. And perhaps the most powerful, disrupt everything.

This call to innovate has led to the engine that is driving the U.S. economy. A small number of tech companies are the biggest reason why the stock market as a whole has performed so well in the past six months, and there's no end of folks who want to be just like them. And for the most part, this is a great and good thing, especially if you are a fan of getting the U.S. off fossil fuel use.

I've made a living from innovation for decades, and at my current gig, continue in this vein. So what I'm about to discuss isn't an easy thing to denigrate. But here goes.

There are no panaceas in life, and nothing that comes without consequences. Sustainable energy infrastructure has an impact on the environment, albeit one that's remarkably lower than fossil fuel use. I may delight in my phone taking pictures or serving as a flashlight or guitar tuner, but there are untold numbers of people who, thanks to these apps, no longer have employment. Consequences.

Which leads me to news from Adobe, demoed on stage and covered recently in business publications, of Voco. Basically, Photoshop for audio, which gives the operator of the software the ability to create thoroughly realistic scripts that were never said by the speaker. All you need is 20 to 40 minutes of data to work from, and you can make anyone say anything, in a fake that's nearly undetectable to anyone who isn't looking at the actual code.

No, seriously.

And while the stated use case for the software is clear and useful for a limited number of professionals -- sound engineers on media that get to skip laborious recovery sessions -- the far greater negative impact on humanity seems clear, yes?

If fake news is the scourge by which elections and social media has been more or less permanently corrupted, how much worse does it get when you add these tools to the mix?

If governance is becoming an ever-growing toxic mix of tribalism, what happens when you give by any means warriors these weapons?

And if we've gotten into this mess due to a corrupting narrative of how you can't trust the media or your government...

Well, what amount of damage kicks in when sight and hearing are also suspect?

There are some tools that, at the risk of infuriating extreme libertarians, are widely regarded as not suitable to be in the hands of private actors, due to the risk of misuse. Tanks. Lethal gases. Nuclear weapons. And so on.

If Adobe about to make the coding equivalent... well, let me put it this way.

We're going to have bigger problems then, say, consumers no longer thinking that a celebrity is really endorsing your goods or services...

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Can, Could, Won't: Managing Risk

Additional risk: eye pokery

At one of the earlier stops in my career, I was fortunate enough to work with a top-notch legal compliance officer. Not only was this person quick and skilled, they were also exceptionally patient and understanding. That was all very necessary, since it was their poor task to proof all of my copy for not just the usual editing maladies, but also for anything that could put our employer in legal jeopardy.

What probably made the work (slightly) more tolerable for them was that I had some background in law in the first place. A political science degree, some secertarial work for law professors and lawyers at various temp jobs, and other roles prior to that gig made me think that I knew some stuff. And, well, I did; just enough to be dangerous. Because my skill set was nothing compared to what this employer wanted to instill, and even less than what many of our clients wanted to enforce. That's why the compliance role was there in the first place.

After a few years of high throughput copywriting and creative direction, I just didn't go down paths that led to issues. Can was just automatically changed to could, claims were softened with puffery or avoided, dates were omitted because the nature of our delivery channel (email) led to way too big of a chance of a bait and switch accusal. Sweepstakes were swapped out for less problematic premiums, and sensitive discussions were taken out of email, putting us light years ahead of, sadly, people who get major political party nominations to be the leader of the Free World. I've pretty much worked in a legally compliant way ever since, and have even served as the de facto legal expert for several employers afterward that just didn't have the budget or interest to have true counsel.

It wasn't as if anything I wanted to try before I got all of that training was irresponsible. None of my clients ever ran into legal issues due to creative before or since, and while some of my stops have run into fireworks for poor practices, none of that was related to practices in my part of the business. But once you get trained to go in a certain direction, that's where you go creatively. Especially since the other directions don't seem to gain you much more than added risk.

Which leads me to the risk that's on the other side of the ledger. While there are plenty of consumer categories that play in arenas where true and correct fear lives in the heart's of your clients, the real shame of it all is that those are the categories that are most ready for innovation. (That's the reason why so many job listings in restrictive fields come with a heavy requirement for relevant experience; it's a safeguard for things that can never, ever happen.) Class action suits are just the end for many a buisness, if not for the obvious legal damages, but also from the turnover they inspire. Doing anything new or novel in these categories takes unusual courage from your client, and presentation skill from the agency.

The trouble with being too aware of risk is that it breeds a degree of sameness and safety to all of your finished work, and in that sameness, you can't innovate, learn from outliers, push the envelope... or feel truly alive in the gig.

Because at the end of the day, there's legal risk in getting out of bed. It's just a little more pronounced and obvious than the risk you get from weak creative.

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

3D Dragon Haircut Research

Sorry, Not 3D Enough

I'm going to confess to a prejudice here. When it comes to getting a haircut, I like the barber to have a few years on me. (Yes, I know, doesn't seem to go with the picture or the column's focus, which is marketing and advertising. We'll get there. Trust me.)

I'm sure that there are plenty of people who cut hair for a living who are masterful at the work at an early age. My needs aren't particularly esoteric, either. But once you've gotten used to the fine points of the job (a quality straight razor, a sense of how short I like it without needing to interrogate or break out measuring tape)... well, going with someone new to the field just seems like too much risk for not enough reward.

Besides, you also miss out on a chance to do market research. Which is kind of a big deal, given my profession, and how, if you really want to sell something in the U.S., you better be able to convince the people with money. That'd be (shh!) older people. Moving on.

This last week, I caught a skeptical column in my media feed that downplayed the coming impact of Augmented Reality and Virtual Reality. The columnist pointed out how 3D in television, cable, and even movie theaters has been limited, with cable providers in the UK giving it away for free, rather than going for an upcharge. So with that as a precedent, why get excited about something new that's likely to run into the same resistant consumer inertia?

It's a reasonable point, honestly. Betting on failure is rarely sexy, but breakthroughs are relatively rare, which is why they are so memorable. Gartner calls this stage in the Hype Cycle the "Trough of Disillusionment", and for every tech that powers through to the "Slope of Enlightenment" and eventual "Plateau of Productivity", there are an untold number that fall by the wayside. I also work for a cutting-edge tech company, so I'm biased by nature.

Which led me to the barber's chair this last weekend, and small talk as Ray (good name for a barber, right? One syllable, can't mispronounce it) got to work on my desire to retain less sweat during the summer. He asked me what I do. I gave him my company's quick pitch, and my role in it. Given that I now work in the Bay Area and everyone dreams of knowing about the next great tech IPO, he asked about that aspect of the business. I pivoted, because honestly, it's just not that interesting to me; if the company does great over the next few years, I'm sure a rising tide will raise all boats, but that kind of long-term dreaming can just get really distracting.

Instead, I pivoted back to what could be done with the tech, and what problems it solves. Which didn't interest him as much, because honestly, why should it? He's a barber. But then I drew it out further, and talked about the last mile aspects. How his phone could give him an AR path to the products he wants the next time he's in a warehouse store, rather than have to track down staff. How he could get offers and coupons without having to hunt for them. How the products and services that he wants to buy could be made cheaper, simply because the marketing and advertising expense would go down with increased efficiency. (Also, more darkly, the probable headcount at that location, because tech is frequently shorthand for Employment Winter Is Coming.) How some companies might choose to pass those savings on to the consumer, all while keeping their margins in check, in an attempt to grow their market share.

He got it then. He also got how, once anything like that was on his phone, how quick he'd be to use it all the time, and how soon it would just become table stakes for anyone that sells stuff.

Because that's the difference between 3D, VR and AR. There's no clear problem that 3D tech serves. Take a look at my screen shot image at the start of this column, and you'll see a character from "Game of Thrones" getting so up close and personal to an angry dragon that her hair is blown back.

No one who ever watched that show turned it off because the effects weren't 3D enough.

But plenty of people didn't buy something in a store because they couldn't find it, forgot their coupon, or thought it was too much money in the first place...

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Persistence, Biology and Business

Sing It, Fellow Monkey

This week at my gig, I found myself going over presentation decks for a couple of absolutely critical pitch meetings, and obsessing over... how to make the fonts and spacing more consistent, and delving into the extremely fidgety points over exactly how large the bullets should be.

Widow and orphan copy protection, column widths, trying to avoid to start a line with symbols over text, checking back and forth to see what was the more consistent usage, and so on. It's the kind of work that always takes longer than you think it should because any interruption that you get in your life will take precedence over this. At its core, this level of document control is stuff that your brain is just *trying* to be distracted from, no matter how many times you've done it.

There are tricks around editing and QA, of course, which you learn from painful trial and error and experience. First, to remind yourself of just how important the meetings are; that has a way to sharpen the attention. A second is to edit backward, so your mind doesn't fill in blanks that aren't there. A third is read all of the copy out loud, which is an old broadcast journalism tactic that's great for self-editors. I also like to do my rounds at different speeds, so that my double and triple check doesn't feel like I'm just going through the motions.

Sometimes when I'm doing this, my mind wanders as to why the edit is necessary in the first place. Persistence and attention to detail seems like something anyone can do, after all. But keeping a sharp point during what others might consider drudgery is a talent, and I work at a start-up; people are incredibly busy and need to move to other projects with speed. Having the eye to find these points seems like it's in shorter and shorter supply, especially as we get more and more used to machine learning that lulls us into thinking everything is OK..

Which leads the skeptical reader to wonder just how much value is being added through this level of due diligence, and the answer is, well, no one knows. When a prospect doesn't convert to a client, they'll never tell you that they aren't going to sign because of tiny errors that made them lose confidence in your brand. But just because they don't recognize these things at a conscious level doesn't mean that it didn't happen. What we're trying to do at my current gig is hard; it requires our clients to disrupt their current way of doing things, and to challenge assumptions that they've been living with for, in some cases, many years. Having everything just so is almost like, well, insurance.

Believe it or not, such things even have a basis in biology.

I've been fortunate enough to run into a few interviews recently from a Stanford professor, Richard Sapolsky, who will gladly give you way too much to think about. After a lifetime of study, the professor believes that free will is simply the biology that we haven't learned yet, and so much of the stuff that we think is a conscious choice is, well, anything but. Sapolsky cites the mathematical woes faced by prisoners trying to gain parole with hearings just before lunch (dramatically lower than any other time, but never, of course, in front of judges that would admit that they were too cranky before feeding to feel much in the way of mercy). He also talks about the historical culture of blame that society would give to epileptics, people with scurvy, dyslexia, and so on. All of these classes were blamed for their afflictions until the world knew more about what caused them, and then they weren't.

Sapolsky also notes, with the evidence of people answering questions while hooked up to various scanning technology, that we make decisions almost instantaneously, and then spend much of our time and gray matter justifying those decisions. How people of different political persuasions, or those with better backgrounds with parents who had lower amounts of stress, react and manage complex conditions, or more darkly, racial relations and class differences. It's all simultaneously depressing and empowering, as it points to how little we should feel good about ourselves and our accomplishments, and how seemingly intractable problems might have solutions, if only we can get past the conditions that are causing near hard-wired dismissal.

Which is all very far away from a presentation deck, until we get back to decisions made by individuals in micro-seconds, on near unconscious levels. On criteria that will never be stated out loud.

Persistence is in my biology. It might also be in our audiences.

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

M&AD Holiday Special: July 4 Memories

Do Not Try This At (My) Home

Since the industry is officially in Hangover Time between Cannes and the holiday weekend, I thought I'd take a break from the usual profession-centric column and share a memory of a past holiday. If you aren't down for the flight of fancy, feel free to take a pass and check back next week.

First, I need to set the scene for you. I'm in my early '20s, trying to make it as a musician, working temp jobs after college. I'm broke from dealing with college loans, and I'm living in a terrible part of Philadelphia, known locally as Fishtown. (It's kind of like Brooklyn, all the way down to the recent revival and spike of real estate values with hipster gentrification.)

So I'm sitting out of my corner gun turret window, about a quarter of a mile away from an elevated train stop, because it's hot and I don't have air conditioning. I'm noodling on an acoustic guitar and trying to write a song. It's pretty much how I spent most of my evenings. I'm looking out at an empty lot with broken glass and drug paraphernalia, and that's when I see these two guys. (Don't worry, we're getting to the good/holiday part.)

They are, well, *painfully* drunk, in the way that's just hard to look at, because they are standing at angles that look wrong. They've got well-lit torches, which is kind of worrisome in any situation that isn't a movie set, and they also have a steel trash can.

Oh, one last thing. They've got fireworks.

Professional, end of the day at an amusement park level, fireworks. Stuff that goes up into the air and makes all sorts of pretty colors, and I have to think they stole some of it, because it's just not the stuff that you see sold to the general public.

Which they proceed to light, at random intervals and random angles, for the next hour and a half.

Which I watch, because how could you not? And I was struck by the following realizations.

1) They could easily end their own lives, or at the very least, seriously impact their future enjoyment of same, at any moment, really. Even if they weren't drunk, but especially more because they are.

2) They could easily end *my* life, in that I'm not very far away from them, and the right/wrong angle means I'm going to get incoming.

3) My choice of address means that there isn't going any real chance of police coming to my location.

Because luck and/or aphorisms about the kind feelings of God toward drunkards, the fireworks show ended without mayhem. The guys set off what they had, laughed like schoolchildren at everything they lit, then staggered off when they were done. I didn't get any songs written that night, but I did get a memory that will last a lifetime, even though it may have ruined me for every Fourth of July since.

After all, professional fireworks shows are great... but they do tend to lack a certain element of drama, right?

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

GLOWing with quality

Wrestling is the new awesome

This weekend, I binge-watched the new Netflix comedy/drama "GLOW", which stars Alison Brie and Marc Maron. It's a fictionalized version of the creation of an '80s television show for a women's wrestling promotion, and, well, it's great. The writer and director who worked on it honed their craft on the acclaimed "Orange Is The New Black", it hits all of the period notes just right, it does a wonderful job of stretching out and telling the stories over over a dozen people in its ensemble cast, and I hope they make many more seasons of it. Full stars.

But as delighted as I was by watching this, and as much as I'd recommend it to friends, that's not the most striking thing about watching this. What "GLOW" does is prove, not exactly for the first time but in a way that just deepens the conversation while adding more precedent, is provide the viewer with something they hadn't seen before. By doing that, it's just one more moment of long-form/small-audience entertainment that is just so much better than anything you might see in a movie theater. "GLOW" doesn't have to follow the set rules of big-budget stuff, which means it can be, well, so much better than what it might otherwise have been.

This way, you don't need to check the demographic boxes of people who will pay and leave their homes to see a project, and shoehorn in elements that don't really fit. Nor do you have to put the needs of multi-lingual audiences first with big special effects and less than full verbal acceptance. You can avoid having to sand off the very rough edges of your main characters in the goal of making them conventionally likable or attractive. You can also go to deeper and darker places with your plot twists, and not have to worry about de facto censoring from corporate interests and co-promotional tie-ins.

You can, in short, just make art for art's sake, and do so over a far more optimal amount of time. (In GLOW's case, 10 episodes, or the much better part of one day / evening's viewing.)

This is, of course, a dramatic and disruptive change in our world, where movies go from not just cultural hegemony and economic dominance to a much more blunt and narrow place. It also creates the conditions for economic upheaval, since I suspect shows like "GLOW" are going to be part of a retail apocalypse-like meltdown of movie screens, the same way that North America will eventually lose a third of its retail stores from the shift to online and economic leveling.

For everyone who thinks the U.S. is just going to keep growing, I've got a heaping helping of skepticism from the sheer passing of the Baby Boomers from areas of impact. There will be exceptions at the individual company level, of course, but it's not going to be a rising tide for all boats. Which all translates to rough time for the most treasured placement in brand advertising, the 30-second broadcast spot. Now that I'm cord-cut and the NBA Finals are over, I haven't seen one of those in over a week, and probably won't again until the NFL season starts. I can't imagine I'm alone in that group, really.

But all of that, of course, is Not Your Problem as the individual consumer. For us, there are simply great and memorable viewing experiences that stick in your brain for a long time to come, an unprecedented array of choice and convenience, and the desire to share that better way of living with friends and family. Hopefully for many more seasons to come.

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Pen and Paper

Literacy, Literally

This week, I was privileged enough to go on-site with a new client, in a conference room with nearly a dozen people. I had my laptop in a bag, as did everyone, and wasn't presenting; this was more of a support role, for, well, everyone in the room. It's kind of where my role lives.

Anyway, I pulled out my bound notebook and pen, and the laptop never left my bag. Everyone else in the room either had a screen open, or computer plus notepad, and I'll be honest with you... it made me self-conscious. For a while. And then I got to the task of filling my notebook, and fully engaging with everyone in the room, because I had pulled the old-school trick of basically putting blinders on myself.

Was I completely focused? No; the meeting went for over three hours, and I still had my phone on me, and not checking your phone for over three hours when its buzzing is something akin to torture, especially when you are, like myself, three thousand miles away from your family. But by the time the meeting was over, the client was satisfied, we had action points to work on, and my notebook had four pages of notes. And I write small.

Which I then took back to my desk, transcribed and edited, and used for two follow-up meetings and an email to the client. It's probably overkill, but when it comes to servicing a client, overkill is the side you should error on. Also, kind of, my brand? But back to the paper.

There's nothing magic about taking notes on paper. I can type faster than I write, the file translates easier with a cut and paste, and there's nothing wrong with people who do all of their stuff on screen. You can get distracted with a pen in your hand, especially if you have doodling skills. (I have none.)

But what a page does is prevent you from seeing all of the other things that you can do with your screen. It makes you more present to your audience, and less likely to be distracted. It adds a certain bit of gravitas to the proceedings, and triggers my memory of the event better later.

It also, likely, shows my age, and my training, because the start of my working life was as a journalist with a clipboard, with no mobile computers. Hence the self-consciousness, especially in marketing and advertising, where the people who are my age are not, shall we say, common. Or growing.

Which seems to be a bit of a shame... because my notes? Pretty good, honestly.

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Explaining Magic

Step Back, I'm Going To Try Magic

I'm pressed for time this week -- more traveling, this time for family rather than business -- so you'll have to forgive me for the lack of a fanciful set-up to the column. Bluntly, there were three article in my feed this week that prompted this take, and they are:

1) As part of a snarky listicle, the sentiment "data is the residue of possibility" (not an exact quote, but you get the gist), as part of a putdown of adtech and/or analytics. The idea being that great brand marketers just, well, know, and don't let the data drive when it comes to Having Big Ideas.

2) A rundown of how the FAANG Five (Facebook, Apple, Amazon, Netflix, Google) have driven a disproportionate amount of the growth in the U.S. in the past decade, and how traders are starting to get worried about valuations, but are compromised from acting on that fear, because that's where the money is.

3) A story of how services that let people rent out their cars during unused portions of the day has mostly run aground, even while similarly disruptive plays for lodging and ride sharing have worked like gangbusters.

For many of the past 15 years, I've been at workplaces where we weren't just the pipe that provided service to clients, but also got to analyze what flowed through it. That vantage point, along with a middling ability to write, present and gin up concepts and theories, has kept a roof over my family's head, but it's also given me some clues about what works and what doesn't.

Spoiler alert: it's focus and effort.

In general, people get Big Ideas from a massive collection of little ones, measuring differences, sacrificing any sacred cows and moving on. That all takes work, especially if you don't have the best tools to use, but even if you don't, you still have to do it. The FAANG companies may have Big Ideas at their core, but for the most part, those ideas weren't unique; each one has competitors that they ruthlessly stomped with better execution and iteration.

That's why they are so highly valued. The market isn't in love with social media, cool consumer entertainment tech, e-commerce, streaming content and search. They are in love with companies that are constantly improving on the things that make money today, and using what they learn to make money tomorrow. Cutting values on companies that do these things is just superstition, and while there's money to be made from understanding when the public is going to move in that direction, it's a much harder buck. There's no reason to sell FAANG right now, other than the reason to sell, well, everything.

Which is why the folks who are trying to me-too on the AirBNB and Uber/Lyft paradigm of crowdsourcing of underused resources something of a non-starter, beyond the sheer logistics of trusting your car to not just a stranger, but that stranger's driving ability and care for other people's possessions... they don't have the same magic. Maybe they'll demonstrate it later, but until they do, look elsewhere.

That's because showing up for work and not just doing the job, but also figuring out how you are going to be better than you were the day before?

Doesn't just happen with a snap of the fingers...

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

The Treacherous Servant In Your Hand

Job Killer

Our family's current dog is a collie mix who is best behaved when he has a job to do. Which has the not inconsiderable problem that he invents jobs when he doesn't get them. So to take some of his energy out of that search, and to also vary up my running routine, I'd take him for walks that would generally go for a couple of miles. Which meant a lot of walking at night, and a lot of collecting his leavings when there wasn't a lot of ambient light.

Since I have a smartphone, and said phone has access to apps, I did the simple move of downloading a flashlight app that controlled the phone's onboard camera flash. Presto, a flashlight just when I need it, on the same device I was already holding, and as simple as can be in terms of use. For free, even. The app is still on my phone. I don't use it very often, especially now that I'm living apart from the pooch, but it's there.

Oh, and there's also this: I'm likely never buying another flashlight again in my life. The phone does that now.

In addition to dog walking, I noodle around on guitar. I play an acoustic, an electric, and am trying to get into some small measure of shape on a mandolin. That last one is an absolute bear when it comes to callouses, but the instrument that I own was a lovely gift from my wife, and the nice thing about mandolin is that there is a whole lot less people in the world who can make you feel inadequate about your skills on it. This is all a holdover from my musician days of decades past, and I keep mulling over trying to do something musical again, because it makes me happy.

There is, of course, a remarkably handy app for my phone that lets me tune my guitars, and even the mandolin. For free, even. I've downloaded that. Presto, a tuner just when I need it, on the same device I was already holding, and so on, and so on.

I've probably bought a half dozen tuners in my life, as I've never quite gotten the knack of tuning by ear, and tuners tend to disappear from kit bags and/or have unfortunate things happen to them, since they are, well, gear. I'm also likely to never buy another one again in my life, because while I'm sure the app isn't as good as the real thing, I'm also sure that my ears can't tell the difference.

Lots of people are employed in the good and honorable work of making flashlights, and guitar tuners, and cameras, and so many other things that have been disrupted by the servant in your pocket. Cab drivers, hotel chains, gas station owners, any number of retail stores that are closing en masse. More every day, it seems.

That phone is going to come for bigger targets on the food chain. Brand awareness advertising that can't prove out a benefit on a spreadsheet. The 9 to 5 workday, with its inefficent traffic patterns and it's 24/7/365 tether to the office. Premium seating at live events, starting with ticket selling, then moving to AR/VR that lets you "be" on the field or stage. The cable TV bundle, the non-intelligent home that wastes heating and cooling, the notion that someone at your local store might be able to walk you over to the item you need, rather than just seeing a line on the floor that doesn't exist for anyone but you.

All of which will be wonderful, all of which you will use without a second thought, all of which you will soon not be able to live without.

And all of which is going to force great numbers of your fellow citizens to find another means of employment.

Because the biggest enemy of employment isn't another country, or work ethic, or regulation, or any of the other bogeymen that people like to trot out whenever conversations turn from earners to takers, from "entitlements" to taxes, and so on.

It's technology. Technology that can certainly create some jobs, wonderful ones even, where the workers are fulfilled and well compensated and using tools that make them incredibly productive.

But for every single good to great job? An untold number of meh to good ones, crushed under the steel wheels of history.

Those wheels seem to be gaining speed, too.

Sure your own gig is safe from them?

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Privacy, Schmivacy

Spambot with actual spam

The column this week starts with replacing a dishwasher. But you are going to have to take a big long walk to get there with me.

In some of the news that I monitor this week, there was talk of white hat hackers taking advantage of security holes in the background browsers of Internet-connected televisions, with Nefarious Potential to follow. (Your appliance may already be a spambot!)

The TVs now come with cameras and microphones as part of their rigging, so the set can (a) save energy by dimming or turning off when you leave or fall asleep, or (b) monitor your attention for marketing and advertising purposes, because offline and online is eventually all going to be one.

But let's not get sidetracked. Remember, we're going to the dishwasher.

As most Internet of Things (IoT) devices tend towards economically friendly browsers like open source and Linux, hacks are easy and updates are intermittent. The entire situation has the potential to scuttle the industry before it really gets off the ground, especially if media and/or litigation decides to make a lunch of it, and, well, that's certainly possible. If for no other reason than there is a lot of venture capital / deep pockets in the IoT space.

Which all sounds a lot more dire than I'd like to make it, if only for the following factors.

1) Privacy skews at a demographic level. People who have grown up with connected everything have also grown up with cynicism, incessant trolling and social media that has always acted as a race to the most shared. These are also the folks who are going to buy the new stuff. Privacy enhancement isn't going to move gear, at least not in comparison to price and features, and as long as the IoT gear does things that the consumer finds to be of value, they'll trade off privacy in a heartbeat. They have for, well, decades.

2) Legislation isn't likely to happen. We live in an era where consumer-unfriendly measures like an end to net neutrality are going to provide all kinds of air cover to the IoT, as if much will get done in the polarized and charged environment that seems to be the new normal in the U.S. For something as esoteric as the privacy settings on niche gadgets, this will be a golden era of being able to hide in plain sight.

3) When there's big money on the table, *always* bet against crime. A few years ago, I was extremely concerned about fraud in the display ad business, since the work could be done anywhere in the world, and all of the solutions to the problem seemed to require an unrealistic amount of human bandwidth. (My livelihood was also tied up entirely in display.)

What has happened since is that the problem, while still a major concern, has likely crested and started to recede, because Facebook and Google threw a lot of resources at it, and the rest of the industry followed the leaders. Most estimates have the majority of fraud done by a few high volume actors, which means, in all likelihood, that the net is closing in on those folks.

There's still an unacceptable number of bad actors out there, and the situation needs to get better, but it's already on the way. IoT hackers are going to have a lot of talented people trying to take them out of the game, and more will come every day. Oh, and the very best hackers will also switch over from black to white hat coding, since you can do the same work but turn it into a stable career, rather than worry about, well, prison.

At the start of a new industry, the value proposition will always seem small, and maybe even a little ridiculous. Why would anyone want their refrigerator to be connected to the Internet, especially if it adds to the cost of the unit and contributes to a security issue? But when the connectivity creates a device that self-repairs based on remote monitoring, informs (or auto-replenishes) a shopping list in ways that makes life easier, alerts the user to when produce is about to spoil, or self-corrects energy expenditure when the unit isn't being used as much, all of which saves the user money?

Well, all of that is going to be something you won't want to do without, once you have it. There will be bumps in the road, and those who choose to do without. Kind of like every tech advancement ever, or (hey! we got here after all!) kind of like when dishwashers started turning up in kitchens.

The new ones do all kinds of stuff the old ones don't do. They are dramatically better than the one we got rid of, for less money than the old one cost. The tech that's inside the unit has all kinds of sensors and gadgetry, and we have become (damn near instantly) used to the new level of service.

Oh, and in the store where we got this, they put the dishwashers next to the fridges. Which had models with digital whiteboards and browsers, next to the models that didn't.

Guess which ones got all of the foot traffic?

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

The AdTech Two Step

Step One: Honey, Not Those Shoes

This week in Adtech saw two sequential stories that followed a pattern that goes back, well, decades. Let's do the dance.

Step 1 -- An adtech company finds an issue that affects customers (in this case, billing). Said company reports the issue, offers a correction, and tries to get ahead of any possible PR blowback by being, well, proactive about the whole thing.

Step 2 -- Media begrudgingly admits that adtech company did the right thing in reporting the error and fixing the problem, but that Steps Must Be Taken to prevent this kind of thing from ever happening again, because without some third party being around to protect clients, they are At Risk.

This time, it was Facebook with an ad impression correction. Clients were overcharged by a fraction of a percent, because the error was only on a limited series of platform and browsers. Since the whole thing was (a) not really a big deal on the numbers, (b) happening during an era where you can't go a single hour, let alone day, without some new attraction in the So Many Rings U.S. Political Circus distracting everyone, and (c) not really enough of a reason to step away from a dominant provider, it slipped by without much notice. (And yes, last month something similar happened with Google and YouTube. You get the point.)

But for me, it sticks in the craw... because it's part of what seems to be an eternal double standard when it comes to online advertising. To wit: has anyone ever called television ads that are skipped, muted by remote control, in close proximity to controversial content, or just ignored by the viewer... unviewable or worthless?

Because that what online ads that aren't seen by the viewer, no matter the reason why, are called.

Outdoor ads are placed in venue where a known number of cars will pass by, and priced accordingly. No one knows how many of those ads are seen now, especially with an ever-increasing amount of in-car options, but as an advertiser, you'll pay for those cars just the same. Radio, print, podcasts.. all of those ads, paid for on an impression count that's optimal and theoretical.

Only digital, with its relentless ability to quantify so many things that the non-quantifiable benefit is usually disregarded, tells you how much isn't optimal. For this, it's punished, in a process that promises to go away as the world matures and the market gradually takes over for other mediums, but in the interim, we're still doing this dance.

What isn't accepted, either then or now, is that you *can* add to your branding online, because those ads aren't worthless. (Which we can tell, naturally, with metrics, because nerds, we never stop trying). It's slow and arduous, and no one wants to do it without offline air cover, but brand awareness does rise for folks who see your work online. Especially if it's well-targeted, clever, with strong offers and good execution.

You know, the same way it works offline. Because the customer and prospect base is increasingly the same in both places.

So since we know how this dance ends -- more and more marketers using data to make more and more decisions, from an ever-rising level of accountability because digital doesn't really take steps backward...

Well, can't we just skip some steps? Maybe admit that digital has impact that isn't measured, that analog is subject to all kinds of issues that has always been more or less baked into the price, and that the world is more complex than an either/or answer?

Because, well, this dance is getting old. And it's pretty clear that the music's not stopping, and that, for the most part? We're calling the tune.

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Cord, Cut

You'll Rarely Miss It

I've been traveling on business for the past few weeks, as part of a long-term relocation project. For the next 2 to 14 months, I'll be living by myself, away from family, while situations shake out and we figure out the next place for all of us to be.

This also means that for the first time in my life, I'm completely without a television... and, also, access to all of the entertainment options that cable television brings.

What I wasn't prepared for was just how little I'd miss it. (By the way, this is a huge part of why AirBNB can be viable now. All you need to host now is fast and reliable Wifi; the one place that I've stayed in the past two weeks that had cable, it was unwatchable due to pixilation. But I digress.)

With the exception of NBA playoff games -- which I've picked up at various sports bars and gyms, aided by the West Coast time shift -- I haven't looked at anything outside of my Netflix queue for weeks now, and probably won't for the next few months. I've picked up topical stuff from online sources, but for the most part, I've just been watching less and less, and getting more done. (There's also a new gig that's pretty all-consuming right now, and promises to continue to be that way.)

I am long past the event horizon of people who should be cord-cutting, and if the NBA playoffs had been more compelling up to this point, maybe I'd be more annoyed by the loss of access. But the fact of the matter is that you can find most of the content that you are looking for via the Web now, and there isn't so much that demands a full screen, immersing experience to be enjoyable.

Eventually, my living conditions will change, and I'll have more than my own entertainment needs to consider. Perhaps I'll break down and go back to a bundled package or satellite system, especially if I'm entertaining others, or my football laundry has a particularly compelling year. Maybe once my Netflix queue stops being quite so compelling (new "Master of None"! new "Unbreakable Kimmy Schmidt!"), this will also feel more like deprivation.

But, still? Something I've had for decades and decades just went away, and I'm not missing it -- at all. If you run a cable company, or a broadcast network, and that doesn't put a little fear into you, I'm not sure what will. (Also, um, if your livelihood depends on 30 second spots that feed such things.)

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Five Quick Points From A Changing America

Road Trip!

This week's column was written near the end of a very long road trip. Eleven years ago, I drove cross-country from the Bay Area to New York for work. This week, I'm making the reverse trip for a new gig. Here's the differences from the country, as they relate to marketing and advertising.

> FedEx, FedEx everywhere. The offline retail apocalypse that's happening in malls across America isn't temporary. It's in all of those FedEx trucks, filled to the brim with online orders, that are all over the highways. I've been passing them every few minutes, honestly.

> America got casinos. It used to be that casinos were just a Nevada thing, but now there's racetrack outfits and slot machine hook ups in most states. They don't have the prime Interstate locations that go to food, lodging and fuel, but you'll still see them easily enough.

> You can drive faster now, but you won't. Speed limits are up to 80, but we need infrastructure something bad. Single lane highways and hundreds of miles of repairs are common, especially in Western states that look like they've seen hard times. Even in times of high employment, you'd have to think that this would be a bipartisan win to get the roads fixed. No one likes potholes. (Also, you'll pass people now just doing the speed limit, because, well, the roads. Also, I suspect, people wanting to avoid speeding tickets, because enforcement is at the same levels as before.)

> Radio has changed. In my scans, I've found less religious and talk radio than a decade ago, and more demographically targeted music -- mostly Spanish and middle-aged, which is to say, the people who haven't completely migrated to online yet. I'd also bet that it's gotten less lucrative, because the ads are less plentiful, and for much more in the way of local brands. But there's something to be said for classic hip-hop that's brought to you by incontinence medications...

> Online aps aren't done changing the place. I've stayed at three locations during this trip; two AirBNBs, and one traditional hotel. The AirBNBs were far more comfortable, offered much more in the way of space and amenities, and were also better deals for the money. I really see myself using that site more than hotels moving forward, especially for solo business trips. And as for those convenience stores... there's an app on my phone that tells me gas prices now, as part of a crowd sourced community. Which has led me to drive right past the big beautiful store right on the Interstate, and to patronize the slightly dusty one a half mile away, where the gas was a lot cheaper. The lesson, as always: connectivity changes everything. Even places that don't look like they'll ever change.

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.