tag:blogger.com,1999:blog-68501035318604485812024-03-12T17:44:00.572-07:00Lubor On TechBlog for comments on industry trends, events, and observations.Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.comBlogger223125tag:blogger.com,1999:blog-6850103531860448581.post-17985010047215118722024-02-09T14:15:00.000-08:002024-02-09T14:15:13.475-08:00What Happened to Vision Statements?<p><span style="white-space-collapse: preserve;">Every technology company needs a vision. A vision acts as the North Star that guides the company in what it is trying to accomplish. It describes how the world will be different because of the company's efforts and explains how the world will become better when the company succeeds.</span></p><div class="SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{aab3b9b5-33bf-4958-8347-01968a5f116d}{209}" paraid="1518309118" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;">Yet nowadays, very few companies share their vision statement or even have one. And they should.<br /></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div style="background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Vision vs mission statement</span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></div></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{aab3b9b5-33bf-4958-8347-01968a5f116d}{221}" paraid="1991661154" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">When I researched tech companies, I would often find a mission statement. Some were good, some not so much, but very few shared their vision. Often, companies mix up the two terms, answering with their mission when asked for a vision. But mission and vision </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">aren't</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the same.</span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{aab3b9b5-33bf-4958-8347-01968a5f116d}{227}" paraid="1577652164" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">A vision describes the future state your company working towards. It's a world different and better from the world we know today. A mission, on the other hand, explains what the company does to achieve that vision; the company's role in making that vision reality. Vision is about changing the world; mission is about the company.</span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{aab3b9b5-33bf-4958-8347-01968a5f116d}{233}" paraid="946981531" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Good companies have </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a clear vision</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. It's not hard </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">to guess that Tesla</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> envisions</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a world with all cars running on electricity. Google </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">likely wants</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a world where finding information is easy. And SpaceX's vision has humans living on Mars. These visions are obvious and they not only make the companies' </span></span><span style="font-variant-ligatures: none;">value propositions easy to understand, they also </span><span class="TextRun SCXW199652572 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">strengthen their brands. </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span></span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{aab3b9b5-33bf-4958-8347-01968a5f116d}{239}" paraid="923547858" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">You might think these are big companies with strong brands, which is why their vision is so clear. But a strong brand </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">doesn't</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> always mean </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a clear vision</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. Many powerful brands including Microsoft, Apple, and Nvidia are quite opaque about their vision. They are </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">very successful</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> companies,</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> but they </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">are not sharing</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> their vision. And they should be.</span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div style="background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Importance of </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">vision </span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></div></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{e7a58d04-6bfc-4e97-a42d-ebbe7a9a59c7}{16}" paraid="1535534125" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Take OpenAI, a company with a </span><a class="Hyperlink SCXW199652572 BCX0" href="https://openai.com/about" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW199652572 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">mission statement</span></span></a><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> that mentions AGI (artificial general intelligence), yet OpenAI </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">doesn’t</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> share </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">its AGI </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">vision. But a company like OpenAI needs a vision more than any other company. It builds a product that could change the world. What will that future world </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">look like?</span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{e7a58d04-6bfc-4e97-a42d-ebbe7a9a59c7}{37}" paraid="1969356601" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Without articulating its vision, others are doing it for them. Opinions about AGI range from irrational exuberance to fearmongering and conspiracies. As a result, the CEO faces Senate hearings and gives interviews where he says things like “</span><a class="Hyperlink SCXW199652572 BCX0" href="https://www.wsj.com/articles/chatgpts-sam-altman-faces-senate-panel-examining-artificial-intelligence-4bb6942a" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW199652572 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">AI can go quite wrong</span></span></a><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">” and “</span><a class="Hyperlink SCXW199652572 BCX0" href="https://www.theguardian.com/technology/2023/mar/17/openai-sam-altman-artificial-intelligence-warning-gpt4" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW199652572 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">we are a little bit scared</span></span></a><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">” instead of inspiring us with his vision. </span></span></span></p><p class="Paragraph SCXW199652572 BCX0" paraeid="{e7a58d04-6bfc-4e97-a42d-ebbe7a9a59c7}{37}" paraid="1969356601" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">If you </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> control your vision, somebody </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">else’s</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> vision will control you.</span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p><p class="Paragraph SCXW199652572 BCX0" paraeid="{e7a58d04-6bfc-4e97-a42d-ebbe7a9a59c7}{37}" paraid="1969356601" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: inherit;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2IHe-ze27aGgAhK3gejABLQvHz_XCyL5P7AQaiAv4LdUK2wqzV6ICL6VljU4l5iS59W1mTxjWkQGK-oC1FSBDby3R39Hj5XBPKtwMi36YjZS9K2C4NBjdK87NLW0M8TSAkmBleGAlGEeDAnePP8DvtgezWJSSqC7Akb2VTROx8qGsfoSe9YxZkj-FxUQ/s2100/Big%20Eyes.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1368" data-original-width="2100" height="260" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2IHe-ze27aGgAhK3gejABLQvHz_XCyL5P7AQaiAv4LdUK2wqzV6ICL6VljU4l5iS59W1mTxjWkQGK-oC1FSBDby3R39Hj5XBPKtwMi36YjZS9K2C4NBjdK87NLW0M8TSAkmBleGAlGEeDAnePP8DvtgezWJSSqC7Akb2VTROx8qGsfoSe9YxZkj-FxUQ/w400-h260/Big%20Eyes.jpg" width="400" /></a></span></div><p></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div style="background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Vision statement rules</span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></div></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{e7a58d04-6bfc-4e97-a42d-ebbe7a9a59c7}{67}" paraid="108561520" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Numerous MBA-like websites analyze vision and mission statements, offering </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iMTBweCIgaGVpZ2h0PSIycHgiIHZpZXdCb3g9IjAgMCAxMCAyIiB2ZXJzaW9uPSIxLjEiIHhtbG5zPSJodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2ZyIgeG1sbnM6eGxpbms9Imh0dHA6Ly93d3cudzMub3JnLzE5OTkveGxpbmsiPgogICAgPCEtLSBHZW5lcmF0b3I6IFNrZXRjaCA1Ny4xICg4MzA4OCkgLSBodHRwczovL3NrZXRjaC5jb20gLS0+CiAgICA8dGl0bGU+aW5zaWdodF90ZXh0dXJlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9Imluc2lnaHRfdGV4dHVyZSIgc3Ryb2tlPSJub25lIiBzdHJva2Utd2lkdGg9IjEiIGZpbGw9Im5vbmUiIGZpbGwtcnVsZT0iZXZlbm9kZCI+CiAgICAgICAgPGcgaWQ9Ikdyb3VwLTItQ29weSI+CiAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSIxMCIgaGVpZ2h0PSIyIj48L3JlY3Q+CiAgICAgICAgICAgIDxwYXRoIGQ9Ik0xLDEgTDUsMSIgaWQ9IkxpbmUtNCIgc3Ryb2tlPSIjNzE2MEU4IiBzdHJva2Utd2lkdGg9IjIiIHN0cm9rZS1saW5lY2FwPSJyb3VuZCI+PC9wYXRoPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">more or less useful</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> advice on how to write them (i.e. 'use present tense'). But as I explained in </span></span><a class="Hyperlink SCXW199652572 BCX0" href="https://www.luborp.com/2022/03/the-secrets-of-good-messaging.html" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW199652572 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The Secrets of Good Messaging</span></span></a><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">, the meaning is more important than the grammatical structure. A good vision statement should follow these rules:</span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="ListContainerWrapper SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{e7a58d04-6bfc-4e97-a42d-ebbe7a9a59c7}{82}" paraid="1530643992" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"></p><ul><li><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Vision must be, well, visionary. It </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">can’t</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> just reflect present reality. Instead, it needs to be </span></span><span class="TextRun MacChromeBold SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">futuristic</span><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, bold, and ambitious. A good vision can be provocative, even attracting contrarian views. There are many vocal opponents of electric vehicles, but that doesn't make Tesla's vision</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> any less visionary.</span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> For a technology company, some future form of the technology the company might be working on will enable the vision. Your vision can't be achieved with what's on your roadmap today.</span></span></li></ul><ul><li>Vision must be <span class="TextRun MacChromeBold SCXW199652572 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">compelling</span><span class="TextRun SCXW199652572 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. The new world it describes must be better than the current one. A good vision should inspire and offer something new. "We want to become the most admired company" might be compelling to the employees, but it hardly inspires any customers. Promising to preserve the status quo </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">isn't</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> compelling enough. It has to be something new that we will want. </span></span></li></ul><ul><li><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Vision should be <b>enduring</b>; not subject to a change every year. Its time horizon should be at minimum a decade, preferably 2-3 decades. Microsoft's vision of "a computer on every desk and in every home" took at least 25 years to materialize. Think big and think long-term. At the same time, </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don't</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> impose a deadline on your vision—</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it's</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a vision, not a goal. When President Kennedy told Congress that "...before this decade is out, [we’ll] land a man on the Moon...", he explicitly called it a goal. By the early '70s, that goal was achieved, and America lost interest in lunar exploration. There was no vision.</span><span class="EOP SCXW199652572 BCX0" color="windowtext" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></li></ul><ul><li>Vision must be <span class="TextRun MacChromeBold SCXW199652572 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">achievable </span><span class="TextRun SCXW199652572 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">in the long term. There needs to be an eventual endpoint. Remember Microsoft’s vision of a computer on every desk? Today, it has become a reality (except for the Oval Office – it puzzles me why there’s </span><a class="Hyperlink SCXW199652572 BCX0" href="https://www.washingtonpost.com/politics/2021/01/20/biden-oval-office/" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW199652572 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">no computer on the Resolute Desk</span></span></a><span class="TextRun SCXW199652572 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">). Similarly, it is conceivable that one day, all cars will be electric, all information in the world will be accessible, and humans will colonize Mars. None of these things is likely to happen anytime soon, but there is an end-state included in the vision.</span></li></ul><ul><li><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Vision should be <b>flexible</b> in scope, avoiding commitments to specific technology, target markets, or </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">time frames</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. These factors will inevitably change. At some point, Tesla realized that to transform the world into a world of electric vehicles, it had to get into the business of building charging stations.</span><span class="EOP SCXW199652572 BCX0" color="windowtext" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> Tesla's vision required a scope beyond the electric car technology.</span></li></ul><ul><li>Vision should be big, <b>bigger than the company</b>. Other companies may need to share your vision, to contribute to its realization. When Bob Metcalf said that one day, every computer would be connected, he started a company that made network adapters (3Com). His vision still needed other companies to build routers and switches (i.e., Cisco, Synoptics, Wellfleet) and develop networking software (Novell, IBM, Microsoft). The vision was much bigger than the company.<span class="EOP SCXW199652572 BCX0" color="windowtext" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></li></ul></div></div><div class="SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div style="background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">T</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">arget audience </span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></div></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{e7a58d04-6bfc-4e97-a42d-ebbe7a9a59c7}{223}" paraid="477139319" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">A vision statement is supposed to have </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a very broad</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> appeal, as your company can only have one corporate vision (although you can have multiple visions for multiple product lines). As tempting as it may be to say that the target audience is everyone, it would be a cardinal </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">sin</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> of marketing. Therefore, </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">let’s</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> be clear that the target audience for your vision statement is your current and prospective: </span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" lang="EN-US" paraeid="{8f8e38bc-26d2-41fe-a6c7-03a76dcbce76}{136}" paraid="798543658" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px auto 96px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">1. customers, </span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{"134233118":true,"335559685":1440,"335559739":0}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" lang="EN-US" paraeid="{8f8e38bc-26d2-41fe-a6c7-03a76dcbce76}{146}" paraid="439649996" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px auto 96px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">2. employees, </span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{"134233118":true,"335559685":1440,"335559739":0}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" lang="EN-US" paraeid="{8f8e38bc-26d2-41fe-a6c7-03a76dcbce76}{193}" paraid="189726770" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px auto 96px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">3. everyone else. </span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{"134233118":true,"335559685":1440,"335559739":0}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p><p class="Paragraph SCXW199652572 BCX0" lang="EN-US" paraeid="{8f8e38bc-26d2-41fe-a6c7-03a76dcbce76}{193}" paraid="189726770" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px auto 96px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="EOP SCXW199652572 BCX0" data-ccp-props="{"134233118":true,"335559685":1440,"335559739":0}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" lang="EN-US" paraeid="{8f8e38bc-26d2-41fe-a6c7-03a76dcbce76}{211}" paraid="1267642978" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The "everyone else” group includes investors.</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Let’</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">s</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> not be confused about that. You may need investor-specific messaging and an investor pitch deck, but your vision statement is not primarily targeting your investors.</span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div style="background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Vision </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">packaging</span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></div></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{1}" paraid="1433651082" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Just like with any other message, the substance is far more important than the way it is packaged. Ideally, your customers should be able to tell your vision in their own words. You can say, “People will live on other planets,” or “Humans will become multiplanetary.” It means the same thing, even if the official SpaceX vision wording is “Making humanity multiplanetary.” Yes, words matter, but when people find your vision compelling, they will be able to explain it in their own words. That makes a great vision!</span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{7}" paraid="168584243" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Of course, it </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">doesn’t</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> hurt if your vision is packaged up in a snappy and easy-to-remember phrase. If nothing else, brevity is key. Your vision statement must not be long – people </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> have the attention span for anything long. One brief sentence is the goal. Still, a vision statement is not a marketing slogan. If your slogan can articulate your vision, </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">that’s</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> great. But the vision's main goal is to inspire people, not to convert clicks.</span></span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{25}" paraid="130351601" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Vision statement examples</span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW199652572 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{31}" paraid="1030713293" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW199652572 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">To conclude, </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">let’s</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">look</span><span class="NormalTextRun SCXW199652572 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> at a few examples of good and not-so-good company vision statements. I scored them against the rules outlined above, and in some cases, I offered a better version. Feel free to do better:</span></span><span class="EOP SCXW199652572 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{37}" paraid="1790387786" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><a class="Hyperlink SCXW238644712 BCX0" href="https://about.google/" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined MacChromeBold SCXW238644712 BCX0" data-contrast="none" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Google</span></span></a><span class="TextRun MacChromeBold EmptyTextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{44}" paraid="1290430084" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">“</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">T</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">o organize the world's information and make it universally accessible and useful.”</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" lang="EN-US" paraeid="{5bb8c782-b44e-4fe3-9598-9baa753c949d}{55}" paraid="1385499351" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="background-color: transparent;">This is really a mission statement, but there is a vision hidden inside: a world where all information is universally accessible is inherently a compelling vision that meets most of the requirements. Note that it’s very flexible about the technologies required; it doesn’t mention Google solutions such as search or mobile devices. But those technologies surely contribute to achieving this vision. The only miss is that this vision expects Google to achieve it alone. I’d make just some very minor changes: </span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{60}" paraid="1584167237" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">“Google’s vision is the world’s information </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">accessible</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> by everyone.”</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div class="TableContainer Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; display: flex; justify-content: center; margin: 2px 0px 2px -5px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div aria-hidden="true" class="WACAltTextDescribedBy SCXW238644712 BCX0" id="{12e27f03-cace-4136-ba2c-f10f279a37ed}{220}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; position: absolute; user-select: text; visibility: hidden; z-index: -100;"></div><table aria-rowcount="6" border="1" class="Table Ltr TableWordWrap SCXW238644712 BCX0" data-tablelook="1184" data-tablestyle="MsoTableGrid" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background: transparent; border-collapse: collapse; border-spacing: 0px; empty-cells: show; margin: 0px auto; overflow: visible; padding: 0px; position: relative; table-layout: fixed; user-select: text; width: 0px;"><tbody class="SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><tr aria-rowindex="1" class="TableRow SCXW238644712 BCX0" role="row" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; height: 20px; margin: 0px; overflow: visible; padding: 0px; user-select: text;"><td class="FirstRow FirstCol SCXW238644712 BCX0" data-celllook="0" role="rowheader" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-clip: padding-box; background-color: transparent; border: 1px solid rgb(0, 0, 0); margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text; vertical-align: top; width: 209px;"><div class="TableHoverRowHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; bottom: -5.5px; cursor: pointer; display: flex; height: 10px; left: -11.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; user-select: text; width: 15px; z-index: 5;"></div><div class="TableHoverColumnHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; cursor: pointer; display: inline-block; height: 12px; left: auto; margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -10.5px; text-align: center; top: -8.5px; user-select: text; width: 20px; z-index: 4;"></div><div class="TableCellLeftBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-repeat: repeat; cursor: pointer; height: calc(100% + 1px); left: -4px; margin: 0px; overflow: visible; padding: 0px; position: absolute; top: -0.5px; user-select: text; width: 7px; z-index: 1;"></div><div class="TableCellTopBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; background-repeat: repeat; cursor: pointer; height: 7px; left: -0.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; top: -4px; user-select: text; width: calc(100% + 1px); z-index: 1;"></div><div class="TableColumnResizeHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-repeat: repeat; bottom: 0px; cursor: url("https://res-1.cdn.office.net:443/officeonline/we/s/hD55E5E9C2AD2E4F5_resources/1033/ColResize.cur"), pointer; height: calc(100% + 1px); margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -4px; top: -0.5px; user-select: text; width: 7px; z-index: 3;"></div><div class="TableInsertRowGapBlank SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; background-repeat: repeat; bottom: -4px; cursor: url("https://res-1.cdn.office.net:443/officeonline/we/s/h1E5273DBAA04AEF6_resources/1033/RowResize.cur"), pointer; height: 7px; left: -0.5px; margin: -3px 0px 0px; overflow: visible; padding: 0px; position: absolute; user-select: text; width: calc(100% + 1px); z-index: 3;"></div><div class="TableCellContent SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; overflow: visible; padding: 0px 7px; user-select: text;"><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{70}" paraid="1250864136" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Futuristic</span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td><td class="FirstRow LastCol SCXW238644712 BCX0" data-celllook="0" role="columnheader" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-clip: padding-box; background-color: transparent; border: 1px solid rgb(0, 0, 0); margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text; vertical-align: top; width: 42px;"><div class="TableHoverColumnHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; cursor: pointer; display: inline-block; height: 12px; left: auto; margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -10.5px; text-align: center; top: -8.5px; user-select: text; width: 20px; z-index: 4;"></div><div class="TableCellLeftBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-repeat: repeat; cursor: pointer; height: calc(100% + 1px); left: -4px; margin: 0px; overflow: visible; padding: 0px; position: absolute; top: -0.5px; user-select: text; width: 7px; z-index: 1;"></div><div class="TableCellTopBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; background-repeat: repeat; cursor: pointer; height: 7px; left: -0.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; top: -4px; user-select: text; width: calc(100% + 1px); z-index: 1;"></div><div class="TableColumnResizeHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-repeat: repeat; bottom: 0px; cursor: url("https://res-1.cdn.office.net:443/officeonline/we/s/hD55E5E9C2AD2E4F5_resources/1033/ColResize.cur"), pointer; height: calc(100% + 1px); margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -4px; top: -0.5px; user-select: text; width: 7px; z-index: 3;"></div><div class="TableInsertRowGapBlank SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; background-repeat: repeat; bottom: -4px; cursor: url("https://res-1.cdn.office.net:443/officeonline/we/s/h1E5273DBAA04AEF6_resources/1033/RowResize.cur"), pointer; height: 7px; left: -0.5px; margin: -3px 0px 0px; overflow: visible; padding: 0px; position: absolute; user-select: text; width: calc(100% + 1px); z-index: 3;"></div><div class="TableCellContent SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; overflow: visible; padding: 0px 7px; user-select: text;"><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{77}" paraid="1584044653" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: center; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span 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17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td></tr><tr aria-rowindex="6" class="TableRow SCXW238644712 BCX0" role="row" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; height: 20px; margin: 0px; overflow: visible; padding: 0px; user-select: text;"><td class="FirstCol LastRow SCXW238644712 BCX0" data-celllook="0" role="rowheader" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-clip: padding-box; background-color: transparent; border: 1px solid rgb(0, 0, 0); margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text; vertical-align: top; width: 209px;"><div class="TableHoverRowHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; bottom: -5.5px; cursor: pointer; display: flex; height: 10px; left: -11.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; user-select: 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17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td></tr></tbody></table></div></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{156}" paraid="1954956050" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><a class="Hyperlink SCXW238644712 BCX0" href="https://about.meta.com/%20meta/" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined MacChromeBold SCXW238644712 BCX0" data-contrast="none" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Meta</span></span></a><span class="TextRun MacChromeBold EmptyTextRun SCXW238644712 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW238644712 BCX0" color="windowtext" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{07885eb1-cb3d-424b-8ecb-1ae2d5f8136b}{204}" paraid="1466306042" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">“</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The metaverse is the next evolution of social connection. Our company’s vision is to help bring the metaverse to life, so we are changing our name to reflect our commitment to this future.</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{07885eb1-cb3d-424b-8ecb-1ae2d5f8136b}{214}" paraid="1459036451" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Meta’s vision is the </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">metaverse, which is very visionary. </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The statement </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">is</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> compelling (</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">evolution of </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">social</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">connection…whatever that is)</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, and it is </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">likely enduring</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, achievable, and flexible. </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">On the same page, Meta also says “</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The metaverse will be a collective project that goes beyond a single company.</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> That makes it bigger than Meta; I only wish it was included in the vision statement</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">.</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The “we are changing our name” part has obviously a one-time purpose and </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">shouldn’t</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> be included in an enduring vision. </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">A cleaner vision statement for Meta could look something like this:</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{07885eb1-cb3d-424b-8ecb-1ae2d5f8136b}{254}" paraid="1922710998" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">“Meta’s vision is a metaverse where virtual social connections rival those experienced in real life</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”.</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{f50f66a6-038b-4318-9c8f-96b1f3d4a4bf}{15}" paraid="416620320" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">And Meta’s mission is “to bring the metaverse to life</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”.</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div class="TableContainer Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; display: flex; justify-content: center; margin: 2px 0px 2px -5px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div aria-hidden="true" class="WACAltTextDescribedBy SCXW238644712 BCX0" id="{12e27f03-cace-4136-ba2c-f10f279a37ed}{223}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; position: absolute; user-select: text; visibility: hidden; z-index: -100;"></div><table aria-rowcount="6" border="1" class="Table Ltr TableWordWrap SCXW238644712 BCX0" data-tablelook="1184" data-tablestyle="MsoTableGrid" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background: transparent; border-collapse: collapse; border-spacing: 0px; empty-cells: show; margin: 0px auto; overflow: visible; padding: 0px; position: relative; table-layout: fixed; user-select: text; width: 0px;"><tbody class="SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><tr aria-rowindex="1" class="TableRow SCXW238644712 BCX0" role="row" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; height: 20px; margin: 0px; overflow: visible; padding: 0px; user-select: text;"><td class="FirstRow FirstCol SCXW238644712 BCX0" data-celllook="0" role="rowheader" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-clip: padding-box; background-color: transparent; border: 1px solid rgb(0, 0, 0); margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text; vertical-align: top; width: 209px;"><div class="TableHoverRowHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; bottom: -5.5px; cursor: pointer; display: flex; height: 10px; left: -11.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; user-select: text; width: 15px; z-index: 5;"></div><div class="TableHoverColumnHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; cursor: pointer; display: inline-block; height: 12px; left: auto; margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -10.5px; text-align: center; top: -8.5px; user-select: text; width: 20px; z-index: 4;"></div><div class="TableCellLeftBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-repeat: repeat; cursor: pointer; height: calc(100% + 1px); left: -4px; margin: 0px; overflow: visible; padding: 0px; position: absolute; top: -0.5px; user-select: text; width: 7px; z-index: 1;"></div><div class="TableCellTopBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; background-repeat: repeat; cursor: pointer; height: 7px; left: -0.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; top: -4px; user-select: text; width: calc(100% + 1px); z-index: 1;"></div><div class="TableColumnResizeHandle SCXW238644712 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-webkit-user-drag: none; margin: 0px; overflow: visible; padding: 0px 7px; user-select: text;"><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{f50f66a6-038b-4318-9c8f-96b1f3d4a4bf}{23}" paraid="1317847297" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Futuristic</span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td><td class="FirstRow LastCol SCXW238644712 BCX0" data-celllook="0" role="columnheader" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-clip: padding-box; background-color: transparent; border: 1px solid rgb(0, 0, 0); margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text; vertical-align: top; width: 42px;"><div class="TableHoverColumnHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; cursor: pointer; display: inline-block; height: 12px; left: auto; margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -10.5px; text-align: center; top: -8.5px; 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17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td></tr></tbody></table></div></div><p class="Paragraph SCXW238644712 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{160}" paraid="355660687" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><a class="Hyperlink SCXW238644712 BCX0" href="https://www.zuora.com/about/" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined MacChromeBold SCXW238644712 BCX0" data-contrast="none" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Zuora</span></span></a><span class="TextRun MacChromeBold EmptyTextRun SCXW238644712 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW238644712 BCX0" color="windowtext" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{7ead4ec3-bca7-4db8-926b-f9f9f62233a2}{167}" paraid="1336895163" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">“</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The world. Subscribed</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">.</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" lang="EN-US" paraeid="{aa44138f-36c0-4d00-b1a5-b09f85aedda6}{62}" paraid="1250710438" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Zuora is my former employer, and its vision statement is worth including. Zuora is the leader in subscription management and has developed </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a very strong</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> narrative about the subscription economy. This is a great vision statement, and it is also a good example of packaging it in the form of a snappy marketing tagline. 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17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td></tr></tbody></table></div></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{07885eb1-cb3d-424b-8ecb-1ae2d5f8136b}{30}" paraid="1276649992" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><a class="Hyperlink SCXW238644712 BCX0" href="https://www.coinbase.com/about" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined MacChromeBold SCXW238644712 BCX0" data-contrast="none" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Coinbase</span></span></a><span class="TextRun MacChromeBold EmptyTextRun SCXW238644712 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW238644712 BCX0" color="windowtext" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{07885eb1-cb3d-424b-8ecb-1ae2d5f8136b}{41}" paraid="882206187" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">“</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">We are building the </span><span class="NormalTextRun SpellingErrorV2Themed SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">cryptoeconomy</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> – a more fair, accessible, efficient, and transparent financial system enabled by crypto.</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{07885eb1-cb3d-424b-8ecb-1ae2d5f8136b}{51}" paraid="1603545832" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">I was surprised to have found this one. </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Kudos that the company has a vision statement. </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">I find it not that compelling</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">but </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">that’s</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> perhaps </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">because I </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> fully understand how </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">the shortcomings of the current financial system</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">It</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> also </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">includes a solution (</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">crypto</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">)</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, which </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">makes it less flexible</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. I suspect that it will take more than cryptocurrency to achieve this new economy. But all in all, </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it’s</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> not bad.</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{07885eb1-cb3d-424b-8ecb-1ae2d5f8136b}{87}" paraid="731372742" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">My take: “</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Our vision is a </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">global </span><span class="NormalTextRun SpellingErrorV2Themed SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">cryptoeconomy</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> that is </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">secure, </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">efficient</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, and </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">inclusive</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">.”</span></span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" lang="EN-US" paraeid="{76884303-8349-48b6-9489-2f01ca2ad11b}{11}" paraid="32551695" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><b>Note</b>: </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">I'm</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> not quite satisfied with the three value propositions in this vision statement (nor in the original one). The crypto industry has yet to effectively articulate its value proposition, which is why it has been primarily attracting speculators and criminals thus far. However, that'd be a separate project altogether.</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div class="TableContainer Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; display: flex; justify-content: center; margin: 2px 0px 2px -5px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div aria-hidden="true" class="WACAltTextDescribedBy SCXW238644712 BCX0" id="{12e27f03-cace-4136-ba2c-f10f279a37ed}{222}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; position: absolute; user-select: text; visibility: hidden; z-index: -100;"></div><table aria-rowcount="6" border="1" class="Table Ltr TableWordWrap SCXW238644712 BCX0" data-tablelook="1184" data-tablestyle="MsoTableGrid" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background: transparent; border-collapse: collapse; border-spacing: 0px; empty-cells: show; margin: 0px auto; overflow: visible; padding: 0px; position: relative; table-layout: fixed; user-select: text; width: 0px;"><tbody class="SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><tr aria-rowindex="1" class="TableRow SCXW238644712 BCX0" role="row" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; height: 20px; margin: 0px; overflow: visible; padding: 0px; user-select: text;"><td class="FirstRow FirstCol SCXW238644712 BCX0" data-celllook="0" 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8e/Ul2qLpkp3z0FdI4JALHz0sSeGHzKaIXA5zNVl7yY3vXK5+xn//Ria54EgCgxASB1iypfYF5S+cKzP2feXlzNp/xyk5k/+9s+//648p02/c/+tvMb1e5WdwU+Pfh7WW0AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAIDCTZv2/8ku+ruE40PjAAAAAElFTkSuQmCC" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; border: none; height: 18px; margin: 0px; padding: 0px; text-wrap: nowrap; user-select: text; vertical-align: baseline; width: 18px;" unselectable="on" /><span class="WACImageBorder SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; display: block; height: 18px; left: 0px; margin: 0px; padding: 0px; position: absolute; text-wrap: nowrap; top: 0px; transform: rotate(0deg); user-select: text; width: 18px;"></span></span></span><span class="TextRun EmptyTextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{"335551550":2,"335551620":2}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td></tr></tbody></table></div></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{07885eb1-cb3d-424b-8ecb-1ae2d5f8136b}{193}" paraid="587253347" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><a class="Hyperlink SCXW238644712 BCX0" href="https://stripe.com/newsroom/information" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; margin: 0px; padding: 0px; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW238644712 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><b>Stripe</b></span></span></a><span class="TextRun EmptyTextRun SCXW238644712 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW238644712 BCX0" color="windowtext" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{f50f66a6-038b-4318-9c8f-96b1f3d4a4bf}{120}" paraid="1930574907" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">“</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Stripe is a technology company that builds economic infrastructure for the internet.</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" lang="EN-US" paraeid="{82e87058-82be-4c62-8b3c-d6c5d44db56c}{101}" paraid="398517308" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">This is obviously not a vision statement; </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it’s</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a brief company description. However, there is a spark of vision hidden in the phrase 'economic infrastructure for the internet'. </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">What's</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> missing is something compelling. Why does the Internet need an economic infrastructure? Isn’t there plenty of commerce already happening online? Something like this could become a vision statement:</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" lang="EN-US" paraeid="{82e87058-82be-4c62-8b3c-d6c5d44db56c}{139}" paraid="813946924" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">“Stripe’s vision is an economic infrastructure for the Internet that makes it easy for everyone to participate.”</span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div class="TableContainer Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; display: flex; justify-content: center; margin: 2px 0px 2px -5px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div aria-hidden="true" class="WACAltTextDescribedBy SCXW238644712 BCX0" id="{12e27f03-cace-4136-ba2c-f10f279a37ed}{224}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; position: absolute; user-select: text; visibility: hidden; z-index: -100;"></div><table aria-rowcount="6" border="1" class="Table Ltr TableWordWrap SCXW238644712 BCX0" data-tablelook="1184" data-tablestyle="MsoTableGrid" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background: transparent; border-collapse: collapse; border-spacing: 0px; empty-cells: show; margin: 0px auto; overflow: visible; padding: 0px; position: relative; table-layout: fixed; user-select: text; width: 0px;"><tbody class="SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><tr aria-rowindex="1" class="TableRow SCXW238644712 BCX0" role="row" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; height: 20px; margin: 0px; overflow: visible; padding: 0px; user-select: text;"><td class="FirstRow FirstCol SCXW238644712 BCX0" data-celllook="0" role="rowheader" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-clip: padding-box; background-color: transparent; border: 1px solid rgb(0, 0, 0); margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text; vertical-align: top; width: 209px;"><div class="TableHoverRowHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; bottom: -5.5px; cursor: pointer; display: flex; height: 10px; left: -11.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; user-select: text; width: 15px; z-index: 5;"></div><div class="TableHoverColumnHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; cursor: pointer; display: inline-block; height: 12px; left: auto; margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -10.5px; text-align: center; top: -8.5px; user-select: text; width: 20px; z-index: 4;"></div><div class="TableCellLeftBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-repeat: repeat; cursor: pointer; height: calc(100% + 1px); left: -4px; margin: 0px; overflow: visible; padding: 0px; position: absolute; top: -0.5px; user-select: text; width: 7px; z-index: 1;"></div><div class="TableCellTopBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; background-repeat: repeat; cursor: pointer; height: 7px; left: -0.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; top: -4px; user-select: text; width: calc(100% + 1px); z-index: 1;"></div><div class="TableColumnResizeHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-repeat: repeat; bottom: 0px; cursor: url("https://res-1.cdn.office.net:443/officeonline/we/s/hD55E5E9C2AD2E4F5_resources/1033/ColResize.cur"), pointer; height: calc(100% + 1px); margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -4px; top: -0.5px; user-select: text; width: 7px; z-index: 3;"></div><div class="TableInsertRowGapBlank SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; background-repeat: repeat; bottom: -4px; cursor: url("https://res-1.cdn.office.net:443/officeonline/we/s/h1E5273DBAA04AEF6_resources/1033/RowResize.cur"), pointer; height: 7px; left: -0.5px; margin: -3px 0px 0px; overflow: visible; padding: 0px; position: absolute; user-select: text; width: calc(100% + 1px); z-index: 3;"></div><div class="TableCellContent SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; overflow: visible; padding: 0px 7px; user-select: text;"><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{f50f66a6-038b-4318-9c8f-96b1f3d4a4bf}{162}" paraid="1274804687" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Futuristic</span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td><td class="FirstRow LastCol SCXW238644712 BCX0" data-celllook="0" role="columnheader" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-clip: padding-box; background-color: transparent; border: 1px solid rgb(0, 0, 0); margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text; vertical-align: top; width: 42px;"><div class="TableHoverColumnHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; cursor: pointer; display: inline-block; height: 12px; left: auto; margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -10.5px; text-align: center; top: -8.5px; user-select: text; width: 20px; z-index: 4;"></div><div class="TableCellLeftBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-repeat: repeat; cursor: pointer; height: calc(100% + 1px); left: -4px; margin: 0px; overflow: visible; padding: 0px; position: absolute; top: -0.5px; user-select: text; width: 7px; z-index: 1;"></div><div class="TableCellTopBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; background-repeat: repeat; cursor: pointer; height: 7px; left: -0.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; top: -4px; user-select: text; width: calc(100% + 1px); z-index: 1;"></div><div class="TableColumnResizeHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-repeat: repeat; bottom: 0px; cursor: url("https://res-1.cdn.office.net:443/officeonline/we/s/hD55E5E9C2AD2E4F5_resources/1033/ColResize.cur"), pointer; height: calc(100% + 1px); margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -4px; top: -0.5px; user-select: text; width: 7px; z-index: 3;"></div><div class="TableInsertRowGapBlank SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; background-repeat: repeat; bottom: -4px; cursor: url("https://res-1.cdn.office.net:443/officeonline/we/s/h1E5273DBAA04AEF6_resources/1033/RowResize.cur"), pointer; height: 7px; left: -0.5px; margin: -3px 0px 0px; overflow: visible; padding: 0px; position: absolute; user-select: text; width: calc(100% + 1px); z-index: 3;"></div><div class="TableCellContent SCXW238644712 BCX0" style="-webkit-tap-highlight-color: 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17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td></tr><tr aria-rowindex="6" class="TableRow SCXW238644712 BCX0" role="row" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; height: 20px; margin: 0px; overflow: visible; padding: 0px; user-select: text;"><td class="FirstCol LastRow SCXW238644712 BCX0" data-celllook="0" role="rowheader" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-clip: padding-box; background-color: transparent; border: 1px solid rgb(0, 0, 0); margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text; vertical-align: top; width: 209px;"><div class="TableHoverRowHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; bottom: -5.5px; cursor: pointer; display: flex; height: 10px; left: -11.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; user-select: 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style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; border: none; height: 19px; margin: 0px; padding: 0px; text-wrap: nowrap; user-select: text; vertical-align: baseline; width: 19px;" unselectable="on" /><span class="WACImageBorder SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; display: block; height: 19px; left: 0px; margin: 0px; padding: 0px; position: absolute; text-wrap: nowrap; top: 0px; transform: rotate(0deg); user-select: text; width: 19px;"></span></span></span><span class="TextRun EmptyTextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{"335551550":2,"335551620":2}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td></tr></tbody></table></div></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{f50f66a6-038b-4318-9c8f-96b1f3d4a4bf}{248}" paraid="613420268" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><b><a class="Hyperlink SCXW238644712 BCX0" href="https://www.spacex.com/mission/" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW238644712 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">SpaceX</span></span></a><span class="TextRun EmptyTextRun SCXW238644712 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW238644712 BCX0" color="windowtext" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></b></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{dc1391f3-73bc-4e6b-a151-0e779ff0e0fa}{4}" paraid="654118811" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">“Making humanity multiplanetary”</span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" lang="EN-US" paraeid="{17ab3d60-8698-4edd-a6cd-68a8c6477a55}{85}" paraid="1861686603" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">SpaceX has a very lofty vision that is futuristic, compelling, enduring, achievable, flexible, and bigger than the company itself. The magnitude of this vision is </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">appropriate for</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a company engaged in space travel. </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">There's</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> not much I could do to improve this vision statement. The phrasing effectively serves as both a vision and the company's mission simultaneously, which I would prefer to separate. </span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Maybe something</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> like this might work: </span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" lang="EN-US" paraeid="{17ab3d60-8698-4edd-a6cd-68a8c6477a55}{112}" paraid="1733557173" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">“SpaceX's vision is multiplanetary.”</span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" lang="EN-US" paraeid="{17ab3d60-8698-4edd-a6cd-68a8c6477a55}{122}" paraid="422629822" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">“SpaceX's mission is to put the first humans on Mars.” </span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{dc1391f3-73bc-4e6b-a151-0e779ff0e0fa}{44}" paraid="748148895" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: 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8e/Ul2qLpkp3z0FdI4JALHz0sSeGHzKaIXA5zNVl7yY3vXK5+xn//Ria54EgCgxASB1iypfYF5S+cKzP2feXlzNp/xyk5k/+9s+//648p02/c/+tvMb1e5WdwU+Pfh7WW0AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAIDCTZv2/8ku+ruE40PjAAAAAElFTkSuQmCC" 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17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td></tr></tbody></table></div></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{dc1391f3-73bc-4e6b-a151-0e779ff0e0fa}{136}" paraid="670590469" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><a class="Hyperlink SCXW238644712 BCX0" href="https://openai.com/about" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined MacChromeBold SCXW238644712 BCX0" data-contrast="none" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">OpenAI</span></span></a><span class="TextRun MacChromeBold EmptyTextRun SCXW238644712 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW238644712 BCX0" color="windowtext" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{dc1391f3-73bc-4e6b-a151-0e779ff0e0fa}{147}" paraid="1091772896" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">“Our mission is to ensure that artificial general intelligence—AI systems that are generally smarter than humans—benefits all of humanity.</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{dc1391f3-73bc-4e6b-a151-0e779ff0e0fa}{157}" paraid="1974279265" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">It’s</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> great to see that OpenAI has a mission, but as I already mentioned, it could be better. It needs a vision, which is partially hidden in the mission statement: AGI. But we are left to guess what it is for, and there is no flexibility in scope (</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it’s</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> AI or bust). To make the statement more compelling, I would try</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> something</span><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> like this:</span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{dc1391f3-73bc-4e6b-a151-0e779ff0e0fa}{189}" paraid="786440134" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">“OpenAI’s vision is a world where AGI makes everyone more productive and fulfilled.”</span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div 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209px;"><div class="TableHoverRowHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; bottom: -5.5px; cursor: pointer; display: flex; height: 10px; left: -11.5px; margin: 0px; overflow: visible; padding: 0px; position: absolute; user-select: text; width: 15px; z-index: 5;"></div><div class="TableHoverColumnHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; cursor: pointer; display: inline-block; height: 12px; left: auto; margin: 0px; overflow: visible; padding: 0px; position: absolute; right: -10.5px; text-align: center; top: -8.5px; user-select: text; width: 20px; z-index: 4;"></div><div class="TableCellLeftBorderHandle SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-repeat: repeat; cursor: pointer; height: calc(100% + 1px); left: -4px; margin: 0px; overflow: visible; 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style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; background-repeat: repeat; bottom: -4px; cursor: url("https://res-1.cdn.office.net:443/officeonline/we/s/h1E5273DBAA04AEF6_resources/1033/RowResize.cur"), pointer; height: 7px; left: -0.5px; margin: -3px 0px 0px; overflow: visible; padding: 0px; position: absolute; user-select: text; width: calc(100% + 1px); z-index: 3;"></div><div class="TableCellContent SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; overflow: visible; padding: 0px 7px; user-select: text;"><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{dc1391f3-73bc-4e6b-a151-0e779ff0e0fa}{195}" paraid="559129336" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Futuristic</span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td><td class="FirstRow LastCol SCXW238644712 BCX0" data-celllook="0" role="columnheader" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-clip: 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style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; border: none; height: 18px; margin: 0px; padding: 0px; text-wrap: nowrap; user-select: text; vertical-align: baseline; width: 18px;" unselectable="on" /><span class="WACImageBorder SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; display: block; height: 18px; left: 0px; margin: 0px; padding: 0px; position: absolute; text-wrap: nowrap; top: 0px; transform: rotate(0deg); user-select: text; width: 18px;"></span></span></span><span class="TextRun EmptyTextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{"335551550":2,"335551620":2}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 17px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div></div></td></tr></tbody></table></div></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" paraeid="{c0f19a17-f34a-4030-b085-064175fef20a}{26}" paraid="1394639650" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div style="background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><b>Conclusion</b></span></span></div><p class="Paragraph SCXW238644712 BCX0" paraeid="{c0f19a17-f34a-4030-b085-064175fef20a}{30}" paraid="42656984" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span style="white-space-collapse: preserve;">Every technology company needs a public vision statement. It describes the new world that the company is striving to achieve. It must not be self-centered; instead, it should be something that the majority of your customers, prospects, employees, partners, and investors find compelling. The truly exceptional visions, as exemplified in the examples above, are very bold and transformative. They depict a new world made possible by electric cars, the metaverse, AGI, cryptocurrency, subscriptions, and even space travel. How inspiring is that? </span></p><p class="Paragraph SCXW238644712 BCX0" paraeid="{c0f19a17-f34a-4030-b085-064175fef20a}{30}" paraid="42656984" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span style="background-color: transparent; white-space-collapse: preserve;">You might hear some doubts. You may encounter skeptics. You will be told that it will not happen in your lifetime. Sure. But you won’t be accused of not having a vision! </span></p><p class="Paragraph SCXW238644712 BCX0" paraeid="{c0f19a17-f34a-4030-b085-064175fef20a}{30}" paraid="42656984" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span style="background-color: transparent; white-space-collapse: preserve;"><br /></span></p></div><div class="OutlineElement Ltr SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW238644712 BCX0" lang="EN-US" paraeid="{958f4a9d-0e94-43be-b1e7-b7035faa5c07}{172}" paraid="633065477" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW238644712 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW238644712 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW238644712 BCX0" data-ccp-props="{}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div></div></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-35399601541056067762024-01-25T06:17:00.000-08:002024-01-25T11:43:50.805-08:00 Let’s rename the company!<p><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US">Renaming a company is a surprisingly common occurrence in the technology space. Just the other day, I saw the news about </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><b><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Kof</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">x</span></b><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> renaming itself </span></span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">to <b>Tungsten Automation</b> – a bold move for a 40-year-old company. So, </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">let’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> discu</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">ss th</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">e reasons behind companies changing their names and review the best practices.</span></span></span></p><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Rebranding vs Renaming</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></h3><p></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" paraeid="{5c101bbd-1160-4e40-a948-0b0dffc1b8b5}{245}" paraid="514335370" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">First, </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">let’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> clarify the terminology. Rebranding and renaming a company are not </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">one and the same</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. Company rebranding is a marketing project resulting in updates to the company's visual persona, including the color palette, typography, image style, logo, etc. While a rebrand might involve a name change, it does </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">not always</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. Rebrands are frequent, often </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">i</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">nitiated</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">by Chief Marketing Officers (CMOs) within a year of joining a company to put their own stamp on the company. While not without costs, rebrands usually pose limited risks, primarily tied to opportunity costs.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{7ca5eb7b-85be-4496-8d93-17256c1529b9}{138}" paraid="155466720" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">In contrast, renaming a company is </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a significant decision</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> fraught with substantial risks. This decision involves changing the company's name, leading to a temporary loss of brand equity and uncertainty about the outcome. The repercussions of this loss include reduced recognition of the new name by prospects and a notable decline in inbound traffic to the company's website. If your business relies on brand recognition and inbound traffic, the decision to rename the company becomes particularly risky. </span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{7ca5eb7b-85be-4496-8d93-17256c1529b9}{138}" paraid="155466720" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: inherit;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTycPqAB6_mh2VgxyX1lf5V2hGZ-Zxur2SO6Yf678PVQ0kzgm5ShCMTxEv3n0iyCFvdK902GhyphenhyphenaHkxdqPzTnYvPis9Wxk8lyRjIpOmUXnS_BBJphRti8z5_8Li7Hwh7IBmYNJ9I9qhWUwH6OgB0_dcZURdtiEU42-5nHaBHbVGzBPRho9mGxCmo0_0oPU/s800/Carving%202.jpeg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="533" data-original-width="800" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTycPqAB6_mh2VgxyX1lf5V2hGZ-Zxur2SO6Yf678PVQ0kzgm5ShCMTxEv3n0iyCFvdK902GhyphenhyphenaHkxdqPzTnYvPis9Wxk8lyRjIpOmUXnS_BBJphRti8z5_8Li7Hwh7IBmYNJ9I9qhWUwH6OgB0_dcZURdtiEU42-5nHaBHbVGzBPRho9mGxCmo0_0oPU/s320/Carving%202.jpeg" width="320" /></a></span></div><p></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Reasons for Company Renaming </span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></h3></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{ea881c0f-9b3a-4ffa-9e6e-74f5d4f3531c}{177}" paraid="1013348337" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The decision to rebrand is a challenging one, as there is no hard data that proves the old name is wrong, and the new name will fix whatever is broken. Even if you conduct a survey asking customers and prospects about their </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">perception</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> of the company name, their response will be biased by their </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">perception</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> of the company. There is </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">pretty much no</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> way to calculate that the rebrand will deliver the expected outcome. If the product or service was subpar before, it will remain the same even with a new name. The decision to rename the company is mostly an emotional one. </span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{ea881c0f-9b3a-4ffa-9e6e-74f5d4f3531c}{183}" paraid="1850616345" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">There are many reasons why companies change their name, and here are some of the most common scenarios: </span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span><span color="windowtext" style="background-color: transparent; font-family: inherit; text-indent: 48px;"> </span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{de8c2d82-41b9-43d3-94de-c2ec1f017ce5}{148}" paraid="1103320877" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">1. </span><span style="font-variant-ligatures: none; font-weight: 700; text-indent: 48px;">Mergers and Acquisitions</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{de8c2d82-41b9-43d3-94de-c2ec1f017ce5}{151}" paraid="243354703" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Mergers, acquisitions, and divestitures are obvious scenarios. When a company buys another company, the acquired company is no more, and it usually goes through a rebrand. Whether the acquired brand continues to be used as a product name or the name of a business unit requires thoughtful consideration. Usually, the bigger or more popular the acquired brand, the more likely it will be continued. Think of </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Instagram</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> and </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">WhatsApp</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, which many people </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> even realize are brands owned by </span></span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Meta</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">.</span></span></span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{de8c2d82-41b9-43d3-94de-c2ec1f017ce5}{148}" paraid="1103320877" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></span></p><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{de8c2d82-41b9-43d3-94de-c2ec1f017ce5}{148}" paraid="1103320877" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">2. Financial Engineering</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{de8c2d82-41b9-43d3-94de-c2ec1f017ce5}{151}" paraid="243354703" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">This scenario is like M&A but without another company involved. Financial engineering is exactly what </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Google </span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">and </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Facebook </span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">did when they renamed the companies </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Alphabet </span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">and </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Meta</span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, respectively. In this scenario, the target audience for the renaming is the investors, and the existing brands and their customers are </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">relatively unimpacted</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> – both Google and Facebook products </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">remained</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the same. The risk of such renaming is quite low.</span></span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{de8c2d82-41b9-43d3-94de-c2ec1f017ce5}{157}" paraid="1106788844" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c589a009-95ab-4716-908a-9e292a341ea6}{33}" paraid="2021303367" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">3. Politics</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c589a009-95ab-4716-908a-9e292a341ea6}{36}" paraid="97189774" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">This scenario is less common among technology companies, which tend to be quite politically savvy and correct to begin with. This is the type of rebrand that happened to companies (</span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Squaw Valley</span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> </span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">to <b>Palisades Tahoe</b>, </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Uncle </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Ben’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-weight: bold; margin: 0px; padding: 0px; user-select: text;"> </span></span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">to <b>Ben’s Original</b>), sports franchises (</span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Washington Commanders</span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">,</span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Cleveland Guardians</span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">), and even countries (Myanmar, Sri Lanka, Northern Macedonia). In business, such renaming is usually the result of external forces.</span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c589a009-95ab-4716-908a-9e292a341ea6}{42}" paraid="906564710" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c589a009-95ab-4716-908a-9e292a341ea6}{104}" paraid="1991390043" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">4. Scandals and Legal Issues</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c589a009-95ab-4716-908a-9e292a341ea6}{110}" paraid="497842480" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Some companies had to pay </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a very high</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> price for their missteps, </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">ultimately deciding</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> to change their name to escape the negative brand </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">perception</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. Examples include <b>Accenture</b> (formerly </span></span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Andersen Consulting</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">), <b>Altria</b> (formerly </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Philip Morris</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">), and the <b>Livestrong Foundation</b> (formerly </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Lance Armstrong Foundation</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">). In the tech space, the renaming of </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">McAfee </span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">to Intel Security falls into this category, given the founder John McAfee’s legal escapades in the 2010s (note: the company was eventually renamed to McAfee again).</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c6279032-4185-4246-8533-2462ba4f8489}{233}" paraid="913389087" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c6279032-4185-4246-8533-2462ba4f8489}{255}" paraid="860122078" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">5. Business reasons</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" paraeid="{c6279032-4185-4246-8533-2462ba4f8489}{135}" paraid="1267095060" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">This is a scenario where the company voluntarily decides to change its name to pursue its business goals. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The company’s leadership concludes that the old name is either limiting its growth, adding costs, or imposing some other burden on the business. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">It’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">very commo</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">n</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> for small startups that are quickly evolving and often pivoting to a new business model (e.g.,</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); 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background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">e</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> to Okta, Burbn to Instagram, Tote to Pinterest, etc.). When the company is small, the risk and cost of renaming is</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">relatively lo</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">w</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c6279032-4185-4246-8533-2462ba4f8489}{138}" paraid="1924092260" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c6279032-4185-4246-8533-2462ba4f8489}{123}" paraid="1902646215" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">It’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a much bigger deal for a larger startup or a public company. And yet, it happens, and here are a few recent examples:</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; margin: 0px; padding: 0px; user-select: text;"><div class="ListContainerWrapper SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{0c089e03-98ce-4df4-8740-1b73cd53de31}{11}" paraid="1396452166" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"></p><ul style="text-align: left;"><ul><li><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Twitter </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">was </span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">renamed to <b>X</b> to somehow grow its revenue and reduce cash burn. Or because Elon is obsessed with the letter X.</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></li><li><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US">FinancialForce</span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"> </span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">was renamed to </span><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iNXB4IiBoZWlnaHQ9IjRweCIgdmlld0JveD0iMCAwIDUgNCIgdmVyc2lvbj0iMS4xIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHhtbG5zOnhsaW5rPSJodHRwOi8vd3d3LnczLm9yZy8xOTk5L3hsaW5rIj4KICAgIDwhLS0gR2VuZXJhdG9yOiBTa2V0Y2ggNTYuMiAoODE2NzIpIC0gaHR0cHM6Ly9za2V0Y2guY29tIC0tPgogICAgPHRpdGxlPnNwZWxsaW5nX3NxdWlnZ2xlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9IkZsYWdzIiBzdHJva2U9Im5vbmUiIHN0cm9rZS13aWR0aD0iMSIgZmlsbD0ibm9uZSIgZmlsbC1ydWxlPSJldmVub2RkIj4KICAgICAgICA8ZyB0cmFuc2Zvcm09InRyYW5zbGF0ZSgtMTAxMC4wMDAwMDAsIC0yOTYuMDAwMDAwKSIgaWQ9InNwZWxsaW5nX3NxdWlnZ2xlIj4KICAgICAgICAgICAgPGcgdHJhbnNmb3JtPSJ0cmFuc2xhdGUoMTAxMC4wMDAwMDAsIDI5Ni4wMDAwMDApIj4KICAgICAgICAgICAgICAgIDxwYXRoIGQ9Ik0wLDMgQzEuMjUsMyAxLjI1LDEgMi41LDEgQzMuNzUsMSAzLjc1LDMgNSwzIiBpZD0iUGF0aCIgc3Ryb2tlPSIjRUIwMDAwIiBzdHJva2Utd2lkdGg9IjEiPjwvcGF0aD4KICAgICAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSI1IiBoZWlnaHQ9IjQiPjwvcmVjdD4KICAgICAgICAgICAgPC9nPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;"><b>Certinia</b></span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> to distance itself from Salesforce, upon which it was built.</span></span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> Never mind the watch brand Certina, founded in 1888.</span></li><li><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">KeepTruckin</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span></span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US">was renamed to <b>Motive</b> to expand its addressable market beyond the trucking vertical.</span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span> <span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></li></ul></ul><p></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{0c089e03-98ce-4df4-8740-1b73cd53de31}{39}" paraid="716452195" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Other examples include </span><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">DaPulse</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> into </span></span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Monday.com</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, </span><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">ZenPayroll</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> to </span></span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Gusto</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, </span><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">eShare</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> to </span></span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Carta</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">, 10gen to </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">MongoDB</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, and </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">let’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> not forget Research in Motion renaming into </span></span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">BlackBerry</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">. These were major renaming projects at companies with sizable brand equity that have been implemented to pursue their business goals.</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{e093a89c-040c-47ae-bbd9-ba00cdfa90e4}{4}" paraid="563562585" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The results of renaming</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></h3></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{fbf8d890-ecf6-44aa-9b9b-b1469bb48307}{24}" paraid="586774232" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Obviously, changing the company name at a later stage is very costly. There are direct costs related to months of work by naming agencies, design agencies, the entire marketing team, the product design team, the documentation team, and many others. Direct costs also include the expenses for content, printed materials, branded assets, office signage, etc. Additionally, there are many indirect costs, including the previously mentioned loss of brand equity, pipeline reduction (from the inbound traffic loss), the damage resulting from any inconsistencies, and the opportunity cost of all employees working on the rebrand instead of other tasks.</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{fbf8d890-ecf6-44aa-9b9b-b1469bb48307}{42}" paraid="1092812797" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Is it worth it? </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a tough question to answer. The results are difficult to measure, and every rationally thinking management team is aware of the tradeoffs involved in this decision. They expect costs, brand equity loss, and a dip in the pipeline. The impact is often more severe than </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">anticipated</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, and the recovery takes longer than planned. Once the company </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">emerges</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> on the other side of the dip, it is hard to attribute the positive results solely to the new name.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{fbf8d890-ecf6-44aa-9b9b-b1469bb48307}{60}" paraid="405299592" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Would Gusto grow as much if it were still called </span><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">ZenPayroll</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">? Would MongoDB be as popular if it were still called 10gen? </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">It's</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> hard to tell. The new names are </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">certainly better</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, but the growth </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">didn’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> happen solely by renaming the companies.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">How to name a company </span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></h3></div></div><div class="SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{4c862099-681b-4180-bfa2-518b6a5cd246}{74}" paraid="1668819577" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Putting thought into a naming strategy from the early days will help avoid the costly exercise of renaming down the road. Here are some best practices to follow when thinking about your naming strategy: </span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{4c862099-681b-4180-bfa2-518b6a5cd246}{154}" paraid="1791073011" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">1. Separate the Company Name from the Product Name</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{4c862099-681b-4180-bfa2-518b6a5cd246}{163}" paraid="1776116597" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Trust me, it will pay off in the long term. It </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">doesn’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> matter if you have only one product today because eventually, you will want more than one product. Just look at </span></span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">DocuSign </span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">– a company with an amazing brand equity that really struggles to broaden its product portfolio because of the name. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">DocuSign became a verb, a brand marketer's dream. Yet, the name is holding the company back today. </span></span></span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; margin: 0px; padding: 0px; user-select: text;">It’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; margin: 0px; padding: 0px; user-select: text;"> tough to explain that a company that everyone knows as a tool for electronic signature also offers contract management. </span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Everybody wants to become the </span></span><span class="TextRun MacChromeBold SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Kleenex </span><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">of their category, but Kleenex is a product name. The company that makes it is Kimberly-Clark.</span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{4c862099-681b-4180-bfa2-518b6a5cd246}{190}" paraid="1430946442" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">You may object that Google and Meta successfully created a separation between the company name and the product name much later in their life. Sure, but they </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">didn’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> rename the products that already had amazing brand equity. Google and Facebook remained untouched by the creation of the Alphabet and Meta brands. Besides, both companies are drowning in money, giving them a lot of marketing firepower. Unless that applies to your company as well, separate the product name from the company name early on. </span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{4c862099-681b-4180-bfa2-518b6a5cd246}{217}" paraid="783966734" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">2. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Don’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> Limit Your Future Addressable Market</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c7fb9565-f19e-4045-99fd-a400ae88dc83}{124}" paraid="1666958419" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">One of the common pitfalls that tech companies often fall into is selecting a name that constrains their total addressable market (TAM) by associating it with a specific market segment, buying center, or technology. Here are recent examples to illustrate this point:</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="ListContainerWrapper SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{4c862099-681b-4180-bfa2-518b6a5cd246}{244}" paraid="982670748" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"></p><ul style="text-align: left;"><li><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">ZenPayroll</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> was limited to one buying center, payroll. As <b>Gusto</b>, the company can now </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">offer </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">products such as Benefits and HR (HRMS).</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></li><li><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">KeepTruckin</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> was limited to one market segment, trucking companies. As <b>Motive</b>, the company now sells to other verticals such as construction, food & beverage, and oil & gas.</span></span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></li><li><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Kofax sales teams had to explain every day that they </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> just sell scanning and faxing products. As <b>Tungsten Automation</b>, the company is trying to broaden its perceived product applicability. </span></span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></li></ul><p></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{25}" paraid="783866091" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">These companies started with a name that worked great for a while but </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">ultimately became</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> an anchor that held them back. Most hyper-successful companies have names with </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a very broad</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> applicability: Apple, Meta, Alphabet, Dell, Intel, etc. I bet that Salesforce has had many discussions about how to get stronger in departments such as R&D, Finance, and HR; departments that don't respond to the name "Salesforce".</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{43}" paraid="99920471" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">3. Company Name Should Not Be a Message</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{52}" paraid="2139056552" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">This is follow-up advice on the </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">previous</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> two points. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">It’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> extremely tempting to use your company name to explain what the company does. Resist! Leave that to the product name. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> another reason for separating the company name from the product – it allows you to have multiple products that do different things. The company name should leave all options open because things will change, and you want your company to last for a long time.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{70}" paraid="230378928" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Looking at the largest US unicorns, here</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> are the names that have the potential to last forever: Stripe, Chime, Plaid, </span><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Revolut</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, Discord, Ripple, </span><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iNXB4IiBoZWlnaHQ9IjRweCIgdmlld0JveD0iMCAwIDUgNCIgdmVyc2lvbj0iMS4xIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHhtbG5zOnhsaW5rPSJodHRwOi8vd3d3LnczLm9yZy8xOTk5L3hsaW5rIj4KICAgIDwhLS0gR2VuZXJhdG9yOiBTa2V0Y2ggNTYuMiAoODE2NzIpIC0gaHR0cHM6Ly9za2V0Y2guY29tIC0tPgogICAgPHRpdGxlPnNwZWxsaW5nX3NxdWlnZ2xlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9IkZsYWdzIiBzdHJva2U9Im5vbmUiIHN0cm9rZS13aWR0aD0iMSIgZmlsbD0ibm9uZSIgZmlsbC1ydWxlPSJldmVub2RkIj4KICAgICAgICA8ZyB0cmFuc2Zvcm09InRyYW5zbGF0ZSgtMTAxMC4wMDAwMDAsIC0yOTYuMDAwMDAwKSIgaWQ9InNwZWxsaW5nX3NxdWlnZ2xlIj4KICAgICAgICAgICAgPGcgdHJhbnNmb3JtPSJ0cmFuc2xhdGUoMTAxMC4wMDAwMDAsIDI5Ni4wMDAwMDApIj4KICAgICAgICAgICAgICAgIDxwYXRoIGQ9Ik0wLDMgQzEuMjUsMyAxLjI1LDEgMi41LDEgQzMuNzUsMSAzLjc1LDMgNSwzIiBpZD0iUGF0aCIgc3Ryb2tlPSIjRUIwMDAwIiBzdHJva2Utd2lkdGg9IjEiPjwvcGF0aD4KICAgICAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSI1IiBoZWlnaHQ9IjQiPjwvcmVjdD4KICAgICAgICAgICAgPC9nPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Airtable</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, Motive, Gusto, etc. Some of these names are better than others but they all have a broad applicability. A company called Stripe can offer (and already does) products like Payments, Billing, Invoicing, Tax, Identity, Climate, etc. Grammarly, in contrast, is stuck with one product forever.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{88}" paraid="1198856753" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Now, here are the unicorns whose names are limiting by trying to say what the company does:</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="ListContainerWrapper SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{97}" paraid="971858601" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"></p><ul style="text-align: left;"><li><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><b>Grammarly</b> – This name clearly says that the company does only one thing and always will. It will be hard to grow </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">into</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a billion-dollar company with that name</span></span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">.</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></li><li><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iNXB4IiBoZWlnaHQ9IjRweCIgdmlld0JveD0iMCAwIDUgNCIgdmVyc2lvbj0iMS4xIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHhtbG5zOnhsaW5rPSJodHRwOi8vd3d3LnczLm9yZy8xOTk5L3hsaW5rIj4KICAgIDwhLS0gR2VuZXJhdG9yOiBTa2V0Y2ggNTYuMiAoODE2NzIpIC0gaHR0cHM6Ly9za2V0Y2guY29tIC0tPgogICAgPHRpdGxlPnNwZWxsaW5nX3NxdWlnZ2xlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9IkZsYWdzIiBzdHJva2U9Im5vbmUiIHN0cm9rZS13aWR0aD0iMSIgZmlsbD0ibm9uZSIgZmlsbC1ydWxlPSJldmVub2RkIj4KICAgICAgICA8ZyB0cmFuc2Zvcm09InRyYW5zbGF0ZSgtMTAxMC4wMDAwMDAsIC0yOTYuMDAwMDAwKSIgaWQ9InNwZWxsaW5nX3NxdWlnZ2xlIj4KICAgICAgICAgICAgPGcgdHJhbnNmb3JtPSJ0cmFuc2xhdGUoMTAxMC4wMDAwMDAsIDI5Ni4wMDAwMDApIj4KICAgICAgICAgICAgICAgIDxwYXRoIGQ9Ik0wLDMgQzEuMjUsMyAxLjI1LDEgMi41LDEgQzMuNzUsMSAzLjc1LDMgNSwzIiBpZD0iUGF0aCIgc3Ryb2tlPSIjRUIwMDAwIiBzdHJva2Utd2lkdGg9IjEiPjwvcGF0aD4KICAgICAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSI1IiBoZWlnaHQ9IjQiPjwvcmVjdD4KICAgICAgICAgICAgPC9nPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;"><b>ServiceTitan</b></span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> – Its name limits the addressable market to just one target function: service. The market opportunity is large for field service and the name has not prevented the company from offering many </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">different products</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. However, it will be difficult to sell to other company types/functions outside the service department.</span></span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></li><li><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><b>Databricks</b> – Better, but while the name works well for data management solutions it </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">won’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> work for other</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> adjacent categories.</span></span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></li><li><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><b>Canva</b> – The name suggests a creative tool and the name will be a stretch for other types of applications. Companies called Figma and Miro have a </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">similar problem</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. In these names, the message is </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">relatively subtle</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, but still </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">restricting</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> for future expansion. BTW, I hope that Miro cleared the name with the </span><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Successió</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> Miró which manages the rights to the work of the artist Joan Miró.</span></span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></li><li><span class="TextRun SCXW90025831 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><b>OpenAI</b> – I know that AI is hot right now, but the hype will fade, and new ones will </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">emerge</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. Most of the new companies with “AI” in their name will be renamed if they live long enough. The same thing happened to all companies with “.com” in their name. Remember Amazon.com and Salesforce.com?</span></span><span class="EOP SCXW90025831 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></li></ul><p></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{169}" paraid="499228145" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">4. Decide on a Brand </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Strategy</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{178}" paraid="1368574565" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The old school of marketing says that there are two brand strategies: Branded House and House of Brands. The car makers serve as </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a great example</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. </span></span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">BMW </span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">is a Branded House. There is only one brand, BMW, and a long lineup of descriptive product names (assuming you learn the code): </span><span class="NormalTextRun SpellingErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iNXB4IiBoZWlnaHQ9IjRweCIgdmlld0JveD0iMCAwIDUgNCIgdmVyc2lvbj0iMS4xIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHhtbG5zOnhsaW5rPSJodHRwOi8vd3d3LnczLm9yZy8xOTk5L3hsaW5rIj4KICAgIDwhLS0gR2VuZXJhdG9yOiBTa2V0Y2ggNTYuMiAoODE2NzIpIC0gaHR0cHM6Ly9za2V0Y2guY29tIC0tPgogICAgPHRpdGxlPnNwZWxsaW5nX3NxdWlnZ2xlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9IkZsYWdzIiBzdHJva2U9Im5vbmUiIHN0cm9rZS13aWR0aD0iMSIgZmlsbD0ibm9uZSIgZmlsbC1ydWxlPSJldmVub2RkIj4KICAgICAgICA8ZyB0cmFuc2Zvcm09InRyYW5zbGF0ZSgtMTAxMC4wMDAwMDAsIC0yOTYuMDAwMDAwKSIgaWQ9InNwZWxsaW5nX3NxdWlnZ2xlIj4KICAgICAgICAgICAgPGcgdHJhbnNmb3JtPSJ0cmFuc2xhdGUoMTAxMC4wMDAwMDAsIDI5Ni4wMDAwMDApIj4KICAgICAgICAgICAgICAgIDxwYXRoIGQ9Ik0wLDMgQzEuMjUsMyAxLjI1LDEgMi41LDEgQzMuNzUsMSAzLjc1LDMgNSwzIiBpZD0iUGF0aCIgc3Ryb2tlPSIjRUIwMDAwIiBzdHJva2Utd2lkdGg9IjEiPjwvcGF0aD4KICAgICAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSI1IiBoZWlnaHQ9IjQiPjwvcmVjdD4KICAgICAgICAgICAgPC9nPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">iX</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, i4, i5, X1, X7, Z4, 3-series, 5-series, etc. There is no brand equity in any of the product names; all the equity goes into the company name. </span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{196}" paraid="2007291212" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Ford</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">, on the other hand, is a typical House of Brands with products called Mustang, Escape, Explorer, Edge, Expedition, etc. These products have strong brand equity on their own. In fact, Mustang and Bronco can stand on their own without even mentioning Ford.</span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{214}" paraid="740251829" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">In tech, an example of the branded house model is </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Salesforce </span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">with brands like Sales Cloud, Service Cloud, Marketing Cloud, Commerce Cloud, and Data Cloud. Not much equity in any of these brands. This strategy is hard to sustain as the company grows. Even Salesforce is now keeping the large, </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">acquired</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> brands such as Tableau, MuleSoft, and Slack. Einstein is not fitting the branded house mold either. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">It’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> becoming a bit of a mess.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{232}" paraid="1784519459" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">An example of a House of Brands is </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Microsoft</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> with a hierarchy across hundreds of brands. Take Microsoft 365 which includes Word, Excel, PowerPoint, Outlook, SharePoint, OneDrive, etc. Teams is for some reason called out separately on the same level of the hierarchy as Microsoft 365, even though it is included in my 365 </span><span class="NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlContextualSpellingAndGrammarErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">license</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. Is Azure part of Microsoft 365? Nobody knows. Is Office 365 still a brand? Unclear. Microsoft’s product branding </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">is </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a mess.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{250}" paraid="1148977930" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">So, what's the best solution that will scale?</span></span></span></p><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{c5627278-99b2-470c-9858-e06733b18e1d}{250}" paraid="1148977930" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">For years, I was a fan of the Branded House strategy, especially for B2B tech companies that are notoriously low on a branding budget. Today, </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">I came to realize that the best approach</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> is a hybrid approach. It's a Brand Architecture with a company name and a very finite number of product brands at the top level of the product hierarchy. The top-tier brands should be able to build brand equity and thus they </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">shouldn't</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> be descriptive names. All the add-ons and modules below should have descriptive names to avoid competing with their parent brand. When deciding about which products deserve such a brand, think company's divisions or business units. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> about the right level of granularity that enables building brand equity for multiple products.</span></span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{bab7af21-8fcc-49cc-af9b-dbf7e028f9f1}{13}" paraid="438935465" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">A great example</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> of such brand architecture is </span></span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Atlassian </span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">with top-tier brands like Jira, Confluence, and Trello. Under each of these brands is a bunch of products, add-ons, and modules that are descriptive because they have no reason to accumulate any brand equity. Atlassian has a strong brand and so do the products. This is the perfect brand strategy outcome!</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{bab7af21-8fcc-49cc-af9b-dbf7e028f9f1}{31}" paraid="697427743" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">5. Consider Evocative Names</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{f09a8c39-4da7-479b-b919-b09764705466}{237}" paraid="1097412247" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">As mentioned earlier, a company name should be devoid of messaging. The name should not try to suggest what the company does because that is sure to change over time. Ideally, the company name should be an abstract name like the unicorns I mentioned in section 3. However, an abstract name </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">doesn’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">necessarily</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> mean a meaningless word; a made-up word that </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">doesn’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> mean anything. In fact, names such as Oracle, Stripe, Chime, Plaid, and Gusto are real words with a meaning in the English language.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{5d61d531-4506-4e24-9fc6-7f4db5827d9b}{45}" paraid="2055923920" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">This is where the right choice of name can help evoke the right association. Take the name </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Atlassian </span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">again, which </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">seems to be</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> derived from “atlas” or “Atlas” and thus evokes associations with words like “global</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”,</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> “world</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”,</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> “travel</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”,</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> or with a Greek god who supported the sky on his shoulders. These are all </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">very positive</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> associations evoked by the name Atlassian. And yet, the name </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">doesn’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> try to explain what the company does. BTW, the company says that it is named after the Greek god. Although, they </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> control what the name evokes for you and me.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{5d61d531-4506-4e24-9fc6-7f4db5827d9b}{63}" paraid="1678265561" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">A name created by combining two words (or three words) can feel abstract and yet evocative. Just consider names like Microsoft, Salesforce, ServiceNow, Workday, etc. However, the challenge is that many of these names are already taken. This naming approach worked well for companies that were founded 20+ years ago, but </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> hard to find such names today that are compelling and available.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{5d61d531-4506-4e24-9fc6-7f4db5827d9b}{81}" paraid="559206993" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Creating good, evocative names is an art and science at the same time, and that is a job for agencies that specialize in such things. </span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{5d61d531-4506-4e24-9fc6-7f4db5827d9b}{99}" paraid="521647463" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">6. Avoid Conflicts, Even Outside Your Industry</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559685":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{5d61d531-4506-4e24-9fc6-7f4db5827d9b}{108}" paraid="37033811" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Using the same name as another company is obviously a bad idea, yet it happens all the time. The common wisdom is that it may be OK </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">as long as</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the other company is in a </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">totally different</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> space. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> also the advice the legal team would give me when they were assessing the risk of getting sued. </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">In reality, </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">the legal risk is just one of the concerns. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">It’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> also about brand equity, which manifests itself in your day-to-day business in online search ambiguity and search engine marketing.</span></span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{5d61d531-4506-4e24-9fc6-7f4db5827d9b}{135}" paraid="646775616" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">I recently did some research for a client in the tax automation space where one of the leaders is </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Vertex</span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, Inc. However, there is also Vertex Pharmaceuticals – a company in a </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">completely different</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> space. No problem, right? Well, while the </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">pharma</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> company was founded a decade after the tax company, it is now much larger in terms of revenue and market cap. </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">By the way, neither</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> of those two companies owns the vertex.com domain. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">It’s</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> owned by Vertex Software. Vertex, the </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">tax</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> company, happens to be </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">really hard</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> to find on the web. Bummer!</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{5d61d531-4506-4e24-9fc6-7f4db5827d9b}{153}" paraid="1404491036" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">This is also an issue for abstract names that have a real meaning. For example, </span><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Chime </span><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">is a </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">relatively good</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, message-devoid company name, if you </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> sell doorbells. Dozens of products named Chime are competing for the same keyword. </span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span style="font-family: inherit;"><span class="TextRun MacChromeBold SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Conclusion</span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></h3></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{4fc89718-ff56-4cc4-bcc4-31dc7afaec00}{64}" paraid="972315033" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Naming a company is challenging. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">You've</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> just started, and you have a million other tasks demanding your attention. You need a name but </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">there's</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> not much time or money to spend on it. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Yet,</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a good name can make all the difference. In fact, how the name is created can become part of the company lore. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">You've</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">likely heard</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the stories behind names like Google, Nike, and Starbucks. </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Starting with a good name is important. When you realize that your name might limit your success, consider renaming the company early. The cost of renaming grows exponentially with the company's valuation. </span></span></span></p></div><div class="OutlineElement Ltr SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{4fc89718-ff56-4cc4-bcc4-31dc7afaec00}{99}" paraid="1524416207" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW90025831 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Of course, if your company experiences exponential growth for over a decade and builds amazing brand equity, you can </span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">probably get</span><span class="NormalTextRun SCXW90025831 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> away with a mediocre name. Just look at Salesforce.</span></span><span class="EOP SCXW90025831 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span><span color="windowtext" style="background-color: transparent; font-family: inherit;"> </span></p><p class="Paragraph SCXW90025831 BCX0" lang="EN-US" paraeid="{4fc89718-ff56-4cc4-bcc4-31dc7afaec00}{99}" paraid="1524416207" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span color="windowtext" style="background-color: transparent; font-family: inherit;"><br /></span></p></div></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com3tag:blogger.com,1999:blog-6850103531860448581.post-88472360812650346762024-01-04T10:40:00.000-08:002024-01-04T11:13:29.205-08:00Not Everything That Counts Can be Counted<p><span style="font-family: inherit;"><span class="TextRun SCXW14911508 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US">Every business needs to gauge its performance. Metrics such as revenue, profit, employee count, and market capitalization are how we compare and assess every business. In recent years, there has been a surge in business metrics across various functions, measuring everything from marketing pipeline and customer satisfaction to R&D defects.</span><span class="EOP SCXW14911508 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></span></p><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW14911508 BCX0" lang="EN-US" paraeid="{7ce91ed6-3268-4987-8548-ded4835244ec}{208}" paraid="1912984059" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW14911508 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The obsession with metrics reached its crescendo following the release of John Doerr's book, "Measure What Matters," in 2017. Mr. Doerr asserted that business leaders should measure everything that matters and disregard everything else because if it </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">can’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> be measured, it </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">can’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">possibly be</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> important. Because </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">he’s</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> done very well for himself, he must be right, no doubt.</span></span><span class="EOP SCXW14911508 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW14911508 BCX0" lang="EN-US" paraeid="{7ce91ed6-3268-4987-8548-ded4835244ec}{218}" paraid="1194758476" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW14911508 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEjDHHRk-4LfSTlXX9cuO3pyja5eLsX-sYhhYoX2r3nIg848eNIyREqxkapYP6xN0deBq93RtmS0SdfS9X1Tshgwv-uSiF6NFBrR9h1VYh4vyzX25KInhbxgpElDCeExyFrKWZvxzGkZZ-eGLJ9C48JKi4YxTfyA9kR8a-LRgXSksuzbXxUiRNb7LI0C0/s396/Albert_Einstein_(Nobel).png" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a></div><span style="font-family: inherit;">After delving into Mr. Doerr’s book, <span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">numerous</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> companies and consultants eagerly embraced the OKR (Objectives and Key Results) </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">methodology</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, supplanting KPIs and other </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">previous</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> metric fashion trends. CEOs, inspired by the likes of Google, Netflix, and Amazon, mandated the adoption of OKRs across all departments, converting most meetings into KPI review sessions in which their teams try to </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">interpret th</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">e data.</span><span class="EOP SCXW14911508 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><span style="font-family: inherit;"><span class="TextRun SCXW14911508 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></span></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><span style="font-family: inherit;"><span class="TextRun SCXW14911508 BCX0" color="windowtext" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">While </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">utilizing</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> data for decision-making is </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">a must</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, it poses some challenges. Firstly, data quality is often compromised due to measurement difficulties and human tendencies to fudge it...to look good in those review meetings. Secondly, misinterpretation is common, leading to confusion about causality and overlooking the bigger picture. For instance, in A/B testing, the focus on which alternative performs better might miss the possibility that both alternatives are bad (or that they are both great and we </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">shouldn’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> dismiss one of them). </span></span><span class="EOP SCXW14911508 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></span></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><span class="EOP SCXW14911508 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"><span style="font-family: inherit;"><br /></span></span></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW14911508 BCX0" lang="EN-US" paraeid="{7ce91ed6-3268-4987-8548-ded4835244ec}{238}" paraid="367643107" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW14911508 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The third issue with running a business by metrics alone is that not everything is measurable. It is dangerously naïve to dismiss this argument by saying that whatever </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">can’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> be measured cannot </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">possibly be</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> important. </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That’s</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">just wrong</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. We </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">haven’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> figured out yet how to measure creativity or subjective quality. We </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">can’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> quantify strategy. We can only guess the likelihood that a plan will work. We </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> know how to measure leadership. There is no metric for user experience. These are all examples of critical aspects of business that are not measurable.</span></span><span class="EOP SCXW14911508 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW14911508 BCX0" lang="EN-US" paraeid="{7ce91ed6-3268-4987-8548-ded4835244ec}{248}" paraid="1429431400" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW14911508 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Sure, we can try to measure these factors using feedback, approval rates, and clicks, but they often yield imprecise and biased insights, capturing a limited perspective. The basic question “Is our product any good?” is not answered by the count of priority A defects. The question “How strong is our brand?” is not answered by the number of LinkedIn followers. And the question “Why did we miss our revenue target?” is not answered with pipeline conversions data. These data points may serve as interesting proxies but just because they can be measured, they </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> give us the full picture.</span></span><span class="EOP SCXW14911508 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW14911508 BCX0" lang="EN-US" paraeid="{17c637bc-9d05-4619-bd27-564e9f40d301}{3}" paraid="1273471985" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW14911508 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Any decision in such </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">unmeasurable</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> areas </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">has to</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> rely on experience, judgment, and talent. Unfortunately, these decisions are </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">frequently</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> entrusted not to the individuals with the right </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">expertise</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> but to their managers, usually one or two levels above, who potentially lack the full context required to make the call. BTW, </span></span></span><span style="background-color: transparent; color: windowtext; font-family: inherit; font-variant-ligatures: none;">one of the greatest opportunities for AI is right here - let the AI figure out how to make these decisions.</span></p></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW14911508 BCX0" lang="EN-US" paraeid="{17c637bc-9d05-4619-bd27-564e9f40d301}{13}" paraid="21037304" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW14911508 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Further, because these unquantifiable areas </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> fit into a dashboard format, very few discussions tend to be devoted to them. Some companies can spend way more resources on analyzing their win rate than on analyzing the strategy that drives the win rate. They spend more time on measuring Sales enablement than on </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">actually enabling</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the sales reps. They spend more effort on analyzing NPS results than on talking to customers. Focusing on what is measurable can lead to avoiding the real problem.</span></span><span class="EOP SCXW14911508 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW14911508 BCX0" lang="EN-US" paraeid="{17c637bc-9d05-4619-bd27-564e9f40d301}{23}" paraid="1113178313" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW14911508 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">I am by no means suggesting that metrics </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">don’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> matter. When we have good metrics, we would be foolish not to use them for making well-informed, data-based decisions. But making decisions based on good data is easy. The tough decisions are the ones that </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iMTBweCIgaGVpZ2h0PSIycHgiIHZpZXdCb3g9IjAgMCAxMCAyIiB2ZXJzaW9uPSIxLjEiIHhtbG5zPSJodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2ZyIgeG1sbnM6eGxpbms9Imh0dHA6Ly93d3cudzMub3JnLzE5OTkveGxpbmsiPgogICAgPCEtLSBHZW5lcmF0b3I6IFNrZXRjaCA1Ny4xICg4MzA4OCkgLSBodHRwczovL3NrZXRjaC5jb20gLS0+CiAgICA8dGl0bGU+aW5zaWdodF90ZXh0dXJlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9Imluc2lnaHRfdGV4dHVyZSIgc3Ryb2tlPSJub25lIiBzdHJva2Utd2lkdGg9IjEiIGZpbGw9Im5vbmUiIGZpbGwtcnVsZT0iZXZlbm9kZCI+CiAgICAgICAgPGcgaWQ9Ikdyb3VwLTItQ29weSI+CiAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSIxMCIgaGVpZ2h0PSIyIj48L3JlY3Q+CiAgICAgICAgICAgIDxwYXRoIGQ9Ik0xLDEgTDUsMSIgaWQ9IkxpbmUtNCIgc3Ryb2tlPSIjNzE2MEU4IiBzdHJva2Utd2lkdGg9IjIiIHN0cm9rZS1saW5lY2FwPSJyb3VuZCI+PC9wYXRoPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">have to</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> be made with little or incomplete data. </span></span></span><span class="TextRun SCXW14911508 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: inherit; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">We cannot neglect the non-measurable areas of business just because we </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">can’t</span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> track them on a dashboard.</span></span><span class="EOP SCXW14911508 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: inherit; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW14911508 BCX0" lang="EN-US" paraeid="{17c637bc-9d05-4619-bd27-564e9f40d301}{33}" paraid="2025512517" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"><span class="TextRun SCXW14911508 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">After all, </span><span class="NormalTextRun SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">the great Albert Einstein once said: “Not everything that counts can be counted, and not everything that can be counted counts.”</span></span><span class="EOP SCXW14911508 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p><p class="Paragraph SCXW14911508 BCX0" lang="EN-US" paraeid="{17c637bc-9d05-4619-bd27-564e9f40d301}{33}" paraid="2025512517" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: inherit;"></span></p></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div class="separator" style="clear: both; text-align: center;"><span style="font-family: inherit;"></span><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9KE7Ux1G5B8u6ZGwv-PSsLNBXpPsrVHtaiQBVLQJmm4WJWpsBvtkFUoybVESsOgr50J0W3mYGZhoQPWwWJlg8-UerB75zPL8zOBCH-aFccnhiJNttbCxAw5h5FWSoZ9XNm_eymzp8E_YxIcPJdnXFVRptsHUZEIkm61924mMM20J9D_pi9t6v6nf0DVQ/s396/Albert_Einstein_(Nobel).png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="396" data-original-width="280" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9KE7Ux1G5B8u6ZGwv-PSsLNBXpPsrVHtaiQBVLQJmm4WJWpsBvtkFUoybVESsOgr50J0W3mYGZhoQPWwWJlg8-UerB75zPL8zOBCH-aFccnhiJNttbCxAw5h5FWSoZ9XNm_eymzp8E_YxIcPJdnXFVRptsHUZEIkm61924mMM20J9D_pi9t6v6nf0DVQ/s320/Albert_Einstein_(Nobel).png" width="226" /></a></div></div><div class="OutlineElement Ltr SCXW14911508 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><span style="font-family: inherit;"><br /><span class="EOP SCXW14911508 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></span><p></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-87944475869328647792023-11-26T08:45:00.000-08:002023-11-26T08:45:01.415-08:00What Happened to the Age of the Customer? <p style="text-align: left;"><span style="font-family: arial;"><span class="TextRun SCXW228539817 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Back in 2013, Forrester Research declared a new business era that they called the Age of the Customer. In this new era, empowered customers demand a new level of customer service that </span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">provides</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a source of dominance to companies delivering that kind of service. Realizing that, terms like customer success, customer journey, and customer obsession started to </span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">emerge</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. We even coined new metrics such as CSAT score and NPS.</span></span><span class="EOP SCXW228539817 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></span></p><div class="OutlineElement Ltr SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{bdd85240-0d14-4cb9-9d30-27e931978a77}{81}" paraid="2026957948" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW228539817 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: arial; margin: 0px; padding: 0px; user-select: text;"></span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbxSL05rq1MzcxmrnclRpeq8cV9vqNe5Cf-yG8KoYGYWuAtDHBWbdIpqfMaHwX61PVhgwxtUl7Fm6SfN2BrKcjVR1ICpbQYGTPb5EvF1poQYx17BmCphlhpXieq6LuTHyjojBNtztPon2wyShBgo8MAYoJeqhxmyqMfoapAub78vGDTN3QneoGEbK6ghQ/s936/Forrester.png" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: arial;"><img border="0" data-original-height="452" data-original-width="936" height="194" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbxSL05rq1MzcxmrnclRpeq8cV9vqNe5Cf-yG8KoYGYWuAtDHBWbdIpqfMaHwX61PVhgwxtUl7Fm6SfN2BrKcjVR1ICpbQYGTPb5EvF1poQYx17BmCphlhpXieq6LuTHyjojBNtztPon2wyShBgo8MAYoJeqhxmyqMfoapAub78vGDTN3QneoGEbK6ghQ/w400-h194/Forrester.png" width="400" /></span></a></div>
<p><span class="TextRun SCXW228539817 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: arial; margin: 0px; padding: 0px; user-select: text;">What was behind this customer obsession was the fear that customers, armed with their Twitter and Facebook accounts, have gained an unprecedented amount of power. This power was ready to be unleashed against companies that disappointed their expectations. The Twitter mobs were feared, and there were plenty of examples of this happening. <span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iMTBweCIgaGVpZ2h0PSIycHgiIHZpZXdCb3g9IjAgMCAxMCAyIiB2ZXJzaW9uPSIxLjEiIHhtbG5zPSJodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2ZyIgeG1sbnM6eGxpbms9Imh0dHA6Ly93d3cudzMub3JnLzE5OTkveGxpbmsiPgogICAgPCEtLSBHZW5lcmF0b3I6IFNrZXRjaCA1Ny4xICg4MzA4OCkgLSBodHRwczovL3NrZXRjaC5jb20gLS0+CiAgICA8dGl0bGU+aW5zaWdodF90ZXh0dXJlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9Imluc2lnaHRfdGV4dHVyZSIgc3Ryb2tlPSJub25lIiBzdHJva2Utd2lkdGg9IjEiIGZpbGw9Im5vbmUiIGZpbGwtcnVsZT0iZXZlbm9kZCI+CiAgICAgICAgPGcgaWQ9Ikdyb3VwLTItQ29weSI+CiAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSIxMCIgaGVpZ2h0PSIyIj48L3JlY3Q+CiAgICAgICAgICAgIDxwYXRoIGQ9Ik0xLDEgTDUsMSIgaWQ9IkxpbmUtNCIgc3Ryb2tlPSIjNzE2MEU4IiBzdHJva2Utd2lkdGg9IjIiIHN0cm9rZS1saW5lY2FwPSJyb3VuZCI+PC9wYXRoPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Perhaps you</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> remember the once-famous <a href="https://www.youtube.com/watch?v=5YGc4zOqozo">United Breaks Guitars</a> song? So, </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">let’s</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> fast forward ten years and examine how things panned out.</span><span class="EOP SCXW228539817 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></span></p><p></p><p></p></div><div class="OutlineElement Ltr SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{bdd85240-0d14-4cb9-9d30-27e931978a77}{91}" paraid="847467146" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: arial;"><span class="TextRun SCXW228539817 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Well, not at all how Forrester predicted it.</span><span class="EOP SCXW228539817 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{bdd85240-0d14-4cb9-9d30-27e931978a77}{101}" paraid="1500520782" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: arial;"><span class="TextRun SCXW228539817 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Sure, there are a few examples of companies that truly </span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">demonstrate</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> customer obsession by placing customers over short-term profits. Frequently named examples include Southwest Airlines, Nordstrom, and Amazon. But those companies had figured out the customer obsession game long before the threat of Twitter mobs. In truth, most companies have gone backward on their customer-centricity.</span></span></span></p></div><div class="OutlineElement Ltr SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{bdd85240-0d14-4cb9-9d30-27e931978a77}{106}" paraid="533380714" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW228539817 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: arial; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">For example, retail companies have installed self-checkout kiosks to reduce labor costs, and the remaining staff </span><span class="NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlContextualSpellingAndGrammarErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">are</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> responsible for</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> restocking shelves rather than talking to customers. Restaurants are paying more attention to their online orders than to the customers sitting at a table. And airlines... does anyone believe that airlines care about their customers? Their greatest innovation in the last 10 years was Basic Economy with poorer customer service than the Standard Economy.</span></span></p></div><div class="OutlineElement Ltr SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{bdd85240-0d14-4cb9-9d30-27e931978a77}{121}" paraid="1379447659" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: arial;"><span class="TextRun SCXW228539817 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">In the online world, things are not any better. Most companies are doing what it takes to prevent customer contact. There is even a new term for not having to talk to customers: “call deflection.” </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">In order to</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> deflect those </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">pesky</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> customer requests, companies often no longer publish their phone number and </span><span class="NormalTextRun SpellingErrorV2Themed SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">force </span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">customers to help themselves. Self-service has become their mantra as they make the customer responsible for buying, deploying, and fixing the product on their own. Most importantly, companies are spending thousands of dollars on technology that is supposed to answer customers' questions.</span></span><span class="EOP SCXW228539817 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{bdd85240-0d14-4cb9-9d30-27e931978a77}{131}" paraid="1381995207" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: arial;"><span class="TextRun SCXW228539817 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">This technology comes typically in the form of software such as knowledge base and chatbots. The chatbots are particularly popular as they are </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">usually good </span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">enough to answer some basic customer questions. The trouble is that most customers resort to contacting the company only when they are stuck with a not-so-basic problem. Too bad! If you are lucky, the chatbot eventually discloses the secret phone number to call a human. You then </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">have to</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> pass through the frustrating voice-based menu, spend 45 minutes on hold, only to eventually speak to someone offshore who is measured on how quickly they get rid of you.</span></span><span class="EOP SCXW228539817 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{8ab84379-b291-4d52-a32d-54d5aea4426c}{47}" paraid="383047132" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW228539817 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: arial; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">This trend </span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">impacts</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> even generative AI, the technology that has been at the center of the latest hype in Silicon Valley and beyond. Today, the killer app for generative AI is customer service. That really means smarter chatbots that will enable companies to deflect even more customer calls. The end goal is the reduction of labor cost by not having any direct human contact with customers </span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">in the S</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">ervice and Support departments.</span></span></p></div><div class="OutlineElement Ltr SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{bdd85240-0d14-4cb9-9d30-27e931978a77}{151}" paraid="106685088" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: arial;"><span class="TextRun SCXW228539817 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">As you can tell, I am not impressed by what has become of the Age of the Customer. What really happened is that social media has lost a lot of its power as the customer megaphone. Complaining about poor customer service today is seen as a rant with little or no impact on the company’s reputation. Seeing the feared weapon much weakened, companies reverted to good old greed.</span></span></p></div><div class="OutlineElement Ltr SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{5bc7121b-f1e3-43a0-bfcb-138a53740d06}{124}" paraid="2081357683" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: arial;"><span class="TextRun SCXW228539817 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">In addition, many companies confuse understanding their customers with customer centricity. While delving into customer data and </span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">optimizing</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the business based on these insights is important, it</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> usually results in a company-centric optimization rather than customer-centricity. True customer-centric behavior requires prioritizing customers </span><span class="NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlContextualSpellingAndGrammarErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">above</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> short-term profits, with the conviction that profits will eventually follow. However, this approach takes guts, perseverance, and a long-term horizon – qualities that very few managers are measured on.</span></span><span class="EOP SCXW228539817 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p></div><div class="OutlineElement Ltr SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{bdd85240-0d14-4cb9-9d30-27e931978a77}{171}" paraid="1723679944" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: arial;"><span class="TextRun SCXW228539817 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">I still believe that taking </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">good care</span><span class="NormalTextRun SCXW228539817 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> of customers is one of the most powerful competitive differentiators any company can deploy. Zappos is a good example of that. By letting customers order and return merchandise as many times as they want, Zappos has clearly put its immediate profits second to the concern for customer satisfaction. It worked. But sadly, there are only a few examples of companies like that.</span></span><span class="EOP SCXW228539817 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p><p class="Paragraph SCXW228539817 BCX0" lang="EN-US" paraeid="{bdd85240-0d14-4cb9-9d30-27e931978a77}{171}" paraid="1723679944" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 10.6667px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span style="font-family: arial;"><span class="EOP SCXW228539817 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-18178023165915050162023-11-04T20:19:00.007-07:002023-11-04T20:21:31.266-07:00The Lost Art of Content Management <p><span class="TextRun SCXW204092781 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span></p><div style="clear: both; text-align: justify;"><span color="windowtext" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="font-variant-ligatures: none; white-space-collapse: preserve;">After leaving the ECM space a few years ago, I had the chance to see how companies, those that don't sell content management products, manage their content. What I discovered is a disturbing mess.</span></div><p style="text-align: justify;"><span class="TextRun SCXW204092781 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">In most companies, content like documents, spreadsheets, images, and more is left unmanaged. Thanks to cloud-based office suites like Microsoft 365 and Google Workspace, sharing documents has become incredibly easy. You no longer need to send documents via email (which was a mess by itself), and you </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">don't</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> have to put documents in shared folders either. Nowadays, you can share documents right from where they were created. Unfortunately, most people's default sharing location is their personal folder.</span></span><span class="EOP SCXW204092781 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></p><div class="OutlineElement Ltr SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{30}" paraid="436459497" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">That's</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> right, most knowledge workers share their documents directly from their personal folder - with some disastrous consequences. By not using a shared, well-organized repository for their documents, many issues arise. As each worker controls their own sharing permissions, they tend to be either overly restrictive or overly open. S</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">haring with everyone by default creates obvious security vulnerabilities. Sharing only with a specific list of individuals is more secure, but it prevents new colleagues from leveraging the content later. </span></span><span class="EOP SCXW204092781 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{40}" paraid="608086592" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{40}" paraid="608086592" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The concept of a central repository is quite simple. </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">It is</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a structure of containers (folders) from which documents inherit their properties, including access permissions. When organized logically, it is easy to navigate. If, for example, you need to find all Engineering projects from Q2 2022, </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">you'd</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> navigate through the folders Engineering -> Projects -> 2022 -> Q2 to find them. Since you might not know the project names or topics, relying on search would be a poor option, not to mention dealing with those </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">pesky</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> access permissions (you </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">can;t</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> find what you </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">can’t</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> access). This is where the hierarchical structure shines. A decent content management system handles access permissions while helping employees navigate the structure and </span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">locate</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> relevant content without the need to search.</span></span><span class="EOP SCXW204092781 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{40}" paraid="608086592" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW204092781 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{50}" paraid="72784554" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Another effective content management tool for organizing content is tagging or classification. It allows users to </span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">find</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> content using filters as an alternative to hierarchical navigation and search. That is how </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">good content</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> libraries are organized. Unfortunately, few bother to tag content today.</span></span><span class="EOP SCXW204092781 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{50}" paraid="72784554" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW204092781 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{60}" paraid="2122424070" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">With no efficient way to find and organize documents, employees are left to manage links to documents on their own. </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">I've</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> seen some crazy approaches forced by necessity - extensive browser bookmark collections, documents full of links, and browsers with over 100 tabs open. The only alternative is search, assuming you know what </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">you are</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> searching for. Search will not tell you 'What else you should know when working on this project.</span></span></p></div><div class="OutlineElement Ltr SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{70}" paraid="2020987316" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{70}" paraid="2020987316" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">When an employee leaves, their documents are typically inherited by their supervisor. However, supervisors rarely have the time to review those documents, so they end up in a subfolder, never to be looked at again. </span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{70}" paraid="2020987316" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif"><span style="font-variant-ligatures: none;"><br /></span></span><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPgl8ZqvbXdqBa9WeRLTah7mG02MBuyqbLgOGmRghg1CD5VTIyt81Kkhzw_seclzLzrq7hRCaECd8i-xe-CwXsF3o-0-y_FVPhqWzeKhd1JnnJlRLOFpgFoRBC8Tvxgghh2p5N2dk2czvAqFPcskb1w2JQbce2kd0mD0aWA_YMMaU4g13iSJPIUiT1wWc/s800/Drowning-in-Paperwork.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="799" data-original-width="800" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPgl8ZqvbXdqBa9WeRLTah7mG02MBuyqbLgOGmRghg1CD5VTIyt81Kkhzw_seclzLzrq7hRCaECd8i-xe-CwXsF3o-0-y_FVPhqWzeKhd1JnnJlRLOFpgFoRBC8Tvxgghh2p5N2dk2czvAqFPcskb1w2JQbce2kd0mD0aWA_YMMaU4g13iSJPIUiT1wWc/s320/Drowning-in-Paperwork.jpg" width="320" /></a></div><span class="TextRun SCXW204092781 BCX0" color="windowtext" data-contrast="auto" face=""Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">It's</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a nightmare.</span></span><span class="EOP SCXW204092781 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face=""Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span><p></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{70}" paraid="2020987316" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW204092781 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face=""Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{70}" paraid="2020987316" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Of course, you can create a shared folder structure in Google or Microsoft; you can even use tags. </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">In reality, though, few</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> people do that because nobody told them to do so. The IT department </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">doesn't</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> pay any attention to this issue (although they should) because they are too busy supporting hundreds of cloud apps, from Anaplan to Zuora.</span></span><span class="EOP SCXW204092781 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{70}" paraid="2020987316" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW204092781 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{70}" paraid="2020987316" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Knowledge workers </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iMTBweCIgaGVpZ2h0PSIycHgiIHZpZXdCb3g9IjAgMCAxMCAyIiB2ZXJzaW9uPSIxLjEiIHhtbG5zPSJodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2ZyIgeG1sbnM6eGxpbms9Imh0dHA6Ly93d3cudzMub3JnLzE5OTkveGxpbmsiPgogICAgPCEtLSBHZW5lcmF0b3I6IFNrZXRjaCA1Ny4xICg4MzA4OCkgLSBodHRwczovL3NrZXRjaC5jb20gLS0+CiAgICA8dGl0bGU+aW5zaWdodF90ZXh0dXJlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9Imluc2lnaHRfdGV4dHVyZSIgc3Ryb2tlPSJub25lIiBzdHJva2Utd2lkdGg9IjEiIGZpbGw9Im5vbmUiIGZpbGwtcnVsZT0iZXZlbm9kZCI+CiAgICAgICAgPGcgaWQ9Ikdyb3VwLTItQ29weSI+CiAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSIxMCIgaGVpZ2h0PSIyIj48L3JlY3Q+CiAgICAgICAgICAgIDxwYXRoIGQ9Ik0xLDEgTDUsMSIgaWQ9IkxpbmUtNCIgc3Ryb2tlPSIjNzE2MEU4IiBzdHJva2Utd2lkdGg9IjIiIHN0cm9rZS1saW5lY2FwPSJyb3VuZCI+PC9wYXRoPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">don't</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> worry about content management because they </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">don't</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> know any better. They were promised </span><span class="NormalTextRun SpellingErrorV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">consumerization</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, where using software at work should be as easy as using Facebook at home. Nobody thought they needed training. But it turns out, they do. Without proper training, you end up with a mess.</span></span><span class="EOP SCXW204092781 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{70}" paraid="2020987316" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW204092781 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{95}" paraid="31076697" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">This chaos has opened the door for a range of new companies. Project Management software like Asana or Wrike is </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">essentially a</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> bunch of shared folders with a dashboard on top. Brand Management software like </span><span class="NormalTextRun SpellingErrorV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Brandfolder</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> and </span><span class="NormalTextRun SpellingErrorV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Bynder</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> are </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iMTBweCIgaGVpZ2h0PSIycHgiIHZpZXdCb3g9IjAgMCAxMCAyIiB2ZXJzaW9uPSIxLjEiIHhtbG5zPSJodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2ZyIgeG1sbnM6eGxpbms9Imh0dHA6Ly93d3cudzMub3JnLzE5OTkveGxpbmsiPgogICAgPCEtLSBHZW5lcmF0b3I6IFNrZXRjaCA1Ny4xICg4MzA4OCkgLSBodHRwczovL3NrZXRjaC5jb20gLS0+CiAgICA8dGl0bGU+aW5zaWdodF90ZXh0dXJlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9Imluc2lnaHRfdGV4dHVyZSIgc3Ryb2tlPSJub25lIiBzdHJva2Utd2lkdGg9IjEiIGZpbGw9Im5vbmUiIGZpbGwtcnVsZT0iZXZlbm9kZCI+CiAgICAgICAgPGcgaWQ9Ikdyb3VwLTItQ29weSI+CiAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSIxMCIgaGVpZ2h0PSIyIj48L3JlY3Q+CiAgICAgICAgICAgIDxwYXRoIGQ9Ik0xLDEgTDUsMSIgaWQ9IkxpbmUtNCIgc3Ryb2tlPSIjNzE2MEU4IiBzdHJva2Utd2lkdGg9IjIiIHN0cm9rZS1saW5lY2FwPSJyb3VuZCI+PC9wYXRoPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">just simple</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> digital asset management systems in a shared container. Intralinks Deal Rooms are shared folders marketed to investment bankers. Seismic is just a shared folder with better tagging. All of these could be created in a regular content management system like Box. The reason these companies exist is NOT because Box </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">is lacking some </span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">features.</span></span><span class="EOP SCXW204092781 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{110}" paraid="1446091263" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{110}" paraid="1446091263" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Box understands the concept of content management and has built a fantastic product. However, Box, along with other content management vendors (sorry, I use Box and so I like to pick on it), has failed to create a market. Yes, there are companies in regulated industries like Life Sciences and Financial Services that are so heavily regulated that they have no choice but to use a content management system. But most companies </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">don't</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> see the point. Instead of using Box, they end up </span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">purchasing</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> Asana, </span><span class="NormalTextRun SpellingErrorV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Brandfolder</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, and Seismic and then wonder why they have </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">high IT costs</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> and low productivity.</span></span></p></div><div class="OutlineElement Ltr SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{120}" paraid="966925" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{120}" paraid="966925" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That is the problem that Box should be solving. It should </span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">establish</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a market by educating companies and knowledge workers on the importance of managing information. It should stop chasing the latest trends like generative AI because those </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">won't</span><span class="NormalTextRun SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> result in a single new customer. The key to creating a market is explaining to people why they need to care about managing content.</span></span></p></div><div class="OutlineElement Ltr SCXW204092781 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{130}" paraid="567352926" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{130}" paraid="567352926" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW204092781 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Because right now, nobody cares.</span><span class="EOP SCXW204092781 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW204092781 BCX0" lang="EN-US" paraeid="{65ec67bb-91de-4077-bfc6-72e3883daae2}{130}" paraid="567352926" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW204092781 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-36904211156738848332023-08-08T10:59:00.005-07:002024-01-05T07:20:13.439-08:00The Future of Working from Home<div style="text-align: left;"><span style="font-family: inherit;">At the beginning of the pandemic, I wrote an article titled "<a href="https://www.luborp.com/2020/03/the-silver-lining.html">The Silver Lining</a>," where I called out the positives in the COVID-19 crisis. One of them was that it forced us to accept work from home as the new normal. It looked like I was right, until the Tech Recession of 2022 rolled in, and more and more companies started to ask their employees to return to the office. Yesterday, even Zoom, the company that revolutionized remote work, has <a href="https://www.nytimes.com/2023/08/07/business/zoom-return-to-office.html">asked its employees</a> to come back to the office. Wow, this is like Microsoft asking employees to use Google Docs on Apple iPads…</span></div><div style="text-align: left;"><span style="font-family: inherit;"><table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjY8U7uFGHG5WKKqnZ2Jg6QzCeEUURTSs_QCGQMcOGwLCyJMav-WI-Uwzt5ujuY_C3jo7bddCjzOAYBnQ2R62V6pl6SLGyWm44avAKxA9xwdmFIbhvu36cU7utAVQjbpnf21IvViKvF-cUOTC95P-rPUmlSns1cd78zWhe5a4XlGtuy7nvfir0LxrT0dXQ/s7900/person-working-from-home-with-pet-dog.jpg" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" data-original-height="5267" data-original-width="7900" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjY8U7uFGHG5WKKqnZ2Jg6QzCeEUURTSs_QCGQMcOGwLCyJMav-WI-Uwzt5ujuY_C3jo7bddCjzOAYBnQ2R62V6pl6SLGyWm44avAKxA9xwdmFIbhvu36cU7utAVQjbpnf21IvViKvF-cUOTC95P-rPUmlSns1cd78zWhe5a4XlGtuy7nvfir0LxrT0dXQ/w320-h213/person-working-from-home-with-pet-dog.jpg" width="320" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><span style="background-color: #eef2f4; color: #5f7d95; text-wrap: nowrap;"><span>Image by Freepik</span></span></td></tr></tbody></table><br />Yet, there has been a notable amount of resistance, and even though companies tried anything from threats to incentives, most have been struggling to get their people come back. Most skilled job openings - and there are not that many out there right now - are still advertised as remote. So, what’s going on? The debate requires answering three main questions:</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br /><b>1. Why do employers want people back?<br /></b><br /></span></div><div style="text-align: left;"><span style="font-family: inherit;">Despite all the positive rhetoric throughout the pandemic, working exclusively from home has many benefits but also some major drawbacks. While focused, concentrated work can be very productive at home, collaboration suffers. In a remote-only world, every interaction must be scheduled. That means too many scheduled calls and no unscheduled, impromptu communication.</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />Similarly, brainstorming and team creativity are impacted. On Zoom, it’s very difficult to jump in, especially for the introverts. The highest-ranking person typically dominates the conversation and others are often struggling to speak up. Most employees’ inherent politeness makes them listeners, rather than participants, and multi-tasking is too easy!</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />Finally, in a company where many employees have been hired remotely and hardly ever met any of their co-workers in person, the company culture suffers. Where we used to develop interpersonal relationships and trust, we replaced it with reports, dashboards, and checklists. That leads to a culture of mistrust because people simply don’t know each other well enough. What used to be an ongoing communication and constructive collaboration between employees and their managers has often deteriorated into a weekly performance review. </span></div><div style="text-align: left;"><span style="font-family: inherit;"><br /><b>2. Why do employees not want to come back? <br /></b><br /></span></div><div style="text-align: left;"><span style="font-family: inherit;">It’s not a surprise that most employees love working from home. Most quoted reasons include no commute and better work-life balance. Absolutely, not spending two hours a day in a car or on a train improves anyone’s day. Similarly, working from home makes it easy to sign for a delivery, let the plumber in, walk the dog between calls, or pick up the kids from school. These things were a major headache before, and they must be recognized as major, major pro arguments for working from home.</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />There are other reasons why people are dreading to come back. One of them is the modern office itself. After decades of workspace optimization, it has evolved from a closed-door office to a cubicle farm, to be later transformed into an open-plan office and eventually into hotel desks, which is basically any free desk you are lucky to grab for the day, hoping you will be close enough to the people you work with.</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />While these open designs supposedly foster communication, most employees absolutely hate the lack of privacy and personalization. They end up hiding out in conference rooms to get any work done, an approach usually spearheaded by the executives who ceremoniously have an open-plan desk but really spend the entire day in a private conference room.</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />There have been people working remotely even before the pandemic. That already meant that every meeting included a conference call. Now, it’s just more likely that you will be in the conference room all by yourself while everyone else is remotely on Zoom. It’s very frustrating to come to the office only to spend the day alone on Zoom. That’s the present reality unless we find a way to get everyone to come in. </span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />Funny enough, the people most often working from home part-time prior to the pandemic were the executives. A recent <a href="https://www.wsj.com/articles/remote-work-from-home-boss-d093a36c">McKinsey research</a> shows that they continue to be the holdouts against full-time office work. Unless they lead by example and start showing up in the office every day and for the entire day, they shouldn’t expect their underlings to do so. A company culture is defined from the top.</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />Finally, there is the lack of travel. In the old days, employees used to frequently travel to visit their colleagues in other offices. Not just the CEO and CRO, who are still doing it today. Many employees did that. Certainly, every director and above. Those trips involved taking co-workers out to lunch or dinner. Building relationships was part of the job and sometimes we complained about too much travel. Today, those budgets have been slashed (and re-directed to Zoom and Slack) and people don’t travel. That’s the reason we got Zoom, right?</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br /><b>3. What will happen next?<br /></b><br /></span></div><div style="text-align: left;"><span style="font-family: inherit;">It’s becoming clear that hybrid work is the way of the future. Coming to the office once a week offers the opportunity to collaborate and build relationships. Working from home 3-4 days a week preserves some of the focused work time and the benefits of working from home. The right balance is to be determined, but hybrid work looks like the right solution.</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />That still raises some interesting questions. What do we do with people who live too far for coming in once a week? Will companies force them to move or quit? Will they get a budget to travel to the office once a week? Not likely.<br /><br /></span></div><div style="text-align: left;"><span style="font-family: inherit;">Will companies go back to more private and personalized workplaces to entice employees to come in more often? Will the executives and managers lead by example? I wouldn’t count on that.</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />How will we best coordinate the employees to come to the office and meet the right people there? It’s pointless coming in and spending the day alone on Zoom calls. Perhaps there is a new software opportunity in here - we need a way to coordinate our presence.</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />Finally, what will happen to the offices? Most companies are not using anywhere near the capacity they are renting and cutting it down by 50% or more makes a lot of economic sense. What will happen to all that vacant office space? Commercial real estate is going to be a tumultuous market for a while.</span></div><div style="text-align: left;"><span style="font-family: inherit;"><br />The pandemic has disrupted the world in many ways. In the workplace, things are not going to stay the way they were for the last three years. But we are not going back to where we were before either. Figuring out the right way to tackle the physical workplace will take some experimenting and tweaking. I'm hopeful that we will figure it out!</span></div><div style="text-align: left;"><span style="font-size: medium;"><br /></span></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-1730577720263575152023-07-31T20:37:00.002-07:002023-08-09T21:36:28.606-07:00Is Usage Pricing Right for You? <p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjT29K0UjmK3X4FdG1RN1AjxjB8fpyB7-2uTMkyiKfsrzSyUZ4AZWfqrGuXLct1GEliPEOrGKitxB105UcmFnOqjrpyof6kX7G4Ei9xAHDuva9UvY0Bq8LMEYQEG_8glZnFSC2wrQT1zSkjogiq5Kk0yEsnla1KqbJ8_M7uKLg_ZU9hOw8QMgqd5g2ukLE/s2852/Hydro_quebec_meter.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="2852" data-original-width="2432" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjT29K0UjmK3X4FdG1RN1AjxjB8fpyB7-2uTMkyiKfsrzSyUZ4AZWfqrGuXLct1GEliPEOrGKitxB105UcmFnOqjrpyof6kX7G4Ei9xAHDuva9UvY0Bq8LMEYQEG_8glZnFSC2wrQT1zSkjogiq5Kk0yEsnla1KqbJ8_M7uKLg_ZU9hOw8QMgqd5g2ukLE/w171-h200/Hydro_quebec_meter.jpeg" width="171" /></a></div><span class="TextRun SCXW1301255 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">There is currently a lot of buzz around usage-based pricing (also known as consumption pricing), particularly in the SaaS industry. This heightened interest has been </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">largely fueled</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> by the remarkable success of companies like AWS, Snowflake, and Stripe, which have thrived using this pricing model. As a result, many </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">SaaS</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> companies – and their investors - now view usage-based pricing as a key factor for achieving success in the market. </span></span><p></p><p><span class="TextRun SCXW1301255 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">However, </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it's</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> essential to recognize that while usage-based pricing has proven highly effective for certain businesses, it may not be the </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">optimal</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> choice for all. Some companies may find greater success with a fixed-price subscription model, while others might </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">benefit</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> from a combination of both usage and recurring pricing options. In some cases, the pricing model may not significantly </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">impact</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the overall performance of the business. An example when we compare Apple TV, which charges per movie (usage pricing), and Netflix, which employs a flat monthly fee (subscription pricing). Both companies have achieved considerable success despite adopting different pricing strategies. </span></span><span class="EOP SCXW1301255 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></p><p><span class="TextRun SCXW1301255 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Examining trends in various industries sheds further light on the matter. For instance, the telecommunications sector has transitioned from usage-based pricing to flat fee models. Remember the days when phone bills were </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">determined</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> by the number of minutes called? Of course, they still use usage pricing in many areas, such as international calls but such calls are now </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">more and more</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> conducted via much cheaper online video calling. For telcos, usage pricing is not the future, </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it’s</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the past. And if anyone has a black belt in pricing, </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it’s</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the telcos!</span></span><span class="EOP SCXW1301255 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span></p><div class="OutlineElement Ltr SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{10}" paraid="2132317486" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW1301255 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Still, many SaaS companies continue to explore the potential of usage pricing. The allure of this approach lies in its ability to directly align value with costs, potentially appealing to customers and vendors alike. So, </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">let’s</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> look at </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">various factors</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> to consider before deciding to go all AWS with your pricing:</span></span><span class="EOP SCXW1301255 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{20}" paraid="1428521725" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW1301255 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{20}" paraid="1428521725" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><b><span class="TextRun SCXW1301255 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">1. Does usage align with the value delivered?</span><span class="EOP SCXW1301255 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></b></p></div><div class="SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{43}" paraid="167170746" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW1301255 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">AWS employs usage pricing out of necessity. Their services cater to application developers, each with a unique use case offering different value while </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">representing</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> different workload on AWS. Given the diverse range of applications and their varying reliance on different AWS services, the company has no choice but counting tasks, jobs, containers, gigabytes, and API calls to accurately measure usage and bill accordingly. </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That’s</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> common to many infrastructure software com</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">panies, including Snowflake and Stripe</span></span><span class="TextRun Footnote BlobObject DragDrop SCXW1301255 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 8.5pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; position: relative; user-select: text;" xml:lang="EN-US"><span class="Superscript SCXW1301255 BCX0" data-fontsize="11" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; text-wrap: nowrap; user-select: text; vertical-align: super;">1</span></span><span class="TextRun SCXW1301255 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">.</span><span class="EOP SCXW1301255 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{43}" paraid="167170746" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW1301255 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{49}" paraid="795340905" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW1301255 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">For software designed as a business application, </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it’s</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> usually easier to tie pricing to the delivered business value and the most common metric for a business is the number of employees (users). The most notorious example of this approach is Salesforce, the godfather of SaaS, which successfully employs user count as its primary metric. For other companies, metrics such as the count of vehicles or number of sites may be suitable, depending on the software's functionality. If this metric aligns with the value the software delivers, businesses can implement a flat monthly price, charging for each unit regardless of usage frequency. There is a lot to like about that!</span></span><span class="EOP SCXW1301255 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{49}" paraid="795340905" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW1301255 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{55}" paraid="2025595023" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW1301255 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Some business applications have the </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">option</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> to adopt usage-based metrics like the number of contracts, invoices, miles driven, or revenue under management for their pricing models. In some scenarios, </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">that</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> kind of pricing may better align with the value they deliver for every customer. Before jumping into usage-based pricing, figure out the metric that best aligns with your value and structure the pricing accordingly. </span></span><span class="EOP SCXW1301255 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{55}" paraid="2025595023" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW1301255 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{55}" paraid="2025595023" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><b><span class="TextRun SCXW1301255 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">2. Do you like the predictability of recurring revenue?</span><span class="EOP SCXW1301255 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></b></p></div></div><div class="OutlineElement Ltr SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{76}" paraid="200886123" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW1301255 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">One of the main reasons companies prefer the flat subscription model is its predictability. CFOs appreciate the reliability of recurring revenue because it keeps coming in quarter after quarter, as long as you keep your churn rates under control. The recurring models were the big winners of the pandemic, as the subscribers – consumers and businesses alike – remained loyal to their subscriptions even through the times of economic uncertainty.</span><span class="EOP SCXW1301255 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{76}" paraid="200886123" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW1301255 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{82}" paraid="683285516" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW1301255 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The problem with usage-based pricing models is that they are not recurring. When customers consume, they pay you, and all is great. When usage slows, your revenue dwindles. Take </span><span class="NormalTextRun SpellingErrorV2Themed SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Uber</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> as an example, a company that purely charges based on usage. As the picture shows, their quarterly revenue is quite bumpy: up and down with </span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">consumption</span><span class="NormalTextRun SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">.</span></span><span class="EOP SCXW1301255 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{82}" paraid="683285516" style="-webkit-tap-highlight-color: transparent; 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0px; padding: 0px; user-select: text;"><span class="TextRun SCXW168938091 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW168938091 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Compare that to Netflix with its flat recurring subscription model during the same </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW168938091 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, 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transparent; margin: 0px; padding: 0px; user-select: text;">time period</span><span class="NormalTextRun SCXW168938091 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, and you get the idea.</span></span><span class="EOP SCXW168938091 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></span></p><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{82}" paraid="683285516" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span 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style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; border: none; height: 123px; margin: 0px; padding: 0px; text-wrap: nowrap; user-select: text; vertical-align: baseline; width: 480px;" unselectable="on" /><span class="WACImageBorder SCXW198937809 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; display: block; height: 123px; left: 0px; margin: 0px; padding: 0px; position: absolute; text-wrap: nowrap; top: 0px; transform: rotate(0deg); user-select: text; width: 480px;"></span></span><span class="TextRun EmptyTextRun SCXW198937809 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span></span></span></p><div class="SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{112}" paraid="793682804" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{112}" paraid="793682804" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Now, some usage is more predictable than others. Storage, as measured by gigabytes or terabytes consumed, will be less volatile than transactions. Storage is cumulative; it never goes down. Even in tough times, customers generate data, and they are unlikely to </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">delete</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> any. Storage is a metric that effectively only goes up; sometimes faster and sometimes slower, but it always keeps growing. </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That’s</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> why usage works so well for companies like Snowflake. On the other hand, other types of usage such as transactions, miles, or contracts can fluctuate dramatically.</span></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{112}" paraid="793682804" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{112}" paraid="793682804" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><b><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">3. How do your customers budget?</span><span class="EOP SCXW84239620 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></b></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{125}" paraid="217459733" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Nobody likes a surprise bill. Your energy bill </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">probably stays</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> within a certain range every month, but when you receive a higher than usual bill, you take notice – and you are unhappy. Customers appreciate predictable spending, and a consumption model works well only if it is predictable. Unpredictable consumption fees are only acceptable if they are negligible, and the customer </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">doesn't</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> bother to care about the amount.</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{125}" paraid="217459733" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{141}" paraid="696266817" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">This aspect is particularly relevant when selling enterprise technology. Enterprises have budgets set for the year and any significant overspending or underspending can be challenging</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, especially for your champion within the account. </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That's</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> where the predictability of the flat fee model shines. When dealing with a usage model, enterprise customers prefer to lock in a committed amount of usage at a predictable cost to budget for it</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. That helps the budgeting, but</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> this type of drawdown model adds a significant amount of billing complexity and </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">frequently</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> leads to customer satisfaction issues when they run into overages.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{155}" paraid="564329752" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{155}" paraid="564329752" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">If you have an enterprise product, consider how your pricing will fit the customers' budgeting process.</span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{155}" paraid="564329752" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{155}" paraid="564329752" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><b><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">4. Do your customers see the value in usage pricing?</span><span class="EOP SCXW84239620 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></b></p></div></div><div class="SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{168}" paraid="1018295165" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Usage </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">pricing sounds like a very fair model, where the customer pays for what has been used. It seems to work quite well for many consumer applications, especially where the metric reflects two key factors:</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{174}" paraid="1467846423" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">1. The perceived value the offering delivers</span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{180}" paraid="516450754" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px 0px 0px 48px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">2. The perceived cost </span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{188}" paraid="2077044395" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{188}" paraid="2077044395" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">A good example is the pricing for Uber, which is primarily based on the distance traveled. The value </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">perception</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> is obvious – </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it's</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> more valuable to travel 50 miles than to travel 5 miles. Moreover, most consumers understand that Uber’s cost is based on the cost of fuel, the vehicle depreciation, and the driver’s time. Charging for mileage is a reasonable proxy for all that. </span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{188}" paraid="2077044395" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div></div><div class="SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{204}" paraid="588261100" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">However, it is a little more difficult to justify usage pricing in the payments industry, where credit card companies have been pricing based on a percentage of the payment amount. The value seems aligned, but only up to a certain point. After that, the fee becomes too large. A 3% fee on a $10,000 payment is $300</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, a</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">nd at that point, you may prefer to be paid by a check or debit. </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That’s</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> why we rarely see credit cards used for </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">large amounts</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{204}" paraid="588261100" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{222}" paraid="1099125692" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">On top of that, the cost perception does not add up. The payment amount is just a number in a computer, and the credit card company's cost is the same to process a $10 payment as it is to process a $10,000 payment. That is why the payments industry </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">remains</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> unsettled, with new payment methods (and even currencies) popping up all the time. </span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{222}" paraid="1099125692" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{222}" paraid="1099125692" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><b><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">5. Does your usage pricing inhibit usage?</span><span class="EOP SCXW84239620 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></b></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{243}" paraid="620427095" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">When you charge for usage, your customers become more aware of their usage behavior. Everything is fine </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">as long as</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the cost is negligible, but the moment it becomes a budget item, your customers will adjust their behavior to </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">optimize</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> their spending. Enterprises will literarily incentivize their employees to reduce their usage. That is </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">probably not</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> what you want. You want them to use your product a lot, </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iMTBweCIgaGVpZ2h0PSIycHgiIHZpZXdCb3g9IjAgMCAxMCAyIiB2ZXJzaW9uPSIxLjEiIHhtbG5zPSJodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2ZyIgeG1sbnM6eGxpbms9Imh0dHA6Ly93d3cudzMub3JnLzE5OTkveGxpbmsiPgogICAgPCEtLSBHZW5lcmF0b3I6IFNrZXRjaCA1Ny4xICg4MzA4OCkgLSBodHRwczovL3NrZXRjaC5jb20gLS0+CiAgICA8dGl0bGU+aW5zaWdodF90ZXh0dXJlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9Imluc2lnaHRfdGV4dHVyZSIgc3Ryb2tlPSJub25lIiBzdHJva2Utd2lkdGg9IjEiIGZpbGw9Im5vbmUiIGZpbGwtcnVsZT0iZXZlbm9kZCI+CiAgICAgICAgPGcgaWQ9Ikdyb3VwLTItQ29weSI+CiAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSIxMCIgaGVpZ2h0PSIyIj48L3JlY3Q+CiAgICAgICAgICAgIDxwYXRoIGQ9Ik0xLDEgTDUsMSIgaWQ9IkxpbmUtNCIgc3Ryb2tlPSIjNzE2MEU4IiBzdHJva2Utd2lkdGg9IjIiIHN0cm9rZS1saW5lY2FwPSJyb3VuZCI+PC9wYXRoPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">as long as</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> you get </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">compensated</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> for the increased cost that results from increased usage. </span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{243}" paraid="620427095" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" lang="EN-US" paraeid="{9c433742-83a5-443e-ba09-f803e9c62dfa}{54}" paraid="140087815" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Imagine if Spotify charged users for every song they play. Some customers would just play fewer songs or dust off the radio while others might find ways to circumvent the limitations. That is not the behavior you would want, and this is precisely why the Spotify flat fee model became so successful - and completely disrupted the music industry.</span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" lang="EN-US" paraeid="{9c433742-83a5-443e-ba09-f803e9c62dfa}{54}" paraid="140087815" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{253}" paraid="1679398130" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">If you want your product to succeed, you need customers to use it. A lot. Your pricing should not stand in the way of adoption. That means that it needs to be either:</span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div></div></div><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px; text-align: left;"><div class="OutlineElement Ltr SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div class="SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{253}" paraid="1679398130" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">1. Negligible compared to the customer's buying power. A $3.99 price to rent a movie is negligible for most Apple TV customers while $19.99 is </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">perhaps too</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> expensive. </span><span class="NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlContextualSpellingAndGrammarErrorV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Or,</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span></span><span class="EOP SCXW84239620 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div></div></div><div class="OutlineElement Ltr SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div class="SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{14}" paraid="695725269" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">2. Valuable compared to the alternative. </span><span class="NormalTextRun SpellingErrorV2Themed SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iNXB4IiBoZWlnaHQ9IjRweCIgdmlld0JveD0iMCAwIDUgNCIgdmVyc2lvbj0iMS4xIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHhtbG5zOnhsaW5rPSJodHRwOi8vd3d3LnczLm9yZy8xOTk5L3hsaW5rIj4KICAgIDwhLS0gR2VuZXJhdG9yOiBTa2V0Y2ggNTYuMiAoODE2NzIpIC0gaHR0cHM6Ly9za2V0Y2guY29tIC0tPgogICAgPHRpdGxlPnNwZWxsaW5nX3NxdWlnZ2xlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9IkZsYWdzIiBzdHJva2U9Im5vbmUiIHN0cm9rZS13aWR0aD0iMSIgZmlsbD0ibm9uZSIgZmlsbC1ydWxlPSJldmVub2RkIj4KICAgICAgICA8ZyB0cmFuc2Zvcm09InRyYW5zbGF0ZSgtMTAxMC4wMDAwMDAsIC0yOTYuMDAwMDAwKSIgaWQ9InNwZWxsaW5nX3NxdWlnZ2xlIj4KICAgICAgICAgICAgPGcgdHJhbnNmb3JtPSJ0cmFuc2xhdGUoMTAxMC4wMDAwMDAsIDI5Ni4wMDAwMDApIj4KICAgICAgICAgICAgICAgIDxwYXRoIGQ9Ik0wLDMgQzEuMjUsMyAxLjI1LDEgMi41LDEgQzMuNzUsMSAzLjc1LDMgNSwzIiBpZD0iUGF0aCIgc3Ryb2tlPSIjRUIwMDAwIiBzdHJva2Utd2lkdGg9IjEiPjwvcGF0aD4KICAgICAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSI1IiBoZWlnaHQ9IjQiPjwvcmVjdD4KICAgICAgICAgICAgPC9nPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Uber's</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> usage charges may not be negligible, but they are quite valuable when compared to the cost of a traditional taxi or limousine services.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div></div></div></blockquote><div class="OutlineElement Ltr SCXW1301255 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><div class="SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{24}" paraid="1548808873" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{24}" paraid="1548808873" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Usage pricing can lower the barrier to adoption for new customers, as it allows them to try the product without committing to a fixed fee. However, as their usage grows, so do the charges. If your pricing </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">isn't</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> comparatively valuable and/or negligible, it may discourage usage. When implementing usage pricing, it is crucial to ensure that the pricing structure encourages customers to adopt and use the product.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{24}" paraid="1548808873" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{24}" paraid="1548808873" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><b><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">6. Can you measure the usage?</span><span class="EOP SCXW84239620 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></b></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{41}" paraid="737429021" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">If you charge customers based on a usage metric, they will want to be able to </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">validate</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the accuracy of your metering. When you get a higher than usual phone bill, you want to see what caused the spike. Similarly, if your pricing is based on a percentage of transaction amount (e.g., payments, billing, invoicing), customers will want to compare your charge with their books</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. I</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">f those numbers do not match, they will start asking </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">difficult questions</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{41}" paraid="737429021" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div></div><div class="SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{71}" paraid="1162102902" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">To accurately meter the usage and handle customers' questions, you will need to build the right instrumentation into your product. Adding such instrumentation is not trivial – we are talking about productized code that </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">provides</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">accurate</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> counters and can be exposed to your customers via a self-service portal. That logic needs to be secure, auditable, and maintained just like any other product functionality. And unlike other product features, you </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">probably won't</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> be able to charge for this one.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{71}" paraid="1162102902" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{85}" paraid="1470996708" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">More importantly, you will need to deal with customer service scenarios such as credits, refunds, errors, disputes, promotions, proration, service freezes, vacation holds, etc. Those capabilities need to be built, and your customer service team will need to be large enough to handle any such inquiries. Deploying usage pricing comes at a cost. Counting users is </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">much</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> easier.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{85}" paraid="1470996708" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{85}" paraid="1470996708" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><b><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">7. Are you ready for variable considerations?</span><span class="EOP SCXW84239620 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></b></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{98}" paraid="1889159167" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Recurring revenue models come with a fair amount of accounting complexity – from quoting to billing to revenue recognition. Quoting becomes challenging for the Sales teams as they </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iMTBweCIgaGVpZ2h0PSIycHgiIHZpZXdCb3g9IjAgMCAxMCAyIiB2ZXJzaW9uPSIxLjEiIHhtbG5zPSJodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2ZyIgeG1sbnM6eGxpbms9Imh0dHA6Ly93d3cudzMub3JnLzE5OTkveGxpbmsiPgogICAgPCEtLSBHZW5lcmF0b3I6IFNrZXRjaCA1Ny4xICg4MzA4OCkgLSBodHRwczovL3NrZXRjaC5jb20gLS0+CiAgICA8dGl0bGU+aW5zaWdodF90ZXh0dXJlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9Imluc2lnaHRfdGV4dHVyZSIgc3Ryb2tlPSJub25lIiBzdHJva2Utd2lkdGg9IjEiIGZpbGw9Im5vbmUiIGZpbGwtcnVsZT0iZXZlbm9kZCI+CiAgICAgICAgPGcgaWQ9Ikdyb3VwLTItQ29weSI+CiAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSIxMCIgaGVpZ2h0PSIyIj48L3JlY3Q+CiAgICAgICAgICAgIDxwYXRoIGQ9Ik0xLDEgTDUsMSIgaWQ9IkxpbmUtNCIgc3Ryb2tlPSIjNzE2MEU4IiBzdHJva2Utd2lkdGg9IjIiIHN0cm9rZS1saW5lY2FwPSJyb3VuZCI+PC9wYXRoPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">must</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> help customers estimate their usage and spending commitments. Revenue recognition is </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">pretty complex</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> for your accounting team even with the flat subscription model. In the simplest form, you may be billing your subscribers annually upfront, but you can only recognize 1/12th of the revenue after each month upon service delivery.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{98}" paraid="1889159167" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{108}" paraid="312319871" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Usage pricing can require much more complex accounting. It may force you to adopt variable considerations, which will add significant accounting complexity, especially when there is a fair amount of fluctuation in usage between each revenue period. Your auditor may require you to estimate your revenue in advance of each period and then reconcile it with actual revenue. This accounting complexity will add </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">additional</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> pressure and cost on your accounting team.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{108}" paraid="312319871" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{108}" paraid="312319871" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><b><span class="TextRun SCXW84239620 BCX0" color="windowtext" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">8. Have you </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">considered</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a mixed model?</span></span><span class="EOP SCXW84239620 BCX0" color="windowtext" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559738":0,"335559739":160,"335559740":259,"335559991":360}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></b></p></div></div><div class="SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{129}" paraid="1911259021" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Do you really want to adopt usage pricing? Obviously, it is the right model for many products, and for some, it may be the only </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">feasible</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> model. All the points mentioned above are not intended to discourage you from doing the right thing. However, there are many factors to consider before embarking on that journey.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{129}" paraid="1911259021" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{139}" paraid="1555267323" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">That said, your pricing does not need to be an either-or decision. W</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">e see the emergence of mixed models that combine a monthly flat fee with some </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">additional</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> charges to account for </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">usage. For instance, Apple and Disney+ offer access to some of their content for a flat monthly fee, yet they charge a usage premium for </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">premium</span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">content, such as new releases. The advantage of such mixed models is more predictability, better value alignment, and hopefully higher revenues. However, it also adds more complexity to the pricing structure and its operationalization.</span></span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{139}" paraid="1555267323" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW84239620 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW84239620 BCX0" paraeid="{c3c9acbe-7f36-4a4e-ac70-c477e57e1e44}{153}" paraid="1421403900" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><span class="TextRun SCXW84239620 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">There are many possibilities out there. Choose wisely!</span><span class="EOP SCXW84239620 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div></div><p class="Paragraph SCXW1301255 BCX0" paraeid="{5b49b5e3-b8cc-4047-8870-46d96d4e2c1c}{82}" paraid="683285516" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;"><br /></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-74258998337773238792023-07-08T11:10:00.002-07:002023-07-08T11:10:46.343-07:00The Importance of Killer Apps <p><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmsZgvunC1Lnf6DQojvwDnAOb6hLdE-ryo95fBN0b-kzHgtZjnSV45KTFRbGv4OxcDlNfxKludbNUuIKFA_yzyMZuj5KjbWNAWCvfZIs84tRCZtQ1vEy3gMCLz0MZvutZ9erXhjjUOwuztLdx8CJI_e-ZXzQmW5UAAGIt33zlpbB5Vq_oMiU6rDKaH2bA/s1126/Screenshot%202023-07-08%20at%2011.04.01%20AM.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img alt="Photo: Apple, Inc." border="0" data-original-height="1126" data-original-width="1054" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmsZgvunC1Lnf6DQojvwDnAOb6hLdE-ryo95fBN0b-kzHgtZjnSV45KTFRbGv4OxcDlNfxKludbNUuIKFA_yzyMZuj5KjbWNAWCvfZIs84tRCZtQ1vEy3gMCLz0MZvutZ9erXhjjUOwuztLdx8CJI_e-ZXzQmW5UAAGIt33zlpbB5Vq_oMiU6rDKaH2bA/w188-h200/Screenshot%202023-07-08%20at%2011.04.01%20AM.png" title="Photo: Apple, Inc." width="188" /></a></div>Every platform requires applications to be considered a true platform, even if it manifests other typical platform characteristics such as shared technology services, customization capabilities, and APIs. However, it is often the presence of a specific application that unlocks new possibilities for users, <span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">ultimately driving</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the platform's widespread adoption and commercial success. This </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">particular application</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, commonly known as the "killer app," enables users to </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">accomplish</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> tasks or engage in activities that were previously inaccessible or limited. The introduction of such an application propels the platform to new heights, capturing the attention and enthusiasm of users, and cementing its position in the market. The concept of a killer app is widely acknowledged and </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">represents</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a critical factor in the success of any platform.</span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve;"> </span><p></p><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{0ad6e6cd-4ddf-43e7-8ed1-63b3a40b5ba3}{255}" paraid="216668816" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Throughout the history of technology, there have been several noteworthy killer apps that have shaped their respective platforms. In the case of PCs, the spreadsheet application, represented by VisiCalc and Lotus 1-2-3, revolutionized business operations, while home banking (Quicken) brought PCs into households. Additionally, the Internet browser (Netscape Navigator) transformed information access and online </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">interaction o</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">n a PC. These killer apps not only fueled adoption but also introduced new possibilities and use cases, solidifying their platforms' </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">success</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> and highlighting the pivotal role of killer apps in technology evolution.</span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{9aecf2ee-2a5f-4382-9148-0fb70127fdbe}{124}" paraid="89800710" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{9aecf2ee-2a5f-4382-9148-0fb70127fdbe}{124}" paraid="89800710" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">For smartphones, email </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">emerged</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> as the undeniable business killer app, propelling Blackberry to </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">great success</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. However, when Apple unveiled the iPhone, they had a broader consumer market in mind. Surprisingly, email was not initially a priority for the iPhone, as </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">evident</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> from President Obama's preference for Blackberry due to its perceived security</span></span><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 8.5pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun Superscript SCXW256860893 BCX0" data-fontsize="11" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text; vertical-align: super;">1</span></span><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. Instead, the iPhone's killer app quickly became its camera, captivating users with its superior quality and ease of use. This was closely followed by the rise of social media platforms, enabling users to connect and share their lives in unprecedented ways. Navigation apps, like Maps and ride-hailing, further solidified the iPhone's status as a must-have device. The presence of multiple killer apps </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">played a vital role in the unparalleled success of smartphones, transforming them into indispensable devices for a wide range of users.</span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{9aecf2ee-2a5f-4382-9148-0fb70127fdbe}{135}" paraid="1911943744" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{9aecf2ee-2a5f-4382-9148-0fb70127fdbe}{135}" paraid="1911943744" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The killer app for the iPad, or tablets in general, may not be as </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">apparent</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> as in other platforms. Note-taking, while not the most exciting app, has </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">arguably emerged</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> as a significant killer app for tablets. Content consumption, such as watching movies or reading magazines is also </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">very popular</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> but does not qualify as a killer app since these activities can be </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">accomplished</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> without tablets. While </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">it's</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> true that tablets offer a more enjoyable movie-watching experience compared to smartphones, that is not why most people buy them. Other use cases for tablets are specialized for specific industries like warehousing, field service, or artistic applications. These applications, although valuable, lack the broad appeal of a definitive killer app, which explains why tablets have not achieved the same ubiquity as smartphones.</span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{9e9eda4d-4abc-46ce-945f-c5d8dab4f00d}{19}" paraid="1123937301" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{9e9eda4d-4abc-46ce-945f-c5d8dab4f00d}{19}" paraid="1123937301" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The killer app for the Apple Watch, in addition to its primary timekeeping function, is undoubtedly health and fitness tracking. I must admit that I am pleasantly surprised by the Apple Watch's tremendous popularity, driven by its emphasis on health. Despite the notion that step counting had lost its allure during the Fitbit craze a decade ago, Apple has managed to strike a chord with consumers. The Apple Watch's extensive health features, such as heart rate monitoring, activity tracking, and personalized workout guidance, have resonated deeply. Apple's ability to </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">identify</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> and fulfill the needs of consumers has solidified their position in the market, leading to the Apple Watch's resounding success.</span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{72ee7782-65b3-4d48-b38d-f78910736ce3}{3}" paraid="1997959321" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{72ee7782-65b3-4d48-b38d-f78910736ce3}{3}" paraid="1997959321" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Killer apps are not exclusive to hardware platforms; they are also prevalent in software platforms. A prime example is the killer app for Blockchain, which has been cryptocurrency. However, it is disheartening to </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">observe</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> that cryptocurrency has primarily fueled speculative investing rather than addressing tangible issues. Nevertheless, I remain hopeful that we will see the emergence of a new killer app for Blockchain, potentially in areas such as copyrights enforcement or contract management. This would enable Blockchain technology to fulfill its true potential by solving real-world problems and making a substantial impact.</span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{72ee7782-65b3-4d48-b38d-f78910736ce3}{3}" paraid="1997959321" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{c731c335-6703-4069-9001-0a9ef7ad4a64}{25}" paraid="367746916" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Another software platform, content management, has long relied on compliance as its killer app, capturing a significant customer base. However, as compliance is only critical to specific market segments such as financial services, government, and life sciences, content management platforms are now striving to convince customers that collaboration is the new killer app. Unfortunately, many customers so far </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">failed </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">to</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> recognize the distinct benefits offered by a content management platform compared to a simple shared folder. The lack of differentiation impedes their ability t</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">o </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">accompli</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">sh</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> tasks that were previously inaccessible or limited. As the industry evolves, the rise of generative AI introduces intriguing possibilities. I</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">t </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">remai</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">ns</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> to be seen whether personal productivity wil</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">l </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">emer</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">ge</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> as the ultimate killer app, driving the transformation of content management platforms and enabling users to achieve new levels of productivity and efficiency.</span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{c731c335-6703-4069-9001-0a9ef7ad4a64}{25}" paraid="367746916" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{c731c335-6703-4069-9001-0a9ef7ad4a64}{224}" paraid="7883596" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Speaking of generative AI, the current wave of excitement and experimentation is on the verge of giving way to tangible applications that customers are willing to pay for. Numerous application vendors are hastily incorporating generative AI into their solutions. However, the monetization of these capabilities </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">remains</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> unclear. The customers’ willingness to pay for the ability to enhance the quality of their writing might be questionable. Yet it is imperative for vendors to find effective ways to monetize generative AI since running large language models (LLMs) comes with substantial costs. Therefore, vendors </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">have to</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">identify</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> compelling use cases and value propositions </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">that </span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; 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background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">sho</span><span class="NormalTextRun AdvancedProofingIssueV2Themed SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlAdvancedProofingIssueV2, url('data:image/svg+xml;base64,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')); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">wcase</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the true potential of generative AI while ensuring its monetization.</span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{c731c335-6703-4069-9001-0a9ef7ad4a64}{224}" paraid="7883596" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{627ee60b-43fd-4c8e-911a-58f773fb57ce}{36}" paraid="1377837551" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The search for the killer app in spatial computing, the latest emerging platform, is only beginning. It is </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">evident</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> that we have not discovered one yet, which might explain why Meta has faced challenges in making </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">significant progress</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> with their VR headset. The possibility of the metaverse being a killer app exists, although we are </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">likely far</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> from the immersive virtual worlds depicted in books like "Ready Player One" and "</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Snowcrash</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">”.</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> Gaming could potentially become the killer app, but that would </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">essentially relegate</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a VR headset to an accessory for existing gaming rigs, not a platform. Entertainment, while intriguing, raises questions about how appealing it would be to immerse oneself in a Taylor Swift concert or the next Jack Ryan episode. Undoubtedly, spatial computing holds promise in immersive training applications, but these specialized use cases may not qualify as killer apps due to their limited reach</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. Currently, we do not know what application will </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">emerge</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> as the definitive killer app for spatial computing. Nevertheless, considering Apple's impressive </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">track record</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, it is reasonable to expect that they will eventually uncover a groundbreaking application that propels the adoption and success of spatial computing.</span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{627ee60b-43fd-4c8e-911a-58f773fb57ce}{36}" paraid="1377837551" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{3ac9e3f9-993b-40e1-a7f3-d58d31eb753b}{136}" paraid="257757460" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The provided examples clearly </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">demonstrate</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> the vital role that killer apps play in driving the success and adoption of platforms, be it in hardware or software. These apps have the remarkable ability to unlock new possibilities and engage users in ways that were previously unimaginable. They serve as powerful catalysts, propelling the platform into new markets and ensuring its strategic significance and commercial success. From spreadsheets revolutionizing business operations to email becoming a cornerstone of communication, and from cameras transforming mobile photography to health tracking empowering individuals to </span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">monitor</span><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> their well-being, killer apps have consistently fueled the popularity and widespread adoption of PCs, smartphones, tablets, and smartwatches. Their impact is undeniable, and they serve as compelling evidence of the pivotal role played by killer apps in driving the success of platforms.</span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{3d23d830-c098-481b-85c2-c37f9e61ea4a}{48}" paraid="1639813585" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{3d23d830-c098-481b-85c2-c37f9e61ea4a}{48}" paraid="1639813585" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The pursuit of a killer app often proves elusive for many platforms and the lack of killer apps can hinder their progress. Some apps fail to deliver compelling value compared to more affordable alternatives, while others may even lead the platform astray. It is crucial for platform leaders to consider their killer apps as integral to their overall strategy, despite the challenge of identifying and fostering them. Often, these killer apps are developed by 3</span><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 8.5pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun Superscript SCXW256860893 BCX0" data-fontsize="11" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text; vertical-align: super;">rd</span></span><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> parties, adding complexity to the equation. Nonetheless, the emergence and success of a killer app ultimately shape the success of the platform. </span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{6c35599f-9228-446d-bca6-912568688e12}{78}" paraid="49741230" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{0836c552-5982-42f9-9791-ce6db8921d20}{11}" paraid="1012155556" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Notes:</span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{0836c552-5982-42f9-9791-ce6db8921d20}{70}" paraid="483006819" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 8.5pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun Superscript SCXW256860893 BCX0" data-fontsize="11" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text; vertical-align: super;">1</span></span><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> Obama finally upgraded from his BlackBerry: </span><a class="Hyperlink SCXW256860893 BCX0" href="https://www.theverge.com/2016/6/11/11910306/obama-upgrades-from-blackberry" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW256860893 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">https://www.theverge.com/2016/6/11/11910306/obama-upgrades-from-blackberry</span></span></a><span class="TextRun Underlined EmptyTextRun SCXW256860893 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; 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padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW256860893 BCX0" lang="EN-US" paraeid="{0836c552-5982-42f9-9791-ce6db8921d20}{227}" paraid="1757167775" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space-collapse: preserve;" xml:lang="EN-US"><span class="TextRun SCXW256860893 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW256860893 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW256860893 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-63162965737265005072023-05-06T13:51:00.000-07:002023-05-06T13:51:53.317-07:00Do we trust AI?<p><span style="font-family: inherit;">There is currently a lot of debate around the necessity of regulating AI. Recently, Geoffrey Hinton, apparently referred to as the "Godfather of AI", resigned from Google to be able to freely warn mankind of the potential perils ahead. In March, an open letter signed by luminaries such as Steve Wozniak and Elon Musk called for a pause in the development of advanced AI models. Now, both the FTC and the White House are getting involved in the debate about AI regulations.</span></p><p><span style="font-family: inherit;">So, should we be worried about AI?</span></p><p><span style="font-family: inherit;">When people express concern about AI, they often fear that AI software will take over their jobs. For instance, ChatGPT can write articles faster than humans and thus producing credible, if not always accurate, content. Another commonly cited fear is that AI will become self-aware and realize that many of the world's problems could be solved by removing humans from the equation. Being super-intelligent and super-fast, it could crack the nuclear codes or release a deadly virus, among other catastrophic scenarios.</span></p><p><span style="font-family: inherit;">While such scenarios may seem far-fetched, there many more pragmatic scenarios that would test out trust. Robotic surgery has been around for years. Currently, these surgical systems are guided by highly trained human surgeons. However, since the surgical apparatus is digitally controlled, it's easy to imagine that an AI system could take over these controls. Presumably, an AI system would make fewer mistakes, never get tired, and perform with a precision and accuracy that humans cannot match. But if you were the patient, would you trust such a system?</span></p><p><span style="font-family: inherit;">This is the big question, isn't it? Perhaps you'd trust it to operate on your knee, but not on your brain. What makes you trust a human surgeon today? Is the surgeon having a good day? Have you ever refused a doctor in favor of another one? What if you had no say in the decision? That's what it means to trust an AI.</span></p><p><span style="font-family: inherit;">To explore this question further, I conducted a small survey by posting a similar question to my LinkedIn followers. Instead of the medical scenario above, I picked something less personal: using a taxi. Most of us have taken a taxi at some point and have probably considered safety and trust in doing so. But what if the taxi was driven by an AI instead of a human driver? How would you feel about it? Here are the results:</span></p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/a/AVvXsEj-ZLiIzJlcwpDTt0evNkMQ07rFurRG2j5BFWVgW8H6xg0b24xg2UyU5cITuU6BAIJSqiVL8oIOVpVY4WEu1Tp7ouGekbuTwMfJkKYtikyU2c-pj_9RY-8vqnkTUVsh0VAaza2LT1wIfRQAg4uUGCYXYcPxKL8jBII3pE464XHfo1XoekMgN3rVD7pn" style="margin-left: 1em; margin-right: 1em;"><img alt="" data-original-height="450" data-original-width="940" height="259" src="https://blogger.googleusercontent.com/img/a/AVvXsEj-ZLiIzJlcwpDTt0evNkMQ07rFurRG2j5BFWVgW8H6xg0b24xg2UyU5cITuU6BAIJSqiVL8oIOVpVY4WEu1Tp7ouGekbuTwMfJkKYtikyU2c-pj_9RY-8vqnkTUVsh0VAaza2LT1wIfRQAg4uUGCYXYcPxKL8jBII3pE464XHfo1XoekMgN3rVD7pn=w540-h259" width="540" /></a></div><p></p><p><span style="font-family: inherit;">The first thing you may notice is that most respondents, 39%, don't expect this to happen anytime soon. That's quite surprising given the excitement around AI and the fact that Waymo is already operating fully autonomous rides in Phoenix and San Francisco. Autonomous vehicles have been a hot topic for years, and Tesla even offers Full Self-Driving Capability as a rather pricey add-on. Perhaps my wording was misunderstood (the answers are limited to 60 characters), but whether you like it or not, you might be picked up by a driverless taxi quite soon.</span></p><p><span style="font-family: inherit;">The second group of respondents, 32%, were skeptics who were understandably concerned about their safety. Perhaps they've watched the series Upload, where an autonomous vehicle commits a murder. Whether this could happen due to a malfunction or the intervention of a bad actor, being harmed by an AI in a car seems quite feasible.</span></p><p><span style="font-family: inherit;">The third group was the smallest, with 11% of respondents stating that they don't see much difference between taking a human-driven taxi and an AI-driven one. I can certainly see their point. After all, taking a human-driven taxi is not without risks. In my travels around the world, I've encountered my share of sketchy drivers, cars, and neighborhoods. An AI, while not completely safe, might not be any riskier than some human-driven rides.</span></p><p><span style="font-family: inherit;">The final group are the optimists with 18%. They believe that an AI will do a better job than humans. This is a very compelling point of view. Most accidents today are caused by human error, and logically, removing humans from these situations would almost certainly prevent those accidents. AI algorithms are already very good and will continue to improve. They are faster and more accurate than humans in their ability to evaluate risky situations and react. If only not for all those other drivers on the road...</span></p><p><span style="font-family: inherit;">Overall, it's clear that we humans are divided about our level of trust in AI. The skeptics who answered "not happening any time soon" are effectively not trusting that AI is ready for any use cases where humans could be harmed. Only less than 30% of people are positive or at least neutral in their trust in AI. My sample in this survey wasn't very large (only 62 responses), but hey, I'm sure that Gartner published $5,000-reports based on a sample like that.</span></p><p><span style="font-family: inherit;">Now, how did I vote? I admit that I am a little concerned about safety. I've seen a lot of software built and sold for production use cases, and I know that such software always has bugs and security vulnerabilities. At the same time, I do believe that our roads would be safer if every car was driven by an AI. It's just the time where might car might be the only one driven by an AI that worries me a lot.</span></p><p><span style="font-family: inherit;">With all the money pouring into AI these days, it will be interesting to watch!</span></p><p><span style="font-family: inherit;"><br /></span></p><p></p>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-15225623880452409922022-06-29T22:12:00.000-07:002022-06-29T22:12:07.775-07:00Platform or Application...Fish or Fowl? <p><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text; white-space: pre-wrap;" xml:lang="EN-US">Everybody claims to have a platform. But having a platform and being a platform company can be two very different things. To be clear, I am talking about "innovation platforms”. In his book </span><a class="Hyperlink SCXW250682580 BCX0" href="https://www.amazon.com/Business-Platforms-Strategy-Competition-Innovation/dp/0062896326/ref=tmm_hrd_swatch_0?_encoding=UTF8&qid=1656304158&sr=8-4" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text; white-space: pre-wrap;" target="_blank"><span class="TextRun Underlined SCXW250682580 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The Business of Platforms</span></span></a><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text; white-space: pre-wrap;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, Michael Cusumano differentiates between transaction platforms and innovation platforms. Transaction platforms bring together different parties to conduct transactions just like Amazon, eBay, </span><span class="NormalTextRun SpellingErrorV2Themed SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2,url("data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iNXB4IiBoZWlnaHQ9IjRweCIgdmlld0JveD0iMCAwIDUgNCIgdmVyc2lvbj0iMS4xIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHhtbG5zOnhsaW5rPSJodHRwOi8vd3d3LnczLm9yZy8xOTk5L3hsaW5rIj4KICAgIDwhLS0gR2VuZXJhdG9yOiBTa2V0Y2ggNTYuMiAoODE2NzIpIC0gaHR0cHM6Ly9za2V0Y2guY29tIC0tPgogICAgPHRpdGxlPnNwZWxsaW5nX3NxdWlnZ2xlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9IkZsYWdzIiBzdHJva2U9Im5vbmUiIHN0cm9rZS13aWR0aD0iMSIgZmlsbD0ibm9uZSIgZmlsbC1ydWxlPSJldmVub2RkIj4KICAgICAgICA8ZyB0cmFuc2Zvcm09InRyYW5zbGF0ZSgtMTAxMC4wMDAwMDAsIC0yOTYuMDAwMDAwKSIgaWQ9InNwZWxsaW5nX3NxdWlnZ2xlIj4KICAgICAgICAgICAgPGcgdHJhbnNmb3JtPSJ0cmFuc2xhdGUoMTAxMC4wMDAwMDAsIDI5Ni4wMDAwMDApIj4KICAgICAgICAgICAgICAgIDxwYXRoIGQ9Ik0wLDMgQzEuMjUsMyAxLjI1LDEgMi41LDEgQzMuNzUsMSAzLjc1LDMgNSwzIiBpZD0iUGF0aCIgc3Ryb2tlPSIjRUIwMDAwIiBzdHJva2Utd2lkdGg9IjEiPjwvcGF0aD4KICAgICAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSI1IiBoZWlnaHQ9IjQiPjwvcmVjdD4KICAgICAgICAgICAgPC9nPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+")); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Über</span><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, </span><span class="NormalTextRun SpellingErrorV2Themed SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2,url("data:image/svg+xml;base64,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")); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">AirBnB</span><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, and others do. Innovation platforms provide the foundation for a variety of technology applications. </span></span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text; white-space: pre-wrap;"> </span></p><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{189}" paraid="2126581848" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The innovation platforms deliver benefits such as greater engineering efficiency by providing a shared technology layer and the ability to customize the deployment for every enterprise. But the ultimate prize is when the platform attracts other vendors who build their commercial applications on it. This way, the platform enables an ecosystem of partners who build applications that take the platform into new markets. </span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{195}" paraid="1731937783" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{195}" paraid="1731937783" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">A platform strategy is quite different from an application strategy. Platform vendors are courting applications, while application vendors compete with them. Yet, most application vendors claim to have a platform too. So, can they have their cake and eat it? Let’s take a look at a few examples:</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{195}" paraid="1731937783" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{201}" paraid="398907339" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun MacChromeBold SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; font-weight: bold; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">AWS </span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{207}" paraid="1823782323" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">AWS is decisively a platform company. As far as I know, they don’t build or sell any applications. AWS is clear in its strategy to attract developers from companies that build applications on it. AWS lives off that. And it lives pretty well. Those application companies are the AWS customers and AWS treats them as such.</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{207}" paraid="1823782323" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{207}" paraid="1823782323" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"></p><div style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc186_SzDGXKECkTEhcyeKsBizR5qgZSPuONpWUAYIXbyxWKbsaArv1VeBlrmX542QPNRUnyGEfF0ujCI4yprxpezbjbIEh59bSnKXh8CFxuEFqEfrjxEnhudTwh3gYoK6abC9gF4KYKhMQQRKpZbn8ySlmBuiHlt9XcZDDX-W6ESQnMSiMoD0SpFw/s600/Platform.jpeg" imageanchor="1"><img alt="Platform" border="0" data-original-height="480" data-original-width="600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc186_SzDGXKECkTEhcyeKsBizR5qgZSPuONpWUAYIXbyxWKbsaArv1VeBlrmX542QPNRUnyGEfF0ujCI4yprxpezbjbIEh59bSnKXh8CFxuEFqEfrjxEnhudTwh3gYoK6abC9gF4KYKhMQQRKpZbn8ySlmBuiHlt9XcZDDX-W6ESQnMSiMoD0SpFw/w400-h320/Platform.jpeg" width="400" /></a></div><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span><p></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{217}" paraid="585132899" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun MacChromeBold SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; font-weight: bold; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Apple</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{223}" paraid="1097421512" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Apple too is a platform company. Apple has not one, but multiple platforms including MacOS, iOS, and </span><span class="NormalTextRun SpellingErrorV2Themed SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2,url("data:image/svg+xml;base64,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")); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">AppleTV</span><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. Apple also builds applications - from office applications such as Pages, Numbers, and Keynote to consumer entertainment applications such as Apple Music, Photos, and Apple TV+. Yet, Apple keeps all its platforms open to any competing application. They have no problem knowing that most MacBook users use Microsoft Office or Google Suite instead of Pages or Numbers. They also don’t make it at all difficult for their consumers to run Netflix or Spotify apps, even if those applications clearly compete with other parts of Apple’s business. That’s what platform vendors do. </span></span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{223}" paraid="1097421512" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{233}" paraid="1659440408" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun MacChromeBold SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; font-weight: bold; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Salesforce</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{239}" paraid="1020803364" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Contrast that with Salesforce. Salesforce started as an application company but over the years, it developed a robust and widely used platform, Salesforce Platform. Yet when it comes to deciding between selling their applications and letting partners have their share of the deal, Salesforce sales reps never hesitate to push the partner under the bus. Just ask companies such as Conga, FinancialForce, or </span><span class="NormalTextRun SpellingErrorV2Themed SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2,url("data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iNXB4IiBoZWlnaHQ9IjRweCIgdmlld0JveD0iMCAwIDUgNCIgdmVyc2lvbj0iMS4xIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHhtbG5zOnhsaW5rPSJodHRwOi8vd3d3LnczLm9yZy8xOTk5L3hsaW5rIj4KICAgIDwhLS0gR2VuZXJhdG9yOiBTa2V0Y2ggNTYuMiAoODE2NzIpIC0gaHR0cHM6Ly9za2V0Y2guY29tIC0tPgogICAgPHRpdGxlPnNwZWxsaW5nX3NxdWlnZ2xlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9IkZsYWdzIiBzdHJva2U9Im5vbmUiIHN0cm9rZS13aWR0aD0iMSIgZmlsbD0ibm9uZSIgZmlsbC1ydWxlPSJldmVub2RkIj4KICAgICAgICA8ZyB0cmFuc2Zvcm09InRyYW5zbGF0ZSgtMTAxMC4wMDAwMDAsIC0yOTYuMDAwMDAwKSIgaWQ9InNwZWxsaW5nX3NxdWlnZ2xlIj4KICAgICAgICAgICAgPGcgdHJhbnNmb3JtPSJ0cmFuc2xhdGUoMTAxMC4wMDAwMDAsIDI5Ni4wMDAwMDApIj4KICAgICAgICAgICAgICAgIDxwYXRoIGQ9Ik0wLDMgQzEuMjUsMyAxLjI1LDEgMi41LDEgQzMuNzUsMSAzLjc1LDMgNSwzIiBpZD0iUGF0aCIgc3Ryb2tlPSIjRUIwMDAwIiBzdHJva2Utd2lkdGg9IjEiPjwvcGF0aD4KICAgICAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSI1IiBoZWlnaHQ9IjQiPjwvcmVjdD4KICAgICAgICAgICAgPC9nPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+")); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">ServiceMax</span><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">, companies that have built their business atop the Salesforce Platform but eventually ended up competing with Salesforce. Once Salesforce saw that there is a large enough market opportunity these vendors uncovered, it decided to build an application of its own. That’s not how a platform vendor operates.</span></span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{239}" paraid="1020803364" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{249}" paraid="564480825" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun MacChromeBold SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; font-weight: bold; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Microsoft</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{255}" paraid="685746435" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Microsoft is a converted platform vendor. The company operated as an application company for decades, but since the Satya Nadella era, it appears to have shifted to a platform strategy. For years, Microsoft Office had a complete lock on the desktop productivity market and the company did everything it could to protect that franchise. Sure, Windows was the platform, but the big money was always in Office. In fact, Microsoft’s repeated failures in mobile computing can be directly traced to its strategy to defend MS Office at all costs. They tried, again and again, to squeeze the bloated Windows OS onto a smartphone in order to make it possible to run Office on the mobile devices. That strategy actually made a lot of sense, but it didn’t work. It took another 3 years after Stephen </span><span class="NormalTextRun SpellingErrorV2Themed SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2,url("data:image/svg+xml;base64,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")); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Elop’s</span><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> “</span></span><a class="Hyperlink SCXW250682580 BCX0" href="https://www.engadget.com/2011-02-08-nokia-ceo-stephen-elop-rallies-troops-in-brutally-honest-burnin.html" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW250682580 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Burning Platform</span></span></a><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">” </span><span class="NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlContextualSpellingAndGrammarErrorV2,url("data:image/svg+xml;base64,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")); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">memo</span><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> before Satya Nadella took over as CEO and made Azure the primary focus of the company. Today, Azure makes billions for Microsoft and I am writing this article in a free version of Office 365, the cloud-based successor to MS Suite...on a Mac. Microsoft is finally behaving like a platform vendor. </span></span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{800e2ac5-f863-42c3-99df-383a3adbacac}{255}" paraid="685746435" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{15}" paraid="568554379" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun MacChromeBold SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; font-weight: bold; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Oracle</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{21}" paraid="1639993540" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Oracle has gone through the opposite transformation as Microsoft. Oracle started as a platform vendor. Oracle Database was a platform upon which entire commercial applications were built. Back in the days when I was marketing on-premises software such as Documentum and OpenText, running on Oracle DB was a thing. Yet, Oracle started diversifying into applications back in early 2005. The biggest moves were the hostile take-over of PeopleSoft in 2005 and the introduction of Oracle EBS in 2007. Since then, Oracle was investing more and more into applications, and good for them, because as the cloud arrived, running on Oracle DB became less relevant. Today, Oracle is a full-fledged application player that competes with a myriad of other application vendors. </span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{21}" paraid="1639993540" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{31}" paraid="686065565" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun MacChromeBold SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; font-weight: bold; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">IBM</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{37}" paraid="266156119" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Eh, sorry...does IBM still make software? I have no idea.</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{37}" paraid="266156119" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{43}" paraid="684787779" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun MacChromeBold SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; font-weight: bold; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Google</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{49}" paraid="320185221" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Google is probably the one company that looks like it is trying to be both. Google Chrome on the desktop, Android on the mobile device, and Google Cloud Platform are all legitimate platforms. At the same time, if anyone stole some business away from Microsoft Office, it’s Google. The Google Suite or Workspace as they call it now (so, 1990s) is becoming quite prevalent today. But in terms of strategy, Google is behaving like a platform vendor. Right now, I’m typing this article in Office 365 within Google Chrome and Google doesn’t seem to mind that at all. This is very different from when you tried to use a Windows version of WordPerfect or Lotus 1-2-3 back in the 1990s. And so, Google is a legit platform vendor.</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{49}" paraid="320185221" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{59}" paraid="619501038" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun MacChromeBold SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; font-weight: bold; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Stripe</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{65}" paraid="1733720197" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The supposedly hottest of the unicorns is at crossroads. Their payments infrastructure looks very much like a platform, powering payments for companies such as SAP, NetSuite, Salesforce, Zuora, and </span><span class="NormalTextRun SpellingErrorV2Themed SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlSpellingErrorV2,url("data:image/svg+xml;base64,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")); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Aria</span><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">. However, the moment Stripe introduced its own billing application, it effectively declared a war on all those companies. Sure, it will pretend for a while that they can all be friends, but ultimately, Stripe applications such as billing, invoicing, and spend management compete with the vendors that would want to use the Stripe payments infrastructure. That makes Stripe an application vendor, effectively abandoning its platform strategy.</span></span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{65}" paraid="1733720197" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> </span></span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{75}" paraid="1813105537" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun MacChromeBold SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; font-weight: bold; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Snowflake</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{81}" paraid="185777825" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Here’s another beloved unicorn. Snowflake has been so far strictly following a classical platform strategy. Their data warehouse is under the hood of many commercial applications today. All those applications are taking Snowflake into places that Snowflake would have never ventured. Snowflake doesn’t offer any application of its own. Sure, they provide some tools and utilities such as data science and machine learning, data engineering, and cybersecurity, but those are never competing with the applications such as billing or fleet management that are taking advantage of Snowflake. Yes, Snowflake is a purebred platform company.</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{81}" paraid="185777825" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{87}" paraid="2130015089" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun MacChromeBold SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; font-weight: bold; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Conclusion</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{93}" paraid="815297665" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">There are very few real platform companies. There might be many that claim to have a platform, but when it comes down to deciding between their immediate interest and the interest of their ecosystem, they are forced to show their true colors. Prioritizing the ecosystem over the short-term interests is a tough call to make for any software company. But those that dare to take that path earn the great prize. Just look at AWS, Apple, Microsoft, Google, and Snowflake – these platform companies are pursuing the platform strategy and killing it. </span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{103}" paraid="598622146" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{103}" paraid="598622146" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Sure, you can be a very successful application company that doesn’t really care about being a platform. If you grow big enough, you may even attract an ecosystem of applications. Salesforce and Oracle are a good proof of that. But you can’t be both. You can’t pretend to have a platform company while competing with the companies that hitch their future to your platform. Yet that’s exactly what companies like Salesforce and Stripe do.</span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{103}" paraid="598622146" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{109}" paraid="1684320531" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">The bottom line is that you can make a great, successful business out of being a platform or an application company. But </span><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">you</span><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> have to choose.</span></span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW250682580 BCX0" paraeid="{1c3e2289-6f34-437c-b41e-211850c95f39}{115}" paraid="816265680" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;"><span class="TextRun SCXW250682580 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW250682580 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW250682580 BCX0" data-ccp-props="{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com1tag:blogger.com,1999:blog-6850103531860448581.post-38012391958768869452022-03-27T15:07:00.001-07:002022-03-27T15:07:22.871-07:00The Secrets of Good Messaging <p><span class="TextRun SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space: pre-wrap;" xml:lang="EN-US">So many companies say they need help to raise their game in messaging. The CEOs and CMOs all believe that they have a great product that delivers incredible value but they are failing to communicate it. Having the right messaging, they say, will solve many of their GTM challenges.</span><span class="EOP SCXW33473801 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text; white-space: pre-wrap;"> </span></p><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{218fe529-e4b8-4acd-a9aa-7b1b22bf7354}{26}" paraid="822867680" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">So, what are the secrets of great messaging? I’ve been working on messaging for a long time and I have seen the good, the bad, and the ugly and I’ve made my own share of mistakes. As I write this post, I don’t want to try to describe the structure of a positioning statement or how to build a story arc. For that, you should read some of the works by Al Ries, Geoffrey Moore, Simon Synek, and Andy Raskin. I read them too. Instead, I want to impart a few tips of a different kind:</span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{218fe529-e4b8-4acd-a9aa-7b1b22bf7354}{26}" paraid="822867680" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Messaging is not a magic spell</span><span class="EOP SCXW33473801 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{aadeb77f-0b3d-4aa4-9e43-52303f5a8332}{244}" paraid="118114706" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">I have heard Sales leaders ask many times: “How do we message our solution?”. What they seem to always expect is a script. A precise language that every AE will learn to win every deal. It’s like a magic spell that needs to be uttered exactly the way it is written in the Book of Spells. Once we train and certify everyone on that exact language, then we have our messaging.</span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{aadeb77f-0b3d-4aa4-9e43-52303f5a8332}{244}" paraid="118114706" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{9520eaac-8737-4f90-ba9f-b03c8d1d3f41}{26}" paraid="416548520" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Alas, that’s not how it works. The exact language doesn’t matter. It must not matter. What matters is the substance. Messaging needs to be a convincing argument, not memorized lines. Your sales reps are all different individuals, everyone with her and his own personality. That personality includes the way they speak. To be credible, they need to deliver your messaging in their own words.</span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{9520eaac-8737-4f90-ba9f-b03c8d1d3f41}{26}" paraid="416548520" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{f55c90ee-0822-4621-8d9a-897812bb29b3}{201}" paraid="1159532342" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Also, chances are that a good number of your sales reps are in others countries. They speak German, French, Italian, Japanese, or Hindi. They have no choice but to translate your messaging into their own words. If the messaging substance is there, they can do it easily. If your messaging is trying to mask the lack of substance with fancy lines, you are hoping for a magic spell.</span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{f55c90ee-0822-4621-8d9a-897812bb29b3}{201}" paraid="1159532342" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{f55c90ee-0822-4621-8d9a-897812bb29b3}{201}" paraid="1159532342" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLZrc5dkYd-r55uBHLy_kDFV4GTmpipkzNhtH4VrkNi45L9_XMSnOptCABAzsnCvvhT6RbQXd05OBc2ew8vN7mcK7fc1itLa8VySlwnP3Sj9yUo1vuDNFunZRJx7QbldDmHthdJYHMBnXZWQhurZR8l8ZMbc7C7jhpnDaewuFSf3skZEdmVYSBNvA5/s275/Secret.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="183" data-original-width="275" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLZrc5dkYd-r55uBHLy_kDFV4GTmpipkzNhtH4VrkNi45L9_XMSnOptCABAzsnCvvhT6RbQXd05OBc2ew8vN7mcK7fc1itLa8VySlwnP3Sj9yUo1vuDNFunZRJx7QbldDmHthdJYHMBnXZWQhurZR8l8ZMbc7C7jhpnDaewuFSf3skZEdmVYSBNvA5/w320-h213/Secret.jpeg" width="320" /></a></div><br /><p></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{f55c90ee-0822-4621-8d9a-897812bb29b3}{201}" paraid="1159532342" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span color="windowtext" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="background-color: transparent; font-size: 11pt; font-variant-ligatures: none;">Of course, specific words matter. For instance, productivity, efficiency, and utilization are all referring to the same message - you can accomplish more work with the same resources. That’s the substance. Your messaging should decide which of those words you will use. Consistently. But how you describe the problem and your solution, that your personalized delivery.</span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{dd475ed6-b8df-4f05-bf9e-5e8358ec8977}{106}" paraid="75563153" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{dd475ed6-b8df-4f05-bf9e-5e8358ec8977}{106}" paraid="75563153" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Messaging is strategy</span><span class="EOP SCXW33473801 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{e7ae1137-f184-4131-91c8-dcbd7e9ef1b8}{74}" paraid="1614455056" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Your messaging is an important strategic tool. But, of course, it has to reflect your strategy. For that, it is required that a) you have a strategy and b) your product marketers understand that strategy. Strategy is usually developed by the CEO and his closest team. Andy Raskin always talks about how he likes to talk to CEOs. Well, they also have the biggest budget. But a strategy is only effective when all stakeholders are aligned. If your Product Marketing team is out of the loop, your messaging will not be in line with your strategy.</span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{8dd74e3d-058c-4058-91fd-c7224e0df14f}{212}" paraid="1707391769" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{8dd74e3d-058c-4058-91fd-c7224e0df14f}{212}" paraid="1707391769" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">You might think: “Of course we have a clear strategy!”. Most CEOs believe that. If you really do, congratulations! But there are many companies that are not really aligned, even if the CEO thinks otherwise. Just ask yourself questions such as:</span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{8dd74e3d-058c-4058-91fd-c7224e0df14f}{212}" paraid="1707391769" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"></p><ul style="text-align: left;"><li><span class="TextRun SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Are we a platform vendor or an application vendor?</span><span class="EOP SCXW33473801 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></li><li><span class="TextRun SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Do we want to grow our professional services business or do we want our partners to handle that?</span><span class="EOP SCXW33473801 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":1440,"335559737":0,"335559739":160,"335559740":259,"335559991":360}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></li><li><span class="TextRun SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Are we vendor agnostic?</span><span class="EOP SCXW33473801 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":1440,"335559737":0,"335559739":160,"335559740":259,"335559991":360}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></li></ul><p></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{e988d9ff-dfdb-4406-8cb0-6857d2dd7cad}{225}" paraid="751763659" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Think about these questions. If your alliances team pushes partners but your sales team sees them as competitors, you don't have a clear strategy. In that case, don’t expect your Product Marketing to magically solve this problem with some fancy messaging.</span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{e988d9ff-dfdb-4406-8cb0-6857d2dd7cad}{225}" paraid="751763659" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{e988d9ff-dfdb-4406-8cb0-6857d2dd7cad}{225}" paraid="751763659" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Messaging has to be differentiated </span><span class="EOP SCXW33473801 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559737":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{12d51d39-35e4-415d-855b-735c91792692}{233}" paraid="838990153" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">All the pundits, from Al Ries to Andy Raskin agree that at the heart of your messaging need to be your competitive differentiator. Why should someone buy from you? From the business issue to the challenges to the solution description, good messaging is designed to “land” on your competitive strengths. Product marketers can help you tease them out, validate their uniqueness, and tell the story.</span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{12d51d39-35e4-415d-855b-735c91792692}{233}" paraid="838990153" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{f85693f1-383b-47b1-8049-f7b3fd026908}{144}" paraid="1151055676" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">But only if </span><span class="NormalTextRun SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">you have some competitive strengths.</span></span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{8c8f79bc-73f9-4c81-ac28-4d2819072dd0}{134}" paraid="363148796" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{8c8f79bc-73f9-4c81-ac28-4d2819072dd0}{134}" paraid="363148796" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Because if you don’t have any strengths or you are not aligned on what they are, you can’t expect Product Marketing to make them up. Also, your competitive claim must have a proof point, which can come in the form of data, independent validation, or customer testimonial. Beware of vague statements such as “we know this industry better than anyone else” or “our solution is easy to use”. Your CEO might be able to make those statements and get away with it, but coming from a sales rep, these claims will be challenged or (worse) ignored.</span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{8c8f79bc-73f9-4c81-ac28-4d2819072dd0}{134}" paraid="363148796" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{8c8f79bc-73f9-4c81-ac28-4d2819072dd0}{134}" paraid="363148796" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Messaging has to be relevant</span><span class="EOP SCXW33473801 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559737":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{cf6d3894-46f8-4183-9612-3523a454246b}{126}" paraid="908904257" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Even if you have solid messaging that has some substance, is supported by your strategy, and lands on your competitive strengths, it won’t be effective if it is not relevant to your audiences. It has to refer to something they care about. I know, good marketing is supposed to convince prospects that they have a problem even if they didn’t know about it, but that’s an illusion apart from a few fashion trends. Usually, they do know they have a particular problem but it was not a priority or they didn’t think there was a solution for it. </span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{14c6cfff-6ac0-4b90-9e69-129249c2f2c5}{92}" paraid="581048359" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{14c6cfff-6ac0-4b90-9e69-129249c2f2c5}{92}" paraid="581048359" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">A good example is the content management space that has been trying to message the need for information governance for over two decades. Sure, there are some highly regulated or litigious industries such as pharma, oil & gas, or aviation that need to address compliance. But 80% of companies just don’t care and happily share their documents through Slack all day long. The content management industry has been latching onto every new regulation, from SOX to FRCP to HIPAA, and yet most companies eventually find an easier way to address compliance than by implementing a corporate information governance strategy. The information governance message is just not that relevant.</span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{14c6cfff-6ac0-4b90-9e69-129249c2f2c5}{92}" paraid="581048359" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{14c6cfff-6ac0-4b90-9e69-129249c2f2c5}{92}" paraid="581048359" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Messaging won’t replace your product</span><span class="EOP SCXW33473801 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559739":160,"335559740":259,"335559991":360}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{880dd4eb-ae9e-43ed-afc3-bfd84a7e269a}{238}" paraid="1086089241" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">At the end of the day, the customers are buying your product. Not </span><span class="NormalTextRun ContextualSpellingAndGrammarErrorV2 SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-image: var(--urlContextualSpellingAndGrammarErrorV2,url("data:image/svg+xml;base64,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")); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">your</span><span class="NormalTextRun SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> messaging. No matter how great and compelling your messaging is, if the product doesn’t deliver, it will fail. You may sucker a few customers into buying your weak product for a while, but it will catch up with you eventually. </span></span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{d0e41dbc-3961-48a3-8cbc-25dbe522ae80}{147}" paraid="481030433" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"><br /></span></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{d0e41dbc-3961-48a3-8cbc-25dbe522ae80}{147}" paraid="481030433" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">Yes, there are companies that are successful with aggressive over-selling tactics. Usually, we say that they sell their vision, spending more time on their future roadmap than on the current capabilities they can provide today. They get away with it, because they have already established that they will eventually deliver a good product that will catch up with what their sales and marketing promised. And even that only works with existing customers, who have already </span><span class="NormalTextRun SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;">purchased</span><span class="NormalTextRun SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; user-select: text;"> a good product previously.</span></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{d0e41dbc-3961-48a3-8cbc-25dbe522ae80}{147}" paraid="481030433" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{d0e41dbc-3961-48a3-8cbc-25dbe522ae80}{147}" paraid="481030433" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun MacChromeBold SCXW33473801 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-font-smoothing: antialiased; -webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; font-weight: bold; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Conclusion</span><span class="EOP SCXW33473801 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559737":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{4b47e6d6-f7e5-4dd3-8f28-81e4bdd8e351}{155}" paraid="59023105" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Good messaging is hard to create. It requires understanding the products and the target audience with its trends, issues, and challenges. Good messaging can be very powerful, making it easier for marketing campaigns and sales reps to connect with the buying audiences. That is a huge competitive advantage and an enormous factor when scaling your company. </span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{99a01621-1196-4ba4-b150-e3dfaa56c2b2}{126}" paraid="354349383" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{99a01621-1196-4ba4-b150-e3dfaa56c2b2}{126}" paraid="354349383" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><span class="TextRun SCXW33473801 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Good product marketers can create good messaging. But the entire company has to contribute to good messaging. It’s not just words.</span><span class="EOP SCXW33473801 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW33473801 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW33473801 BCX0" lang="EN-US" paraeid="{1f4fdd57-bbdd-4bae-bb3d-9bc4ec70942a}{177}" paraid="551984589" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline; white-space: pre-wrap;" xml:lang="EN-US"><br /></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com2tag:blogger.com,1999:blog-6850103531860448581.post-13163693678135062002021-06-09T22:31:00.001-07:002021-06-09T22:31:15.498-07:00Usage vs Subscription<div style="background-color: white; box-sizing: border-box; margin-bottom: 32px; margin-top: 0px; text-align: left;"><span style="background-color: white;"><span style="font-family: inherit;">Usage-based pricing models are all the rage these days. Buoyed by the impressive success of companies such as AWS, Twilio, and Snowflake, VCs across Silicon Valley are quick to say that usage-based models are the only way to go. These are useful conversations to have, but unfortunately, I think that many of them are based on a flawed premise.<div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-w_h41PzzLiw/YMGiym418QI/AAAAAAAC55k/ccf3z1YxZ5AAJWEQcwjl094L7sJlJTIFgCLcBGAsYHQ/s2048/Itron_OpenWay_Electricity_Meter_with_Two-Way_Communications.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1942" data-original-width="2048" src="https://1.bp.blogspot.com/-w_h41PzzLiw/YMGiym418QI/AAAAAAAC55k/ccf3z1YxZ5AAJWEQcwjl094L7sJlJTIFgCLcBGAsYHQ/s320/Itron_OpenWay_Electricity_Meter_with_Two-Way_Communications.jpeg" width="320" /></a></div></span></span></div><div style="background-color: white; box-sizing: border-box; margin-bottom: 32px; margin-top: 0px; text-align: left;"><span style="font-family: inherit;">Why? Because subscription and usage-based pricing are not an either/or choice. A subscription is a business model that enables an ongoing relationship with a customer. Usage-based pricing is just one of the many pricing options a vendor can offer to sell that subscription. There is no law that says that a subscription can only come at a flat fee per month.</span></div><div style="background-color: white; box-sizing: border-box; margin-bottom: 32px; margin-top: 0px; text-align: left;"><span style="font-family: inherit;">Fundamentally, a subscription is an open contract. The customers – subscribers – enter into open-ended relationships with vendors to purchase their services. As long as the use of the services remains within the boundaries set in the initial contract, and the customer finds value in the service, the vendor will continue the ongoing relationship.</span></div><div style="background-color: white; box-sizing: border-box; margin-bottom: 32px; margin-top: 0px; text-align: left;"><span style="font-family: inherit;">It doesn’t matter if the open-ended contract stipulates a flat fee for each billing period, or if the charges are based on a consumption basis. The “usage” can be pretty simple – Docusign might charge you for the number of documents you sign within a given period, for example. It can also be fairly complex — a rideshare service might charge you for miles traveled at a given location, during a specific time of the day, and using a certain type of vehicle. There are all kinds of ways to charge for a service.</span></div><div style="background-color: white; box-sizing: border-box; margin-bottom: 32px; margin-top: 0px; text-align: left;"><span style="font-family: inherit;">Many subscription companies take advantage of consumption metrics in their pricing. For example, you might have an “unlimited” contract for your mobile phone with a flat charge for calls, data, and text messages. But a trans-Atlantic call will be metered at a rather costly price per minute (unless you have a more expensive international calling plan).</span></div><div style="background-color: white; box-sizing: border-box; margin-bottom: 32px; margin-top: 0px; text-align: left;"><span style="font-family: inherit;">Similarly, your monthly home electricity bill will never drop to zero, even if you’re out of town for an entire month and you’re not using any power. The utility company still needs to amortize the cost of all their infrastructure, and so they’ll charge you a nominal fee.</span></div><div style="background-color: white; box-sizing: border-box; margin-bottom: 32px; margin-top: 0px; text-align: left;"><span style="font-family: inherit;">In short, usage-based pricing isn’t a new concept. From mobile phone carriers to utility providers to Internet Service Providers, usage-based pricing has been around for decades. In fact, Zuora’s research shows that subscription companies that take advantage of some amount of usage-based pricing grow faster than others.</span></div><div style="background-color: white; box-sizing: border-box; margin-bottom: 32px; margin-top: 0px; text-align: left;"><span style="font-family: inherit;">Does that mean that you can’t have a really fast-growing company with a flat monthly price? Not at all. For some businesses, that might be the best way to go, while others are better off with usage-only or with a hybrid model.</span></div><div style="background-color: white; box-sizing: border-box; margin-bottom: 32px; margin-top: 0px; text-align: left;"><span style="font-family: inherit;">Either way, they are all subscriptions.</span></div><div style="background-color: white; box-sizing: border-box; margin-bottom: 32px; margin-top: 0px; text-align: left;"><span style="font-family: inherit;"><i>Note: This blog post was originally published as a <a href="https://www.subscribed.com/read/news-and-editorial/usage-based-pricing-and-the-subscription-model" target="_blank">post</a> on the Subscribed.com blog.</i></span></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-39957403398132199242021-03-29T22:20:00.003-07:002021-03-30T09:31:55.638-07:00What Running Marathons Taught Me About Sustained Performance <p><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">It’s been over a year now since we shut down our offices and began working exclusively from home. To the surprise of those who were skeptical about remote work, the world hasn’t collapsed and we have demonstrated that we can be productive while telecommuting as individuals and as teams. </span><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><div class="SCXW77128507 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{176}" paraid="986520108" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span></p><p style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Yet the one complaint I hear from everyone is how much busier we are. With the lockdown, the line between work and home disappeared and the work-life balance shifted precipitously towards work. Our days have become daily marathons of Zoom calls and many folks are worried about the sustainability of our pandemic lifestyle. As a hobby marathon and ultra-marathon runner, I’ve learned a thing or two about sustained performance and I thought I’d share a few pieces of marathoning wisdom that are very relevant to the workplace: </span></p><p style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-7WVdKexfgtk/YGNSH5LaWDI/AAAAAAAC5Og/CbOJtk55PEw9N8shLoAV1JU6bSe9v2vyACLcBGAsYHQ/s2048/IMG_6474.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1365" data-original-width="2048" height="266" src="https://1.bp.blogspot.com/-7WVdKexfgtk/YGNSH5LaWDI/AAAAAAAC5Og/CbOJtk55PEw9N8shLoAV1JU6bSe9v2vyACLcBGAsYHQ/w400-h266/IMG_6474.JPG" width="400" /></a></div><p></p><p style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span></p><p></p><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">It’s not a sprint, it’s a marathon</span><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"134233279":true,"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></h3></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{187}" paraid="1673162103" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">This sometimes-overused phrase was the first thought that immediately came to mind – because it is so very true. While a sprint is a run flat-out at the highest possible speed, running a marathon requires a very disciplined approach. The distance (26.2 miles or 42.2 km) is very long and to sustain high performance over this distance, you have to literarily pace yourself. </span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{187}" paraid="1673162103" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{195}" paraid="975792942" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Pacing yourself is actually very difficult because if you trained for a marathon, the first 10 miles feel really, really easy. I remember how after months of training and a couple of weeks of rest, my body would be primed to run far and fast. But if I run too fast in the first half of a marathon, I’d pay for it dearly in the second half. Experienced marathoners know how to select the right pace that will be the highest speed they know they can sustain until the finish line. Finding that pace </span><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2 SCXW77128507 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/svg+xml;base64,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"); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">is</span></span><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> one of the most addictive things about marathon running. In every race, even many professional athletes get it wrong and flame out in the second half.</span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div></div><div class="SCXW77128507 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{199}" paraid="227877515" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{199}" paraid="227877515" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The same is true for sustained performance at work. Working long hours and weekends might yield some short-term results. It might feel easy, even enjoyable for a while. But that’s just the first half of a marathon. No medals are awarded for the first half. Over the long distance, we can’t sustain this pace and we flame out or at least our overall performance ends up weaker than if we had paced correctly from the start.</span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{199}" paraid="227877515" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">It’s not a series of sprints either</span><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"134233279":true,"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></h3></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{210}" paraid="2102361732" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Many business leaders love to use the term “sprint”. Originally introduced by the agile methodology used by software development teams, sprint is referring to a relatively short, time-boxed set of activities that are part of a larger project. Yet the term sprint is a rather unfortunate term, as its meaning is run at full speed. </span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{210}" paraid="2102361732" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{214}" paraid="2036721755" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">You’ve probably seen the enigmatic sprinter Usain Bolt run a sprint. Yes, he was incredibly fast. In 2009, he ran a 100m world record of 9.58 sec that still stands today. And four days later, he set a world record for the 200m that is also still standing. But how many sprints like that could Mr. Bolt run in two hours? Five, ten, maybe 20? He was probably capable of running several world-time results in two hours – maybe not all of them world records but for sure under 12 seconds. But could he cover the Marathon distance like this in two hours? No way!</span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{218}" paraid="1955409827" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{218}" paraid="1955409827" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The current marathon world record is 2:01:39, set by Eliud Kipchoge in 2018. This pace translates into 17.3 sec over 100m, which wouldn’t impress any sprinter, even though most of us can’t run this fast for much longer than 100 meters. Yet Mr. Kipchoge was able to sustain this pace 422 times to cover the 42,192 meters that make a marathon. Now, that is a sustained performance! But he didn’t do it as a series of sprints. He did it at a much slower, and albeit amazing pace. </span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{218}" paraid="1955409827" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" lang="EN-US" paraeid="{0f8f6392-26b1-4eff-8f10-225e8950c6a4}{52}" paraid="1502226111" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Think about that at work, the next time you use the word sprint. Yes, there may be time to sprint to finish a project – but that effort is hopefully followed by a week of vacation. We can’t follow a sprint with another sprint and expect sustained high performance. </span></p><p class="Paragraph SCXW77128507 BCX0" lang="EN-US" paraeid="{0f8f6392-26b1-4eff-8f10-225e8950c6a4}{52}" paraid="1502226111" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Sprinters don’t run marathons</span><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"134233279":true,"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></h3></div></div><div class="SCXW77128507 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{229}" paraid="571017494" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">When you compare the physique of the above-mentioned world record holders, you notice some obvious differences. The muscular, tall body of Mr. Bolt (6’5” and 207 </span><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">lbs.</span><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">) stands in stark contrast to the short and skinny Eliud Kipchoge (5’6” and 115 lbs.). Yet both are absolutely exceptional athletes, both considered the greatest of all times in their field.</span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{229}" paraid="571017494" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{237}" paraid="1771101519" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The explanation is fairly simple. Sprinters require well-developed fast-twitch muscles that tend to be large and heavy, while marathoners rely on their slow-twitch muscles that are light and slender. The sprinters need strength and they train their body accordingly. The marathoner, on the other hand, needs endurance and doesn’t want to have to carry excessive muscles over long distances. My point is that even though they look very different, both athletes are capable of amazing performance. They have just optimized their abilities for a different type of job. </span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{237}" paraid="1771101519" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{241}" paraid="865529503" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The same is true at work. Different jobs require different skills. Some of us may be better at short, high-intensity projects while others are better at a more deliberate pace that we can sustain over a long period of time. Don’t assess everyone by “how big their muscles are” ...and don’t expect the sprinters to run a marathon.</span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{241}" paraid="865529503" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Rest is part of training</span><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"134233279":true,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559739":160,"335559740":259,"335559991":360}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></h3></div></div><div class="SCXW77128507 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; margin: 0px; padding: 0px; user-select: text;"><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{252}" paraid="1405007705" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Every marathoner knows that to sustain high performance over those 26.2 miles, you have to do more than training yourself to run the pace. During the race, you need to keep drinking fluids, even if you don’t feel like drinking, and you keep supplying carbohydrates, even if you don’t at all feel like getting down another gel. Good execution in a race means controlling the pace, sticking with your nutritional plan, and staying focused at all times.</span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{bbaec6f2-0160-4719-a342-a9eba43534a9}{252}" paraid="1405007705" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{864247e2-6a75-452f-9b3c-d04bd100350d}{1}" paraid="405229014" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Moreover, running marathons requires several months of well-planned, methodical training that includes days of hard tempo runs, easy runs, and long runs. But it also includes rest days and easy weeks in between all the tough build-up. This part is really critical. To deliver sustained performance, you have to plan for some rest. </span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" lang="EN-US" paraeid="{02ca803d-1cc1-467f-8abc-b3098e044d6b}{121}" paraid="392550303" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW77128507 BCX0" lang="EN-US" paraeid="{02ca803d-1cc1-467f-8abc-b3098e044d6b}{121}" paraid="392550303" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The same is true at work. Sustained performance requires us to keep building our endurance over time. That in turn means that we regularly schedule an easy week or even complete rest. And so, all of you who haven't taken any vacations in a year, think about that. We all need some easy weeks to keep getting better!</span><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://lh3.googleusercontent.com/-x5WLrNGYcoM/YGK0jGZpgoI/AAAAAAAC5OQ/nVpGml5_HzUFh8DZYrykZ4Z3uEIzK0wvgCLcBGAsYHQ/image.png" style="margin-left: auto; margin-right: auto;"><img alt="" data-original-height="2048" data-original-width="1355" height="400" src="https://lh3.googleusercontent.com/-x5WLrNGYcoM/YGK0jGZpgoI/AAAAAAAC5OQ/nVpGml5_HzUFh8DZYrykZ4Z3uEIzK0wvgCLcBGAsYHQ/w265-h400/image.png" width="265" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;">Me at the Boston Marathon 2013. Yes, <i>that</i> Boston Marathon...</td></tr></tbody></table></p><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Peak for the peak race</span><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"134233279":true,"201341983":0,"335551550":1,"335551620":1,"335559685":720,"335559737":0,"335559739":160,"335559740":259,"335559991":360}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></h3></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{b52267da-bd07-41d7-894d-e1d4dd091c71}{186}" paraid="798304483" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">When athletes train, their mind is not on a single race or a tournament. They look at the big picture of the entire season. They want to peak at the right time – to show up at their best for the most important competition of the year. In an Olympic year, for many athletes, it’s the Olympic competition. Other examples are world championships, world cup finals, or a specific competition at which you really want to do well. Does anyone doubt that Rafael Nadal plans his season to peak at Roland Garros?</span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{b52267da-bd07-41d7-894d-e1d4dd091c71}{186}" paraid="798304483" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" lang="EN-US" paraeid="{b52267da-bd07-41d7-894d-e1d4dd091c71}{191}" paraid="250951550" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The simple reality is that you can’t be peaking every week. It takes months to build up for sustained high-level performance and so it’s logical that you won’t be at your best during the build-up time. That doesn’t mean that you can’t perform. You often want to enter races to test your fitness and to add some fun to all the training. But not every race is the Olympics and you want to show up at the Olympics at the peak of your abilities. </span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" lang="EN-US" paraeid="{b52267da-bd07-41d7-894d-e1d4dd091c71}{191}" paraid="250951550" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" lang="EN-US" paraeid="{b52267da-bd07-41d7-894d-e1d4dd091c71}{196}" paraid="886914193" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The same is true in our work life, even if we really struggle to admit it to ourselves. But we know that our season has usually key milestones – if you are in Sales, each quarter-end is important, but the year-end is really the time to peak! In Marketing, the peak performance may be required for the annual Sales Kick-Off, the customer conference, or for the Gartner Magic Quadrant survey. Sure, we all want to always deliver work that exceeds expectations, but some projects matter more than others. That’s called prioritization!</span></p><p class="Paragraph SCXW77128507 BCX0" lang="EN-US" paraeid="{b52267da-bd07-41d7-894d-e1d4dd091c71}{196}" paraid="886914193" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><br /></p><h3 style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; text-align: left; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">A marathon is won in the head</span><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"134233279":true,"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></h3></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" paraeid="{864247e2-6a75-452f-9b3c-d04bd100350d}{14}" paraid="349206725" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Running a marathon is the ultimate experience in overcoming adversity. Emil Zatopek, one of the greatest distance runners of all times, once famously said before a marathon race: ‘Men, today we die a little”. And every marathoner knows that at some point in the race comes what I like to call the Great Suck. I’d be feeling great until somewhere around mile 16, I’d start to realize that running a marathon just plain sucks – it would seem to me like the stupidest thing on the planet because I’d be feeling miserable and what I wanted the most was to stop. </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{864247e2-6a75-452f-9b3c-d04bd100350d}{14}" paraid="349206725" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{864247e2-6a75-452f-9b3c-d04bd100350d}{14}" paraid="349206725" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">And that’s the moment when the head needs to take over. The mind needs to suppress the pain and discomfort and it needs to keep pushing the body forward. Your mind needs to believe that your body will be OK despite the discomfort, and it needs to remind you of the motivation that made you embark on this journey in the first place - for most of us mortals, it’s usually qualifying for some other, even more challenging race.</span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{864247e2-6a75-452f-9b3c-d04bd100350d}{14}" paraid="349206725" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{864247e2-6a75-452f-9b3c-d04bd100350d}{14}" paraid="349206725" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The same is true in the office. The daily grind can get to us and it is the mission and the purpose of the work that gets us over the tough spots. This motivation factor shouldn’t be underestimated. Only employees who believe in what they are doing can overcome the moments when work sucks and can power through those rough patches.</span><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{864247e2-6a75-452f-9b3c-d04bd100350d}{14}" paraid="349206725" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p><p class="Paragraph SCXW77128507 BCX0" paraeid="{864247e2-6a75-452f-9b3c-d04bd100350d}{14}" paraid="349206725" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-TJJrhOgT_fg/YGK03dBvlbI/AAAAAAAC5OY/lCZke9myOA4ppsHr_QHIjj-svSWzF-FagCLcBGAsYHQ/s2048/IMG_6687.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1536" data-original-width="2048" height="300" src="https://1.bp.blogspot.com/-TJJrhOgT_fg/YGK03dBvlbI/AAAAAAAC5OY/lCZke9myOA4ppsHr_QHIjj-svSWzF-FagCLcBGAsYHQ/w400-h300/IMG_6687.jpg" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;">My distance running credentials.</td></tr></tbody></table><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">As you can tell, there is a lot about sustained performance at work that we can learn from the world of endurance sports. Delivering top performance over a long period of time is not simple. It requires planning and a deliberate build-up without which we simply succumb to the daily grind and our performance will be average at best.</span><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><span style="font-size: 14.6667px;"><br /></span><p class="Paragraph SCXW77128507 BCX0" paraeid="{864247e2-6a75-452f-9b3c-d04bd100350d}{14}" paraid="349206725" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; font-size: 12px; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW77128507 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Because remember, it’s not the distance, it’s the pace that kills you.</span><span class="EOP SCXW77128507 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div></div><div class="OutlineElement Ltr BCX0 SCXW77128507" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW77128507 BCX0" lang="EN-US" paraeid="{8c65ab29-61fd-43fa-a606-19b8002dbb3a}{12}" paraid="1149023195" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW77128507 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW77128507 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW77128507 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com1tag:blogger.com,1999:blog-6850103531860448581.post-12294447852355082832021-02-28T12:41:00.002-08:002021-02-28T12:41:35.406-08:00Subscription Fatigue and the Need for Meta-Subscriptions <p><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">There is a lot of talk about subscription fatigue today. As more and more companies provide streaming video and high-value content as a subscription, consumers are being asked to subscribe to more and more content sources. </span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{da56c6e1-4996-47a9-b669-7afe31da373e}{174}" paraid="764060412" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-kerning: none; font-size: 12px; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Just look at streaming – most consumers subscribe to Netflix, Hulu, Amazon Prime, Disney+, and </span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2 SCXW6905870 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/svg+xml;base64,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"); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">HBOmax</span></span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">. You may also consider subscribing to </span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2 SCXW6905870 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/svg+xml;base64,PD94bWwgdmVyc2lvbj0iMS4wIiBlbmNvZGluZz0iVVRGLTgiPz4KPHN2ZyB3aWR0aD0iNXB4IiBoZWlnaHQ9IjRweCIgdmlld0JveD0iMCAwIDUgNCIgdmVyc2lvbj0iMS4xIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHhtbG5zOnhsaW5rPSJodHRwOi8vd3d3LnczLm9yZy8xOTk5L3hsaW5rIj4KICAgIDwhLS0gR2VuZXJhdG9yOiBTa2V0Y2ggNTYuMiAoODE2NzIpIC0gaHR0cHM6Ly9za2V0Y2guY29tIC0tPgogICAgPHRpdGxlPnNwZWxsaW5nX3NxdWlnZ2xlPC90aXRsZT4KICAgIDxkZXNjPkNyZWF0ZWQgd2l0aCBTa2V0Y2guPC9kZXNjPgogICAgPGcgaWQ9IkZsYWdzIiBzdHJva2U9Im5vbmUiIHN0cm9rZS13aWR0aD0iMSIgZmlsbD0ibm9uZSIgZmlsbC1ydWxlPSJldmVub2RkIj4KICAgICAgICA8ZyB0cmFuc2Zvcm09InRyYW5zbGF0ZSgtMTAxMC4wMDAwMDAsIC0yOTYuMDAwMDAwKSIgaWQ9InNwZWxsaW5nX3NxdWlnZ2xlIj4KICAgICAgICAgICAgPGcgdHJhbnNmb3JtPSJ0cmFuc2xhdGUoMTAxMC4wMDAwMDAsIDI5Ni4wMDAwMDApIj4KICAgICAgICAgICAgICAgIDxwYXRoIGQ9Ik0wLDMgQzEuMjUsMyAxLjI1LDEgMi41LDEgQzMuNzUsMSAzLjc1LDMgNSwzIiBpZD0iUGF0aCIgc3Ryb2tlPSIjRUIwMDAwIiBzdHJva2Utd2lkdGg9IjEiPjwvcGF0aD4KICAgICAgICAgICAgICAgIDxyZWN0IGlkPSJSZWN0YW5nbGUiIHg9IjAiIHk9IjAiIHdpZHRoPSI1IiBoZWlnaHQ9IjQiPjwvcmVjdD4KICAgICAgICAgICAgPC9nPgogICAgICAgIDwvZz4KICAgIDwvZz4KPC9zdmc+"); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">FuboTV</span></span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW6905870 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">, </span><span class="NormalTextRun SpellingErrorV2 SCXW6905870 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/svg+xml;base64,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"); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">SlingTV</span><span class="NormalTextRun SCXW6905870 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">, or </span><span class="NormalTextRun SpellingErrorV2 SCXW6905870 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/svg+xml;base64,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"); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">YouTubeTV</span><span class="NormalTextRun SCXW6905870 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;"> and the TV networks with Peacock, CBS, and ESPN+. Or perhaps you like NBA League Pass, NHL.TV, NFL Game Pass, the Tennis Channel, the Golf Channel, or DAZN. There are now hundreds of providers offering interesting content and you can’t subscribe to them all.</span></span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{da56c6e1-4996-47a9-b669-7afe31da373e}{174}" paraid="764060412" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span style="font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;"><span style="font-size: 14.6667px;"><br /></span></span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-sdl6-FChHoc/YDv--NQnOYI/AAAAAAAC4-s/8h-_D0aDTWE3SKjIiJLZhItOgUZnnNtGQCLcBGAsYHQ/s980/Terminator-2.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="653" data-original-width="980" src="https://1.bp.blogspot.com/-sdl6-FChHoc/YDv--NQnOYI/AAAAAAAC4-s/8h-_D0aDTWE3SKjIiJLZhItOgUZnnNtGQCLcBGAsYHQ/s320/Terminator-2.jpg" width="320" /></a></div><br /><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Herein lies the problem. We want to consume the content and are willing to pay for it, but the way it is packaged today makes it impossible to access it all. That's what’s really behind the subscription fatigue. </span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Consumers are getting increasingly frustrated with subscription offerings that don’t give them what they want. What’s missing are meta-subscription services that would offer an aggregation of content from across the different content providers. </span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span><p></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{f476e073-776b-46dd-b05f-5bd79ba169e5}{214}" paraid="127967797" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{f476e073-776b-46dd-b05f-5bd79ba169e5}{214}" paraid="127967797" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The same is true for news publishers – you can’t possibly subscribe to all the publications to read the articles that your like-minded friends share with you on social media. Again, what’s missing is a meta-subscription that you could subscribe to, perhaps based on a particular area of interest.</span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{f476e073-776b-46dd-b05f-5bd79ba169e5}{214}" paraid="127967797" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{cc29f0a6-3d1a-4be9-b277-618e3d4effb3}{218}" paraid="425221532" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The meta-subscription idea is not new. We have them already for music: Spotify, Amazon Music, Apple Music – those are all meta-subscriptions that allow you to listen to any music, no matter which label has created them. The meta-subscription provider takes over the complexity of the industry so that the consumers don’t have to subscribe to each label </span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">individually</span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">. So why has it worked for music and yet it seems to be so difficult for news and video?</span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{cc29f0a6-3d1a-4be9-b277-618e3d4effb3}{218}" paraid="425221532" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> </span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{e11b9a2e-5306-480b-b51d-dbc81bf64df8}{51}" paraid="1456799440" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The main reason is the complexity of distribution rights common in film, TV, and print and the distribution rights have been enabled by the dependence on language.</span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{7c38d71b-e7e6-4a27-82f4-d1d3816277c9}{242}" paraid="479597900" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{7c38d71b-e7e6-4a27-82f4-d1d3816277c9}{242}" paraid="479597900" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Music has very low dependence on language. There’s classic which doesn’t use lyrics at all and there is opera that is nowadays always produced in the original language (and trust me, sometimes it’s funny to listen to Americans at the San Francisco Opera </span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">singing Janacek in Czech)</span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">. Rock, pop, and other modern music rely on lyrics more, but the kids in Germany and Italy are listening to songs in English just like the kids in California.</span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{7c38d71b-e7e6-4a27-82f4-d1d3816277c9}{242}" paraid="479597900" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{955fe21d-199f-436c-a34a-49113fe8aab0}{42}" paraid="1886899902" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Singing erases even accents within the same language. U2 are from Ireland, Sia from Australia, Lorde from New Zealand, Ed Sheeran from England, and Ariana Grande from Florida, and yet most audiences can’t tell their accents when they sing. And while Americans hardly ever listen to non-English music, French, Italian, Spanish, and German audiences are much more accustomed to hearing each other's songs. It’s relatively rare that a music act would change their language for commercial purposes (The Scorpions and Celine Dion come to mind, but that’s been a while ago). Language doesn’t matter that much for music.</span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{1254ef16-1ecb-4a7f-a529-a05241f72e7d}{74}" paraid="1774001103" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{1254ef16-1ecb-4a7f-a529-a05241f72e7d}{74}" paraid="1774001103" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Not so in film, TV, and publishing. Books are always being translated, often into many languages. Magazines get translated and often localized. The Runner’s World Magazine, for example, is published in 18 countries. Movies are usually dubbed or at least sub-titled when distributed aboard. While British accents are currently very chic in the US, most English-native actors have to learn to speak with an American accent if they want to make it in Hollywood (think of Nicole Kidman, Russell Crowe, Charlize Theron, etc.). Similarly, Arnold Schwarzenegger's strong Austrian accent wasn’t acceptable for German audiences and his roles had to be dubbed by a German actor Thomas Danneberg. Language is a big deal for film, TV, and print.</span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{1254ef16-1ecb-4a7f-a529-a05241f72e7d}{74}" paraid="1774001103" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{286717a4-03a4-4e7a-b863-d1315ec6c9c4}{138}" paraid="254943683" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">All this language complexity somewhat increases the cost of the content production, but it gives producers a very effective way of enforcing distribution rights for each country. Those distribution rights have been increasing the profits but they are also making it really hard for anyone to create a meta-subscription for content. Spotify had to negotiate contracts with all the labels to make music available and that wasn’t easy. But a Spotify for films would have to negotiate with every studio for every country.</span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{286717a4-03a4-4e7a-b863-d1315ec6c9c4}{138}" paraid="254943683" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{bbbee7ac-9698-4c59-910f-4f6997e89585}{52}" paraid="2041725272" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Yes, there are distribution barriers in the music world. There are occasionally a few famous hold-outs such as the Beatles and Taylor Swift in the past. Don’t expect to find every German, Italian or French song from your US account. But those barriers </span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">seem more</span><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> a function of supply-and-demand dynamics than deliberate limitations.</span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{bbbee7ac-9698-4c59-910f-4f6997e89585}{52}" paraid="2041725272" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{9990dec7-1276-4d99-b337-6721722f1462}{24}" paraid="1302214670" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">What the audiences want are meta-subscriptions. The current trend where every studio is creating their subscription service is completely unsustainable. If you are a sports fan, you can’t possibly be happy having to sign up for ESPN+, the NHL, the NFL, Formula 1, the Tennis Channel, and yet not be able to watch the Olympics because the IOC signed a deal with NBC. It makes no sense.</span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{9990dec7-1276-4d99-b337-6721722f1462}{24}" paraid="1302214670" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{8b3f1404-8476-499b-91e7-014958f130fd}{255}" paraid="59491083" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Similarly, the Internet and social media make it easy to share articles about your areas of interest but you can’t possibly subscribe to all the newspapers and magazines that your friends are sharing with you. I wrote recently about how frustrating that experience is becoming on social media. Again, what you want are meta-subscriptions that allow you to sign up for any article on your chosen set of topics, no matter where they are published. </span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{fb518d2c-7b13-4067-86a7-79c91312d26c}{144}" paraid="113465810" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{fb518d2c-7b13-4067-86a7-79c91312d26c}{144}" paraid="113465810" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Without meta-subscriptions, consumers will be becoming very frustrated with the complexity of accessing their content of choice. Subscription fatigue is one of the results – people will cancel subscriptions that are not giving them what they want. Because what they want are meta-subscriptions.</span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{0e0e922e-ace2-4552-8456-2a219f6b785f}{18}" paraid="1917322099" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{0e0e922e-ace2-4552-8456-2a219f6b785f}{18}" paraid="1917322099" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">After all, it works pretty well for music!</span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW6905870" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW6905870 BCX0" lang="EN-US" paraeid="{246ff1b9-4f48-4a3d-89c2-df6283389d92}{15}" paraid="665399747" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW6905870 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW6905870 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW6905870 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-42501914226183013932021-01-26T21:42:00.000-08:002021-01-26T21:42:21.164-08:00The Paywall Dilemma<p><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Sharing links to articles is immensely popular on social media. The percentage of Twitter, LinkedIn, and Facebook posts that </span><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">share a</span><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> link is very high. In fact, clicking on links in social media posts is how many people consume their news and learn about what interests them.</span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{162}" paraid="1380667705" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Yet, there is a storm brewing in the social media world. No, I’m not talking about any politics. It’s about the tension between the social media companies and the publishers of the articles to the links that we post. </span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{162}" paraid="1380667705" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{162}" paraid="1380667705" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-7rP5ccWeMNo/YBD76Qxe30I/AAAAAAAC4X4/u1kuf3KbOmUuD3lFoYNkY5l6uEaWatFDQCLcBGAsYHQ/s600/newspaper-paywall-1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="295" data-original-width="600" height="157" src="https://1.bp.blogspot.com/-7rP5ccWeMNo/YBD76Qxe30I/AAAAAAAC4X4/u1kuf3KbOmUuD3lFoYNkY5l6uEaWatFDQCLcBGAsYHQ/w320-h157/newspaper-paywall-1.jpg" width="320" /></a></div><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{162}" paraid="1380667705" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The media companies have been under a great deal of pressure to transition their online revenue away from advertising to the more predictable subscription revenue. The reason for that has been that Google, Facebook, LinkedIn, and Twitter have taken over a big chunk of advertising budgets. Yes, those are the same companies that enable us to share the links to articles in the publications they are putting out of business.</span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></span><p></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{170}" paraid="497308610" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{174}" paraid="118722088" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The drive to switch from ad-supported free readers into subscribers forces the online publications to set up paywalls that stop us from reading their content and entice (or even force) us to subscribe. Publications such as The New York Times, The Washington Post, Forbes, or even TechCrunch are becoming more and more determined to make us pay for their content. And I don’t blame them, good content can’t be free.</span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{174}" paraid="118722088" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{178}" paraid="394669034" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">But herein lies the problem. The social media companies that live of social interactions - that to a large extent consists of sharing links to articles - are also the ones forcing the media companies to raise the paywalls that prevent the sharing.</span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{178}" paraid="394669034" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{182}" paraid="1138845059" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">As a result, our experience is becoming more and more frustrating. Every time I click on a link that someone shared, I get asked to subscribe. It’s getting to a point where I don’t want to click on any links anymore because I know that I won’t be able to read the article anyway. That reduces my engagement which in turn will hurt the social media companies – the very companies that have been siphoning advertising dollars away from the media publications!</span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{182}" paraid="1138845059" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{186}" paraid="1674569894" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">As a user, I don’t mind subscribing to one or two daily newspapers and half a dozen magazines, but I can’t subscribe to all of them. Syndication makes the problem even worst, as I can read a particular article as a subscriber in the San Jose Mercury News, and yet I can’t read that same article on The Seattle Times website!</span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{186}" paraid="1674569894" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{190}" paraid="1133857615" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">It’s a real dilemma. We want to share and consume articles via social media. That’s a big part of the social media appeal. At the same time, the publishers deserve to get paid for their articles. Yet, we can’t possibly subscribe to all the publications and we share links to articles from the publications we subscribe but our friends/followers don’t. </span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{190}" paraid="1133857615" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{194}" paraid="695530198" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">So, what should give? Should we ban sharing links on Twitter, Facebook, and LinkedIn altogether? That’s not likely, even though that kind of social media experience would address many of the disinformation problems we are facing online today. </span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{194}" paraid="695530198" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{198}" paraid="1108737837" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Should the social media companies start paying kickbacks to publishers for every time someone clicks on their article? That sounds intriguing, but Facebook, Google, Twitter, and Microsoft have been enjoying a really profitable business model and they will not easily start sharing those profits with the publishers. To a large extent, the publishers also benefit from the traffic social media sends their way. Actually, maybe the publishers should pay the social media companies a kickback!</span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{198}" paraid="1108737837" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{202}" paraid="39556874" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Should perhaps technology solve the problem? Maybe the social media companies could implement an AI-based abstract service that would give us a 2-3 sentence summary of each article without actually taking us to it? Yeah, that sounds like something Google would do (in fact, I think they tried) but the publishers and readers would hardly accept that kind of solution.</span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{202}" paraid="39556874" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{206}" paraid="2075758133" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Or, what if there could be a paid </span><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-style: italic; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">meta-subscription</span><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> service that enables me to subscribe to every article on a particular subject, no matter where it is published? Let’s say, I am interested in astronomy and could subscribe to all astronomy articles, no matter which magazine they appear in. The subscription service would handle the complex commercial relationships with all the publishers. As a result, I could read any article on astronomy via a link shared on social media, without having to be a subscriber to all of those astronomy magazines.</span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{206}" paraid="2075758133" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{210}" paraid="251654677" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">I am not sure if any of those solutions will work. But I predict that something will be changing in the next couple of years as more and more articles are published behind paywalls while social media drives more and more traffic to those articles. The readers are stuck in the middle and that’s never a steady state.</span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW2824213 BCX0" paraeid="{ef3ed99f-3780-4c95-9779-0fe33d4f98d9}{214}" paraid="1692512218" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW2824213 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW2824213 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW2824213 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 18.3458px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-81055384075920212202020-12-26T20:29:00.006-08:002020-12-26T20:48:14.949-08:00Would You Want a Rolex for $50 a Month? <div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{154}" paraid="727879916" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Apple is crushing the Swiss watch industry and it’s not with a cheap watch. The latest Apple Watch costs $400 and most users typically buy a second strap, a charging station, or another accessory. They likely spend close to $500. This is not the kind of pricing disruption that Swatch created back in the 80s with colorful $50 fashion watches mass-produced in plastic. Apple is selling a premium product that isn’t cheap at all. And while Apple keeps growing and growing, the Swiss watchmakers struggle</span><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 8.5pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun Superscript SCXW203129009 BCX0" data-fontsize="11" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text; vertical-align: super;">1</span></span><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">.</span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{154}" paraid="727879916" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{162}" paraid="101277539" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The Apple Watch stands out with leading-edge technology, great user experience, but also a disruptive business model. Just like most Apple products, the Apple Watch has a relatively finite expectancy and most customers know that. They got used to that with their Apple iPhone – these devices don’t last very long. Apple releases a new model every year and while most people don’t buy a new watch (or a new iPhone) every year, buying a new one every two years is common. That's what most telco providers do when they sell you their “free upgrade” program. Sure, you can hold out a year longer but the experience starts degrading pretty fast.</span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{166}" paraid="1026249165" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-kerning: none; font-size: 12px; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{166}" paraid="1026249165" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-kerning: none; font-size: 12px; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">This is partially due to the relentless cycle of innovation, and Apple is a master at that. Every new release introduces something better than the previous release and if you are stuck on the old technology, you are missing out. There is also the ever-so evil planned obsolescence that Apple builds into its products. The old hardware can’t handle the new operating system, battery life degrades, and the phone jack is no longer supported – Apple is a master at that!</span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{166}" paraid="1026249165" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif"><span style="font-size: 14.6667px; font-variant-ligatures: none;"><br /></span></span><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-jBxAA4CwiNw/X-gLd7dW0CI/AAAAAAAC344/X5HQrPL__wkwCJ_2sFXcywgm5YzTSJ7zQCLcBGAsYHQ/s884/Omega-Speedmaster-Moonwatch.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="884" data-original-width="828" height="320" src="https://1.bp.blogspot.com/-jBxAA4CwiNw/X-gLd7dW0CI/AAAAAAAC344/X5HQrPL__wkwCJ_2sFXcywgm5YzTSJ7zQCLcBGAsYHQ/s320/Omega-Speedmaster-Moonwatch.jpg" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><span style="font-size: x-small;">Swiss watches come with a history.</span></td></tr></tbody></table><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span><span class="TextRun SCXW203129009 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">And so, Apple watch users are finding themselves buying a new watch every 2-3 years, which translates into, $250 per year. That’s why it’s not a stretch to call it a subscription - you are effectively paying just over $20 per month to own an Apple Watch. </span><span class="EOP SCXW203129009 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span><p></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{174}" paraid="212511588" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Let’s compare that with owning a mechanical Swiss timepiece. You can get some amazing watches for $5,000 – Omega </span><span class="TextRun SCXW203129009 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2 SCXW203129009 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/svg+xml;base64,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"); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Speedmaster (the Moon watch)</span></span><span class="TextRun SCXW203129009 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">, Breitling </span><span class="TextRun SCXW203129009 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2 SCXW203129009 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/svg+xml;base64,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"); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Navitimer</span></span><span class="TextRun SCXW203129009 BCX0" color="windowtext" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW203129009 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">, Tudor </span><span class="NormalTextRun SpellingErrorV2 SCXW203129009 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/svg+xml;base64,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"); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Blackbay</span><span class="NormalTextRun SCXW203129009 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">, and many others. These watches do not only tell time, they are also a piece of jewelry, and they serve as a status symbol or a symbol of fine taste. They may not run hundreds of apps like the Apple Watch, but they offer something else – each watch is a hand-crafted mechanical masterpiece. Of course, there are some wonderful watches for under $2,000 and you are also welcome to spend over $20,000 if you like. </span></span><span class="EOP SCXW203129009 BCX0" color="windowtext" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{174}" paraid="212511588" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{186}" paraid="1113865618" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">My point is that for $5,000, you can buy a beautiful Swiss watch that will last you a lifetime. These watches are designed to be very robust as they have been built to keep time under challenging conditions - underwater, in the dust, mud, and even in space! Mechanical watches are definitely more durable than the Apple Watch. Patek Philippe – a company that makes some of the most luxurious watches money can buy – advertises with the slogan: “You never actually own a Patek Philippe. You merely look after it for the next generation.” While you won’t find anything for $5,000 in the Patek Philippe catalog, you can find many quality Swiss watches for that amount that will last you a lifetime. </span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{186}" paraid="1113865618" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{190}" paraid="734779065" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Comparing $250 per year with $5,000 for a lifetime becomes an interesting consideration. Why not sell the Swiss watch as a subscription? The manufacturer's payback would be 20 years which feels like a long time. But the manufacturers share 40% of that with the dealer and a subscription could (and should) be sold directly online which would reduce the cost of sale significantly. The manufacturer's cost of goods and the advertising expenses for all those ads with sailboats and racecar drivers would presumably remain the same.</span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{190}" paraid="734779065" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{194}" paraid="779738794" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Now, you might object that I can’t compare an Apple Watch and a Swiss luxury timepiece. It’s a different class of wearable, aimed at a different audience. One can’t really compare those two markets. True. As the markets stand </span><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-style: italic; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">today</span><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">, I completely agree. </span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{202}" paraid="1251361361" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; font-size: 12px; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{202}" paraid="1251361361" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; font-size: 12px; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Yet, all those Swiss watchmakers would love to attract new audiences. Their present target market consists mostly of well-off male buyers with a love for mechanical watches or with the need to show off their status. Many of the watchmakers have been trying to attract different audiences by offering cheaper collections with quartz movements and through consolidation by buying up different brands. For example, the Swatch Group owns brands ranging from the high-end Breguet, to mid-stream Omega, to the more affordable brands like Hamilton and Tissot, and of course the cheap fashion watches by Swatch.</span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{202}" paraid="1251361361" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; font-size: 12px; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{202}" paraid="1251361361" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="font-size: 12px; margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-J-cUATlzkDo/X-gMGDZyDMI/AAAAAAAC35A/D96O2Wg07bEwS2hp3ebWA5UY4whDrQ2CwCLcBGAsYHQ/s660/Omega-Seamaster-Diver-300M.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="550" data-original-width="660" src="https://1.bp.blogspot.com/-J-cUATlzkDo/X-gMGDZyDMI/AAAAAAAC35A/D96O2Wg07bEwS2hp3ebWA5UY4whDrQ2CwCLcBGAsYHQ/s320/Omega-Seamaster-Diver-300M.jpg" width="320" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><span style="font-size: x-small;">The Apple Watch can do many things but there is a reason Mr. Bond is choosing another brand...</span></td></tr></tbody></table><p></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" lang="EN-US" paraeid="{92a2fa56-75ae-4a0a-875e-70e60b4b6c02}{235}" paraid="508504776" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">There were 20 million buyers of Swiss mechanical watches last year and the manufacturers would love to sell to another 5-10 million professionals who are perhaps not willing to spend five thousand dollars at once. A subscription-based business model could accomplish that. </span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW203129009 BCX0" lang="EN-US" paraeid="{92a2fa56-75ae-4a0a-875e-70e60b4b6c02}{235}" paraid="508504776" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{210}" paraid="313577037" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Now, the right price for such a subscription might not be $250 per year; maybe it’s $400. But there is probably a price at which the economies make sense for both the sellers and the buyers. The subscribers could buy into different levels of subscriptions that would give them access to different price levels of watches. If you get tired of the Omega </span><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2 SCXW203129009 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/svg+xml;base64,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"); background-position: 0% 100%; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Speedmaster</span></span><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> after a couple of years, perhaps you can swap it for an Omega Seamaster. A Rolex, which costs about double that of an Omega, might be more expensive. Maybe $50 per month. The subscriptions could also include servicing once every five years. </span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{210}" paraid="313577037" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{218}" paraid="1141495071" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Interestingly, watches are more durable, preserve their value better, and their service costs much less than cars. Yet car subscriptions already exist – just check out </span><a class="Hyperlink SCXW203129009 BCX0" href="https://www.carbar.com.au/" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW203129009 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW203129009 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">Carbar</span></span></a><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> in Australia or </span><a class="Hyperlink SCXW203129009 BCX0" href="https://clyde.ch/en" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW203129009 BCX0" data-contrast="none" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW203129009 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">Clyde</span></span></a><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> in Switzerland (ha, Switzerland!). </span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{232}" paraid="638913709" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br />Swiss watches were not always high luxury items. Before digital technology took over reliable timekeeping, mechanical watches were the only solution. They were designed to keep time especially for people who needed precise timekeeping to do their job: pilots, soldiers, divers, train engineers, etc. They were tool watches. </span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{232}" paraid="638913709" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" lang="EN-US" paraeid="{b4557d50-9af3-447a-abab-8a7b9d99c7ae}{79}" paraid="702538606" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"></span></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-ZQ_6ozDUMIw/X-gMMcips8I/AAAAAAAC35E/xiwD4qc5cIQVtaRB_8j_MbbUHbQls08KQCLcBGAsYHQ/s1500/McQueen%2Bwatch.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1500" data-original-width="1316" height="320" src="https://1.bp.blogspot.com/-ZQ_6ozDUMIw/X-gMMcips8I/AAAAAAAC35E/xiwD4qc5cIQVtaRB_8j_MbbUHbQls08KQCLcBGAsYHQ/s320/McQueen%2Bwatch.jpg" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><span style="font-size: x-small;">Some Swiss watches became cult objects.</span></td></tr></tbody></table><p></p><p class="Paragraph SCXW203129009 BCX0" lang="EN-US" paraeid="{b4557d50-9af3-447a-abab-8a7b9d99c7ae}{79}" paraid="702538606" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">All of that changed when cheap digital watches came out in the 70s. All of the sudden, the timekeeping problem was solved cheaply and people didn’t have to buy any Swiss timepieces to tell time. The Swiss industry came under pressure and had to reinvent itself. It turned watches into jewelry and it worked for a long time. But now, maybe it’s time to reinvent itself again. And, maybe a subscription-based business model is the solution.</span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW203129009 BCX0" lang="EN-US" paraeid="{b4557d50-9af3-447a-abab-8a7b9d99c7ae}{79}" paraid="702538606" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW203129009" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{240}" paraid="1234458926" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW203129009 BCX0" data-contrast="auto" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; font-variant-ligatures: none; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Watchmaking is not the only manufacturing sector that needs to re-invent itself. At Zuora, we work with many manufacturers who transformed their business model from selling products to selling services as subscriptions – from medical devices to industrial machinery. One of the ways to build a recurring revenue model is to “repackage” your existing offering “as recurring”. Besides potentially reaching new audiences, the subscription-based model has proven itself as much more resilient than the traditional way of selling products. Especially in times of economic uncertainty like we have right now.</span><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{240}" paraid="1234458926" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{240}" paraid="1234458926" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span></span></p><a name='more'></a><p></p><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{240}" paraid="1234458926" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;">Notes:</span></p><div class="OutlineElement Ltr BCX0 SCXW3512947" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW3512947 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{250}" paraid="474404456" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW3512947 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 8.5pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun Superscript SCXW3512947 BCX0" data-fontsize="11" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text; vertical-align: super;">1</span></span><span class="TextRun SCXW3512947 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> In its </span><a class="Hyperlink SCXW3512947 BCX0" href="https://s2.q4cdn.com/470004039/files/doc_financials/2020/q4/_10-K-2020-(As-Filed).pdf" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW3512947 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW3512947 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">October 29, 2020 SEC filing</span></span></a><span class="TextRun SCXW3512947 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">, Apple reported that its 2020 revenue for Wearables, Home and Accessories reached over $30 billion. Apple doesn’t disclose the revenue generated by Watches, but analysts estimate it to be around $10 billion and that revenue has grown 25% from 2018. Meanwhile, the entire Swiss watch industry reported revenues of $20.6 billion in 2019 and that number has fallen 13% from last year and is expected to decline by 30% in 2020.</span><span class="EOP SCXW3512947 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW3512947 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{250}" paraid="474404456" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW3512947 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{240}" paraid="1234458926" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"></span></p><div class="OutlineElement Ltr BCX0 SCXW3512947" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW3512947 BCX0" paraeid="{2e309cfe-6665-49d0-bc41-a52347123602}{6}" paraid="248341997" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW3512947 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">More importantly, Apple sold 30 million units in 2019, compared to the entire Swiss watch industry that sold only 20 million units. The bottom line is that the Swiss watchmakers struggle, even if some – like the independent giant Rolex – seem to be </span><a class="Hyperlink SCXW3512947 BCX0" href="https://www.watchmaster.com/en/journal/news-en/rolex-waiting-list-watches-with-the-longest-waiting-times" rel="noreferrer noopener" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW3512947 BCX0" data-contrast="none" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: #0563c1; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; text-decoration-line: underline; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW3512947 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">weathering the storm</span></span></a><span class="TextRun SCXW3512947 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"> better than others. At the same time, Apple just keeps growing and growing.</span><span class="EOP SCXW3512947 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><p class="Paragraph SCXW203129009 BCX0" paraeid="{8d7f627b-76a9-45f7-95a4-95887a7c1beb}{240}" paraid="1234458926" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW203129009 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" face="Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-53053836197165049662020-12-07T19:26:00.002-08:002020-12-07T19:26:48.195-08:00Salesforce Buys Slack and I’m Disappointed <p><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Last week, Salesforce announced its intent to purchase Slack for $27.7B and the Internet is all excited. The excitement comes mostly from the high price tag that represents about a 50% premium over what Slack was trading at two weeks ago. But I am disappointed that Slack is getting acquired by Salesforce.</span><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p></p><div class="OutlineElement Ltr BCX0 SCXW226569489" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{168}" paraid="96389024" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Sure, the Slack investors are happy. They are making a nice profit on the deal, especially given that Slack has been trading below their IPO level since going public in June 2019. Slack as a company might be happy too. They face heavy competition from Microsoft Teams and Google Apps, and Salesforce might be a good home base to compete from.</span><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{168}" paraid="96389024" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{168}" paraid="96389024" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">I also understand the Salesforce rationale. Salesforce needs to expand its enterprise footprint beyond the Sales organization. Sure, they have made some inroads into Marketing and Services, but those are still the go-to-market side of the house. Engineering doesn’t use Salesforce. Neither does IT. Nor Finance. </span><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{168}" paraid="96389024" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{168}" paraid="96389024" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-jIzac6IU3HU/X87xNI9xHoI/AAAAAAAC3xE/nF3Jmwv9HBgw4k3Lh29cSEXQP8Sau4uwACLcBGAsYHQ/s1024/salesforce-slack-logos-1024x768.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="768" data-original-width="1024" height="150" src="https://1.bp.blogspot.com/-jIzac6IU3HU/X87xNI9xHoI/AAAAAAAC3xE/nF3Jmwv9HBgw4k3Lh29cSEXQP8Sau4uwACLcBGAsYHQ/w200-h150/salesforce-slack-logos-1024x768.jpg" width="200" /></a></div><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Slack is a popular solution that is being used by teams across the enterprise. Salesforce needs that really bad. Salesforce tried to enter the collaboration space with Chatter some 10 years ago, but Chatter never managed to break out of the Sales confines. Even though Salesforce offered Chatter for free to any employee, people who are not in Sales just don’t hang out in Salesforce. More recently, Salesforce tried to break out with Quip but that failed as well. Finally, Salesforce realized that it needed something that has already been established across the enterprise and Slack fits that bill.</span><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span><p></p><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{168}" paraid="96389024" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><br /></span></p><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{168}" paraid="96389024" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Salesforce also needs to keep growing. At their size ($17B in revenue), organic growth becomes increasingly difficult and acquisitions help to “feed the beast”. That’s why we see Salesforce making bigger and bigger acquisitions: $2.8B for Demandware in 2016, $6.5B for MuleSoft in 2018, $15.7B for Tableau in 2019, and now $27.7B for Slack. Bam! That helps to keep the overall growth above 20%!</span><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{180}" paraid="999920611" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW226569489" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{184}" paraid="786632542" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Yet, as a Slack user, I am disappointed. Slack is at the heart of a workplace revolution. Their application finally began to improve enterprise collaboration. But it wasn’t alone and companies such as Zoom, and Box are also addressing a [different] part of the collaboration puzzle. These products have been frequently adopted as “rogue software” - software simply loved enough by users that they went around the formal IT and started using it behind their backs. </span><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{184}" paraid="786632542" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{188}" paraid="631904077" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">My hope always was that one day, Slack, Zoom, and Box would come together and create a complete, well-integrated collaborative solution – one that spans chat/messaging, video conferencing, and content management. Slack alone, without video conferencing and screen sharing from Zoom is incomplete. Both solutions need a persistent repository to manage the content artifacts – something that Box does very well. I need a solution that combines them together.</span><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{188}" paraid="631904077" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" lang="EN-US" paraeid="{83dc77a5-fcdd-4dd8-af1f-f1a064abde31}{141}" paraid="30362602" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Sure, Microsoft and Google already offer such complete solutions. But the market clearly has an appetite for a best-of-breed approach, combining the best messaging, best conferencing, and best content management you can get. This is where the stack vendors tend to come up short, even if they check off all the boxes. The products from Microsoft and Google are good, but not the best. Zoom, Slack, and Box have been defining that “best-of-breed”. </span></p><p class="Paragraph SCXW226569489 BCX0" lang="EN-US" paraeid="{83dc77a5-fcdd-4dd8-af1f-f1a064abde31}{141}" paraid="30362602" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{196}" paraid="388770705" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">The magic of the success of Slack, Zoom, and Box has been their ability to take on an old problem with existing solutions that never quite made it. Zoom is the most notorious example right now. Doing what Cisco </span><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SpellingErrorV2 SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/svg+xml;base64,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"); background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Webex</span></span><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">, Microsoft Skype, LogMeIn GoToMeeting, and many others tried before, Zoom just succeeded with simplicity, dependability, and – we learned this year – amazing scalability. Similarly, Slack excels where Jive, Yammer, Skype for Business, Chatter, and many others came in short. Just like Zoom, Slack isn’t a brilliant new idea. It just </span><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">works well</span><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">. </span></p><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{196}" paraid="388770705" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr BCX0 SCXW226569489" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" lang="EN-US" paraeid="{8e1d2629-054a-46f2-8bea-4af98a77eae3}{16}" paraid="1200353573" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Now, Slack will become part of the Salesforce universe. Sure, they will leave them alone for a while, let everyone settle in as part of a giant software company, and drink the Ohana Kool-Aid. Salesforce loves to market grand visions and they might actually make Slack the interface for the Salesforce apps. That could be great for Salesforce customers. But as a user of Slack, Zoom, and Box, I am disappointed because I know that the best-of-breed collaboration tools will never come together the way they could have. </span></p><p class="Paragraph SCXW226569489 BCX0" lang="EN-US" paraeid="{8e1d2629-054a-46f2-8bea-4af98a77eae3}{16}" paraid="1200353573" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /></span></p></div><div class="OutlineElement Ltr SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{212}" paraid="2054094540" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">As a Slack user, I never thought that Slack needed better integration with Salesforce. Never. But I thought many times that it should have been more integrated with Zoom and Box. </span></p><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{212}" paraid="2054094540" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" lang="EN-US" paraeid="{e769e226-7f5b-4fe4-be2e-b560987838f6}{206}" paraid="1650007271" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">Disappointed</span><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US">!</span><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div><div class="OutlineElement Ltr SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" lang="EN-US" paraeid="{e769e226-7f5b-4fe4-be2e-b560987838f6}{142}" paraid="501590020" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335551550":1,"335551620":1,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"><br /> </span></p></div><div class="OutlineElement Ltr SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;"><p class="Paragraph SCXW226569489 BCX0" paraeid="{cf923404-167f-4ac2-b4b4-b15c8633f248}{216}" paraid="1133596330" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; font-kerning: none; margin: 0px; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;"><span class="TextRun SCXW226569489 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW226569489 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;"></span></span><span class="EOP SCXW226569489 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> </span></p></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com1San Jose, CA, USA37.3382082 -121.88632869.0279743638211514 -157.0425786 65.648442036178835 -86.7300786tag:blogger.com,1999:blog-6850103531860448581.post-8250626891157582682020-10-25T18:47:00.002-07:002020-10-25T18:47:34.904-07:00Four Types of SaaS Companies<p><span style="font-family: "Helvetica Neue";">The traditional way of segmenting cloud companies is IaaS, PaaS, and SaaS where the main distinction is how much of the stack is provided by the vendor. But I want to examine a different way of segmenting cloud companies based on their target market. </span><span style="font-family: "Helvetica Neue";">The four types of SaaS companies are:</span></p><ul class="ul1"><ul class="ul1" style="list-style-type: disc;"><li class="li3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Consumer SaaS</li><li class="li3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">SMB SaaS</li><li class="li3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Enterprise SaaS</li><li class="li3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">B2All SaaS</li></ul></ul><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-d2pXhWi-3Ws/X5Yp75GhyHI/AAAAAAAC3kI/Pkxm4lfxmJgRHtUscregpJd58I-sBvraACLcBGAsYHQ/s1000/Software.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="524" data-original-width="1000" src="https://1.bp.blogspot.com/-d2pXhWi-3Ws/X5Yp75GhyHI/AAAAAAAC3kI/Pkxm4lfxmJgRHtUscregpJd58I-sBvraACLcBGAsYHQ/s320/Software.jpg" width="320" /></a></div><br />Depending on whom they sell to, cloud companies have very different characteristics and I examine them in this article. These characteristics have a profound impact on the companies’ strategy and their go-to-market approach.<span class="Apple-converted-space"> </span>So, let's take a closer look:<p></p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><h3 style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><b><span style="font-size: small;">Consumer SaaS</span></b></h3><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Consumer SaaS software (often called B2C) is the software all of us use every day on our smartphones and home computers. From Twitter to Spotify, Quicken to Über, and the Nest thermostat app to The Economist app, we are accustomed to using consumer SaaS applications so much that we usually don’t think about it as software. Often, we don’t actually buy the software - we either pay for it with advertising (Twitter or Facebook), we pay for the content (Spotify or The Economist) or we pay for the service or hardware that the software controls (Über or Nest). Still, there’s also consumer software we do pay for - increasingly as a subscription - such as Quicken or Adobe Lightroom.</p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">What these applications have in common is a high scale. We often like to say “<i>consumer scale”</i> and that’s exactly what we mean - a scale that consumer SaaS applications work with can be quite impressive. We are talking millions of users and [really] <i>big data</i>. The applications usually run partly on your device/desktop and partly in the cloud that handles backend functionality at a high scale for things like data synchronization, subscriber services, provisioning, metering, billing, etc.<span class="Apple-converted-space"> </span></p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">This high scale represents a high barrier for entry, which is why some companies can dominate their market for a long time - just think of Quicken. Yet such examples are rare, usually reserved for software that established itself as a necessity with a high degree of “stickiness” and that manages to remain top of mind for the customers. That’s often the challenge for consumer security, anti-virus, or backup software. Because it runs in the background with little stickiness if any, consumers don’t develop any loyalty to it and are more than happy to switch to another vendor at a moment’s notice.<span class="Apple-converted-space"> </span></p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Due to the massive scale, it is impossible to customize the software for every user. In fact, this is one of the key tenants of consumer software: every user gets the same experience. Sure, the UI might allow for some degree of personalization, i.e. setting default location, font size, or background color. But the functionality is always the same. My Twitter app is the same as your Twitter app even though we all follow different people.</p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">The go-to-market effort of consumer SaaS companies is focused on two primary objectives: awareness as a way to attract customers and monetization, which varies from an advertising model to converting freemium users into subscribers. Consumers tend to be very fickle customers, difficult to please, usually highly price-sensitive, moving in packs when picking their software (just like fashion trends), often ignoring rational arguments over hype, and more than willing to churn when they don’t see the value or when there is simply something new that looks like a cool novelty. Consumer SaaS can be extremely lucrative but only for those few companies that keep winning over the long term.<span class="Apple-converted-space"> </span></p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><h3 style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><b><span style="font-size: small;">SMB SaaS</span></b></h3><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">SaaS software for SMB targets small and medium businesses (SMB, eh?). In this market, you can find applications for every small business such as QuickBooks or <a href="http://monday.com"><span class="s1">monday.com</span></a> but also a myriad of specialty applications targeting various verticals. For example, MindBody has software for fitness studios, ServiceTitan targets service companies, and InnoVint provides software for wineries.</p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">The barrier to entry for SMB SaaS companies is usually lower than for consumer software or for enterprise software. The deployments are relatively simple, the customization needs are still only minimal, and the scalability requirements are modest. That’s why so many software companies fall into this category. The online software catalog Capterra lists over 35,000 software packages across over 700 categories - that’s 50 applications for each category! There is a lot of software companies out there that you have never heard of!</p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">While many of the SMB SaaS vendors proudly sport a few logos of big companies in their marketing, don’t get fooled. These are not enterprise deployments. Usually, it’s a group deployment inside of a large company; often flying under the radar of corporate IT. But that’s not to say that all SMB SaaS software is built poorly. In fact, many enterprise SaaS companies start by selling to SMBs, because it’s really hard for an unproven startup to sell to an enterprise. But the shift from SMB to enterprise ultimately exposes whether or not the software has been built as enterprise-grade. After all, the software architecture cannot be an afterthought. <span class="Apple-converted-space"> </span></p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">The go-to-market at SMB companies is primarily focused on finding target prospects and convincing them to give the software a try. The buyer is often the company CEO or owner and the software is rarely free. While every business needs some bookkeeping software, convincing them that` they need reputation management requires a very convincing pitch. That has to be done at scale because SMBs, by definition, don’t have many users and so you need a lot of them to reach scale. On top of that, SMBs are notorious for churning. They will give it a try and cancel if they don’t see quick results. Since SMB software doesn’t require much deployment effort, churn rates up to 40% are not unheard of in this market. At that churn rate, you need to keep feeding the beast constantly with new prospects and customers to keep growing.<span class="Apple-converted-space"> </span></p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><h3 style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><b><span style="font-size: small;">Enterprise SaaS</span></b></h3><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Enterprise SaaS companies target enterprises. While every vendor has its own definition of where SMB ends and enterprise starts, this software is meant to address the requirements of even the largest companies. That involves scalability in terms of the number of users, transactions, processes, or the amount of data under management. True enterprise software can cater to customers that truly stretch the limits of its architecture.</p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">While the enterprise software scalability doesn’t often reach the scale of consumer software (after all, no enterprise has 100 million users), enterprise software also needs other requirements: security, high availability, compliance, and - most importantly - extensibility. Extensibility is the key characteristics of enterprise SaaS; something that really differentiates it from SMB and consumer software. Because in the enterprise, every deployment is different. Even when deployed at two companies for the same use case in the same industry, the two deployments won’t be the same. And that is hard to do.</p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Enterprise software pretty much always requires professional services to deploy. Yes, it’s still running in the cloud and the customers don’t have to worry about the hardware, the infrastructure, disaster recovery, provisioning for peak demands, upgrades, and patches. But enterprise software needs to be integrated with other enterprise software, it needs to be customized for the “last mile” of specific requirements, and it needs to be agile enough to quickly respond to any market changes.<span class="Apple-converted-space"> </span></p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">That’s why software from Oracle, ServiceNow, ServiceMax, and Zuora is built on an extensible platform and comes with developer tools for no-code, low-code, or high-code developers. That’s why all these companies provide their own professional services and also partner with global and local system integrators to deploy, integrate, and customize the software. <span class="Apple-converted-space"> </span></p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">On the go-to-market side, enterprise software requires less branding and awareness and much more high-touch marketing (i.e. ABM or, account-based marketing) and sales effort with long sales cycles and complex sales processes involving RFPs, customized demos, proofs of concept, and multi-stage deployments. Because of the high effort to deploy, customize, and integrate, enterprise software tends to be very sticky. Churn, if any, usually comes from a mismatched fit - for example when an SMB company purchases enterprise SaaS only to realize that they don’t use most of the capabilities.</p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><h3 style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><b><span style="font-size: small;">B2All SaaS</span></b></h3><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">There are SaaS companies that managed to build software for everyone - from consumers and small businesses to enterprises. This was what made Microsoft Office the king of software for decades. We used Office at home and at work, no matter how small or big the company was. We were vested in it because we learned to use it well which made it very sticky. Our colleagues and friends used it too and sharing documents in the Office format forced us even more to use Microsoft. For years, there was just no alternative.</p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Today, the companies that sell to everyone are companies like Box, Dropbox, Slack, Zoom, Docusign, Evernote, Google Suite, and Microsoft Office 365. Since they address the requirements of a really broad market, the B2All software has to be easy to deploy and use. Every user still gets the same experience with no customization of functionality, no matter whether they use the software at home or at work. But this software also has to satisfy the requirements of an enterprise such as integrations to other applications and systems, compliance for regulated companies, or enterprise security features such as SSO.<span class="Apple-converted-space"> </span></p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Obviously, all of this is not easy to do. The B2All software has the satisfy the scale, ease of use, and seamless experience for the B2C audience as well as the complexity and extensibility expected from a B2B software. It also needs to manage the situations when B2C users use their private software accounts in the enterprise and share information with their co-workers. This is the so-called “<i>roque software</i>”, the nightmare of all IT departments!</p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">To do all that, B2All software has to be well designed with a solid architecture to satisfy all markets. It needs to scale like enterprise software and provide at least some of the extensibility of enterprise software. That makes for a very high barrier to entry, which is why not many companies make it. But those that do, are often rewarded with great brand awareness and high trading multiples. <span class="Apple-converted-space"> </span></p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">On the go-to-market side, B2All is all about leveraging the network effect to convert individual, private users to an enterprise license. Sign up as many users as possible using the B2C marketing tactics, make them use the product at work, share with each other, and then convert companies with enough users to an enterprise license. The B2All SaaS companies have to master marketing and sales strategy for consumers and for enterprises.</p><p class="p2" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p><p class="p3" style="font-family: "Helvetica Neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Well, those are the four types of software companies, based on their target markets.</p><p class="p2" style="font-family: "Helvetica Neue"; font-size: 11px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><br /></p>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0San Jose, CA, USA37.3382082 -121.88632869.0279743638211514 -157.0425786 65.648442036178835 -86.7300786tag:blogger.com,1999:blog-6850103531860448581.post-7285524202631204872020-05-28T22:00:00.002-07:002020-05-28T22:03:17.601-07:00VR and Sports in a Global Pandemic<p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2">The last 10 weeks of lockdown have been hard on everyone. If you are lucky to still have a job, you have been working from home. All students have been studying from home. The essential services workers have been keeping the world running and the healthcare workers have been fighting for us on the front lines of the COVID-19 pandemic.<span class="Apple-converted-space"> </span></font></span></p><p class="p2" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><font size="2"><span class="s1" style="font-kerning: none;"></span><br /></font></p><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2">One of the areas hit really hard are sports. It hit the professional leagues such as soccer,<span class="Apple-converted-space"> </span>basketball, hockey, and baseball. But it also hit the semi-pro and amateur sports. The Olympics have been postponed. The Boston Marathon has been postponed. Wimbledon has been canceled. The Tour de France has been canceled. Even your local gym has closed. And we don’t know if any of the sports are coming back this year and if they do, how that will look.</font></span></p><p class="p2" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><font size="2"><span class="s1" style="font-kerning: none;"></span><br /></font></p><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2">Enter virtual reality. An amazing technology looking for problems to solve. For years, VR was used just for games and entertainment. There is a niche market using it for training simulators (i.e. for pilots) and a few other business applications but let’s face it, VR has been mostly used by gamers so far.</font></span></p><p class="p2" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><font size="2"><span class="s1" style="font-kerning: none;"></span><br /></font></p><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2">But now, in a global pandemic, all professional leagues are shut down and the only sports available are e-sports. Overnight, what have been just video games became virtual reality stages of sporting battles. Virtual reality might be finding another application besides gaming. And as it turns out, there are different degrees of virtual reality blending with the physical one.</font></span></p><p class="p2" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><font size="2"><span class="s1" style="font-kerning: none;"></span><br /></font></p><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2">One of the early and most aggressive moves has been made by Formula 1. With all the 10 races so far canceled this year, F1 switched to virtual racing leveraging the official Formula 1 game by Codemasters. The kicker is that the F1 managed to recruit many of the actual professional drivers to race virtually. Since some of them are less experienced gamers than others, the F1 used the in-game handicapping to even out the field: “This includes running equal car performance with fixed setups, reduced vehicle damage, and optional anti-lock brakes and traction control for those less familiar with the game”, according to the F1 <a href="https://corp.formula1.com/formula-1-launches-virtual-grand-prix-series-to-replace-postponed-races/" target="_blank"><span class="s2" style="font-kerning: none;">press release</span></a>.<span class="Apple-converted-space"> </span></font></span></p><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2"><span class="Apple-converted-space"><br /></span></font></span></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><img border="0" data-original-height="720" data-original-width="1280" height="360" src="https://1.bp.blogspot.com/-yB9D4IZN6KI/XtCQLc_-wKI/AAAAAAAC0ww/bQwqSUTINs8VnaS6H2iV-WKxFu6NNVgFQCK4BGAsYHg/w640-h360/Leclerc.jpg" style="margin-left: auto; margin-right: auto;" width="640" /></td></tr><tr><td class="tr-caption" style="text-align: center;"><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: start;"><span class="s1" style="font-kerning: none;"><b><font size="2">The online fans experience in virtual races rivals what they could ever see on tv during the actual races. This is Virtual Reality!</font></b></span></p></td></tr></tbody></table><div class="separator" style="clear: both; text-align: center;"><span style="font-family: "helvetica neue"; font-size: small; text-align: left;"><br /><div style="text-align: left;">Fast forward a few weeks and F1 is broadcasting its races online with visual quality and level of excitement comparable to the real thing. There are fewer crashes and none of them are game-stoppers for any of the drivers which is somewhat refreshing compared to frequent DNFs in the real races. And as it turns out, the Ferrari star Charles Leclerc of Monaco is a champion in the physical and virtual world. Perhaps you have not heard of Charles Leclerc but he is one of the two Ferrari drivers which makes him an official divinity in much of the world. Just check out <a href="https://www.youtube.com/watch?v=3Kl0UBS4ZaM" target="_blank"><span class="s2" style="font-kerning: none;">this scene</span></a> from the movie Rush. My point is, though, that this is not gaming. The fans watch the races for the excitement of sports.</div></span></div><p class="p2" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><font size="2"><span class="s1" style="font-kerning: none;"></span><br /></font></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-003DFcwVVRs/XtCRLltWHYI/AAAAAAAC0xs/MZNtEePpLXo_hD0d6n5z1tivJECOhRPBgCK4BGAsYHg/Screen%2BShot%2B2020-05-27%2Bat%2B9.52.29%2BPM.png" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1256" data-original-width="1190" height="640" src="https://1.bp.blogspot.com/-003DFcwVVRs/XtCRLltWHYI/AAAAAAAC0xs/MZNtEePpLXo_hD0d6n5z1tivJECOhRPBgCK4BGAsYHg/w606-h640/Screen%2BShot%2B2020-05-27%2Bat%2B9.52.29%2BPM.png" width="606" /></a></td></tr></tbody></table><p></p><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: center;"><span class="s1" style="font-kerning: none;"><b><font size="2">This gaming teenager is actually George Russell (22), a professional driver for the Williams F1 team who won the last couple of the virtual F1 Grand Prix.<span class="Apple-converted-space"> </span></font></b></span></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td class="tr-caption" style="text-align: center;"></td></tr></tbody></table><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2">Other leagues have been having a little more difficulty transitioning to virtual reality. The NHL staged virtual games, such as the <a href="https://www.digitaltrends.com/gaming/washington-capitals-air-simulated-hockey-game/" target="_blank"><span class="s2" style="font-kerning: none;">matchup</span></a> between the Washington Capitals and St. Louis <span class="s2" style="font-kerning: none;">Blues</span>. In the NBA, the Phoenix Suns took on the Minnesota Timberwolves in a <a href="https://www.forbes.com/sites/christinasettimi/2020/03/20/the-nbas-coronavirus-shutdown-led-the-phoenix-suns-into-a-virtual-arena-when-they-drew-3-million-fans-the-sports-world-took-note/#2538f67274b8" target="_blank">virtual arena</a>. Even the Indy 500 staged a <a href="https://www.autoweek.com/racing/indycar/a32629464/mario-andretti-alonso-virtual-indy-500/" target="_blank"><span class="s2" style="font-kerning: none;">star-studded virtual race</span></a>, featuring multiple former champions. While different leagues have seen varied traction with their VR events, it can be said that VR found its next application in virtual sporting events. But let’s face it, they are still using a VR game.</font></span></p><p class="p2" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><font size="2"><span class="s1" style="font-kerning: none;"></span><br /></font></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-dNlc8IciBCM/XtCRjdYv-hI/AAAAAAAC0yM/kSvERyRpIYsD3K8i74IcjTK6mo-ptIHeQCK4BGAsYHg/Mario.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="434" data-original-width="768" height="362" src="https://1.bp.blogspot.com/-dNlc8IciBCM/XtCRjdYv-hI/AAAAAAAC0yM/kSvERyRpIYsD3K8i74IcjTK6mo-ptIHeQCK4BGAsYHg/w640-h362/Mario.jpg" width="640" /></a></td></tr></tbody></table><p></p><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: center;"><span class="s1" style="font-kerning: none;"><b><font size="2">Mario Andretti, the Godfather of American motor racing, is practicing for the virtual 2020 Indy 500. He’s 80 now and he’s one of the most accomplished race car drivers of all times.</font></b></span></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td class="tr-caption" style="text-align: center;"></td></tr></tbody></table><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><font size="2"><span class="s1" style="font-kerning: none;">Yet, there are also VR platforms originating from the fitness world that blend virtual and physical reality. For example, professional cycling took things to the next level, using the virtual racing capabilities of the Zwift and Rouvy platforms that make it possible for riders to compete on a virtual course while riding their bicycles on trainers in their homes. T</span><span style="font-size: small;">he UCI (Union Cycliste Internationale) organized a </span><a href="https://www.cyclingweekly.com/news/racing/greg-van-avermaet-wins-virtual-tour-of-flanders-2020-453537" target="_blank"><span class="s2" style="font-kerning: none;">virtual Tour of Flanders</span></a><span style="font-size: small;"> and other races followed.</span><span class="Apple-converted-space" style="font-size: small;"> </span></font></p><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="Apple-converted-space" style="font-size: small;"><br /></span></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-9ilYznet7fc/XtCT0a2o25I/AAAAAAAC0zU/9gbEeusY0I8VTY3-qbtfvg23MPq9dlutwCK4BGAsYHg/flanders-greg-van-avermaet.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="608" data-original-width="1077" height="362" src="https://1.bp.blogspot.com/-9ilYznet7fc/XtCT0a2o25I/AAAAAAAC0zU/9gbEeusY0I8VTY3-qbtfvg23MPq9dlutwCK4BGAsYHg/w640-h362/flanders-greg-van-avermaet.jpg" width="640" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: start;"><span class="s1" style="font-kerning: none;"><b><font size="2">The Virtual Tour of Flanders had the pro cyclists compete on the actual course…from their homes.</font></b></span></p></td></tr></tbody></table><br /><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2">Here, the pros are competing not wit</font></span><span style="font-size: small;">h their reflexes and gaming prowess but with what they actually do - their cycling legs. While the F1 drivers race virtually in rigs that resemble their car cockpits and while they probably benefit from their real-life racing expertise, an amateur non-racer might beat them. When biking on a trainer, the professional athletes will blow away any amateur. Always. This is a different type of virtual reality that blends with the physical one.</span></p><p class="p2" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><font size="2"><span class="s1" style="font-kerning: none;"></span><br /></font></p><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2">Rowing, running, and even triathlon have been staging similar blended events that combine the virtual and physical realities leveraging a training platform. Using VR to measure actual physical strengths or endurance to stage a race that challenges the competitors and excites the fans is a very different application than gaming. While the term augmented reality (AR) comes to mind, the way we have been using it so far doesn’t really fit. This is not a virtual data overlay on the physicals reality view. Instead, this is about combining very different virtual and physical environments to create something quite compelling for participants and spectators alike.</font></span></p><p class="p2" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><font size="2"><span class="s1" style="font-kerning: none;"></span><br /></font></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-NZZuv_MaQGI/XtCVjHfk0RI/AAAAAAAC0z4/kOee6bj7d7sJ9w4QeNib_dcLRJ4J6hpwACK4BGAsYHg/200406_IRONMAN-VR-Pro-Challenge-womens-race-on-ROUVY.jpeg" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="450" data-original-width="800" height="360" src="https://1.bp.blogspot.com/-NZZuv_MaQGI/XtCVjHfk0RI/AAAAAAAC0z4/kOee6bj7d7sJ9w4QeNib_dcLRJ4J6hpwACK4BGAsYHg/w640-h360/200406_IRONMAN-VR-Pro-Challenge-womens-race-on-ROUVY.jpeg" width="640" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><font size="2">Competitors from more than 115 nations register for IRONMAN VR1 virtual event</font></td></tr></tbody></table><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2"><br />No, I don’t believe that virtual sports will replace the excitement of going to see a game or a race. But, they are a form of entertainment that is giving VR technology another application. Watching a virtual cycling race attracts a different audience than watching a League of Legends tournament. And while a virtual Indy 500 might never replace the excitement of the real thing, there is definitely excitement involved.</font></span></p><p class="p2" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><font size="2"><span class="s1" style="font-kerning: none;"></span></font></p><p class="p1" style="font-family: "helvetica neue"; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="s1" style="font-kerning: none;"><font size="2">That’s a good thing for sports, the athletes, the fans, the sponsors, and the virtual reality technology.</font></span></p><p class="p2" style="font-family: "helvetica neue"; font-size: 11px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 12px;"><span class="s1" style="font-kerning: none;"></span><br /></p><div class="separator" style="clear: both; text-align: center;"><br /></div>Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-22931030618290330862020-03-19T21:40:00.000-07:002020-03-19T21:40:35.163-07:00The Silver Lining<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-size: large;">The Good Things That Might Come Out of the Corona Virus Epidemic</span><br />
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The Corona virus pandemic is one of the most worrisome things any of us have experienced in our lifetime. Not just the virus itself, but the changes it inflicts on our society, such as the lock-down on entire cities are unprecedented events in peacetime. But I don’t want to write another scary article. I want to write about the good things that can come out of this:<br />
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<span style="color: #0e101a;">By now, most of us are forced to work from home and we had to figure out how to remain productive…even you </span><a class="_e75a791d-denali-editor-page-rtfLink" href="https://www.theguardian.com/technology/2013/feb/25/yahoo-chief-bans-working-home" style="color: #4a6ee0; margin-bottom: 0pt; margin-top: 0pt;" target="_blank"><span data-preserver-spaces="true" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; margin-bottom: 0pt; margin-top: 0pt;">Marisa Mayer</span></a><span data-preserver-spaces="true" style="color: #0e101a; margin-bottom: 0pt; margin-top: 0pt;">! Sure, some of you have been working from home for years but for many employees, this is a new experience, even if they had occasionally ‘worked from home’. But then, they still had to ask the boss, and they’d feel a little bit guilty and looked down upon as someone who might just be taking it easy for a day. </span><div>
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<a href="https://1.bp.blogspot.com/-k8d2TwXf-qE/XnRHKLw-6oI/AAAAAAACyL0/26evHZwYk5ohvB-1nabxXYeONJc5CCyJgCEwYBhgL/s1600/Remote.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="640" data-original-width="960" height="133" src="https://1.bp.blogspot.com/-k8d2TwXf-qE/XnRHKLw-6oI/AAAAAAACyL0/26evHZwYk5ohvB-1nabxXYeONJc5CCyJgCEwYBhgL/s200/Remote.jpg" width="200" /></a></div>
<span style="color: #0e101a;">Well, guess what, that’s changed now. We are experiencing that we actually can effectively work from home. The tools such as Zoom, Slack and Box are widely adopted now and, in most roles, you can be as productive working from home as while working in the office. Working from home should become the new default after this crisis is over. There are tremendous benefits that will result from this shift: </span><br />
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<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; list-style-type: disc; margin-bottom: 0pt; margin-top: 0pt;"><span data-preserver-spaces="true" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; margin-bottom: 0pt; margin-top: 0pt;">Cutting down on my commute saves me 2.5 hours every day, and my commute is the average in the Bay Area. Now, getting just 25% of the people off the roads during rush hour every day would significantly reduce our traffic and make the commute a breeze for those poor souls who still have to commute.</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; list-style-type: disc; margin-bottom: 0pt; margin-top: 0pt;"><span data-preserver-spaces="true" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; margin-bottom: 0pt; margin-top: 0pt;">I save serious money on fuel and my car’s operating costs. The official IRS mileage rate is $0.575 per mile and, trust me, the IRS is not being generous with that rate. That means that if you drove to work 25 miles each way, you are now saving $575 every month (!) on the cost of your vehicle, service, fuel, etc. You might even not need a car at all. That’s a pretty good raise, folks!</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; list-style-type: disc; margin-bottom: 0pt; margin-top: 0pt;"><span data-preserver-spaces="true" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; margin-bottom: 0pt; margin-top: 0pt;">The reduced traffic also means much less pollution. Even in the Bay Area, where it feels like half of the cars are Teslas that don’t have any exhaust pipes, the pollution is down just like the traffic. The cities around Europe are already noticing much cleaner air as a result of the lockdown. In the end, if we can get 25% of the cars off the roads because people work from home, it’s 25% less pollution. Wow, here is a way to address Global Climate Change!</span></li>
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; list-style-type: disc; margin-bottom: 0pt; margin-top: 0pt;"><span data-preserver-spaces="true" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; margin-bottom: 0pt; margin-top: 0pt;">Work-life balance. Yeah, you know what, working from home means that we get to be more home. It’s something that some of us managed better than others in the past. Being at home gives you all kinds of flexibility, from being home for dinner every night to being able to sign for that pesky package delivery.</span></li>
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Distant learning becomes the new normal</strong></div>
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<span style="color: #0e101a;">Being stuck at home doesn’t need to mean that learning stops. Distant learning in the modern era means live video streaming and interactive conversations between the teacher and students. At least that’s the theory – after all, the technology is available and just about every kid is online today.</span><br /><div style="display: inline !important; text-align: left;">
<br />That said, my kids go to different schools that have shown a different level of preparedness for a crisis that forces everyone to learn from home. One school was ready to go with a distance learning protocol whereas the other school asked for a full week to figure it out. And we are in Silicon Valley where just about everyone has access to a computer and a decent Internet connection at home. I can only imagine that other places might not be as fortunate.<br /><br />But the schools are figuring it out and getting better at it. Sure, not everyone might end up with real-time lessons, but they are doing at least something. This is a great step towards breaking down another boundary which is making the world a little more flat and which makes education accessible to more people, no matter where they are.</div>
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<strong style="color: #0e101a; margin-bottom: 0pt; margin-top: 0pt;">Tough times bring people together</strong></div>
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<span style="color: #0e101a; margin-bottom: 0pt; margin-top: 0pt;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; margin-bottom: 0pt; margin-top: 0pt;">I am fortunate to have lived in multiple countries and, in times like these, I like to see what’s happening where I lived before. The entire world is going through this crisis. Everyone struggles and everyone is impacted. But what I love is reading the stories about how this pandemic brings people closer together.</span><br /><div style="color: black; font-weight: 400;">
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I read stories about the Italians singing like a choir from their balconies and about the kids in Prague volunteering to walk the pets for the elderly who are under a mandatory lockdown. I read about young people in Munich, Toronto, and San Jose helping others get their groceries or medications. There is even a new word they invented for this in Canada: <a href="https://www.bbc.com/news/world-us-canada-51915723" style="font-weight: 400;" target="_blank">caremongering</a>! To stand up against fearmongering that the media loves to indulge in, people in Toronto are caring for each other. How cool is that?! Tough times can bring people together, and this time is tough for everyone. No matter where you live, where you come from, who you vote for, or which god you worship, together we are stronger!</div>
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</span><strong style="color: #0e101a; margin-bottom: 0pt; margin-top: 0pt;"><strong style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; margin-bottom: 0pt; margin-top: 0pt;">We all learn a lot about hygiene</strong></strong></div>
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I probably don’t have to explain this one much but just think about how well we have learned to wash our hands in the last few days. What’s your favorite hand-washing song? I like the Bohemian Rhapsody but that’s a bit too long…I figured I’m done by “Galileo!”.</div>
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We have learned about social distancing, that we should rather call physical distancing, because we should remain social, even if we are physically isolated. We are learning about which material makes a more effective face mask and about the virus surviving on packaging surfaces for 24-72 hours. Learning more will make us smarter and we need to get smarter to prevent the next epidemic from ever happening again.</div>
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Working from home, hardly anyone puts on "office clothes". And that’s just fine…and, I hope we can keep it that way even after the pandemic. Why do we live in a world that requires us to have two complete wardrobes? Why do I need to buy clothes to only wear in the office? It’s expensive, not that comfortable, and it’s environmentally irresponsible. The clothes and their cleaning require resources that are only used because we need to wear office attire.</div>
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Now, don‘t take me wrong. I am a father of teenagers and I am well aware that there need to be some boundaries in what people can wear. Different jobs, climates, cultures, safety requirements, and other factors may require such boundaries. I also understand that some people like to stand out by the way they dress. It’s a free country and we should be able to wear what we like. For example, every male in Italy will always look way, way, way sharper than anyone of us in Silicon Valley. But I do hope that we can drop the term "smart business casual" once for all…because I still don’t know what it really means.</div>
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One of the things I enjoy the most during this Giant Working From Home Experiment is that we are all impacted the same way. Even the company’s executive officers have their children screaming, dogs barking, and doorbells ringing at the most inconvenient times while on video calls. And you know what, that’s great! We are all human. We all have to deal with the daily hassle of family life, we need to have our oil changed, our refrigerators fixed, our hair cut, and our teeth cleaned. This crisis makes it a little more visible for all - and to all - of us. Because we are all impacted the same way. We are all human and it’s good to see that firsthand.</div>
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Let’s face it, social media no longer has the appeal of what it had ten years ago. Remember when we used it to just connect and share pictures of our pets and favorite dishes? Social media once allowed us to stay closer with our remote family members, communicate better with our friends and reconnect with our old classmates. Since then, unwanted advertising, online trolls, and political manipulations have become an integral, annoying, and unfortunate part of our social media experience. We don’t like when we see it but the most troubling part is that very often we don’t realize that we are being manipulated. Social media has become much less “social” and much more “media”.</div>
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Well, this crisis could be social media’s second chance. If we manage to start connecting with each other again, if we use it to share about ourselves and to help each other, we might find the social part of social media again. I still see a lot of fearmongering but I’m beginning to see some caremongering too. I still see a lot of fake news and advice but I’m also starting to see useful tips and sharing about how to deal with kids in the house while working from home. There is a lot of good that social media can do for us when we are all socially distant at home.<div>
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The Internet can be a powerful lifeline to our families and friends during this crisis. It’s up to the leaders of Facebook and Twitter to weed out all the evil - the trolls, the manipulators, and the fake news. This is their second chance. They have blown it the first time but if they figure it out this time, their platforms might have a real future. Otherwise, we will sign off for good.<br />
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The Corona virus pandemic is the greatest challenge that mankind has faced since World War II. It’s testing our resilience and our ability to adapt. But I do not doubt that we will come out of this crisis stronger than ever before. I also hope that this crisis will result in some permanent changes to our way of life – good changes, that make us and our lives better.<br />
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Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com4tag:blogger.com,1999:blog-6850103531860448581.post-37542485305037125942020-03-02T21:30:00.001-08:002020-03-02T21:31:11.788-08:00Four Types of Software Platforms<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "helvetica neue"; font-size: 11pt;">Many software companies claim to be a </span><i style="font-family: "Helvetica Neue"; font-size: 11pt;">platform</i><span style="font-family: "helvetica neue"; font-size: 11pt;">. That word alone invokes the impression of significance, scalability, good architecture, and a multiplier effect. Being a </span><i style="font-family: "Helvetica Neue"; font-size: 11pt;">platform</i><span style="font-family: "helvetica neue"; font-size: 11pt;"> means that something or someone can stand on it. Companies that have a platform are surely more strategic and their software is ‘stickier’. Platform companies enjoy higher valuation multiples, just like SaaS companies get higher multiples than on-premises software. Being a platform is cool.</span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">But what does it mean to be a platform? The term platform implies that it can be used to power several applications that solve different business problems. The opposite of a platform is an <i>application</i> that is always targeting the same business problem or set of business problems for the same buying center. There have to be multiple applications to make a platform, and sometimes there might even be thousands and thousands of applications powered by a platform (think iOS or Android) but those are extreme and wildly successful examples. A platform does not have to enjoy such broad appeal to be successful.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">To become a platform, your company needs to decide what it is trying to accomplish. A platform can attract highly skilled talent, it can help to enter new markets, it can provide ways to solve new business problems, and it can help saving software development time and cost. But not all platforms are equal and here are four different business strategies that a software platform might want to pursue: <o:p></o:p></span></div>
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<b><span style="font-family: "helvetica neue"; font-size: 11pt;">1.<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; font-weight: normal; line-height: normal;"> </span></span></b><b><span style="font-family: "helvetica neue"; font-size: 11pt;">Developer Platform<o:p></o:p></span></b></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">This is a platform strategy with the goal to attract developers who write code using the platform facilities - APIs, libraries, services, widgets, etc. The result of this strategy, when successful, if a large pool of broadly available talent trained to deploy and customize the platform. Microsoft is a good example of a company for which the availability of skilled and inexpensive talent has always been one of its primary strengths, especially for products targeting the SMB market. Another example of a hugely successful developer platform is Linux. Today, some of the hot developer platforms are Twilio and Google with their plethora of platforms from Android to YourTube.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">The developers look for platforms as a way to accelerate the development of applications. Nobody would even think to build their own database for their application today, no matter how sophisticated a data model the application needs. The platform - in this case a database - provides that functionality ready to use. In addition, the developers seek platforms as a way to differentiate their skills and increase their market value, hoping to find the one with the right balance of strong demand and scarcity of talent.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">When pursuing the <i>developer platform</i> strategy, you will want to have a well defined and documented API and developer tools. You will want to be very visible on developer communities such as GitHub, SlashDot, and StackOverflow. On the marketing front, you will be running developer conferences and hackathons, and you will want authors to write books about how to code on your platform. You will create developer certifications and badges that skilled developers put on their resumes and LinkedIn profiles. This strategy focuses on developers as individuals and your goals are meeting their needs and help their career success. <o:p></o:p></span></div>
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<b><span style="font-family: "helvetica neue"; font-size: 11pt;">2.<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; font-weight: normal; line-height: normal;"> </span></span></b><b><span style="font-family: "helvetica neue"; font-size: 11pt;">Application Platform<o:p></o:p></span></b></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">The <i>application platform</i> strategy has the goal of fostering an ecosystem of commercially available software solutions built on your platform. The focus is not the individual developers but rather the companies that augment your platform with applications, tools, utilities, or widgets. <i>Rule No 1</i> of an application platform is that your success depends on the success of your ISVs. What you want is a thriving ecosystem. If your ISVs struggle, you will struggle.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">The best recent examples of successful application platforms are Salesforce and ServiceNow. Salesforce, for instance, built an impressive ecosystem of applications that run on the Salesforce Platform. That said, Salesforce is also an example of a vendor that keeps repeatedly violating Rule No 1 as they struggle with the dilemma between making ISVs successful vs taking over that space themselves. There is a growing list of Salesforce ISVs that have found themselves competing with Salesforce: Veeva, Apttus, and ServiceMax to name a few of such examples.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">When pursuing the application platform strategy, you will want to do a lot of co-marketing and co-selling with your ISVs. Your Strategic Alliances and Partner Marketing organizations will be continuously looking for ways on how to promote your ISV partners and how to optimize your co-selling tactics. Lead-sharing, sales incentives, and joint marketing campaigns need to become a priority.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">The primary benefit of the ISV ecosystem is its ability to take your platform into new markets. That’s why it is important that the ISVs make a <i>big bet, taking on </i>a lot of risk when they build their solution on your platform. Applications that merely integrate with your platform don’t count because they are not taking you into new markets, they expect that you bring them into yours. By placing a big bet, though, your ISVs depend on you for their addressable market and they trust that you won’t violate Rule No 1. If you do, they have no choice but to hedge their bets and eventually abandon your platform.<o:p></o:p></span></div>
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<b><span style="font-family: "helvetica neue"; font-size: 11pt;">3.<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; font-weight: normal; line-height: normal;"> </span></span></b><b><span style="font-family: "helvetica neue"; font-size: 11pt;">Customization Platform<o:p></o:p></span></b></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">A customization platform is a platform that enables customers to tailor their software deployment to fit their specific requirements. This is particularly important in the enterprise market where every company needs a different flavor of your solution, even if the solution has been built to address a specific business problem in their industry. If nothing else, they need to customize the data models, business rules, and business processes. This requirement is what separates the enterprise market from SMB.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">In the enterprise, every deployment requires some degree of customization. That’s why so many enterprise software companies call themselves a platform even if they don’t publish any APIs nor do they have any ISVs. And they are right - those are platforms that can be customized to solve any business problem. The best examples of such platforms are the Business Process Automation vendors such as Pegasystems or Appian or the new breed of Robotic Process Automation vendors such as Automation Anywhere or UiPath.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">The <i>customization platforms</i> are used by customers themselves and by companies that provide deployment services; the system integrators. The customization can be done on any level, from high code development to some of the new, modern approaches that don’t require a single line of code. These modern approaches called low-code and no-code enable quick and easy customizations of commercial applications or even the creation of simple new bespoke applications.<o:p></o:p></span></div>
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<b><span style="font-family: "helvetica neue"; font-size: 11pt;">4.<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; font-weight: normal; line-height: normal;"> </span></span></b><b><span style="font-family: "helvetica neue"; font-size: 11pt;">Shared Services Platform<o:p></o:p></span></b></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">Smart software companies build a platform even when they don’t pursue any of the external-facing strategies described above. Or maybe they don’t pursue them yet. One of the benefits of a platform strategy is a scalable architecture with shared services that can be reused from one product to another. The shared services usually include a data model, data store, user management, security, event management, process orchestration, notifications, administration, monitoring, audit trail, reporting, etc.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">By leveraging shared services across multiple products, software companies can greatly reduce the cost of development, speed up the time-to-market, and improve the interoperability between the applications. This strategy also fosters the land-and-expand strategy where a single application might be the initial entry point into an account and, as the customer identifies further needs, the additional applications can be added easily when based on a common platform. <o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">These benefits are usually compelling enough to make the <i>shared services</i> strategy worth pursuing, even if the company has no interest in attracting developers or ISVs and even when its solutions are deployed in a one-size-fits-all manner without any customization.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">It is tempting to say that you want to pursue all four strategies for your platform. Large vendors with a lot of resources might actually have the money to drive all those programs. Microsoft certainly does. But most software companies can usually only do one of those things well and so they have to decide which strategy do they pursue for their platform.<o:p></o:p></span></div>
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<span style="font-family: "helvetica neue"; font-size: 11pt;">Because, yes, a platform can mean many things.<o:p></o:p></span></div>
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Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-35399346560685660752020-02-18T20:50:00.000-08:002020-02-18T21:57:57.515-08:00Sick of SIC Codes?<div dir="ltr" style="text-align: left;" trbidi="on">
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Name="macro"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="toa heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 5"/>
<w:LsdException Locked="false" Priority="10" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Closing"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Signature"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="true"
UnhideWhenUsed="true" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Message Header"/>
<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Salutation"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Date"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Block Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="FollowedHyperlink"/>
<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Bottom of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Contemporary"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Professional"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
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<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
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<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
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<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
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<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
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<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
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<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 6"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 6"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 6"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 6"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 6"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="46" Name="List Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark"/>
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</div>
<span style="font-size: medium;">Classifying your customers or prospects based on industry
segments should be much easier than it actually is. It’s actually surprisingly
hard. So hard, that Gartner stopped any market sizing and forecasting efforts
based on verticals back in 2017. Chances are that if you measure your company
performance based on verticals, there are only very few people in your
company who can provide such data. And chances are that data is highly
inaccurate.</span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-jtYoRwzdUlk/XkzAiWAVqQI/AAAAAAACx1k/p6a_xBrY2yEVlHAI3O6nOhL2N6n9-TNJQCLcBGAsYHQ/s1600/charles%2Bdarwin.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" data-original-height="484" data-original-width="364" height="320" src="https://1.bp.blogspot.com/-jtYoRwzdUlk/XkzAiWAVqQI/AAAAAAACx1k/p6a_xBrY2yEVlHAI3O6nOhL2N6n9-TNJQCLcBGAsYHQ/s320/charles%2Bdarwin.jpg" width="240" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Charles Darwin would struggle too...</td></tr>
</tbody></table>
There have been two main efforts to standardize the taxonomy
of industry verticals. The SIC is the older, international standard albeit
originally developed by the US government. NAICS is much a more recent taxonomy
from the US Census Bureau. SIC, which was last updated in 1987 is so old and
outdated that it should no longer be used but it lives on as many of the
companies with headquarters outside the US don’t have an NAICS code and only are
classified with a SIC. Also, SIC is in particular used in the UK and so if your
EMEA headquarters are in Britain, chances are they will be using SIC codes just
to keep their US marketing colleagues out of their turf. <o:p></o:p></div>
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The NAICS has been most recently updated in 2017 and is much
more up-to-date than SIC but don’t hold your breath, it’s not that much better.
In fact, while I called out SIC in my [hopefully] catchy title of this blog
post, the challenges are the same with NAICS codes.<o:p></o:p></div>
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Both are using multi-digit code to specify the industry. For
example, NAICS is typically used with 2 to 6 digits. The more digits you use,
the more precisely you are diving into the taxonomy. You can select to filter
companies based on their, say, 3-digit NAICS and you will get a list of
companies with a specific level of granularity. If you want to be more or less
granular, you add or remove a digit. That is immensely useful.<o:p></o:p></div>
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<br /></div>
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The problem with the standardized industry code is not so
much the quality of the standardized taxonomy, although, try to classify
technology companies using SIC - most common technology categories hadn’t been
invented yet in 1987! The problem is the classification ambiguity. <o:p></o:p></div>
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At first, it sounds simple. After all, Boeing builds planes,
Bayer makes drugs, and the Department of Energy is part of the government. But
when you start looking closer, you realize that sometimes, Boeing is classified
as a manufacturing company, Bayer as a laboratory equipment manufacturer, and the
DoE under power & utilities. And those classifications are correct. In
fact, Boeing might be also classified as a transportation company or aerospace
& defense company and none of those classifications are wrong.<o:p></o:p></div>
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Part of the challenge comes from the source of the SIC and
NAICS codes. There is no central register of SIC and NAICS codes. That means
that every organization or agency that uses them is in charge of their own
assignment. Companies might also self-select their NAICS code when filing
various government reports (i.e. census, taxes, etc) but that often leads to
different NAICS code selection for different purposes.<o:p></o:p></div>
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Another source of NAICS codes are the data companies such as
Dun & Bradstreet that assign NAICS codes on their own. That is another
source of ambiguity, especially when you start combining lists from different
providers.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<span style="mso-spacerun: yes;"><br /></span></div>
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On top of that, companies evolve. As they add new product
lines or services to complement their products, the original NAICS code might
no longer fit. Sometimes, they keep the old code but often, they end up with a
highly ambiguous code such as “Business Services” which might be technically
accurate but doesn’t really tell anyone what they do. <o:p></o:p></div>
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So, how do you solve the NAICS and SIC code puzzle? How can
we get accurate and useful classification for your particular organization? The
short answer is that there is no magical shortcut. If the NAICS codes that come
with your data list don’t work, you’ll have to assign them yourself. Yes, this
is a manual process and it’s impossible to do for your database of 100,000
suspects. But it might be possible for your database of 500 or even 5,000
customers and that’s where you should start.<o:p></o:p></div>
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<br /></div>
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To do that, you want to first build your own taxonomy.
Because you’ll have to manually classify your customers, you can’t have a
taxonomy with hundreds or even dozens of possible entries. There are over 1,000
6-digit NAICS codes, 709 5-digit NAICS codes, and 311 4-digit NAICS codes, Even
if you limit yourself to just 3 digits, there are still 99 NAICS codes to
assign. That’s too many! There are only 20 sectors using just 2 digits which is
a good, humanly consumable number but you’ll find out that that won’t give you
nearly enough granularity.<o:p></o:p></div>
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<br /></div>
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What you need is your own taxonomy - a taxonomy that is
based on NAICS but stays very high level in some of the branches and perhaps
ignores some completely. Maybe you don’t do any business in the agricultural
sector at all? Or perhaps the public administration sector is not relevant?
Leave them out. <o:p></o:p></div>
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<br /></div>
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At the same time, you need to go deeper than 3 digits in
some of the more relevant areas. Manufacturing is a good example. If Medical
Equipment Manufacturing is a relevant sector for you, you have to go to 4-digit
NAICS code (3391). Obviously, you can’t add every 4-digit code, but you can
pick the ones relevant to your business. <o:p></o:p></div>
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That means that you end up with a taxonomy that uses the
correct NAICS codes but goes deeper in some areas while it remains shallow in
others. It all depends on what’s relevant to your business. Now, that taxonomy
should have no more than 20-25 entries. Anything more becomes humanly
impossible to keep track of unless you have dedicated people who do nothing but
this. If you are tracking more than 25 verticals, you need to rethink your
vertical strategy - so why work with a taxonomy that contains hundreds of them?<o:p></o:p></div>
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<br /></div>
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Next, you need to establish some rules on how you will
classify some of the ambiguous cases like the ones I mentioned above (Boeing,
Bayer, etc). You have to decide how you will classify those companies based on
what serves your business. Here are a few more examples:<o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li><span style="font-size: 12pt; text-indent: -0.25in;">LSG Sky Chefs is a company that provides food
catering services to airlines. You decide whether they are a Food Services
(722) company or an Air Transportation company (481). Think about the impact on
your business. Would you find them at a gastronomical conference or at an aviation
expo? Would they be handled better by the sales rep
who’s focused on aviation or by a rep specialized on the food industry?</span></li>
<li><span style="font-size: 12pt; text-indent: -0.25in;">Kiwa is a company providing inspection services
across verticals and you need to decide whether you classify them as
Pharmaceutical and Medicine Manufacturing (3254), Oil and Gas Extraction
(2111), or perhaps you create a category called Testing and Inspection Services
that doesn’t have a NAICS code. What you probably don’t want is to assign them
the code for All Other Professional, Scientific, and Technical Services
(541990) which is where they usually are classified by default.</span><span style="font-size: 12pt; text-indent: -0.25in;"> </span></li>
</ul>
<br />
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p> </o:p><span style="font-size: 12pt;">As you can see, the ambiguity can be pretty high and overwhelming,
but the good news is that you can get started and create (and document) your
rules as you come across the ambiguous cases.</span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
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Now, it’s time to think about the business process.
Obviously, it is unreasonable to go through thousands of accounts and classify
them all at once. That’s a lot of work. Instead, you should think long term.
What’s the process that touches all customers in the course of a year? Perhaps
it’s the contract renewal process. If that’s your best bet, then the team
handling the renewals will be the team that assigns them their vertical the
next time their contract is up.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Another possibility might be to let customers select their
vertical from your custom taxonomy - perhaps as part of a customer survey or
when they register for a webinar on your website. Or, you can make the
field mandatory for inside sales to fill out when they accept the opportunity.
You will find ways to systemically apply your classification to make it
feasible and consistent.<o:p></o:p></div>
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A vertical strategy is extremely important for most software
companies. As you mature from selling features to selling solutions, you will
want to start infusing more and more vertical language into your messaging. But
none of that is very useful if you can’t target your prospects and customers
based on their vertical. And that’s where the NAICS and SIC codes are very
useful, but only if you make them work for you.<o:p></o:p></div>
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Happy marketing!<o:p></o:p></div>
<!--EndFragment--><br /></div>
Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com1tag:blogger.com,1999:blog-6850103531860448581.post-68993137427188130612019-12-30T06:42:00.000-08:002019-12-30T06:42:17.897-08:00Has Martech Killed the CMO? <div dir="ltr" style="text-align: left;" trbidi="on">
<div class="OutlineElement Ltr BCX0 SCXW133007977" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: white; clear: both; color: rgba(0, 0, 0, 0.847); cursor: text; direction: ltr; font-family: "Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif; font-size: 12px; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;">
<div class="Paragraph SCXW133007977 BCX0" lang="EN-US" paraeid="{0e78f84e-b59f-4848-af3a-887cffab50ae}{131}" paraid="2119947760" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US">
<span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">Video killed the radio star and marketing technology might have "killed" your CMO. Let me explain.</span><span class="EOP SCXW133007977 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;"> </span></div>
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<div class="Paragraph SCXW133007977 BCX0" lang="EN-US" paraeid="{0e78f84e-b59f-4848-af3a-887cffab50ae}{137}" paraid="151907882" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US">
<span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"><br /></span></div>
<div class="Paragraph SCXW133007977 BCX0" lang="EN-US" paraeid="{0e78f84e-b59f-4848-af3a-887cffab50ae}{137}" paraid="151907882" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;" xml:lang="EN-US">
<span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">T</span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">en years ago, Marketing was still more art than science but with the emergence of new marketing automation technology from companies such as </span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"><span class="SpellingError SCXW133007977 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/gif; background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Marketo</span></span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> (Adobe), Eloqua (Oracle), and ExactTarget (Salesforce), marketing changed. No longer some creative voodoo</span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">, Marketing is now all about processes with very measurable metrics. The CMOs finally </span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">have </span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">a way to justify their budgets by measuring every step of the pipeline-building process with metrics around MQLs, SALs, SQLs, and their conversion ratios. Marketing is </span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">now</span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> responsible for something </span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">tangible rather </span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">than the logo</span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">,</span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> color palette</span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">, and business card design</span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">. Marketing is </span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">"lives and dies" with</span><span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> the pipeline! </span><span class="EOP SCXW133007977 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;"> </span></div>
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<span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"><br /></span></div>
<div class="Paragraph SCXW133007977 BCX0" paraeid="{a196eeeb-032a-428f-bb06-f337152db454}{183}" paraid="1166750071" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;">
<span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">Except that Marketing doesn’t own the pipeline. Sure, Marketing is responsible for the “top of the funnel", the earliest stages where we gather a list of prospects and filter them down based on their likelihood to buy. But when those prospects become opportunities, the Sales team takes over. Simply put, Marketing owns the early stages of the pipeline, Inside Sales owns the middle stages, and Field Sales owns the final stages:</span></div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-TXVKcuX4fsk/XglL44kQLnI/AAAAAAACxUc/9JKctditgDEXVS9_66vmScOYCAih_PI9wCLcBGAsYHQ/s1600/Screen%2BShot%2B2019-12-27%2Bat%2B9.17.17%2BAM.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1197" data-original-width="1600" height="297" src="https://1.bp.blogspot.com/-TXVKcuX4fsk/XglL44kQLnI/AAAAAAACxUc/9JKctditgDEXVS9_66vmScOYCAih_PI9wCLcBGAsYHQ/s400/Screen%2BShot%2B2019-12-27%2Bat%2B9.17.17%2BAM.png" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Stages of the Go-to-Market pipeline </td></tr>
</tbody></table>
<div class="Paragraph SCXW133007977 BCX0" paraeid="{a196eeeb-032a-428f-bb06-f337152db454}{183}" paraid="1166750071" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;">
<span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">While all the MQLs and SQLs are useful metrics, what the business really cares about is revenue, win rate, and the number of new accounts. The most meaningful pipeline metric is the revenue forecast and the CMO doesn’t own that. Who does? The head of Sales. Not only does he/she own all the middle and late stages but, in most companies, Marketing only supplies somewhere between 30-70% of the leads. The remaining leads are generated by Sales, channels</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> partners</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">, and </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">strategic </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">partners – all of which are usually run by the head of Sales. That’s perhaps </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">one of the forces </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">behind the recent </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">emergence </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">of a new role, the Chief Revenue Officer (CRO), who’s overseeing the entire go-to-market effort and thus truly owns the pipeline. </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">The CRO is almost always a sales leader; hardly ever a marketing person.</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="background-color: transparent; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> </span></div>
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<div class="Paragraph SCXW49986804 BCX0" paraeid="{a196eeeb-032a-428f-bb06-f337152db454}{200}" paraid="11693448" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;">
<span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">And so, many</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> CMOs </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">are </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">now finding themselves reporting to the CRO and not to the CEO anymore. </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">W</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">ith that, the CMO </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">might be a</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> “Chief Officer” </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">in the title </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">but </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">he/she is </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">a peer to the head of Inside Sales and the different Regional Vice Presidents of Sales. </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">While that doesn’t mean that the CMOs are no longer needed, they and their entire Marketing teams don’t see it as a promotion that they have been absorbed into Sales. In a way, the new marketing technology that finally allowed them to measure their contribution to the company’s bottom line led to a restructuring that moved them down a step.</span><span class="EOP SCXW49986804 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;"> </span></div>
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<div class="Paragraph SCXW49986804 BCX0" paraeid="{a196eeeb-032a-428f-bb06-f337152db454}{204}" paraid="23044268" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;">
<span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">But what gets lost in this </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">restructuring </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">are all the other things that the CMO</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">s</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> used to do before over-pivoting towards the pipeline. </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">On a high level</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">, Marketing has three main roles and the go-to-market activities are just one of them. The other two are awareness and product marketing and </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">t</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">here is a huge value in these activities that goes far beyond the scope of the CRO. </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">Unfortunately, </span><a class="Hyperlink SCXW49986804 BCX0" href="https://insights.newscred.com/why-your-cmo-is-always-the-first-to-get-fired/" rel="noreferrer" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; margin: 0px; padding: 0px; text-decoration-line: none; user-select: text;" target="_blank"><span class="TextRun Underlined SCXW49986804 BCX0" data-contrast="none" lang="EN-US" style="color: #0563c1; font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"><span class="NormalTextRun SCXW49986804 BCX0" data-ccp-charstyle="Hyperlink" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">Marketing doesn’t have a single system of record</span></span></a><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> for those activities and their contribution is very difficult to measure. They only system of record that measures their performance is the </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"><span class="SpellingError SCXW49986804 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; background-image: url("data:image/gif; background-position: left bottom; background-repeat: repeat-x; border-bottom: 1px solid transparent; margin: 0px; padding: 0px; user-select: text;">Marketo</span></span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">/Salesforce combination that tracks the effectiveness of their contribution to the go-to-market effort. </span><span class="EOP SCXW49986804 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;"> </span></div>
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<span class="EOP SCXW49986804 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;"><br /></span></div>
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<div class="OutlineElement Ltr SCXW49986804 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;">
<div class="Paragraph SCXW49986804 BCX0" paraeid="{a196eeeb-032a-428f-bb06-f337152db454}{216}" paraid="1403683730" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;">
<span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">The awareness activities put the company on the map and increase its brand recognition. Marketing </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">still </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">needs to run PR, thought leadership, advertising, and influencer programs but as those </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">programs </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">don’t directly contribute to the pipeline, they are not top-of-mind for the CRO. To compensate, some companies create</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">d</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> a separate role for a Chief Communication Officer</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">, who reports to the CEO,</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"><span class="NormalTextRun SCXW49986804 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;"> </span></span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">but</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> even further </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">diminishes </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">the role of the CMO. </span><span class="EOP SCXW49986804 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;"> </span></div>
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<div class="Paragraph SCXW49986804 BCX0" paraeid="{a196eeeb-032a-428f-bb06-f337152db454}{224}" paraid="171589542" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;">
<span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"><br /></span></div>
<div class="Paragraph SCXW49986804 BCX0" paraeid="{a196eeeb-032a-428f-bb06-f337152db454}{224}" paraid="171589542" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;">
<span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">The myopic focus on the pipeline also tends to neglect all the product marketing functions. Sure, the product marketing team is probably still creating the content assets for go-to-market campaigns but all those infographics, case studies and videos tend to be very transactional. Yet there are so many great companies that struggle to articulate what they actually do and how i</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">t</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> i</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">s</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> different from everybody else. This is not about product</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">-level </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">messaging and also not about “selling benefits, not features”. </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">It’s about the corporate narrative. </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">Without a compelling corporate narrative, the messaging is usually watered down to generic benefits a</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">round </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">growing revenue or improving margins</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">. Unfortunately, </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">everybody claims they do that. Yet a marketing machine driven by pipeline goals has little time to spend on corporate messages and the people who could do that are too far down in the hierarchy to influence the corporate narrative. </span><span class="EOP SCXW49986804 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;"> </span></div>
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<span class="EOP SCXW49986804 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;"><br /></span></div>
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<span class="TextRun SCXW133007977 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"></span></div>
<div class="OutlineElement Ltr SCXW49986804 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; clear: both; cursor: text; direction: ltr; margin: 0px; overflow: visible; padding: 0px; position: relative; user-select: text;">
<div class="Paragraph SCXW49986804 BCX0" paraeid="{4547cab2-6c7a-4ee3-bbe3-987ed161ab6d}{3}" paraid="838397294" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: transparent; color: windowtext; overflow-wrap: break-word; padding: 0px; user-select: text; vertical-align: baseline;">
<span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">The s</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">ame can be said for other strategic </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">marketing roles </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">such as segmentation, branding, pricing, and even analyst relations – the CRO will say </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">they</span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US"> </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">are </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">important but since they only </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">have an </span><span class="TextRun SCXW49986804 BCX0" data-contrast="auto" lang="EN-US" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;" xml:lang="EN-US">indirect impact on the next quarter’s revenue, they will not be a priority. You’ll have an all-day meeting with a Gartner analyst and both the CRO and CMO are bored to death and leave the meeting early to spend their time on some pipeline-related activities. And do you know who notices that? The Gartner analyst! </span><span class="EOP SCXW49986804 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;"> </span></div>
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<span class="EOP SCXW49986804 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="font-family: "calibri" , "calibri_msfontservice" , sans-serif; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px;"><span class="TextRun SCXW36209522 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-kerning: none; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW36209522 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">Marketing technology has completely revolutionized </span></span><span class="TextRun SCXW36209522 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-kerning: none; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW36209522 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">M</span></span><span class="TextRun SCXW36209522 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-kerning: none; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW36209522 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">arketing over the last decade. What used to be a function that had to consistently justify their budget and existence is now being seen as a critical part of the go-to-market effort with </span></span><span class="TextRun SCXW36209522 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-kerning: none; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW36209522 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">a </span></span><span class="TextRun SCXW36209522 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-kerning: none; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW36209522 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">very measurable contribution. This transformation yielded a much better alignment with </span></span><span class="TextRun SCXW36209522 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-kerning: none; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW36209522 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">S</span></span><span class="TextRun SCXW36209522 BCX0" data-contrast="auto" lang="EN-US" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-kerning: none; font-size: 11pt; font-variant-ligatures: none !important; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;" xml:lang="EN-US"><span class="NormalTextRun SCXW36209522 BCX0" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; background-color: inherit; margin: 0px; padding: 0px; user-select: text;">ales, greater predictability of revenue, and usually a higher budget as Marketing can show a direct causality between budget and pipeline. All of that is fantastic but looking at the role of Marketing only as a tactical pipeline generating function omits significant strategic contributions to the company that should really matter to the CEO.</span></span><span class="EOP SCXW36209522 BCX0" data-ccp-props="{"201341983":0,"335559739":160,"335559740":259}" style="-webkit-tap-highlight-color: transparent; -webkit-user-drag: none; font-size: 11pt; line-height: 19.425px; margin: 0px; padding: 0px; user-select: text;"> Because Marketing is not just about the pipeline.</span></span></div>
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Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com1tag:blogger.com,1999:blog-6850103531860448581.post-91711688627912996672019-10-31T10:14:00.000-07:002019-10-31T10:17:07.597-07:00IoT, Digital Twins, and the Search for Recurring Value <div dir="ltr" style="text-align: left;" trbidi="on">
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<span class="ydp88f261c3s1">Just a year ago, the Internet of Things (IoT) was all the buzz. Every analyst, vendor, and pundit was debating the massive potential of connecting to the Internet not millions but <a href="https://iot-analytics.com/state-of-the-iot-update-q1-q2-2018-number-of-iot-devices-now-7b/" rel="nofollow" target="_blank"><span class="ydp88f261c3s2">billions</span></a> of machines and devices. After all, the idea that all machines will become smart, connected, and generate a lot of valuable data promises to revolutionize how we operate and service all those ‘things’. The IoT industry trend became so powerful that it conceived a slough of sub-trends, including Home Automation, Smart Cities, and Industry 4.0 - each with its own vision and ecosystem of vendors, experts, and conferences.</span><br />
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<a href="https://1.bp.blogspot.com/-rqpJKdnjfTY/XbsVqJP-a2I/AAAAAAACvtU/HCdwb0F2VFctKMVxhjhttDZ57Zf031SdACLcBGAsYHQ/s1600/image.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="900" data-original-width="1600" height="180" src="https://1.bp.blogspot.com/-rqpJKdnjfTY/XbsVqJP-a2I/AAAAAAACvtU/HCdwb0F2VFctKMVxhjhttDZ57Zf031SdACLcBGAsYHQ/s320/image.jpeg" width="320" /></a></div>
Fast forward 12 months and the IoT hype has faded. The mainstream media is now talking about artificial intelligence, privacy, and augmented reality and IoT doesn’t even make the list of the top technology trends. Once hot IoT platform vendors such as Uptake, C3, and GE Digital became quiet and the big vendors such as Salesforce, Oracle and SAP have reprioritized their IoT initiatives. Where IoT was the leading story of many conference keynotes last year, it is hardly being mentioned this year.</div>
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<span class="ydp88f261c3s1">What happened?</span></div>
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<span class="ydp88f261c3s1">The obvious answer is that IoT was, just like many other over-hyped trends, ahead of its time. The adoption lags well behind vendors’ narrative and sometimes, the technology isn’t quite yet doing what the marketing messages promise. A few flat fallen POC projects can quickly pour cold water over a hot trend. However, there is something more fundamental about the IoT problem and it isn’t the complexity or the maturity of the technology.<span class="ydp88f261c3Apple-converted-space"> </span></span></div>
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<span class="ydp88f261c3s1">The problem also doesn’t lie in a lack of awareness - in fact, most companies would kill for the level of buzz IoT has been getting as a category. IoT adoption is actually very rapid in the consumer world. Just count all the smart speakers, thermostats, switches, smoke detectors, doorbells, and cameras in your house.<span class="ydp88f261c3Apple-converted-space"> </span></span></div>
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The greatest challenge related to the IoT adoption in the industrial world has to do with the analysis of the data. With today’s state of technology, it’s relatively easy to connect the machines and collect petabytes of sensor data. Sure, most equipment out there doesn’t have any sensors nor connectivity but retrofitting this equipment with smart electronics is not that difficult and is less and less expensive. The problem lies in those huge volumes of data. What do we do with it?</div>
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<span class="ydp88f261c3s1">This type of big data is rather expensive to store, manipulate and analyze. The expectation for<span class="ydp88f261c3Apple-converted-space"> </span>IoT applications is to provide a real-time or near real-time analysis, which is not that simple given the massive data volumes. Many companies need to really spend time designing their data management architecture and in particular, decide what data should stay in the cloud and what should be stored on-premises. Yes, I am a cloud believer but not everything will happen in the cloud. The elasticity of the cloud is useful to handle workload peaks but the cost can add up very quickly. This is where a hybrid architecture can make a lot of sense.</span></div>
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Also, most of the data is only useful when viewed as a trend over time and storing and analyzing time series data is not trivial. Most traditional databases are designed to capture a value for each field while time-series databases need to capture multiple values for that field, each with a time stamp. Managing the timestamp/value pairings efficiently makes time stamp databases particularly useful for analyzing trends, which is critical for IoT applications. But such databases systems are often complex and expensive.</div>
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<span class="ydp88f261c3s1">Finally, the trend analysis itself is perhaps the greatest challenge. Sure, the basic idea is simple: your sensor measures the temperature of a particular component and if that reaches a certain threshold, you sound an alarm. But let’s face it, this example is trivial. Your machine already does that without any IoT infrastructure - just think of all the warning lights in your car. To get some value out of your IoT investment, you need to raise the bar on the data analytics.</span></div>
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<span class="ydp88f261c3s1">What you need is a digital model of your machine where you can analyze the machine holistically, combining data from multiple sensors, and examining how they influence each other. You can call it a digital twin, digital simulator, digital avatar, or cyber object - but you need it. You need to build this model to analyze your sensor data in a way that yields a recurring benefit that justifies the IoT investment. You will end up with a specific model for every type of machine and to build it, you need a data scientist but also someone who really, really understands the machine and its inner workings. And that’s the challenge. That’s why there are not that many digital twin models available.</span></div>
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<span class="ydp88f261c3s1">The digital twin is not about just pointing at a machine learning system at a data lake to see what you can learn from the data. Sure, you will able to discover new, previously unknown patterns or relationships this way but that will likely yield a one-time benefit. For example, you might discover a particular vulnerability in a specific component, which can be extremely valuable. But once you have redesigned the part and fixed the problem, the IoT data no longer delivers value. The value of all that IoT investment was a one-time benefit. What you need is a recurring value because without recurring value, nobody will pay any recurring cost for your IoT solution.</span></div>
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<span class="ydp88f261c3s1">Ultimately, the recurring benefit yields the ROI that justifies the substantial cost of your IoT investment. For example, the recurring benefit can come in the form of a predictive maintenance application that determines when and what type of service should be performed to prevent any unplanned downtime or performance degradation. Now, that can save a lot of money but only if you have a digital twin model that can make such predictions from all that IoT data.</span></div>
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<span class="ydp88f261c3s1">I remain extremely bullish on IoT. The analysts are estimating that there are already 7 billion IoT devices worldwide. That’s more than PCs! IoT can bring the transformational power of the internet to a huge number of end-nodes, creating an amazing benefit. But we are not quite there yet.</span></div>
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Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0tag:blogger.com,1999:blog-6850103531860448581.post-11072431291681564852019-09-17T13:00:00.003-07:002019-09-17T13:02:31.625-07:00How to Estimate TAM<div dir="ltr" style="text-align: left;" trbidi="on">
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<br />
<div style="text-align: left;">
Assessing the Total Addressable Market is a key element of every
business plan. TAM should, however, not be confused with the actual current
market size as I have explained in my previous post called <span class="Hyperlink0"><a href="https://www.luborp.com/2019/08/how-to-size-market.html"><span style="color: blue;">How To Size a Market</span></a></span>.<span style="mso-spacerun: yes;"> </span>In short, TAM represents the maximal
potential market. So, if everyone who could possibly buy your product bought
it, times the price of each unit - that is the total addressable market.</div>
<div class="Body">
<o:p></o:p></div>
<div class="Body">
<span style="font-size: 12pt;"><br /></span></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-XYEmX6G1BBo/XYE6dxH2MmI/AAAAAAACuxs/0jrU8Kl7mLwWtuFZCyoWdOPAjFKzYOyeQCEwYBhgL/s1600/Galaxy-.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1222" data-original-width="1600" height="244" src="https://1.bp.blogspot.com/-XYEmX6G1BBo/XYE6dxH2MmI/AAAAAAACuxs/0jrU8Kl7mLwWtuFZCyoWdOPAjFKzYOyeQCEwYBhgL/s320/Galaxy-.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Think big when calculating your TAM</td></tr>
</tbody></table>
<div class="Body">
<span style="font-size: 12pt;">TAM calculations are in general not concerned with your ability
to execute and with the market’s readiness. That means, when calculating your
TAM, you are not worried about your geographical presence, your competitive win
rate, your ability to avoid discounting, the strength of your brand, or your
products’ maturity and quality. All those factors (and more) ultimately reduce
the TAM down to what is your current revenue.</span></div>
<div class="Body">
<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
Between those two data points lie other metrics that are
sometimes used such as Serviceable Available Market (SAM) or Serviceable
Obtainable Market (SOM).
Those metrics are basically derived by applying some of the execution
constraints on the TAM like a set of filters. While interesting, those metrics
become very subjective and specific to any organization. For instance, your
absence in certain geographies reduces your SAM but that absence is a result of
your recent decision-making and it may or may not be easily revisited (i.e. by
entering geographies such as Japan, China, or Africa). That’s why TAM is the
most common metric because it avoids all such nuances and recent strategic and
tactical business decisions.<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
<b>Finding TAM<o:p></o:p></b></div>
<div class="Body">
<br /></div>
<div class="Body">
So, how do you determine your TAM? First, search around and see
whether it already exists. In established markets, one of your competitors, an
industry analyst, or an investment bank might have already published a TAM,
whether or not they disclose how they came up with it. If you find such data
point, it’s your lucky day. Senior management and investors love to quote
Gartner or Goldman Sachs and their numbers are hardly ever questioned.<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
There are a few other possible data sources including large
system integrators (Deloitte, Accenture, etc.) as well as some of the online
collections of useful and less useful statistics such as <span class="Hyperlink0"><a href="https://www.emarketer.com/"><span style="color: blue;">eMarketer</span></a></span>
and <span class="Hyperlink0"><a href="https://www.statista.com/"><span style="color: blue;">Statista</span></a></span>. Obviously, publications such as
The Economist, The Wall Street Journal, and Business Insider also frequently
quote useful data points. It’s a good habit to collect the articles with
relevant data points for when you might need them.
<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
But, let’s face it, you are probably reading this article because
you have not been successful finding your market’s TAM and you are stuck. Well,
if you can’t find it, you have to calculate it.<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
<b>Calculating TAM<o:p></o:p></b></div>
<div class="Body">
<br /></div>
<div class="Body">
There are multiple methods of calculating TAM. Each one involves
certain judgment calls and educated estimates. This is key – to calculate TAM,
you will have to rely on your market expertise and make some estimates. Just
like I discussed in my previous blog post on calculating the market size, your
educated estimates will be much better than no data at all. After all, that’s
exactly what the analysts at Gartner, Deloitte, and Goldman Sachs do.<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
The three methods I will discuss here are:<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo2; text-indent: -.25in;">
<!--[if !supportLists]--><b><span style="mso-hansi-font-family: "Arial Unicode MS";">1.<span style="font-family: "times new roman"; font-size: xx-small;"> </span></span>Bottom
Up Calculation</b><o:p></o:p></div>
<div class="Body" style="margin-left: .25in;">
The bottom up method is based on your
licensing model and estimates the maximum number of licenses available in the
world.<o:p></o:p></div>
<div class="Body" style="margin-left: .25in;">
<br /></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo2; text-indent: -.25in;">
<!--[if !supportLists]--><b><span style="mso-hansi-font-family: "Arial Unicode MS";"><span style="mso-list: Ignore;">2.<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; line-height: normal;"> </span></span></span>Top
Down Estimate</b><o:p></o:p></div>
<div class="Body" style="margin-left: .25in;">
The top-down method is based on the
share of valet from the overall worldwide spending in a given sector.<o:p></o:p></div>
<div class="Body" style="margin-left: .25in;">
<br /></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo2; text-indent: -.25in;">
<!--[if !supportLists]--><b><span style="mso-hansi-font-family: "Arial Unicode MS";">3.<span style="font-family: "times new roman"; font-size: xx-small;"> </span></span>Economic
Impact Estimate</b><o:p></o:p></div>
<div class="Body" style="margin-left: .25in;">
This method is based on the estimate of
the economic impact of your product and what companies might be willing to
spend to capture that benefit.<o:p></o:p></div>
<div class="Body" style="margin-left: .25in;">
<br /></div>
<div class="Body">
I’m sure that there are other methods out there but these three I
have found most practical. So, let’s take a closer look:<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
<b>Bottom-Up Calculation<o:p></o:p></b></div>
<div class="Body">
<br /></div>
<div class="Body">
This is my favorite method of estimating the TAM because it tends
to be the most accurate and relies on data that is hopefully available with
some level of accuracy. Simply put, this method counts the maximum number of
licenses that you could possibly sell. If your licensing is by household, you
count the number of households. If you are licensing by sales person, you count
the number of sales people. And if your licensing is based on number of wind
turbines, you count all the wind turbines out there. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
Let’s take a specific example. Let’s say that you are
manufacturing a black box device for aircraft. Your licensing is basically per
aircraft and hence you need to the data on the number of aircraft in the world.
That data exists – it won’t take you long to find a number of data sources
providing the annual production for key manufacturers, the active fleet for
each airline, etc. You as the experts in this space should know those data
sources and be able to assess their validity.<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
Now, that you have the maximum possible number of licenses, you
multiply it by the price of your unit and voila, that’s your TAM. Of course you
can get more granular. Let’s say that your product is only for commercial
aircraft and not for private jets. You can calculate your TAM based on that. Or
maybe the long haul jets require two units – you can adjust your TAM
accordingly. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
But remember, as you are adjusting your TAM to fit your specific product,
you might cross the line from TAM to SAM or SOM because some of these filters
are based on your business decisions that have reduced your addressable market.
For example – not selling to private jets might be a smart GTM focus but they
need your black boxes just as much as the commercial jets and your TAM should
reflect that. While it is important to put some boundaries around your
company’s or product’s opportunity, don’t restrict that opportunity based on
tactical thinking.<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
The challenge of this method is that the number of possible
licenses might not exist or that it is not precise enough. Let’s say you
license by number of sales people, but your product is only relevant to those
who are on the road every day. Or maybe it’s only for sales people selling
insurance. Finding that data may prove much more difficult. Still, there are
many sources worth checking out: <span class="Hyperlink0"><a href="https://www.gallup.com/home.aspx"><span style="color: blue;">Gallup</span></a></span>,
<span class="Hyperlink0"><a href="https://www.nielsen.com/us/en/"><span style="color: blue;">Nielsen</span></a></span>, <span class="Hyperlink0"><a href="https://www.pewresearch.org/"><span style="color: blue;">Pew Research
Center</span></a></span>, <span class="Hyperlink0"><a href="https://www.bea.gov/"><span style="color: blue;">US Bureau of Economic Analysis</span></a></span>, <span class="Hyperlink0"><a href="https://www.bls.gov/"><span style="color: blue;">US
Bureau of Labor Statistics</span></a></span>, <span class="Hyperlink0"><a href="https://www.census.gov/"><span style="color: blue;">US Census Bureau</span></a></span>,
<span class="Hyperlink0"><a href="https://www.data.gov/"><span style="color: blue;">Data.gov</span></a></span>,
<span class="Hyperlink0"><a href="https://www.reuters.com/data-dive"><span style="color: blue;">Reuters Data Dive</span></a></span>, and many others. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
Another way to get to relevant data is your own customer base.
Let’s say that you have a product licensed for your customers’ IT helpdesk and
so you need to know their number of IT helpdesk workers in the world. Analyzing
your own customer data, you might be able to determine that your customers have
on average 8% of their employees in IT and out of those, 25% work the helpdesk.
Knowing this ratio is extremely useful and if you have at least a few hundred
customers, it is very accurate. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
With that ratio, you will need to establish the employee
population in your target market. If you sell to Financial Services, it’s easy
to find out that there are 6.3 million workers in that sector. If 2% of them work
the IT helpdesk, you have your TAM. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
If you can’t find the employee population in your target market,
you can get it from the number of companies and their respective employee
numbers. That data is available from data sources such as Dun & Bradstreet,
Lightning Data (Salesforce), LinkedIn, NAICS.com, and others.<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
A similar process works for other licensing models - number of
vehicles, terabytes of data, or megawatts of energy produced. Sure, sometimes
you may need to estimate some of the data points. This is where your own
expertise comes in. It’s OK to estimate but always, document your estimates and
data sources. That way, anyone who doesn’t agree with any of your decisions can
follow your logic and adjust accordingly if they think they know better.<o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
<b>Top-Down Estimate<o:p></o:p></b></div>
<div class="Body">
<br /></div>
<div class="Body">
The top down estimate is based on the share-of-valet calculation
for your product. The basic idea is that from a macro-economical standpoint, there
is a finite amount of money spent on certain goods or services. That spend is
often well documented as several analyst firms publish the total annual spend
on markets such as IT, retail, travel, advertising, etc. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
I’ll stick to the IT sector, since this is a blog on technology
and that’s what I know. Here, firms like Gardner, Forrester and IDC regularly publish
data on the worldwide market spend for IT technologies. Let’s take Gardner –
they forecast it for the next five years in their quarterly IT Spending
Forecast. That number is not going to grow because of your product, no matter
how amazing it is. That means, you need to take some of the share of valet from
the all other products. In other words, you’ll need to convince the IT buyers
to spend some of their precious budget on your product at the cost of all the
other IT spend. You need to take over some share of their valet. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
The Gardner forecast gives you some amount of granularity, using
a two-layer taxonomy for software and providing the data for each of the
categories and sub-categories. For example, under CRM, Gardner forecasts the
following sub-categories: Customer Service and Support, Digital Commerce
Platforms, Marketing, and Sales. This is very helpful to further narrow your
available share-of valet down to the respective subcategory. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
Your product will likely occupy an even narrower category and you
will need to estimate the share your category will take from the Gardner
taxonomy. Let’s say your product is a CPQ solution (Configure, Price, Quote),
which clearly falls under the Sales sub-category under CRM. Now, the good news
is that because this is a category recognized by Gardner (with its own Magic
Quadrant) there is likely more data available, including the current market
size and maybe some breakdowns by geography and vendors. Gardner doesn’t
publish this data but they track it and they will share it if you have the
right subscription. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
If that data doesn’t exist, you need to estimate. List all of the
solution types in a given sub-category and assign them percentages based on
your best judgment. Again, your educated estimate is going to be better than no
data at all. But in general, this method is more useful for market sizing and
forecasting than to estimate the TAM. Still, having the understanding of the
overall market spend and its taxonomy is useful for TAM calculation. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
<b>Economic Impact Estimate<o:p></o:p></b></div>
<div class="Body">
<br /></div>
<div class="Body">
The economic impact estimate is trying to assess the value your
solution has for the customers and estimate how much they would be willing to
pay for that value. The basic logic is that if a particular product lowers your
cost by 10%, customers would be willing to pay, say, 1% of that cost to realize
that benefit. This rationale makes a lot of sense economically, however, I
consider this method rather unreliable. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
First, companies are really mistrustful of any promise of hard
cost savings or revenue growth. All the ROI calculators in the world are
usually met with severe skepticism. On top of that, companies are very
reluctant to promise you a share of their savings or growth. What they want is a
predictable and elastic operating expense that they can throttle up and down as
needed. That’s why all the software is moving to the cloud – it shifts any risk
towards an operating expenditure. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
Still, the TAM calculation based on the economic impact estimate
makes sense on a macro level. For example, you can estimate the impact of the
entire IT infrastructure on a particular sector – i.e. how much does technology
make a difference in banking or in retail. Or perhaps the impact of a major
industry trend such as mobility or IoT. But as you start getting more granular,
it’s hard to defend that your particular product has made all of the
contribution to the bottom line. That’s why using this methodology can lead to
unreasonable TAM estimates. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
As you can see, there is more than one way to go and if you are
serious about estimating your TAM, I do recommend you try them all. Don’t
expect the results to be same but hopefully at least within the same number of
digits. If they differ by order of magnitudes, you might have to revisit some
of your estimates. <o:p></o:p></div>
<div class="Body">
<br /></div>
<div class="Body">
Good luck estimating and…trust your judgment!</div>
<div class="Body">
<br /></div>
<div class="Body">
<br /></div>
</div>
Lubor Ptacekhttp://www.blogger.com/profile/08543751955416339809noreply@blogger.com0