Smartphones and Cake

BB vs. iPhone

It was one of those days, where I spoke to a potential partner about competitive advantage.  It was hard to get a read on the person, like so many others.  Jobs said people don’t know what they want, you have to show them.  But some people do not know what they want even after you show them.   Jobs, people know they want a thing; a tangible thing, when they see it, but they struggle with abstract things.

Deep  Research

Okay, that headline was false.  I did not really deeply research this phenomenon that I come to call the Rowe Effect.  But, I’ve kept an eye on it for a few decades.  Uber is an abstract concept that was sufficiently executed and then grew into the thing that we know it as today.  Few people know that Uber was not a “taxi service” as such, but an app for people to carpool.  Through need and supply, pivots and incrementalism, the Uber Original became  Uber Today.  Companies like Lyft, on the other hand, saw during  the early stages of Uber that there is an need for a crowd sourced taxi service, if one can label it as such.  Lyft never had to go through the metamorphosis. 

Relevance

I have to remind myself that this is a media/video blog and not rant about my frustrations swimming up-stream.  Video on the Internet (VOI) are solidly part of our daily info or entertainment diet.  But unlike the old day, when you got your info and entertainment over a square box, there are in modernity none of the  gate keepers in the form of broadcast bosses.  Or is there? 

Catch 22

How no one can see this is beyond me.  The modern gatekeeper is not the whimfull TV boss; it is a highly logical algorithm that gets its marching orders from a democratic consensus.  This is a mouthful, but let me say it in another way:  what you see in your feed is what everyone wants to see in their feed.  To get out of that track is very hard.  Also for said track to change is a slow and difficult process.  If no one is discovering you it will be hard to be discovered.  If you already highly ranked, you will rank more highly.   This is obvious but what is less apparent is that a lot of great content will never hit your eyeballs because there is a curation problem which the old days of TV did not have.  Sure the old days had other issues, but this issue is an elephant in the room, at least for me. 

Let Me Spell It Out

Content producers, technicians, service providers et-all should self-unionize and self-curate.    They should form teams, groups, circles; networks where their efforts can be co-ordained.  Things like knowledge, skills, and even cost of marketing can be co-opted. Burden and profits are shared.   It comes down to game-theory of which I wrote earlier. 

Cake

But in most cases, what I observe is that most prefer the cupcake over the 4 tier wedding cake.  Most understand cupcake and are intimidated by the complexity of 4 tier wedding cake.  Or, and this is the most likely, they will rather have all of a cupcake than; God Forbid, share any part of a wedding cake. 

Ethnography

Ethnography is the systematic study of people and cultures. It is designed to explore cultural phenomena where the researcher observes society from the point of view of the subject of the study.   An ethnography is a means to represent graphically, through video documentation or in writing the culture of a group.
 

Who has read the book by Paco Underhill, 
Why We Buy: The Science of Shopping
?

There is a revised edition  out for the internet-era.  I cannot wait to get my nose in one.   Having said that, the new edition is already more than a decade old.    It will be a curious read.  

After disruption there is a reversion to the norm. 

For TV and video producers this is the worse of times and the best of times.    Tech is cheap, the tools of the trade is great and the resources on how to use them is ample.    But what is missing?    Experience, maybe?   A deeper understanding of the old systems gave form to the new?

Let me break it down for you

Before we shoot a single frame, we take keywords from the provided script and see how they will behave as search phrases.  Below is a screen grab from a company that we used to do work for.    This company;  like many others at the time, moved all their media in-house.  There is nothing wrong with such a move per say, as long as it works.  In this case, it seems to me,  that it does not.

The Production value is great, but the view count tells a different story.

 

Ten out of Ten (A System for winning)

How do you guarantee a 100% hit rate?

Watch this video:

Can it be?  Is there a system for winning?  Well, yes.  But this is not the whole story.  I’ve been fascinated, since being a music student in collage, with system thinking.  Back then it was my contention; and it still is, that the code to The Beatles songwriting can be cracked.  It can be analyzed and replicated.  

So here is how the system works: 

Maybe Daren took the metaphor too far and then I ran with it.    At DCL it is my pet subject “to recognize the patterns”  …  “to game the system” …”to find a shortcut to making videos trend“….

One can definitely do most of the heavy lifting with one’s mind.

(By the way, here are one of the songs made with the mentioned “system”.    Not based on the Beatles algorithm, but on the rock anthems from the 70s through the 90s.    Let me know what you think.)

Adverts

These are the adverts that was made by DCL Creative in it’s entirety.    Adverts that was done in co-operation with other production houses had to be omitted as it does not reside on my own page.  The playlist are in no particular order.

This link is if you want to watch all the videos on YouTube.