Devotion to customer service:
“Weird and fanatical.”
“Every employee is an
Slow to hire, quick to fire.
Corporate culture is everything:
importance of core values and
Don’t create an ad campaign, create a Kindle.
Type relentless.com into the Web.
Ran test ads in smaller markets: they increased purchases,
but not by enough to continue running them.
“If you’re not good, Jeff will chew you up and spit you out. If
you’re good, he will jump on your back and ride you into the
“People closest to problems are in the best position to solve
“Every narrative should read like a mock press release.”
Unlimited shelf space, personalized service: “Walmart and
Nordstrom’s in one.”
Publishers argue with terms?
Shutdown recommendation engine
algorithm and their sales fall 40 per
The age-old battle: companies that
make things versus companies that
“The elimination of gatekeepers.”
Point system to track workers:
Late = -.5
Not showing up = -3
Sick = -1
Six demerits = you’re fired
Writing: keep it punchy – especially headlines. “Some of this is
just bad writing. If you were doing this as a blogger, you would
Advertising sold to Amazon customers on its websites and
devices: helps subsidize free shipping and low prices.
Coming soon: Amazon mobile
phone and TV set-top box.
Goal: provide services on
every connected device used
by customers - without relying
on competitors’ hardware.
Eric Schmidt: “There’s a lot of content being made, and brands
are going to be responsible for making a bigger and bigger
share of it.”
Employees allotted one day a week to work on projects they
feel passionate about.
People are scientists and artists.
Don’t be evil: cute and cuddly…and a menace to old media.
“User-focus is the foundation of success.”
“A brand is synonymous with trust, not name-recognition.”
Six levels of engagement:
1. Watch: on any device.
2. Learn: by searching for information on the Web.
3. Play: games
4. Connect: through social networks and messaging.
5. Collect: money online through microtransactions.
6. Create: user-generated content.
wants to be “the advertising
operating system in the middle
of all advertising.”
delivers 20-billion online ads
An online ad brings in 1/10 of the revenue as the same ad in
Readers spend less time reading online and the ad space is
NY Times readers: 35 minutes a day with print, 37 minutes a
A new range of challenges:
Inventing the ideas to shape clients’
marketing presence and the next phase
of the evolution of the industry.
The old advertising rule book has been
thrown out – not everyone knows it yet.
Potentially the most-exciting and creatively rewarding
time in ad history: “the next Creative Revolution.”
Lee Clow: “Everything is media.” Don’t start an ad
agency, start a media-arts lab.