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  • Transcript

    • 1. Bet on the Six Mega-Trends Ted Souder Head of Industry, Travel
    • 2. Connect with Target 1 Build Brand Equity 2 Build Brand Demand 3
    • 3. How We View Marketing “ Where should we place our fixed/limited bets to most likely achieve the best outcome?”
    • 4. Who Are Your Marketing Prophets?
    • 5.
    • 6. 1. Bet on Moore’s Law “ The number of transistors on a chip doubles about every two years.” Source:
    • 7. Moore’s Law -Information provided by
    • 8.
    • 9. Customer probability cube Estimating the likelihood of purchase
    • 10.
    • 11. How can you bet on the future of massive computational power?
    • 12. 2. Bet on Anderson’s Law “ Our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits“…at the head of the demand curve and toward a huge number of niches in the tail. In an era without constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare.” --as found on
    • 13.
    • 14. Tap the Long Tail of Websites There are now almost one billion registered urls --Internet Search Consortium
    • 15. The Long Tail of Google Search Queries 20% of our queries each day are ones we have never seen in the past three months
    • 16. The Long Tail of Google Search Queries
    • 17. How can you bet on the Long Tail, not just the “Hits”?
    • 18. 3. Bet on Galton’s Law “ In 1906, Francis Galton…came across a weight-judging contest at the West of England Fat Stock and Poultry Exhibition … an ox was on display and…fair-goers could…fill in their names and their guesses of the animal's weight…The best guess received a prize … To his surprise, when he averaged the guesses, the total came to 1197 pounds. After the ox had been slaughtered, it weighted 1198.” James L. Howe on
    • 19.
    • 20. Google PageRank
    • 21. Crowd Influences Rank Fuel Efficient Cars Reviews & Ratings on Most Fuel Efficient Cars, Trucks, and SUV’s. High Performance Cars Get more excitement w/your Next Car or Truck -- Get Price Quote. Very Safe Cars Reviews & Ratings on all Makes Get Your Internet Price Quote Now. 1.9% Clicks 5.2% Clicks 3.1% Clicks
    • 22.
    • 23.
    • 24. How can you bet on the “Wisdom of the Crowds?”
    • 25. 4. Bet on Metcalf’s Law “ The value of a telecommunications network is proportional to the square of the number of users of the system (n2). .” as found on
    • 26.
    • 27.
    • 28.
    • 29. How can you bet on the “Network Effect” ?
    • 30. 5. Bet on Richard Stallman’s GNU Project “ The freedom to run the program, for any purpose (freedom 0). The freedom to study how the program works, and adapt it to your needs (freedom 1). Access to the source code is a precondition for this. The freedom to redistribute copies so you can help your neighbor (freedom 2). The freedom to improve the program, and release your improvements to the public, so that the whole community benefits (freedom 3). Access to the source code is a precondition for this.” as described by the Free SoftwareFoundation
    • 31. Radical Transparency
    • 32. Policy Transparency
    • 33. Google API’s
    • 34. Grammy Winner Maria Schneider “ Follow along with Maria…as she writes a new commission…see sketches…hear clips from first rehearsal to the final recording session.”
    • 35.
    • 36. How can you bet on “Radical Transparency” ?
    • 37. 6. Bet on John Gage’s Law “ The network is the computer.” John Gage, Sun Microsystems
    • 38. Cloud Computing
    • 39. Calendar Docs & Spreadsheets Groups
    • 40. The Computing Cloud: Your Travels… Online
    • 41. The Computing Cloud: Your Travels… Online
    • 42. How can you bet on “The Cloud” ?
    • 43. Six Bets that Define the Web Wisdom of Crowds 3 Long Tail 2 Super - Crunching 1 Network Effect 4 Radical Transparency 5 Cloud Computing 6
    • 44. Thank You! Send me a LinkedIn Invite! [email_address]