Who is Max Gladwell?
by Max Gladwell on Sep 20, 2009
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A presentation about how social media and sustainability combine to form something altogether better and more powerful than either one alone.
A presentation about how social media and sustainability combine to form something altogether better and more powerful than either one alone.
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If you’re not familiar with Max Gladwell, though, I’d like to start by addressing this first question.
If you’re not familiar with Max Gladwell, though, I’d like to start by addressing this first question.
If you’re not familiar with Max Gladwell, though, I’d like to start by addressing this first question.
In his prime, Arnold Palmer was like Michael Jordan or Tiger Woods in that he was the highest paid and most sought-after advertising endorsement.
When it came to celebrity endorsements, you could do no better than the Arnold Palmer brand.
That brand endures today in several forms. But it’s most widely used in an unlicensed form where Palmer doesn’t earn a dime.
Iced tea is too plain, which is why we often add sugar and lemon, and lemonade is too sour.
When you combine them, though, it forms an entirely new beverage that is arguably superior to either of them.
Iced tea is too plain, which is why we often add sugar and lemon, and lemonade is too sour.
When you combine them, though, it forms an entirely new beverage that is arguably superior to either of them.
Iced tea is too plain, which is why we often add sugar and lemon, and lemonade is too sour.
When you combine them, though, it forms an entirely new beverage that is arguably superior to either of them.
Iced tea is too plain, which is why we often add sugar and lemon, and lemonade is too sour.
When you combine them, though, it forms an entirely new beverage that is arguably superior to either of them.
What’s so compelling about the Arnold Palmer is that these two beverages complement one another so perfectly and in such harmony that it erases or negates the shortcomings of either.
In my humble opinion, it is the perfect beverage.
Lesson in brand management: realize that you no longer have complete control of your brand and find ways to take advantage of it.
Again, they are excellent on their own. But when you combine them and integrate them in so many different ways, you end up with something even better.
Again, they are excellent on their own. But when you combine them and integrate them in so many different ways, you end up with something even better.
Again, they are excellent on their own. But when you combine them and integrate them in so many different ways, you end up with something even better.
Again, they are excellent on their own. But when you combine them and integrate them in so many different ways, you end up with something even better.
This is what Max Gladwell is about. These are the companies I write about and consult for.
And while these are companies specifically built on social media, any company or organization can make it a fundamental part of how they operate and do business.
I’d now like to give a brief overview of social media because it’s not always clear what social media is.
Our computing platform has evolved from the desktop to the Web. The Web is now the platform.
Our Browsers are now running applications: email, widgets, customer relationship software, video, word processing, etc.
Our data and software is being stored and accessed in the Cloud. Our computers are becoming portals or access points.
This is leading to greater levels of participation, interaction, sharing, customization, personalization, collaboration, and communication.
When we refer to the Social Web, we’re referring to a place. It’s its own universe or ecosystem.
This actually looks more like a Social Flower.
Everything you see here is either integrated or interlinked. It truly is a Web.
The social web is the place where social media happens.
It’s human beings. We are the media.
Our blogs, social networking profiles, social graphs, videos, comments, our thoughts and opinions, our photos and Tweets. All of this “media” is just people.
Notice that you don’t see any corporate or non-profit logos up here. Because these are not people.
But that doesn’t mean they can’t participate and engage in social media.
What you need to realize is that it’s the People at the corporations who must participate and engage. Companies that humanize their brands via their leaders and employees will be most successful in this new medium.
I recently joined Zumbox as VP of Marketing.
I chose to join because it reflects many of the same virtues and principles of Max Gladwell and because it truly has the power to change the world.
Zumbox has created a digital mailbox for every street address in the U.S., enabling mail to be sent digitally just as it is on paper.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
These are lists of their respective qualities, for better or worse.
E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.
The USPS is reliable and geographically based, but there is significant cost and waste.
Like the Arnold Palmer and Max Gladwell, we end up with something entirely new and better.
This isn’t to say that Zumbox will replace either e-mail or the USPS. Again, iced tea and lemonade aren’t going anywhere.
SLIDE: But the combination of the two can be quite powerful.
Like the Arnold Palmer and Max Gladwell, we end up with something entirely new and better.
This isn’t to say that Zumbox will replace either e-mail or the USPS. Again, iced tea and lemonade aren’t going anywhere.
SLIDE: But the combination of the two can be quite powerful.
Like the Arnold Palmer and Max Gladwell, we end up with something entirely new and better.
This isn’t to say that Zumbox will replace either e-mail or the USPS. Again, iced tea and lemonade aren’t going anywhere.
SLIDE: But the combination of the two can be quite powerful.
Like the Arnold Palmer and Max Gladwell, we end up with something entirely new and better.
This isn’t to say that Zumbox will replace either e-mail or the USPS. Again, iced tea and lemonade aren’t going anywhere.
SLIDE: But the combination of the two can be quite powerful.
A new system and new product that balances and even negates the shortcomings of its constituent parts.
It’s viewed through a browser and mail shows up as envelopes on the screen. You can open the mail to view it as you would on paper...without the paper.
And there is only one for 333 Main St. in Newbury Park, CA.
No doubt, this is an ambitious undertaking. We have quite a challenge in generating awareness and getting people to register their Zumbox.
Quite frankly, it won’t be possible without a significant measure of word of mouth advertising. There’s just no other way to achieve scale in an efficient manner.
In this case, Obama was the brand, Hope was the message, and Change was the cause. In other words, Obama may have been the product, but the campaign was selling Hope and Change.
As the old saying goes, sell the sizzle not the steak. The social media channel is much better suited to the sizzle.
This easily translates into the world of sustainability because for many it’s a cause.
Paperless mail is any correspondence sent electronically using a street address or geographic area as the criteria for delivery. Paperless mail is what gets sent via Zumbox.
The spirit of this campaign is to inspire a movement not around Zumbox but around what Zumbox represents.
We are integrating social media into the fabric of the campaign. We’re centralizing the campaign at PaperlessPlease.org, but we’re also decentralizing it across the social web.
Initially, we’re seeking Paperless Please evangelists. These are people who have two primary qualities: first, the passion to want to spread our message and secondly, the wherewithal to do so. And we’re making it as easy as possible to get involved.
The site launched a few weeks ago, so it’s just getting started. I’ll have to report back next year on the results.
It’s the story of Web 2.0 with a purpose and the story of sustainability with network effects. It’s the story about the business leaders and entrepreneurs who are combining the power of the social web with the green revolution to achieve greatness.
And like Arnold Palmer, Max Gladwell serves as shorthand for describing the phenomenon. Instead of saying the nexus of social media and green living, you can just say Max Gladwell.
Or, if you’re a fan of Ayn Rand and the classic Atlas Shrugged, you can simply pose it as a question: Who is Max Gladwell?