what it actually does: reduces operator fatigue, reduces wasted bandwidth, is a bridging tool between the document-based web and the next
opportunity fields: personalized experience, live data integration, visualization and creation, navigation and click-through activity tracking, web-application creation
what we think it does: spam your inbox with vampire invites
what it actually does: create "protected spaces" with in-built relationship roles and de-facto whitelists where members express themselves in often machine-parseable ways
opportunity areas: CRM, marketing, opinion research
what we think it does: shows me tiny, painful little websites
what it actually does: provides an always-on real-time bi-directional portal to the rest of the world, usually within 36 inches of the user, capable of monitoring physical location, capturing voice, video and photo
opportunity areas: (can you even begin to imagine?)
is to find the problems
these solutions solve.
everyone in this room should know
who wants these solutions.
the people who want the answers,
want the processes,
are the people who can afford to pay
because it's not an expenditure to them,
its an investment.
a rich new set of problems is waiting to be solved,
and two major types of opportunity abound.
if you want this all as a simple graph
get out your pencils:
we start with a line:
now add web 2.0, draw your favorite fantastic machine
and there are two stops in the middle:
let’s label them for now:
let’s label them for now:
oh, and we need a goal. ? !
add in your favorite of your choice: ? !
on one side, we have the fantastic machines ? !
on the other side, we have the businesses with problems. ? !
notice how far apart Web 2.0 and the money are ? !
because we forgot about that detail in our excitement. ? !
businesses will reward you, ? !
if you can flow through points one and two. ? !
so what’s Point One?
disassemble the fantastic creations of crazy inventors
test the parts independently
and characterize their output,
then implement them again,
and make them your own.
technological sophistication has increased at a such a rate,
few (if any) know the latest and greatest
in scope or capability.
bridging the gap between the unknown and known
is a valuable ability worth paying for.
after we know what the pieces are capable of
we can speak of their abilities with familiarity and confidence
“ I know that if we did X on our site, it would be so much better,”
“ do you know how to do X? Can you do it for us?”
“ Absolutely ,”
you reply with a swagger.
but Point One and a swagger only gets us half way there.
Point Two is where the real brilliance shows up.
after you know what these parts can do
its your opportunity to find the problems they fix.
“ I know that if we did X for your company, it would be great,”
“ and it would make you Y dollars,”
“ all it takes is for you to sign here…”
anticipating the needs of your clients
and delivering on them
because you understand their business
can create profound loyalty
there’s no need to seek new Web 2.0 dragons to slay
when there are plenty of yaks to be shaved right nearby.
because a lot of these technologies
came from the creative minds of people with no money
they often solve problems in uniquely cost effective ways.
not only do the latest gadgets add the shiny-shiny to your site,
there’s also the opportunity for massive return on investment.
so to the web(!) my ladies and gentlemen,
start accepting those vampire invites,
(but only to dissect them)
voting on that news,
(to see if you can game the algorithm)
and sign up for a Twitter account,
so you can “Tweet” and not feel funny about it.
the world awaits,
and some of them have the cash to distribute,
if you can make them more.
Thank you for attending, (especially after lunch)
my best of luck in attacking points One and Two,
and I hope you create some fantastic money-making machines in the process.
Rolf Skyberg Disruptive Innovation, Team Lead [email_address] http://rolfsky.com twitter: @rolfsky
Thank you to: Lawrence Lessig, for the presentation style Dick Hardt, for the inspiration Inkscape, for a wonderful vector graphics tool my lovely wife and you, (yes you), for coming
Rolf Skyberg [email_address] http://rolfskyberg.wordpress.com Share, reuse, and remix this talk These slides are available under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.