Bipolar Messaging:Communicating with Multiple Audiences<br />tylerhannan<br />@tylerhannan<br />http://tylerhannan.com<br ...
let’s start<br />
at the very beginning<br />
which is,<br />
in fact,<br />
a very good place<br />
to start.<br />
API providers<br />
or<br />
platform providers<br />
are,<br />
often,<br />
called upon to<br />
work with<br />multiple<br />
audiences.<br />
this,<br />
arguably,<br />
is a<br />
popular definition<br />
of a platform…<br />
serving<br />
a <br />multi-sided<br />market.<br />
in the case of<br />
these audiences<br />
are<br />
software companies<br />
and<br />
service providers.<br />
within<br />
these audiences,<br />
there<br />is<br />
finer granularity.<br />
Service Providers<br />payment service providers<br />acquirers & processors<br />value-added services<br />
Software Companies<br />point of service<br />eCommerce<br />unattended / kiosk<br />mobile<br />etc.<br />
their needs<br />
are different.<br />
and yet,<br />
their needs,<br />
are complementary.<br />
in the 2nd century,<br />
Arataeus of Cappadocia<br />
worked as a<br />
physician<br />
and wrote a<br />
treatise on disease.<br />
in which<br />
he described,<br />
in frightening detail,<br />
symptoms of various<br />
illnesses.<br />
it was his work,<br />
his diagnosis,<br />
that in 1650<br />
was used by<br />
Richard Burton<br />
to create<br />
a study of<br />
depression,<br />
“The Anatomy of Melancholia”.<br />
Richard Burton<br />
is, <br />now,<br />
known as<br />
“the father of<br />
depression as a<br />
mental illness.”<br />
later,<br />
in 1854,<br />
the condition of<br />
moments <br />of <br />depression<br />
followed by<br />
heightened mood<br />
became known as<br />
“circular insanity”.<br />
bipolar disorder<br />
what does this<br />have to do<br />with<br />enterprise APIs?<br />
when <br />messaging<br />
when<br />discussing<br />
when<br />telling the story<br />
of your<br />
API<br />
some days you will be<br />
others<br />
or,<br />
as a modern<br />
“enterprise”<br />
reference<br />
or<br />
and,<br />
unlike mental illness,<br />
this is<br />
acceptable.<br />
this is<br />
uncomfortable.<br />
this is<br />
necessary.<br />
this is<br />
desired.<br />
an example:<br />
IP Commerce,<br />
spent the last <br />
2+ years<br />
with the tagline<br />
“cloud computing for commerce”.<br />
to a<br />
payment service provider,<br />
this is ideal, <br />
this is compelling.<br />
to a<br />
software company,<br />
this is<br />
so,<br />now,<br />
with<br />“critical mass”<br />
of<br />
service availability<br />
and<br />
API diversity,<br />
we can<br />
discuss<br />
Platform-as-a-Service<br />
or<br />
“operating system”<br />for <br />commerce.<br />
an analogy<br />
wherein all the <br />
mess<br />
associated with<br />
payment acceptance,<br />
risk & fraud, email receipting, product search, offer redemption,<br />
data services, <br />
 and other<br />related services,<br />
(from multiple providers)<br />
is obfuscated by<br />
a platform<br />and its<br />APIs…<br />
just as an<br />
operating system<br />
obfuscates<br />
device level interaction…<br />
to<br />enable<br />innovation.<br />
the analogy<br />
“makes sense”<br />
to “us”<br />
but,<br />
to a service provider,<br />
is a bit of foreign language.<br />
another example:<br />
a company<br />
i respect<br />
greatly,<br />
but which will remain<br />unnamed,<br />
had a <br />recent <br />
product release<br />
reviewed.<br />
the software journal<br />
spent a<br />
relatively substantial<br />
amount of time<br />
decrying<br />
“flowery language”<br />
in their press releases.<br />
was the journal wrong?<br />
Yes,<br />
absolutely.<br />
and<br />
No, not at all.<br />
this same<br />
“flowery”<br />
language<br />
speaks to the <br />other<br />audiences served.<br />
the challenge,<br />
perhaps<br />
the joy,<br />
in the nature<br />
of the<br />
platform.<br />
in the nature<br />
of the<br />
API provider.<br />
there are<br />multiple<br />audiences<br />
who speak<br />
different languages,<br />
and have<br />
different purposes,<br />
the platform<br />the api provider<br />
is what<br />
enables<br />their<br />cooperation.<br />
so…<br />
embrace the neurosis<br />
and recognize that<br />
by bearing the pain<br />of<br />communication<br />
you are<br />
enabling innovation.<br />
with that said,<br />
consider<br />when to<br />
focus.<br />
IP Commerce<br />
has a new<br />
focus<br />
on communicating with<br />
the<br />software company…<br />
the most<br />
underserved<br />
participant in payments<br />
…at present…<br />
this may shift<br />
in the future<br />
if<br />/<br />when<br />
this shift occurs<br />
it will be<br />
painful<br />
and require<br />
site updates<br />
new copy<br />
documentation work.<br />
during this<br />current<br />shift<br />
it is painful<br />
but<br />
it is also<br />
necessary.<br />
if it was easy<br />
everyone would do it.<br />
see the little man<br />
running<br />
across the screen?<br />
he is not balanced<br />
one leg<br />is<br />up<br />
now,<br />the other<br />
his imbalance<br />
his instability<br />
indicates<br />
forward motion.<br />
embrace the pain.<br />
own your value.<br />
own your message.<br />
know your audience.<br />
have discussions.<br />
delight<br />
in<br />
bipolar<br />messaging.<br />
slide #247<br />
With thanks, and apologies,to:<br />Lawrence Lessig<br />Rolf Skyberg<br />Written while listening to:<br />Explosions In ...
.::more resources::.<br />http://commercelab.ipcommerce.com<br />http://www.tylerhannan.com<br />
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Bipolar messaging

  1. 1. Bipolar Messaging:Communicating with Multiple Audiences<br />tylerhannan<br />@tylerhannan<br />http://tylerhannan.com<br />platform evangelist, ip commerce<br />wednesday, 1 june2011<br />
  2. 2. let’s start<br />
  3. 3. at the very beginning<br />
  4. 4. which is,<br />
  5. 5. in fact,<br />
  6. 6. a very good place<br />
  7. 7. to start.<br />
  8. 8.
  9. 9. API providers<br />
  10. 10. or<br />
  11. 11. platform providers<br />
  12. 12. are,<br />
  13. 13. often,<br />
  14. 14. called upon to<br />
  15. 15. work with<br />multiple<br />
  16. 16. audiences.<br />
  17. 17. this,<br />
  18. 18. arguably,<br />
  19. 19. is a<br />
  20. 20. popular definition<br />
  21. 21. of a platform…<br />
  22. 22. serving<br />
  23. 23. a <br />multi-sided<br />market.<br />
  24. 24. in the case of<br />
  25. 25.
  26. 26. these audiences<br />
  27. 27. are<br />
  28. 28. software companies<br />
  29. 29. and<br />
  30. 30. service providers.<br />
  31. 31. within<br />
  32. 32. these audiences,<br />
  33. 33. there<br />is<br />
  34. 34. finer granularity.<br />
  35. 35. Service Providers<br />payment service providers<br />acquirers & processors<br />value-added services<br />
  36. 36. Software Companies<br />point of service<br />eCommerce<br />unattended / kiosk<br />mobile<br />etc.<br />
  37. 37. their needs<br />
  38. 38. are different.<br />
  39. 39. and yet,<br />
  40. 40. their needs,<br />
  41. 41. are complementary.<br />
  42. 42. in the 2nd century,<br />
  43. 43. Arataeus of Cappadocia<br />
  44. 44.
  45. 45. worked as a<br />
  46. 46. physician<br />
  47. 47. and wrote a<br />
  48. 48. treatise on disease.<br />
  49. 49. in which<br />
  50. 50. he described,<br />
  51. 51. in frightening detail,<br />
  52. 52. symptoms of various<br />
  53. 53. illnesses.<br />
  54. 54. it was his work,<br />
  55. 55. his diagnosis,<br />
  56. 56. that in 1650<br />
  57. 57. was used by<br />
  58. 58. Richard Burton<br />
  59. 59. to create<br />
  60. 60. a study of<br />
  61. 61. depression,<br />
  62. 62.
  63. 63. “The Anatomy of Melancholia”.<br />
  64. 64. Richard Burton<br />
  65. 65. is, <br />now,<br />
  66. 66. known as<br />
  67. 67. “the father of<br />
  68. 68. depression as a<br />
  69. 69. mental illness.”<br />
  70. 70. later,<br />
  71. 71. in 1854,<br />
  72. 72. the condition of<br />
  73. 73. moments <br />of <br />depression<br />
  74. 74. followed by<br />
  75. 75. heightened mood<br />
  76. 76. became known as<br />
  77. 77. “circular insanity”.<br />
  78. 78. bipolar disorder<br />
  79. 79. what does this<br />have to do<br />with<br />enterprise APIs?<br />
  80. 80. when <br />messaging<br />
  81. 81. when<br />discussing<br />
  82. 82. when<br />telling the story<br />
  83. 83. of your<br />
  84. 84. API<br />
  85. 85. some days you will be<br />
  86. 86.
  87. 87. others<br />
  88. 88.
  89. 89. or,<br />
  90. 90. as a modern<br />
  91. 91. “enterprise”<br />
  92. 92. reference<br />
  93. 93.
  94. 94. or<br />
  95. 95.
  96. 96. and,<br />
  97. 97. unlike mental illness,<br />
  98. 98. this is<br />
  99. 99. acceptable.<br />
  100. 100. this is<br />
  101. 101. uncomfortable.<br />
  102. 102. this is<br />
  103. 103. necessary.<br />
  104. 104. this is<br />
  105. 105. desired.<br />
  106. 106. an example:<br />
  107. 107. IP Commerce,<br />
  108. 108. spent the last <br />
  109. 109. 2+ years<br />
  110. 110. with the tagline<br />
  111. 111. “cloud computing for commerce”.<br />
  112. 112. to a<br />
  113. 113. payment service provider,<br />
  114. 114. this is ideal, <br />
  115. 115. this is compelling.<br />
  116. 116. to a<br />
  117. 117. software company,<br />
  118. 118. this is<br />
  119. 119.
  120. 120. so,<br />now,<br />
  121. 121. with<br />“critical mass”<br />
  122. 122. of<br />
  123. 123. service availability<br />
  124. 124. and<br />
  125. 125. API diversity,<br />
  126. 126. we can<br />
  127. 127. discuss<br />
  128. 128. Platform-as-a-Service<br />
  129. 129. or<br />
  130. 130. “operating system”<br />for <br />commerce.<br />
  131. 131. an analogy<br />
  132. 132. wherein all the <br />
  133. 133. mess<br />
  134. 134. associated with<br />
  135. 135. payment acceptance,<br />
  136. 136. risk & fraud, email receipting, product search, offer redemption,<br />
  137. 137. data services, <br />
  138. 138. and other<br />related services,<br />
  139. 139. (from multiple providers)<br />
  140. 140. is obfuscated by<br />
  141. 141. a platform<br />and its<br />APIs…<br />
  142. 142. just as an<br />
  143. 143. operating system<br />
  144. 144. obfuscates<br />
  145. 145. device level interaction…<br />
  146. 146. to<br />enable<br />innovation.<br />
  147. 147. the analogy<br />
  148. 148. “makes sense”<br />
  149. 149. to “us”<br />
  150. 150. but,<br />
  151. 151. to a service provider,<br />
  152. 152. is a bit of foreign language.<br />
  153. 153. another example:<br />
  154. 154. a company<br />
  155. 155. i respect<br />
  156. 156. greatly,<br />
  157. 157. but which will remain<br />unnamed,<br />
  158. 158. had a <br />recent <br />
  159. 159. product release<br />
  160. 160. reviewed.<br />
  161. 161. the software journal<br />
  162. 162. spent a<br />
  163. 163. relatively substantial<br />
  164. 164. amount of time<br />
  165. 165. decrying<br />
  166. 166. “flowery language”<br />
  167. 167. in their press releases.<br />
  168. 168. was the journal wrong?<br />
  169. 169. Yes,<br />
  170. 170. absolutely.<br />
  171. 171. and<br />
  172. 172. No, not at all.<br />
  173. 173. this same<br />
  174. 174. “flowery”<br />
  175. 175. language<br />
  176. 176. speaks to the <br />other<br />audiences served.<br />
  177. 177. the challenge,<br />
  178. 178. perhaps<br />
  179. 179. the joy,<br />
  180. 180. in the nature<br />
  181. 181. of the<br />
  182. 182. platform.<br />
  183. 183. in the nature<br />
  184. 184. of the<br />
  185. 185. API provider.<br />
  186. 186. there are<br />multiple<br />audiences<br />
  187. 187. who speak<br />
  188. 188. different languages,<br />
  189. 189. and have<br />
  190. 190. different purposes,<br />
  191. 191. the platform<br />the api provider<br />
  192. 192. is what<br />
  193. 193. enables<br />their<br />cooperation.<br />
  194. 194. so…<br />
  195. 195. embrace the neurosis<br />
  196. 196. and recognize that<br />
  197. 197. by bearing the pain<br />of<br />communication<br />
  198. 198. you are<br />
  199. 199. enabling innovation.<br />
  200. 200. with that said,<br />
  201. 201. consider<br />when to<br />
  202. 202. focus.<br />
  203. 203. IP Commerce<br />
  204. 204. has a new<br />
  205. 205. focus<br />
  206. 206. on communicating with<br />
  207. 207. the<br />software company…<br />
  208. 208. the most<br />
  209. 209. underserved<br />
  210. 210. participant in payments<br />
  211. 211. …at present…<br />
  212. 212. this may shift<br />
  213. 213. in the future<br />
  214. 214. if<br />/<br />when<br />
  215. 215. this shift occurs<br />
  216. 216. it will be<br />
  217. 217. painful<br />
  218. 218. and require<br />
  219. 219. site updates<br />
  220. 220. new copy<br />
  221. 221. documentation work.<br />
  222. 222. during this<br />current<br />shift<br />
  223. 223. it is painful<br />
  224. 224. but<br />
  225. 225. it is also<br />
  226. 226. necessary.<br />
  227. 227. if it was easy<br />
  228. 228. everyone would do it.<br />
  229. 229. see the little man<br />
  230. 230. running<br />
  231. 231. across the screen?<br />
  232. 232. he is not balanced<br />
  233. 233. one leg<br />is<br />up<br />
  234. 234. now,<br />the other<br />
  235. 235. his imbalance<br />
  236. 236. his instability<br />
  237. 237. indicates<br />
  238. 238. forward motion.<br />
  239. 239. embrace the pain.<br />
  240. 240. own your value.<br />
  241. 241. own your message.<br />
  242. 242. know your audience.<br />
  243. 243. have discussions.<br />
  244. 244. delight<br />
  245. 245. in<br />
  246. 246. bipolar<br />messaging.<br />
  247. 247. slide #247<br />
  248. 248. With thanks, and apologies,to:<br />Lawrence Lessig<br />Rolf Skyberg<br />Written while listening to:<br />Explosions In The Sky, Take Care Take Care Take Care<br />
  249. 249. .::more resources::.<br />http://commercelab.ipcommerce.com<br />http://www.tylerhannan.com<br />

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