The document discusses the evolving perceptions of strangers in today's digital age, highlighting how technology has transformed these interactions from traditional trust metrics to reliance on platforms and personal branding. It contrasts various stages of the 'stranger economy', illustrating how technology has shifted from mere human-to-human interactions to complex tech-based exchanges that minimize personal contact. The writing emphasizes the disruptive nature of technology, which is rapidly reshaping industries and consumer behavior, particularly in areas like transportation and service fulfillment.

1. O N D E C
Vol 3. STRANGERS

2. H E L LO
"Don't follow strangers. They are dangerous."
This phase, inscribed to us by our parents as
children once meant something. To know
someone meant to have had experience
socializing in the past or having mutual friends
Today, technology is teaching people of all ages
that ‘everyone knows everyone one way or
another’. Strangers can be trusted (in most
instances). Strangers are cool.
Imagine walking over to a random apartment,
knocking on the door, and asking “can I stay
over tonight?” You could expect a thousand
iterations of “#!@& off!” What is conceptually
so awkward, rude, and even life-threatening has
become the norm today because of an app.
In this edition of ONDEC, we will show how
users have oddly transformed into gadgets, how
brands are embracing the new social norm, and
discuss the ruthless pace of evolution. At the
core of each piece is technology, and how it has
morphed.

3. GA D G E T RY we are all SUPER NANNIESby Jonathan Kim
There is a plethora of apps that make everyone’s life more productive, or maybe a little lazier. These apps have also
gadget-ized strangers to complete specific tasks normally reserved for specialists like Mary Poppins. We just need a
bottomless duffel bag and a flying umbrella.
Let me give you a ride
I’ll go grocery shopping
and deliver within an hour
Time to clean up the house
Stop looking for a
parking spot
Need a dog sitter for your
upcoming vacation?
You can borrow
my car
WiFi sharing is caring
Would you like a
guided audio tour?
Come over for a home-
cooked meal

4. No#cabs#at#4pm?#Joe#will#be#at#your#
corner#in#5#minutes.#Uber,#AirBnb,#
Postmates#,#and#like#products#promise#to#
connect#your#exact#need#with#everyday#
people#who#can#fulfill#them,#opening#up#
a#world#of#opEons#and#convenience.#
#
However,#as#more#and#more#services#
become#available#via#strangers,#we#can#
no#longer#rely#on#brand#recogniEon#–#the#
official#yellow#cab,#the#recognizable#
Sheraton#sign,#or#the#FedEx#logo#to#tell#
us#whether#or#not#the#job#will#get#done#–#
and#done#well.##
#
Instead,#raEngs#have#become#central#to#
ensuring#quality,#safety,#and#overall#
legiEmacy.#Personal#branding#and#
promoEon#becomes#crowdsourced#as#
reviews#and#raEngs#replace#tradiEonal#
adverEsing#in#order#to#build#good#
reputaEon#and#compeEEon.##
#
Through#these#mechanisms,#we’re#
creaEng#brands#out#of#people#instead,#
simultaneously#enabling#the#consumer#
to#access#a#level#of#specificity#and#choice#
previously#unavailable.#While#tradiEonal#
business#reviews#only#provide#an#
average#of#all#of#its#raEngs,#the#
personalizaEon#of#these#services#allow#
you#to#know#(and#someEmes#choose)#
exactly#what#you’re#geUng#–#that#exact#
room#and#host#on#AirBnb,#the#make#and#
model#of#your#Uber,#and#a#photo#of#your#
Postmates#courier.#
#
How Tech Created the Human Brand
A D S ’ R ’ U S By#Linda#Chen#

5. “Some brands might enter the (shared economy) space purely because they think they should jump on
the bandwagon. But if they’re not committed to reinventing their business and benefiting the end user,
it’s doubtful that their participation will be more than a minor marketing tactic.The way to overcome
this is through real examples that show how big brands can bring scale, reach, and resources to the
collaborative economy. And they must do this in a way that is beneficial and true to the values
at its heart: humanity and empowerment of the individual.”
~ Rachel Botsman via SAP
ONE BRAND’S STORY
A SMART
WAY IN
(FOR BRANDS)
Helped
Create
Meet Wonolo. With the help of the Coca-Cola Founders Program,
this powerful app connects any major retailer’s employee fulfillment
needs with a crowdsourced pool of potential workers. All this in
real-time. In its two year existence, the app has not only helped
Coke, but several dozen e-tailers, hotels, and customer service
hubs. Unlike Uber however, Wonolo gives workers a chance at full-
time employment and benefits.
A D S ’ R ’ U S
by Derek Lu

6. Stranger Economy 1.0:
• Human to human interactions
• Badges (and the organizations they
represent) serve as a proxy for trust
• Use of technology is minimal, meters are
used to calculate fair
Stranger Economy 2.0:
Tech Person
• Human to tech to human interactions
• Technology replaces traditional forms of signage
• Trust in tech (and the individuals and VC
behind it) allows for us to overcome fear of
unverified strangers
• Use of technology is moderate, but still reliant on
human to human interactions.
Stranger Economy 3.0:
Tech Tech
• Human to tech to tech interactions
• Technology replaces all stages of the service, and
in some ways, becomes the new stranger
• Previous faith in tech allows us to trust new tech
• Use of technology is significant, human interaction
is minimal
Lets%think%about%the%Stranger%Economy%in%the%same%way%that%we%think%of%the%changing%web%experience%9%Various%itera;ons%(IE%web%1.0%vs%web%2.0)%of%
the%same%thing,%defined%by%evolving%parameters,%capabili;es,%and%experiences.%Through%this%lens,%we%can%visualize%Stranger%Economy%1.0%as%where%we%
started,%2.0%as%where%we%currently%are,%and%3.0%as%the%economy%and%experience%to%come.
Below&is&one&of&many&possible&examples&of&the&three&stages&in&the&Stranger&Economy
PersonUser
What’s Next?S O F T S E R V
User
User
By#William#Moseley

7. O P I N A RY CREATION BY DESTRUCTION
When a new innovation kills the industry preceding it
by kelly coonan & Jonathan
Technology makes technology better. It’s disruptive and it happens fast. The better the tech, the faster it disrupts and
something will likely be left behind in the dust. What propelled technology today is connectivity, the Internet. The world
before the Internet evolved at a pace that gave everyone enough time to adapt and adopt, but today, shifts can
happen at a ruthless pace.
The taxicab is a concept that has lived since early 17th century Paris and London. Hackney carriages powered by horses
evolved into more modern, fancy carriages, which eventually evolved into automobiles in the early 19th century. For
four centuries, taxi operation has been reserved to specific drivers. It took, arguably, two years to disrupt a four-century-
old system. We don’t wait for taxicabs anymore.
We Uber. We Lyft. We Via.
Complacent industries are being shaken up by technology, and
quickly realizing their new competition may not necessarily be a
company, but users. Strangers. There are now better, cheaper
options stemming from disruptive ideas, and most importantly,
more users are gaining access to these new options. More strangers
are flooding into the playing field. There is more disruption to come.

8. T R I C K O R T R E AT

9. H E L LO
UNTIL NEXT TIME
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