Great newsletter, Justin. Lots to think about. Love this bit ... "We need to shift the marketing mindset from thinking of people as the audience for a show where the brand/product is the hero, to recognizing them as the protagonists in their own stories where the brands/products feature as the supporting character."
Two things: Identity control is one of the huge unsolved problems of the Information Age. Gaining control of our individual identity and its uses is a defining feature of the future. So you are right on target with your directions and insight. And the benefits to brands and marketing that it brings. Great information, thanks.
Second, in the old days, information sources were limited to narrow channels (TV, billboards, etc.). Today, with 67% of the global population online and 98% using smartphones, person to person, or company to person defines the new network topology. Your leadership is helping all of us, whatever our business or social roles might be, to go from being observers to participants. Which reminds me, if there are any left, send me a POAP.
Identity is an imperative in a digital world where trust is in question. As such we will continue to move in that direction, but the implications and use cases that will be enabled will likely stretch way beyond what we are thinking about now. That said, glad you see usefulness in the outline.
Great post, as always! I have a lot of questions and I still need to DM you re: podcast too.. one immediate question I have following this post is - do you believe every customer wants to become a protagonist of the brand, if given the chance?
Oh and would love the POAP as well please. No way I'm missing out on the next Admit One 🤓
And no. I don’t believe people want to be the protagonist of the brand. I believe they are the protagonists in their own story. Brand’s needs to figure how to use Web3 and Metaverse technologies in ways where they can become the supporting characters in the individuals story rather than just trying to tell brand stories that interrupt them.
All that said - I also don’t think one strategy replaces the other. I believe they complement each other. But I think the Brand’s that learn master both strategies have bright futures ahead of them.
On the POAP, I’m struggling to match your email with your profile - so give me a hint what your email is when you DM me and I’ll send over a link for the POAP.
Great insights, very useful! I'd love to get the POAP.
in your opinion, What's the big problem/challenge for the brands at the moment? personalization while respecting customers' privacy? Or is there an even bigger problem?
You’re so on target. My team and I discuss these topics often and are having same conversations with various business leaders across many brands. Thanks for sharing and would love a poap🥂
Great newsletter, Justin. Lots to think about. Love this bit ... "We need to shift the marketing mindset from thinking of people as the audience for a show where the brand/product is the hero, to recognizing them as the protagonists in their own stories where the brands/products feature as the supporting character."
You are the second person to comment on that paragraph. Great to know it is resonating. Let me know if you'd like me to send you a POAP link.
Would love one. Thanks.
On its way.
As always, well written article with plenty of useful Insights into the future of the Internet. Would love to get a POAP.
Thanks for the kind words Andi. Just sent an email with a link to download the POAP.
Two things: Identity control is one of the huge unsolved problems of the Information Age. Gaining control of our individual identity and its uses is a defining feature of the future. So you are right on target with your directions and insight. And the benefits to brands and marketing that it brings. Great information, thanks.
Second, in the old days, information sources were limited to narrow channels (TV, billboards, etc.). Today, with 67% of the global population online and 98% using smartphones, person to person, or company to person defines the new network topology. Your leadership is helping all of us, whatever our business or social roles might be, to go from being observers to participants. Which reminds me, if there are any left, send me a POAP.
Identity is an imperative in a digital world where trust is in question. As such we will continue to move in that direction, but the implications and use cases that will be enabled will likely stretch way beyond what we are thinking about now. That said, glad you see usefulness in the outline.
And yes, POAP is on the say.
Really enjoyed this and got a lot out of it. Would love a POAP!
Thanks for the note Chris. POAP is on its way.
Thanks for the newsletter, learned a lot! I really liked the GTC model strategy.
Thanks for the kind words Tom. Let me know if you would like me to send you a POAP link.
Hi Justin, yes would like the POAP link. :) Thanks
On its way.
This was a really good one Justin, and you now know how to make a POAP too!
Learning so much from your newsletter, thank you. Would love a POAP too!
Thanks for the kind words Jess. It's always good to hear that what I am writing means something to people. So thank you.
And a link to get your POAP has been sent.
Great post, as always! I have a lot of questions and I still need to DM you re: podcast too.. one immediate question I have following this post is - do you believe every customer wants to become a protagonist of the brand, if given the chance?
Oh and would love the POAP as well please. No way I'm missing out on the next Admit One 🤓
Thanks for the comment.
And no. I don’t believe people want to be the protagonist of the brand. I believe they are the protagonists in their own story. Brand’s needs to figure how to use Web3 and Metaverse technologies in ways where they can become the supporting characters in the individuals story rather than just trying to tell brand stories that interrupt them.
All that said - I also don’t think one strategy replaces the other. I believe they complement each other. But I think the Brand’s that learn master both strategies have bright futures ahead of them.
On the POAP, I’m struggling to match your email with your profile - so give me a hint what your email is when you DM me and I’ll send over a link for the POAP.
Never mind. I found your profile. POAP link should be with you now.
Great insights, very useful! I'd love to get the POAP.
in your opinion, What's the big problem/challenge for the brands at the moment? personalization while respecting customers' privacy? Or is there an even bigger problem?
I was elated with this reading, especially from a UX designer perspective. Great insights. Would love to claim the POAP.
You’re so on target. My team and I discuss these topics often and are having same conversations with various business leaders across many brands. Thanks for sharing and would love a poap🥂