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Add Insights Hub six-month post export

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I maintain a 3-month snapshot from my Hub database—an object-oriented JSON system I built as the nerve center of my life.
It captures my daily activities as a searchable memory layer, helping me surface signal, trends, and insights that get lost in day-to-day noise.
What follows is a filtered view of what I’ve chosen to make public: what I’m learning, reading, thinking about, and working on and anything else I find interesting. I update this weekly with recent additions.
Entries here: https://projects.eddiesoehnel.com/adminprojects/eddie-soehnel-portable-identity-document-OPEN/src/branch/main/eddie-soehnel-additional-signals.md
The full historical dataset is published in this repo directory, with entries as individual JSON files is here:

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{
"HubID": "2122",
"Date": "3/30/2023",
"HubTags": [
"Environment",
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2122__Image_URL.jpg",
"Summary": "<p>Power generation coal vs renewals with later passing the former in production </p>",
"Notes": ""
}

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{
"HubID": "2124",
"Date": "3/30/2023",
"HubTags": [
"Economics",
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2124__Image_URL.jpg",
"Summary": "<p>Value construction put-in-place. Reshoring</p>",
"Notes": ""
}

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{
"HubID": "2127",
"Date": "1/1/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>The One Formula For Consumer Brand Success</p>",
"Notes": "<p>The One Formula For Consumer Brand Success</p><p>I've been building consumer brands since the late 1990's, giving me pretty good history and perspective on the major technology and #marketing paradigms that have transpired over that time period.</p><p>For the most part in that history, captive customers and brand staying power comes down to distribution and brand. You can develop a revolutionary product that sets you apart from competitors that captures attention, and see explosive growth, but eventually they will catch up. That is why distribution and brand are so important.</p><p>But distribution and brand are just rails. What in the end really creates a captive customer? I think the alpha comes down to experiences. While products solve problems and satisfy needs, it is better if that product can create an experience.</p><p>Why experiences? Because experiences create feelings which people remember. Positive feelings out of an experience creates greater emotional impact, which ends up tying the customer to the product and the brand behind it.</p><p>There is a saying: “People will forget what you said people will forget what you did but people will never forget how you made them feel”.</p><p>#web3 is the next technology and marketing paradigm, which offers brands better tools to into creating better experiences for their customers.</p><p>So, turning this on its head and simplifying: use web3 tools to create unique and better experiences for your customers, which ties them to your company, helping you build distribution and brand, which = captive customers (higher CLTV), which = lower marketing costs, which = staying power and profits.</p>"
}

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{
"HubID": "2128",
"Date": "1/2/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "MNTGE",
"File": "",
"Image": "",
"Summary": "<p>NFTs attached to items is rapidly gaining traction, but what is interesting is that the vintage physical item that MNTGE ( https://www.mntge.io/) digitizes into an #nft can continue to accrue future experiences tracked on chain that are immutable which will add to its legacy, lore and possibly value.</p>",
"Notes": "<p>NFTs attached to items is rapidly gaining traction, but what is interesting is that the vintage physical item that MNTGE ( https://www.mntge.io/) digitizes into an #nft can continue to accrue future experiences tracked on chain that are immutable which will add to its legacy, lore and possibly value.</p><p>We've imagined this potential for #web3 for awhile now, but this is the first instance I have seen for using web3 infrastructure to track experiences tied to a physical item rather than a person.</p><p>The reason why this is important is because it helps prove the authenticity of items, where they have been, what previous owners have done with them, all of which increases their transactability online.</p><p>And transactions is not just limited to buying and selling anymore. With web3, it is a lot more, including:</p><p>borrow them</p><p>lend them out</p><p>shared ownership with others</p><p>fractional ownership with others</p><p>token ownership (Instead of owning a product, using a service or having an experience, consumers now can own, share, and trade the images of items, experiences, and services - paired up with a proof of ownership)</p><p>borrow against their value</p><p>lend out against their value</p><p>earn royalties from</p><p>insure them</p><p>prove ownership of</p><p>guard against counterfeits</p><p>get specific benefits as an owner from another user or entity</p><p>prove an action performed</p><p>help describe the owner, who they are, what they do, what they like (based on what they do and what they own). </p><p>can be dynamic, and not static, and accumulate features, qualities, and/or histories that change their value, utility or their story, all of which can be used as signaling to which others (people, technology apps, systems, metaverses) react.</p>"
}

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{
"HubID": "2129",
"Date": "1/5/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Liquid Death",
"File": "",
"Image": "",
"Summary": "How do you sell the commodity of commodities, water, going from startup to over $130 million in annual revenue inside 5 years and 60K retail doors, and layer on #web3 to create captive customers?",
"Notes": "<p>How do you sell the commodity of commodities, water, going from startup to over $130 million in annual revenue inside 5 years and 60K retail doors, and layer on #web3 to create captive customers?</p><p>Creative cause-based marketing that grabs attention and personalizes the brand.</p><p>#liquiddeath moved into web3 this year with, thus far, a basic collectible and utility token (Murder Head Death Club), but which appears the brand may be leveraging to include owners in revenue-sharing. Even if not, the brand’s marketing that it has extended into the #nfts really fits well and resonates.</p><p>Total NFT volume as of this writing is $2.3 million, which includes original minting for probably a few hundred thousand in revenue to the brand, and the rest as trading volume, a portion of the secondary market revenues which the brand donates to its cause marketing to reduce plastic consumption.</p><p>Also interesting is that brand buys carbon offsets that equal 110% of the most conservative estimate of its web3 carbon generating activities.</p><p>LD is a food brand in a category that may not be able to create meaningful revenue off of web3, but it can certainly use web3 to create experiences for its customer base that help keep customers captive and increase the lifetime value of a customer, which over the long term can reduce marketing costs.</p>"
}

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{
"HubID": "2130",
"Date": "1/10/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Starbucks",
"File": "",
"Image": "",
"Summary": "#starbucks is unlocking #brand #marketing and potential revenue through a previously locked value stream. Here is how and why it is important.",
"Notes": "<p>#starbucks is unlocking #brand #marketing and potential revenue through a previously locked value stream. Here is how and why it is important.</p><p>The overhaul of their #loyaltyprogram to include #web3 means that holders can sell their perks.</p><p>Loyalty members can gain perks a variety of ways, but if they want to sell off those benefits to someone else, they can do that.</p><p>That opens up a secondary market for Starbucks loyalty perks. Rather than tying perks to a person, those perks are now independent and accrue to whoever currently owns the right to those perks.</p><p>And, perks can continue to accrue, making them more and more valuable as time goes on.</p><p>This is important because:</p><p>1. Starbucks is using web3 to let people do what they want with what they own. They are pushing more control to consumers, which makes them happier and strengthens the brand appeal. And it is more than just about selling off perks. Consumers can use the #nft backing the perk as part of social signaling to others. Will consumers use this to start creating their own associations with other loyalty NFT owners? Will Starbucks open up the potential for owners to do other things with their NFTs? The possibilities are endless.</p><p>2. For Starbucks, it is creating brand marketing for itself by productizing something of value that was previously locked. Unlocked and there is now another way for the Starbucks brand to be advertised through new transactions.</p><p>3. Will Starbucks create a new source of revenue by taking a royalty off of each sale, which it can do right now because this capability is part of web3 infrastructure? Will it instead allocate that revenue towards a charitable purpose, or some other purpose that directly benefits its loyalty members? The possibilities are endless.</p><p>Starbucks is a #food brand in a #consumergoods category that may not benefit as much via new meaningful revenue from web3 as other categories like outdoor and luxury.</p><p>For Starbucks, it is more about making its brand stronger with consumers by pushing control and abilities to consumers to do what they want.</p>"
}

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{
"HubID": "2131",
"Date": "1/11/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Nike",
"File": "",
"Image": "",
"Summary": "Is #nike using #web3 to set stage for anyone to create sellable digital products using Nike assets, and could some of them lead to physical products?",
"Notes": "<p>Is #nike using #web3 to set stage for anyone to create sellable digital products using Nike assets, and could some of them lead to physical products?</p><p>Brand/manufacturer-to-consumer relationship has always been one way when it comes to products – brand sells to to consumer. Web3 can change that dynamic and Nike is leading., where it is using web3 to create infrastructure that allows anyone to create. Presumably, people will also be able to profit off of these creations, which is easy to build in using web3.</p><p>Consumers are already there, using #generativeai to create digital branded items: https://lnkd.in/gh9yEfzz.</p><p>Could creations become physical, either because they are popular and there is demand and/or could there be one-offs produced via #3dprinter / #additivemanufacturing manufacturing? Why not?</p><p>Nike will always create products in-house, but web3 opens the doors to all of us creating and selling Nike products.</p><p>Of all brands, Nike has the mojo and the resources to pull this off. But doing what Nike is doing is not out of reach for other brands, even right now, and the technology will get better fast so that all brands can model off of Nike to do similar things.</p>"
}

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{
"HubID": "2132",
"Date": "1/16/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "#web3 is in the early adopter’s phase",
"Notes": "<p>#web3 is in the early adopter’s phase</p><p>Recent data (https://lnkd.in/gA2u9Atw) seems to indicate that 400 million people own #cryptocurrencies . Out of 5 billion global internet users, that is 8%, which in the adoption curve, means crypto overall is in the early adopters phase.</p><p>In the United States, data (https://lnkd.in/gz345_3G) suggests 15% crypto ownership.</p><p>What is its growth trajectory from here? When will it hit early majority? Late majority? We don’t know, but growth uptake tends to accelerate through the early adopters phase.</p><p>Consider the following major brand web3 activations:</p><p>1. The consumer product #luxury vertical has taken an aggressive lead with many leading brands pioneering web3 models for the rest of us to learn from and potentially use.</p><p>2. We are seeing mass market deployment of web3 from #nike via their new #swoosh platform after successfully testing web3 since 2021.</p><p>3. #starbucks is engaged in a massive overhaul of their loyalty program with 27+ million people, to include web3.</p><p>4. The #nfl is expanding web3 from 20 games in the 2021/2022 season to 100 games for the current season, out of their 272 total annual games (because web3 was a smashing success in last season’s testing).</p><p>5. #reddit saw 5+ million #nfts minted to over 4.25 million unique wallets for a simple collectible #nft , which is surprising in and of itself, but even more surprising is that as of this writing, it continues a relentless climb with more mints even in the depths of a bear market in which we find ourselves.</p><p>6. #instagram is rolling out functionality to let users create, display and sell NFTs on their platform</p><p>7. A huge point of friction with participating in web3 is converting fiat currencies to cryptocurrency. #paypal is integrating with Metamask, a popular crypto and NFT wallet, to make it easy to covert fiat into cryptocurrency and back again.</p><p>I think we could see early majority as early as next year, but more likely in the 2025 to 2027 time frame.</p><p>Most brands probably do not need to add web3 for customers at this time, unless their customers are young people or they want to expose their brand to young people now so that this demographic becomes customers when they get older. We know that brand awareness and perception and possibly #brandloyalty forms at early ages and can last a lifetime. This is a big reason why the luxury vertical is pushing hard into web3 and the #metaverse .</p><p>If brands sell durable products with higher price points, they may want to at least setup their inventory for digital pairing with NFTs, because those products produced and sold today could generate secondary market revenue years down the line.</p><p>At a minimum, all brands should be learning and testing it so they get comfortable with the paradigm and understand strategically how it fits for them in the future.</p>"
}

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{
"HubID": "2133",
"Date": "1/20/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "My take on #web1",
"Notes": "<p>My take on #web1</p><p>What is/was Web1?</p><p>* Pre-2000 Internet that was largely read only.</p><p>* Static web pages with content.</p><p>* PC-based only.</p><p>Benefits</p><p>* Simple, easy, secure.</p><p>Drawbacks</p><p>* Read-only so not very useful.</p>"
}

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{
"HubID": "2134",
"Date": "1/23/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "My take on #web2",
"Notes": "<p>My take on #web2</p><p>What is Web2?</p><p>*Current dominant state of Internet that is read and write: users can participate by not just reading but also writing content (post to social network, for example).</p><p>* PC, mobile, notebook - enabled by any Internet device with a screen UI</p><p>* Large technology companies create and manage services for users and also collect, amass and control data on users.</p><p>Benefits</p><p>*Easy, fast, cheap, amazing products and services unleashed to benefit users in a multitude of ways.</p><p>*Tipping point where Internet went mainstream, which means more users = more network effects of value delivered = more economies of scale for the services we get out of web2.</p><p>Drawbacks</p><p>* Companies collect, control and sell user personal information and their digital activities, power concentrated among a small number of companies over web2 platforms and services.</p><p>* Not that secure, easy to hack, spoof, and disseminate misinformation</p>"
}

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{
"HubID": "2135",
"Date": "1/24/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "My take on #web3",
"Notes": "<p>My take on #web3</p><p>What is Web3?</p><p>* Users control their personal information and how it is shared. </p><p>* Financialization of all assets (also called the #tokenization of everything) that are accessible by users of Web3 (I define financialization here as using web3 protocols to create a representation of any asset so that it can be easily used in a transaction). </p><p>* Internet users own and control assets, whether digital or IRL or anything that has been financialized onto web3, and all the data about themselves and the actions they do. </p><p>* Ownership records are public (but they are anonymized so cannot tie to the owner’s identity).</p><p>* Records are permanent and unchangeable and cannot be deleted.</p><p>Benefits</p><p>* Data is more secure and #decentralized </p><p>* #decentralization means less likely for data to be taken down or compromised in some way</p><p>* Users can prove who they are and their data without having to share it, minimizing theft of personal information, and can control which information is shared and to whom. </p><p>* Assets, whether IRL or digital (which can include products, services, experiences, claim on cash flows) are represented online making it easier to:</p><p>** buy them</p><p>** sell them</p><p>** borrow them</p><p>** lend them out</p><p>** shared ownership with others</p><p>** fractional ownership with others</p><p>** token ownership (Instead of owning a product, using a service or having an experience, consumers now can own, share, and trade the images of items, experiences, and services - paired up with a proof of ownership)</p><p>** borrow against their value</p><p>** lend out against their value</p><p>** earn #royalties from</p><p>** insure them</p><p>** prove ownership of</p><p>** guard against counterfeits</p><p>** get specific benefits as an owner from another user or entity</p><p>prove an action performed</p><p>** help describe the owner, who they are, what they do, what they like (based on what they do and what they own). </p><p>can be dynamic, and not static, and accumulate features, qualities, and/or histories that change their value, utility or their story, all of which can be used as signaling to which others (people, technology apps, systems, metaverses) react.</p><p>** Assets are owned by the user and not custodied by a third party (like a bank), which means that the custodian owns the assets and the user just has an IOU on the asset, which means that if the custodian fails financially, the user may not get back their assets because they are simply a creditor with an IUO; and which means there is no custodian who can freeze use of the user’s assets.</p><p>Assets can be searched so we know which accounts/wallets own which assets (but not who owns them because wallets are anonymous represented by public keys only), which can make it easier for users to find like owners and communities, and companies to find potential customers based on the assets in a wallet/account.</p><p>Drawbacks</p><p>** Since users are in control of their data, it is their responsibility to manage and secure it.</p>"
}

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{
"HubID": "2136",
"Date": "1/25/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "How to duplicate yourself so you get more done.",
"Notes": "<p>How to duplicate yourself so you get more done.</p><p>We're seeing the base infrastructure being built and played out before our eyes.</p><p>* Conversational #artificialintelligence via #chatgpt</p><p>* Virtual influencers run by #ai</p><p>* VALL-E can imitate any voice with just a three-second sample</p><p>* Generative AI image generation that creates what we want to see</p><p>Then, feed AI all about me:</p><p>* Over a decade of blog and social media posts</p><p>* All of the extensive tools I have created over the years around my work: methodologies, processes, tools, spreadsheets, diagrams, resource lists, research, data, etc.</p><p>* Zoom meeting recordings and speech-to-text files that I save</p><p>* hundreds of thousands of photos I have taken which reflect what I like, where I have been, who is in my life</p><p>* my #google location history of where I have been the reflects more about me</p><p>* my #strava history of all my workouts and activities that reflect the activities I do</p><p>* my purchase history</p><p>I bet my AI will be able to impersonate me at a pretty good level and be able to communicate with others for basic stuff in place of me.</p><p>The AI can just report highlights of the conversation back to me.</p><p>Someone needs advice or have a questions around my expertise, let the AI handle it. And the AI will be able to adjust responses based on sentiment and emotion coming from the person.</p><p>The AI knows me, what I do, what I like, where I go...let it find people, places, things and information that would enhance my life based on who I am instead of me doing it. It can work 24/7 to do this, delighting me daily with new finds.</p><p>Let the AI create new products that do not exist just for me using using generative AI image and 3D graphics generation, which can then be #3dprinted</p><p>The AI knows I like sneakers and Nike, and it knows that Nike has opened up its IP for people like me to create what they want, so it creates Nike shoe variations for my approval, and I select the ones I like, and it sends it off to a #3dprinter with a portion of the cost going to Nike for using their IP.</p>"
}

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{
"HubID": "2137",
"Date": "1/30/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Enforcing secondary market royalties on used product sales for brand owners",
"Notes": "<p>Enforcing secondary market royalties on used product sales for brand owners</p><p>#web3 has emerged as a way to offer infrastructure that allows creators of a product to earn additional revenue when the product is sold to someone else on a #secondarymarket platform.</p><p>The problem is that #centralized secondary market platforms as well as #decentralized secondary market protocols have emerged that do away with secondary market revenue.</p><p>It is my opinion that creators should share in secondary market revenues, if they wish. But ultimately it should be up to the creators to decide.</p><p>Some, like artists or #brands that make collectible products, should probably share in upside for products that increase in value.</p><p>Other #consumerbrands may not care to book the revenue from secondary market sales but instead divert it to towards charitable purposes.</p><p>Or brands could use it to help provide incentives for reuse and recycling.</p><p>And still other brands may decide not to have any secondary market royalties.</p><p>But the point is to let creators and brands decide. One might argue that no, it is the owner of the #nft who should decide. My opinion is that it should be the original #ip owner that should decide, which is how it has always been with IP.</p><p>An artist who creates the art is the IP owner. A brand that designs and produces a product is the IP owner.</p><p>Tools are starting to emerge that help provide this freedom of choice for the IP owners, like Limit Break NFT tools recently released (https://lnkd.in/gPdMf-aQ) that enforce royalties at the individual token level, meaning each individual NFT can have its own programmable royalties. Regardless of which centralized platform or decentralized protocol is used to sell an NFT, royalties will be enforced.</p>"
}

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{
"HubID": "2138",
"Date": "1/30/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2138__Image_URL.jpg",
"Summary": "#web2 vs #web3 Value Chains",
"Notes": "<p>#web2 vs #web3 Value Chains</p><p>Web3 is not a new channel, but new sets of technology protocols using existing channels, in order to be more secure, more decentralized and where users are more in control, which at the same time is also opening up the potential for creating new products and services and new ways to deliver them to users. </p><p>The ultimate use of web3 is to digitize everything so that everything can be transacted digitally, which means anywhere and as cheap and fast as possible, and coordinating all those transactions and their behavior between users and entities in ways that are secure, by mutual consent and trusted. </p><p>Web3 is about user wallets - or digital passports - that contain everything about the user - what they own, what they buy, what they do, where they go, and their identity - which is controlled by the users and stored on an immutable and tamper-proof #blockchain that is decentralized with less potential for being taken down.</p><p>By decentralizing user data into wallets that consumer’s control and create decentralized structures (blockchains) that manage our interactions with each other, we replace centralized monolithic aggregators that use our data for their gain (ie: Facebook) and that take a bigger cut from things we create or do (i.e Spotify or Uber, respectively).</p><p>There are a few ways to think about this via the graphics attached.</p>"
}

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{
"HubID": "2139",
"Date": "2/1/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "A new #balancesheet line item for #consumerbrands - synthetic assets",
"Notes": "<p>A new #balancesheet line item for #consumerbrands - synthetic assets</p><p>#web2 = when sold a product it is no longer an asset.</p><p>#web3 = when sold a product is a synthetic asset that can still drive more revenue.</p><p>Brands think of products as assets until sold, then they no longer are treated as an asset.</p><p>But that is not true with web3. That product is a synthetic asset that can still earn a brand revenue:</p><p>* if secondary market revenue is built into the #NFT smart contract that is tied to the product so that it returns revenue back to the brand;</p><p>* through the NFT that gives the user more control to do what they want with the product, which can create experiences for the user that reflect back on the brand, which can translate to customer retention and word of mouth marketing. </p><p>Do this now:</p><p>For brands that sell durable products with higher price points (> $100), adjust production and inventory practices to be able to uniquely identify each item that rolls off the production line, and maintain those identifiers in a database. </p><p>A simple number or alphanumeric number would suffice. As long as it can be secured to the product where it is less likely to fall off or wear off.</p><p>In the future, if/when a brand adds web3 infrastructure for its customers, past products are already web3 capable through the unique identifiers that can be used to tie each of those products to an NFT.</p><p>For the future, research tech-based options that enhance a product's usability and experience for customers:</p><p>* #nfc chips last 50 years and are the leading tech;</p><p>* #qrcodes works as well;</p><p>* #rfid chips works too.</p>"
}

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{
"HubID": "2140",
"Date": "2/2/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "#marketing and selling #consumergoods right now is really hard.",
"Notes": "<p>#marketing and selling #consumergoods right now is really hard.</p><p>Too many products without differentiation, crowded marketing, sales and distribution channels, COVID brought forward lots of demand that is now cooling and #inventory is rising.</p><p>The major paradigm shifts in marketing, sales and distribution came from the internet in the early 2000's as a new payment and distribution rail, followed by social media in the 2010's as a new marketing channel.</p><p>Both are now tired and everyone uses them and does the same thing. Hard to capture attention.</p><p>What's next that will upend things and breathe new life into product innovation, marketing, sales and distribution is #web3 .</p><p>Web3 might be bigger than the Internet and social media because these two where just new payment/distribution/marketing rails.</p><p>Web3 offers tools to create new products, reposition existing products, while also offering new rails for payment, distribution and marketing.</p><p>There are a lot more people online now</p><p>Web3 is not just people and things, but a massive unification of people, places, things, events and experiences, all through technology.</p><p>And it is interacting with, being impacted by and enhanced by exponential technologies:: (1) #artificialintelligence (2) augmented/virtual/extended realities (#ar #vr #xr ), (3) #broadband connections, (4) computing chips and #quantumcomputing (5) data storage, (6) #edgecomputing (7) #internetofthings , (8) materials science, (9) #robotics , (10) secure computing, (11) transportation and (12) #3dprinting / additive manufacturing.</p><p>Web3 right now is pretty bad - slow, clunky tech, with generally poor UX and UI. Most brands probably do not want to deploy web3 for their customers just yet, but they really need to learn it, test and experiment with it and figure out how it fits with their strategy.</p>"
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{
"HubID": "2141",
"Date": "2/3/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Tribeca Festival",
"File": "",
"Image": "",
"Summary": "#tribeca Festival released special access passes in the form of #nfts What they did, which many other brands have done and are doing, is to bypass #cryptocurrency completely and let consumers use a credit card instead, and further, a web3 wallet is automatically created for the user to hold the pass.",
"Notes": "<p>#tribeca Festival released special access passes in the form of #nfts What they did, which many other brands have done and are doing, is to bypass #cryptocurrency completely and let consumers use a credit card instead, and further, a web3 wallet is automatically created for the user to hold the pass.</p><p>What a new web3 consumer has to do if the Tribeca Festival process did not exist:<br /></p><p>1. Open cryptocurrency account at a centralized exchange, like Kraken Digital Asset Exchange;</p><p>2. Transfer #fiat from a regulated bank account to Kraken via ACH or wire if international;</p><p>3. Convert fiat to #ethereum cryptocurrency;</p><p>4. Download a hot wallet and create an account, like using #metamask</p><p>5. Transfer ETH from Kraken to the Metamask account;</p><p>6. Connect the Metamask wallet on Tribeca Festival’s website;</p><p>7. Make the purchase and get the NFT;</p><p>8. Transfer the NFT to a #hardwarewallet for safekeeping.</p><p>What a consumer does instead with Tribeca Festival:</p><p>1. Provide credit card credentials through a secure card interface at Tribeca Festival’s website, approve the purchase, receive the NFT in a wallet auto-created by Tribeca Festival that holds the NFT.</p><p>Talk about reducing friction. That is how consumers will use web3 for the foreseeable future.</p>"
}

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{
"HubID": "2142",
"Date": "2/3/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "#web3 data is like looking at #creditcard statements + seeing what a person owns + what they use to own + what they have done...and it is all open for anyone to see.",
"Notes": "<p>#web3 data is like looking at #creditcard statements + seeing what a person owns + what they use to own + what they have done...and it is all open for anyone to see.</p><p>But it goes further than that. It is also like looking at an item - whether digital or physical - and seeing who owned it, when, where its been, what people have done with it, when they did something with it, and with whom they did it with.<br /></p><p>All this data is possible and represented online via #blockchains which are really just open databases.</p><p>But blockchains are private by nature where associating this activity to a person is not a built in function.</p><p>It is early now, but in the future, as consumers use web3 more, this open data will presents opportunities for deep analysis that can be used to customize advertising, products and services for people</p><p>Sort of, kinda of, maybe, probably, for sure #dystopian ? Yes, that too.</p><p>#web3 #ux is really poor at present; until infrastructure providers improve it, here is what #consumerbrands are doing to make the experience much better.</p>"
}

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{
"HubID": "2143",
"Date": "2/6/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2143__Image_URL.jpg",
"Summary": "How do you retain customers (#customerretention) and keep them captive?",
"Notes": "<p>How do you retain customers (#customerretention) and keep them captive?</p><p>Let's borrow from Seth Godin (https://lnkd.in/gYMEy9Th), a long-time business writer that I read.</p><p>He said: \"A #brand is a set of expectations, memories, stories and relationships that, taken together, account for a customer's decision to choose one product or service over another\"</p><p>Lets unpack that from the context of a company's operations:</p><p>1. EXPECTATIONS revolve around product benefits and features (an R&D and product development function); </p><p>2. RELATIONSHIPS revolve around things like #customerservice , product support, etc. (a #marketing function);</p><p>2. MEMORIES AND STORIES revolve around the experiences users have using the product and around memorable marketing the company creates (a marketing function);</p><p>So where is the alpha for a brand, even if the brand has unique products that gives it a defensible competitive advantage? </p><p>Solving for EXPECTATIONS and RELATIONSHIPS as defined above is really just operations and formulas for making these two areas efficient and meeting customer expectations. </p><p>The alpha comes down to MEMORIES AND STORIES, or experiences. </p><p>Ty Haney, from her experience with Outdoor Voice apparel brand, says she gets 4x the value through high-touch experiential events compared to advertising.</p><p>While products solve problems and satisfy needs, it is better if that product can create an experience, because experiences create feelings which people remember. Positive feelings out of an experience creates greater emotional impact, which ends up tying the customer to the product and the brand behind it. </p><p>There is a saying: “People will forget what you said, people will forget what you did but people will never forget how you made them feel”. </p><p>To get alpha, #consumerbrands have to be more than just producing, marketing, distributing and selling products. They have to create positive experiences, not just for potential customers, but for product owners, in ways that reach each customer, which means their marketing is moving one-to-one which becomes unscalable.</p><p>In a #web2 world that is really hard to do, but in a #web3 world, that is possible because the paradigm is building infrastructure to allow brands to do unique, individualized things at scale.</p>"
}

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{
"HubID": "2144",
"Date": "2/7/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Nike",
"File": "",
"Image": "",
"Summary": "#nike vs StockX trial",
"Notes": "<p>#nike vs StockX trial</p><p>Nike’s lawsuit against StockX for NFTs around StockX Vault program, using Nike’s IP in StockX NFTs to ID physical shoes.<br /></p><p>If Nike prevails, how would this affect a product owner /consumer creating their own NFT around a product they own even if they are not the creator/IP owner? If the goal in web3 is the ability to financialize anything, this could have a chilling effect on that.</p>"
}

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{
"HubID": "2145",
"Date": "2/8/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "#supremecourt and #section230 of #cda",
"Notes": "<p>#supremecourt and #section230 of #cda</p><p>There is a case before the Supreme Court that will finally look at Section 230 of the Communications Decency Act (CDA) that allowed “interactive” online platforms such as forums and read-write webpages to gain immunity from any content posted by users of the platform. <br /></p><p>If the outcome of this case revokes or changes section 230, limiting free speech on platforms, that will not necessarily move people to decentralized web3 platforms that have no central authority. </p><p>As we have already seen in the Tornado cash sanctions and the Canadian governments trucker sanctions, governments will go after anyone remotely connected to a decentralized app.</p><p>We don't want hateful or harmful information or actions, but we also don't want centralized platforms or authorities to tread on people's liberty.</p><p>While on the surface it is a good argument for decentralized platforms, it does not mean they will be any better than centralized platforms.</p>"
}

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{
"HubID": "2146",
"Date": "2/8/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Hermes",
"File": "",
"Image": "",
"Summary": "Hermès v Metabirkins #trial",
"Notes": "<p>Hermès v Metabirkins #trial</p><p>Hemes filed a claim that its #intellectualproperty was infringed by the artist who created a series of #nft artwork using potentially Hermes likeness and copyrights. The artist claims its art as creative commentary protected by the first amendment. </p><p>If Hermès win, this might be perceived as a win for those building #digitalassets and branded NFTs, as it would place significant value on digital goods. In other words, a metaverse-ready depiction of a handbag might be treated as valuable as a physical one (this is already happening).</p><p>On the other hand, a Metabirkins win would be a warning sign to brands to continue to file to protect their marks in the digital realm — even if they don’t have plans to enter the space. If you are a brand that is slow and has no plans to be in the digital space, how do you control someone taking your brand and putting it in a digital space?</p>"
}

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{
"HubID": "2147",
"Date": "2/9/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Porsche",
"File": "",
"Image": "",
"Summary": "Learnings from #porsche recent entry in #web3 – the good, the bad, market expectations and the takeaway",
"Notes": "<p>Learnings from #porsche recent entry in #web3 – the good, the bad, market expectations and the takeaway</p><p>The Good:</p><p>* They sold 2363 NFTs;</p><p>* It was their first foray into web3 and was easy to do without many complexities behind the NFT or the process;</p><p>* They got a lot of learnings that they can, and are, building on.</p><p>The Bad:</p><p>* It was a vanilla collectible NFT that was circa 2021 and not at all interesting for 2023;</p><p>Market Expectations:</p><p>* There were some voices that said the mint price was too high, supply to large, and not enough benefits for owning the NFT;</p><p>* The original collection number was 7500, and Porsche only sold 2363 when it stopped the minting process, so it was a failure.</p><p>Takeaway:</p><p>It was a success because they sold products (NFTs in this case), got feedback, and can build on that.</p><p>Doing it the way they did leaves them open to many directions in which to go from here.</p><p>Right now, web3 is not about meeting market expectations as much as it is just getting out there, trying things, getting data, learning, adjusting, and repeating the process, over and over.</p><p>As long as a brand is not trying to consciously rug its user base and what the company tries does not irreparably hurt their brand, there are no failures.</p><p>If we’re in the future and look back, is the story here about how Porsche failed in its first NFT launch, or how they learned from it to create what its customer base wants in web3. </p><p>Given its the Porsche brand and the enduring legacy they want to protect, I think it will be the later, which is what we will remember.</p>"
}

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{
"HubID": "2148",
"Date": "2/10/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "When #consumerbrands sell a product, the traditional idea is that their relationship with the product generally ends (other than support related to software updates, warranty/repairs and returns)",
"Notes": "<p>When #consumerbrands sell a product, the traditional idea is that their relationship with the product generally ends (other than support related to software updates, warranty/repairs and returns)</p><p>With #web3 , that is changing where brands get more insight into what consumers do with the products and further, brands can engage through the product with the consumer.</p><p>Here is an example in the marketplace happening now.</p><p>Sheep Inc. introduced the “Connected Dot” to their garments.</p><p>Items such as beanies and sweaters now have (removable) scannable #nfc chips sewn in.</p><p>Customers can scan these chips to track their garments provenance (eg. CO2 footprint, farm info), and see and track the sheep their wool came from.</p><p>It also has a Time Capsule feature, where owners can add images and videos related to the garment to the #blockchain</p><p>The last feature is made possible with web3 infrastructure. Not only is the media tied to the NFT that is linked to the product via the NFC chip, but it would be searchable online so that brand can see what consumers are doing and engage accordingly, if they wish (via air drops and wallet-to-wallet communication)</p><p>The lowest price product from this brand where I found this connected dot was a $90 wool beanie. NFC chips are cheap and last 50 years, so this use case opens up the potential for an product, including apparel, that is at least $90 or above, to be networked onto blockchains to allow for these kinds of interactivity between the product, the blockchain, the owner and the brand.</p><p>#phygital</p>"
}

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{
"HubID": "2149",
"Date": "2/13/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "ARK's Big Ideas 2023 annual report is out, covering #exponential technologies and their growth. I pulled out the pieces on #artificialintelligence that are directly applicable to #consumerbrands and us personally with respect to our #careers and our personal competitive advantage for landing #jobs",
"Notes": "<p>ARK's Big Ideas 2023 annual report is out, covering #exponential technologies and their growth. I pulled out the pieces on #artificialintelligence that are directly applicable to #consumerbrands and us personally with respect to our #careers and our personal competitive advantage for landing #jobs</p><p>ARK Prediction: #ai should increase the productivity of knowledge workers more than 4-fold by 2030.</p><p>What that means for consumer brands:</p><p>* When it comes to creating media (text, images, video), #marketing copy, and software coding, people will be able to get a lot more done faster and better.</p><p>* With AI we will be able to target the right communication at the right time to each person.</p><p>* But the dramatic reductions in cost of using AI and the dramatic increases in availability and ease of use means everyone will use it, so in the end, there is no competitive advantage, so #distribution and #branding are still the only ways to differentiate and capture customers.</p><p>ARK Prediction: Cost To Train GPT-3 Level Performance - now at $450,000 - to go to $30 by 2030.</p><p>What that means for individuals and consumer brands:<br /></p><p>* Everyone can have and train their own #chatpgt bot that can impersonate them, which means you can leverage yourself so that the bot can communicate and interact with people in place of you, find things and people for you because the bot knows you, do things in place of you, and do it all 24/7.</p><p>* Might this create a personal competitive career advantage for you, because you can walk in with your AI to an employer and demonstrate how you can be more productive and get more done over the person who does not have an AI?</p><p>* Its not the AI that will be the competitive advantage, its the data the AI needs to train itself. What data can you create/collect that is proprietary to you that you can give an AI which will give you a competitive advantage?</p><p>* To start, save all the following data that you create naturally on a daily basis: tweets, posts, zoom calls, exercise data, google location data, photos, videos, social graph, credit card data, emails, personal journals...</p><p>* AND, start getting out of your head into digital form all your business knowledge.</p><p>* Digital storage is cheap and creating media is easy, so start doing that today.</p><p>https://lnkd.in/gZTwgFVq</p><p>#career #data</p>"
}

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{
"HubID": "2150",
"Date": "2/13/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Nike",
"File": "",
"Image": "",
"Summary": "The era of leveraging #ip to co-create, co-market and revenue share with consumers has officially begun.",
"Notes": "<p>The era of leveraging #ip to co-create, co-market and revenue share with consumers has officially begun.</p><p>#nike has opened up .SWOOSH Studio to allow people to submit creative for the chance to get selected to co-create virtual creations and earn royalties. Its a small step and pretty tightly controlled, as it should be.</p><p>We know that branding and distribution are pivotal to brand success, but these two are just rails to the consumer. How does a brand develop branding and get distribution?</p><p>What creates the glue between a consumer and a brand, which then leads to creating branding and distribution, is creating experiences, because experiences create feelings which people remember. Positive feelings out of an experience creates greater emotional impact, which ends up tying the customer to the product and the brand behind it. </p><p>We've seen this coming from Nike for a while and they are now rolling it out.</p><p>Nike will use #web3 infrastructure to manage all this.</p><p>Nike is an OG in web3 and has the mojo and the resources to do stuff like this, and exactly what we would expect from an #apparel category brand and technology leader.</p><p>But most of what Nike is doing is or will be available to any other brand via web3 infrastructure. Nike is a fantastic trailblazer to watch for the rest of us to learn and model for our own #consumerbrands</p><p>https://lnkd.in/guVUpcPe</p><p>#apparelbrand #intellectualproperty #brand</p>"
}

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{
"HubID": "2151",
"Date": "2/13/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "#loyaltyprograms are a massive expense and one has to question their value to #consumerbrands considering the breakage.",
"Notes": "<p>#loyaltyprograms are a massive expense and one has to question their value to #consumerbrands considering the breakage.</p><p>Loyalty program #breakage is the amount of points/rewards that never get spent, with a quick Google searched indicating 80% or more, which is very high.</p><p>If consumers are not using these rewards, they are not interacting with a brand. One has to ask why rewards offer so little value if they go unspent, and how can brands reverse this?</p><p>What could at least dramatically lower loyalty program costs is instead of doing something in house where a brand has to setup their own system, instead move to using the open and public infrastructure afforded by #web3.</p><p>Further, going open can make loyalty programs interoperable to coordinate benefits and collaboration with other brands.</p><p>It also sets up the potential for consumers to sell their loyalty rewards to someone else, which is what #Starbucks is allowing through its web3 shift for its loyalty program.</p><p>Another brand I read last week that has unveiled web3 loyalty rewards is Cha Cha Matcha, a small emerging and innovative brand in #foodandbeverage </p><p>And moving to web3 for a loyalty program could reduce breakage. Why not let consumers do what they want with their loyalty rewards? Let them sell to someone else who cares and would interact with the brand and use the rewards.</p>"
}

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{
"HubID": "2152",
"Date": "2/10/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Is a #royalty or #commission standard emerging for #retailers in #web3 ?",
"Notes": "<p>Is a #royalty or #commission standard emerging for #retailers in #web3 ?</p><p>‘Phygital’ Galeries Lafayette Champs-Élysées exhibition offers digital and made-to-order fashion #nfts .</p><p>People could buy some of the digital pieces as physical, which would come with a #qr code to show provenance and history, and are made to order. This is another example of identifying products uniquely, but this using a QR code.</p><p>But what is interesting is that in this web3 implementation. we see a royalty split to the marketplace or retailer. Common is for 10% to go to the creator. In this case, 10% of the profits are also going to the marketplace, or retailer, with 80% to the holder.</p><p>Maybe 10% is emerging as the royalty to retailers in web3.</p>"
}

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{
"HubID": "2153",
"Date": "2/13/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Prada,Alo Yoga",
"File": "",
"Image": "",
"Summary": "A few recent market intelligence finds to note.",
"Notes": "<p>A few recent market intelligence finds to note.</p><p>Alo Yoga</p><p>The brand rolls out digital twins to accompany its premium ski collection.</p><p>This implementation does not appear to have a unique identifier on each apparel item, like an #nfc chip. Since this was a luxury collection sold direct-to-consumer, the company knows the buyers and is sending them emails to mint generic #nft tied to the product collection.</p><p>The learnings here for other #consumerbrands ?</p><p>* The implementation is making it seamless to mint an NFT by providing a wallet to the customer automatically and setting up integrations where it is easy to verify ownership via tokengating on the company’s website.</p><p>* This is the route consumer brands are going to avoid the current poor #ux of #web3 .</p><p>#prada</p><p>The brand offers NFTs retroactively to all Timecapsule customers. Timecapsules are released monthly as new physical product drops, which started June 2022.</p><p>Customers who bought Timecapsule pieces before they were attached to NFTs now have the chance to purchase an NFT this time around, to join the Prada Crypted community.</p><p>The learnings here for other consumer brands?</p><p>* The physical products have a unique serial number to identify them, so this makes those products web3 enabled because they can now be attached to an NFT. This is the perfect example for how to web3-enable existing #inventory without having to get technical with NFC chips, QR codes and other similar approaches.</p><p>#phygital</p>"
}

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{
"HubID": "2154",
"Date": "2/14/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Lacoste",
"File": "",
"Image": "",
"Summary": "Here is a nice use case from the #lacoste brand using its general #Undw3 #nfts issued last year as event #tickets and why that is better than #web2 for #consumerbrands and their customers",
"Notes": "<p>Here is a nice use case from the #lacoste brand using its general #Undw3 #nfts issued last year as event #tickets and why that is better than #web2 for #consumerbrands and their customers</p><p>Rather than using a different platform to issues event tickets, Lacoste is using #Ethpass, which simple verifies #nft ownership and then creates a pass that is sent to the user's #applewallet or #googlewallet that acts like a ticket.<br /></p><p>From here, when a Undw3 pass holder attends an event, Lacoste could send them an NFT called a #poap (proof of active participation), so the user can prove they attended the event. A POAP NFT is just an NFT, but the value here is that it is a method where the the user can accumulate history and experiences tied to the Lacoste brand.</p><p>Why would consumers want NFTs that prove their history and experiences with the brand? For social signaling, to get more benefits from the brand that rewards fans for their actions, as keepsakes, mementos.</p><p>And also this. What if the owner of these NFTs that they have accumulated no longer wants to be a fan of the brand? Instead, they just want to sell these actions, experiences and history in which they have accumulated to someone else who wants to buy their way into loyalty and continue to build new actions, experiences and history on top of what was already done.</p><p>This is where the interoperability of #web3 lets consumers do what they want with what they have. And in this case, Lacoste is getting a new fan that wants to interact with the brand while removing the former fan from its ecosystem in which the brand should not be spending time and effort on any longer.</p><p>The distinction here is web3 is focused on wallets that own the NFTs that demonstrate activity. Web2 is focused on people, where if a person no longer cares about the brand, the brand still continues to spend resources on them when they shouldn't. But how would the brand know that?</p><p>That famous #marketing truth uttered over 100 years ago: 'Half the money I spend on #advertising is wasted; the trouble is I don't know which half.' web3 helps us understand which half is working and which is not.</p>"
}

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{
"HubID": "2155",
"Date": "2/15/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Hermes",
"File": "",
"Image": "",
"Summary": "Outcome of the Hermès v Metabirkins #trial",
"Notes": "<p>Outcome of the Hermès v Metabirkins #trial</p><p>This is an important case to watch for how to characterize a companies #intellectualproperty in #web3</p><p>I referenced the #courtcase here in a previous post:</p><p>https://lnkd.in/g9rtCZRc</p><p>Hermès, a #luxury #consumerbrands won this round and Metabirkins says it will appeal.</p><p>This is a really good decision for web3 IP and hopefully will stand on appeal. This means that brands enjoy the same protections of their IP in web3 as they currently do everywhere else.</p><p>Quoting from Vogue Business: \"This decision is thus an endorsement of the value of digital goods and NFTs, suggesting that even digital representations of luxury goods have meaningful value even if they don’t perform the original function of, say, carrying one’s belongings or clothing one’s physical body. In this case, this communicates that a luxury handbag’s purpose is just as much about cultural status, whether that’s in the physical world or metaverse spaces.\"</p><p>Also quoting from Vogue Business, which I found interesting: \"The trial was ultimately evaluated under the so-called “Rogers test”, which refers to a 1989 case between Hollywood star Ginger Rogers and producer Alberto Grimaldi. The test essentially says that a trademark protection stands if the trademark has no artistic relevance to the underlying work, or if the work explicitly misleads as to the source or content of the work. Hermès and Rothschild disagreed on whether there was consumer confusion; a survey commissioned by Hermès found that 18.7 per cent of the NFT audience were confused, while 3.6 per cent of luxury handbag consumers were confused.\"</p>"
}

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{
"HubID": "2156",
"Date": "2/16/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "#web3 storm clouds means it may be stuck in the current stagnant no-growth zone for awhile",
"Notes": "<p>#web3 storm clouds means it may be stuck in the current stagnant no-growth zone for awhile</p><p>My predictions for hitting U.S. mass market usage of web3 in specific verticals were as follows:<br /></p><p>* Sports event #ticketing . Creating NFTs behind tickets to sports events is a no brainer and has good momentum now. I would estimate mass market use in 2-5 years. Leaders: NBA, NFL, MLB.</p><p>* #loyaltyprograms . 3-5 years. Leaders: Starbucks</p><p>* #gaming . 3-5 years. Leaders: Roblox, Epic Games</p><p>* #apparel and #luxury 4-10 years. Leaders: Nike, Adidas, luxury brands.</p><p>But, as of a few weeks ago, I am not so sure about these timelines and think they will be further out because of the following:</p><p>1. regulator activity that is not providing guidance allowing the industry in the U.S. to grow;</p><p>2. excessive blockchain transaction processing costs;</p><p>3. massive friction with current blockchain use;</p><p>4. and market conditions that are disincentivizing the paradigm’s development by consumer brands.</p><p><br /></p><p>All of this will get worked out over time, but the regulatory activity is especially problematic and means we may not get clarity till at least 2025 and beyond, past the next election cycle.</p><p>My general near-term recommendations with web3 and #consumerbrands still hold, which are:</p><p>1. learn the paradigm and test and experiment with it;</p><p>2. collect primary and secondary data on customers with respect to their technology use to learn how web3 might fit for them;</p><p>3. and adjust production and inventory practices to be able to uniquely identify each item that rolls off a production line.</p><p>But do not deploy web3 in a meaningful way for consumers at this time. </p><p><br /></p>"
}

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{
"HubID": "2157",
"Date": "2/20/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Chloe",
"File": "",
"Image": "",
"Summary": "This is a great example of a #consumerbrand using technology to network products.",
"Notes": "<p>This is a great example of a #consumerbrand using technology to network products.</p><p>There is no #web3 in this implementation, but I have included comments on what gets enabled for the brand and the consumer if this implementation was web3 enabled.</p><p>Chloé, a #luxuryfashion brand, launched ‘instant resale’ using digital IDs on Vestiaire Collective.</p><p>This is a nice use case for using #nfc chips to identify each garment that contain the items manufacturing history and which can also be used to easily list the product for resale on the Vestiaire Collective platform.</p><p>It appears to be a very seamless, fast, convenient, frictionless experience to help encourage customers to sell used products.</p><p>There is no web3 in this process. The best way to implement web3 into this process that maximizes the capabilities of this emerging technology paradigm is to add a step where an #nft is created that is linked to the NFC chip of the item.<br /></p><p>Here is just a few things that enabling this implementation with web3 could do for the brand and the product owner:</p><p>* With the NFT, a customer can sell on other web3 NFT marketplaces.</p><p>* The NFT could also be used to accumulate experiences, history and lore attached to the item submitted by the user.</p><p>* Brands can communicate to the owner via NFT, and they can create experiences/challenges/events through the NFT for the owner</p><p>* Secondary market royalties can be set via the smart contract so the brand gets revenue on resale.</p><p>* Usage can be tracked with respect to the NFT, what the owner does with it.</p><p>* Owners can search for other owners of NFTs and create their own tribes/groups/communities around the items or the brand.</p><p>* The NFT allows for social signaling where the owner can display the NFT across different platforms and apps.</p><p>All of the above is being done now, although it is still pretty clunky and manual.</p><p>And the above is by no means an exhaustive list. The creativity is nearly limitless for what brands and consumers can do when products are networked using web3</p><p>#phygital #digital #technology</p>"
}

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{
"HubID": "2158",
"Date": "2/21/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Characteristics of #consumerbrands where #web3 may provide the most benefits",
"Notes": "<p>Characteristics of #consumerbrands where #web3 may provide the most benefits</p><p>Most #consumergoods companies may need to use web3 in some way because consumers may drive that requirement.</p><p>But in general, after following this new technology paradigm closely for the last 2 years, my conclusion is that those that have the best potential for MEANINGFUL new revenue and brand marketing using web3 include at least one or more of the following:</p><p>* Higher #price : brands with products that have higher price points;<br /></p><p>* #Durable product: brands with longer shelf-life products – examples include a ski jacket, a bottle of wine, proof of participation at an event or location like a ticket stub (could be digital), a digital image, an article or piece of content;</p><p>* Desirable brand: brands that have a strong reputation and an engaged customer base.</p><p>Meaningful new revenue from the above list results primarily from the potential for secondary market royalties on used product sales that can flow back to the brand.</p><p>Meaningful brand marketing from the above list results primarily from durable products that have a long shelf life where consumers can do things with them and whose activities can be recorded on blockchains.</p><p>Based on these characteristics, strong verticals include luxury, fashion and apparel, exercise and fitness, household discretionary, outdoor products and active lifestyle, and pet</p>"
}

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{
"HubID": "2159",
"Date": "2/22/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "We are at critical states with respect to our global resource depletion and #climatechange and have no choice but to implement technology solutions as quickly as possible to better manage our environment.",
"Notes": "<p>We are at critical states with respect to our global resource depletion and #climatechange and have no choice but to implement technology solutions as quickly as possible to better manage our environment. </p><p>Here are some ways I've identified where #web3 can be a part of this, with some already in use:</p><p>1. Web3 allows for #consumerbrands to capture #royalties from the resale of their products. This could help funnel future revenue to brands from used products so that they are less reliant on the manufacture and sale of new products. This will help reduce the global depletion of resources needed to produce new products and the #carbonfootprint associated with #manufacturing and selling new items. </p><p>2. Web3 allows for individual #consumergoods to be uniquely identified and recorded on #blockchains . Brands can use this data to create and communicate incentives to help consumers reuse, recycle or resell products to avoid landfills. </p><p>3. Web3 is spawning the growth of digital only products for #metaverse applications, where traditional physical-product brands are finding opportunities to take their brand digitally for new revenue that does not involve physical production. Digital drops are also a way to test products, where popular items could be sent to production but not before pre-selling them so that there is little to no unsold product left remaining. </p><p>4. As brands move more into digital the potential for semi-customized or customized products grows, which can motivate brands to #reshoring production to meet this demand, which may reduce the carbon footprint associated with transporting products. </p>"
}

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{
"HubID": "2160",
"Date": "2/22/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "#customerretention is the holy grail for #consumerbrands because it leads to lower #marketing costs for the same unit of revenue, which leads to more profits. Common averages are that it costs 5-7x less in marketing to retain a customer than to find a new one.",
"Notes": "<p>#customerretention is the holy grail for #consumerbrands because it leads to lower #marketing costs for the same unit of revenue, which leads to more profits. Common averages are that it costs 5-7x less in marketing to retain a customer than to find a new one.</p><p>sidenote: I ran the numbers once for one of my businesses and it came down to 5x for me.<br /></p><p>But it's an unattainable fallacy for most brands and instead, leads to lots of spend in attempts to retain customers, which increases marketing costs and lowers profits.</p><p>The problem is that in #d2c , the retention efforts and costs are focused on the person by building data on them and #remarketing and #retargeting them to spend more.</p><p>If the customer leaves and no longer buys, the brand does not necessarily know that but keeps spending on remarketing and retargeting.</p><p>Further all the data and efforts spent to retain the customer are sunk costs and cannot be recovered.</p><p>An emerging concept is to focus remarketing and retention efforts on the wallet in which the customer retains ownership of the products.</p><p>That way, if the customer sells or transfers their ownership of the product away to another wallet (which could be a new owner or simply another wallet that the same owner possesses), the brand's remarketing and retargeting can follow to the new wallet.</p><p>This is how #web3 works in the context of wallets in which customers own #nfts that represent products, which are recorded on open, public #blockchains that are searchable, but are anonymous in that we don’t know the identity of the person who owns the product(s).</p><p>Because public blockchains are open and searchable, a brand knows the wallets that own the products but if the owner is adding experiences associated with that item, then that would flag a brand that this is a wallet to retarget and remarket.</p><p>In this landscape, individuals and their identity becomes less important, which means #privacy gets better and security improves because customer identifying data is not sitting in databases that are honey pots for hackers.</p><p>Is the above possible now. Yes and it is being done now, but it’s pretty rough and clunky, #spam through wallet communication is an already unbearable problem, #data attribution is hard and we can’t yet draw any meaningful best practices out of this.</p>"
}

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{
"HubID": "2161",
"Date": "2/23/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "9dcc, a #web3 native #luxuryfashion #apparelbrand #startup is the leading web3 consumer brand #innovator . #nike is a close second. Here’s an intro into 9dcc and why they really understand branding and how to use web3.",
"Notes": "<p>9dcc, a #web3 native #luxuryfashion #apparelbrand #startup is the leading web3 consumer brand #innovator . #nike is a close second. Here’s an intro into 9dcc and why they really understand branding and how to use web3.</p><p>9dcc is less about creating and selling luxury apparel, but more so about creating #community and positive experiences for its product owners that not only ties them to the brand, but ties them to other brand owners.</p><p>While products solve problems and satisfy needs, it is better if that product can create an #experience , because experiences create feelings which people remember.<br /></p><p>Positive feelings out of an experience creates greater emotional impact, which ends up tying the customer to the product and the brand behind it.</p><p>There is a saying: “People will forget what you said, people will forget what you did but people will never forget how you made them feel”.</p><p>9dcc knows this but where the leverage happens is not just creating experiences between the brand and the owner, but facilitating experiences amongst the product owners that then creates an even greater emotional connection back to the brand.</p><p>It is hard to scale personalized brand interaction between the brand and each owner (but #ai is coming and will help here), but if you can leverage others to create their own experiences via interactions around the brand, that is where #marketing compounds on itself.</p><p>I have no doubt from reading feedback that 9dcc’s products are high quality, but they are not innovative by themselves. The #innovation is coming through the creation of experiences that tie back to the brand.</p><p>There is little enduring #competitiveadvantage in #productinnovation or #operationalexcellence because eventually everyone catches up. Enduring competitive advantage comes from #distribution and #brand and you get these two when you can tie your customer to your brand via positive experiences that create the emotional connection, which reinforces brand and gets you distribution.</p><p>#Web3 is simply providing the tools to do this much better than #web2 . 9dcc clearly shows that they get this in spades.</p>"
}

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{
"HubID": "2162",
"Date": "2/23/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "9dcc",
"File": "",
"Image": "",
"Summary": "This post continues from the introduction to 9dcc, a #web3 native #luxuryfashion #apparelbrand #startup is the leading web3 #consumerbrands #innovator",
"Notes": "<p>This post continues from the introduction to 9dcc, a #web3 native #luxuryfashion #apparelbrand #startup is the leading web3 #consumerbrands #innovator </p><p>Read that introduction here: https://www.linkedin.com/posts/eddiesoehnel_web3-luxuryfashion-apparelbrand-activity-7033794310647025664-F5yx<br /></p><p>The infrastructure and general process for #web3 enabling 9dcc’s products includes the following:<br /></p><p>1. take a physical product – their t-shirt for example;<br /></p><p>3. embed an #nfc chip in it so it now becomes #phygital , or becomes a “networked product” that 9dcc trademarked, a term I like better than phygital;</p><p>4. and, allow the product owner to mint an NFT tied to each t-shirt identified uniquely via the NFC chip, which gets deposited into the consumer’s #web3 wallet. </p><p>This puts the product on-chain, which is a way to digitally represent the physical product and thereby opens up the ability for the product owners to do a multitude of things digitally that are limited with only the physical physical product, including:<br /></p><p>* buy them;<br /></p><p>* sell them;</p><p>* borrow them;</p><p>* lend them out;</p><p>* shared ownership with others;</p><p>* fractional ownership with others;</p><p>* social signaling: consumers use the NFT and the media that identifies it across different social platforms that indicates their ownership of the product;</p><p>* borrow against their value;</p><p>* lend out against their value;</p><p>* earn #royalties from;</p><p>* insure them;</p><p>* prove ownership of;</p><p>* guard against counterfeits;</p><p>* get specific benefits as an owner from another user or entity, like a loyalty program or entry to an event;</p><p>* The NFTs can be dynamic, and not static, and accumulate features, qualities, and/or histories that change their value, utility or their story, all of which can be used as signaling to which others (people, technology apps, systems, metaverses) react.</p><p>For the 9dcc brand, they have visibility into the wallets that own the NFTs and the actions that the owners engage in (see above) with respect to the NFT. <br /></p><p>The brand can also communicate with the owners via future NFT #airdrops and wallet-to-wallet communications.<br /></p><p>The brand can continue to consider the product it sold as a synthetic asset in which they have visibility into and where they can potentially influence what happens to that product and how it can continue to add value to the brand. <br /></p><p>Side bar: 9dcc applied for a #trademark for “networked product\", a term I like much better than phygital. What if 9dcc open sources the licensing of this trademark so anyone can use it? Better yet, NFT it where full commercial rights to the term's use is granted if users mint the free NFT, which as the NFT gets widely minted, would reflect back on the brand in a clever on-chain branding of 9dcc. Web3 opens up tremendous capabilities to do simple and impactful things with any kind of asset you can think of, including #trademarks<br /></p>"
}

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{
"HubID": "2163",
"Date": "2/24/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "9dcc",
"File": "",
"Image": "",
"Summary": "This post continues from the introduction to 9dcc, a #web3 native #luxuryfashion #apparelbrand #startup is the leading web3 #consumerbrands #innovator Do these first in order:",
"Notes": "<p>This post continues from the introduction to 9dcc, a #web3 native #luxuryfashion #apparelbrand #startup is the leading web3 #consumerbrands #innovator Do these first in order:</p><p>=> Read that introduction here: https://lnkd.in/gPznSkPb<br /></p><p>=> Read their web3 infrastructure and general process here: https://lnkd.in/gteQmrJp</p><p>9dcc is pioneering the use of networking #nfts where it #airdrops a bunch of NFTs to each existing owner so that owner can then use them IRL at events to hand out to others.</p><p>This is a way for others to network in real life around a brand and its products.</p><p>9dcc also gamifies this capability, incentivizing product owners to hand out as many networking NFTs as possible, which is not just a clever way for the brand to help product owners network and connect with others, but also is a #wordofmouth #marketing for the brand. </p><p>Sidenote: the handing out of NFTs actually happens where the recipient scans with their phone the NFC chip that is embedded on the front of the provider's clothing item, which initiates the process for minting the NFT that ends up in the recipients wallet.</p><p>Further, because NFTs are on public #blockchains the brand has visibility into how far and wide its networking NFTs travel.</p><p>Their next innovation just rolled out via personalized #poap (proof of active participation) NFT’s, where their product owners can personalize the image of the networking NFTs that they can then use to hand out to people at events.</p><p>Another way where 9dcc is extending the capabilities for its owners to network and interact.</p><p>Web3 innovation is only limited by our creativity, and there is no doubt that 9dcc probably has a ton more ideas it will implement. Watch this brand and support them in their efforts to create models for the rest of us to potentially mimic.</p>"
}

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{
"HubID": "2164",
"Date": "2/27/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Here is PART 1 of some broad predictions with respect to the internet and its many enhancing exponential technologies with respect to consumer brands between now and the 2040s. As a brand owner and operator, here is how I think about the future so I can prepare for it",
"Notes": "<p>Here is PART 1 of some broad predictions with respect to the internet and its many enhancing exponential technologies with respect to consumer brands between now and the 2040s. As a brand owner and operator, here is how I think about the future so I can prepare for it</p><p>2008 to 2025-ish<br /></p><p>We’re stuck in web2, which at present means we all use the same tools, do and say the same things in our marketing. There are few if any opportunity gaps from which to exploit in the current technology paradigm to give consumer brands differentiation to capture consumer’s attention.</p><p>2023 to 2035-ish</p><p>The emergence and mass market adoption of web3, which will breathe new life into consumer brand’s ability to create new products/services and enable new ways to market, distribute and sell that will give companies new ways to differentiate.</p><p>The web3 technology paradigm is a massive unification of people, places, things, events and experiences through technology exceeding anything we’ve seen in the past. It will be bigger than web1 and web2, and probably both combined.</p><p>We’ll see the most change to our connected lives than has ever happened before and will happen for the foreseeable future in this time frame. The reason is because while web3 is based on blockchain, is also interacting with, being impacted by and enhanced by other technologies, which include: (1) artificial intelligence, (2) augmented/virtual/extended realities (AR/VR/XR), (3)broadband connections, (4) computing chips and quantum computing, (5) data storage, (6) edge computing, (7) Internet of Things (Iot), (8) materials science, (9) robotics, (10) secure computing, (11) transportation and (12) 3D printing/additive manufacturing.</p>"
}

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{
"HubID": "2166",
"Date": "3/1/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Using IP as a platform for #consumerbrands, what can brands do to leverage this concept?",
"Notes": "<p>Using IP as a platform for #consumerbrands, what can brands do to leverage this concept?</p><p>IP as platform is a nice description I found to define how consumer brands can turn over their #intellectualproperty to customers to let them create and profit from it.</p><p>This is not new by any stretch, as the gaming industry has used this for a long time.</p><p>We are seeing infrastructure development and early testing by Nike to leverage its IP for its customers. We would expect this from Nike because they have to resources and are a technology-forward brand.</p><p>For most other brands, it’s still too early because the web3 infrastructure to do this is not yet developed enough.</p><p>Here’s two things I recommend brands be doing now to leverage their IP as platform in the future:</p><p>Learn #web3 and start collecting ideas around how to use web3. </p><p>Become an ultra-brand with an engaged and loyal customer base that likes you and stakes their identity on who you are and what you stand for. Without this, consumers won’t want to leverage your IP to create products and profit-share with you. </p><p>I think the future for consumer brands is two options: (a) a no-brand or weak brand which will only exist if they can provide the cheapest product in their category; (b) an ultra-brand that can leverage IP as platform. The middle gets fully hollowed out. </p><p>Each brand needs to decide where they want to be and plan accordingly for how to get there. I estimate the age for IP as platform has begun with Nike, will start to gain traction in 2027-ish and achieve mainstream use in the 2030’s.</p>"
}

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{
"HubID": "2167",
"Date": "3/2/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Cryptocurrency is the main factor in #web3 that adds massive and needless complexity and is slowing down innovation and adoption. I really wish we could get away from cryptocurrencies but at the moment, we cannot. If we want to use web3, we have to use crypto.",
"Notes": "<p>Cryptocurrency is the main factor in #web3 that adds massive and needless complexity and is slowing down innovation and adoption. I really wish we could get away from cryptocurrencies but at the moment, we cannot. If we want to use web3, we have to use crypto.</p><p>While #consumergoods companies will continue to shoulder the complexity and manage it on the back end, there are innovations that are taking crypto out of the equation for consumers to make it easier to use web3.<br /></p><p>A few recent ones as follows:<br /></p><p>Redeem is a startup working on connecting a consumer’s mobile phone number to their web3 wallet in order to make it easy to send and receive NFTs. The company has not released anything and it is unclear from their website how this will work.<br /></p><p>Polygon, a major and market leading Ethereum Layer 2 blockchain has released standards for account abstraction, which enables users to utilize smart contracts as their accounts. It basically means that wallets can be programmed to do things, like:<br /></p><p>* support for different kinds of account access, such as biometrics;</p><p>* recovery of accounts if private keys or seed phrases are lost (this is really significant);</p><p>* withdrawal limits on accounts (another significant improvement);</p><p>* withdrawal limits that are time-bound (for example, a gamer who wants to allow for transactions to take place in the next hour without having to approve each transaction every time it is prompted);</p><p>* performing multiple transactions at once rather than having to approve each transaction.</p><p>* auto paying (like subscriptions)</p><p>Polygon has also released a consumer identification product that is powered by zero-knowledge cryptography, which means that the consumer can prove who they are and what they own without revealing the details that substantiate that proof. <br /></p><p>Think of every time you go to a bank or a doctors office and they request to see a drivers license; with ZK proofs, you can prove who you are without them seeing it (or in case of doctors, copying it). <br /></p><p>Consumer IDs that are decentralized and powered by ZK proofs are really needed to advance web3 so this is an important, although early first step by a the market-leading blockchain.</p>"
}

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{
"HubID": "2168",
"Date": "3/3/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Pearl Izumi",
"File": "",
"Image": "2168__Image_URL.jpg",
"Summary": "Here’s a simple idea for a #consumerbrand to test web3 that popped up from a somewhat vintage ski hat I am wearing.",
"Notes": "<p>Here’s a simple idea for a #consumerbrand to test web3 that popped up from a somewhat vintage ski hat I am wearing.</p><p>I purchased this PEARL iZUMi black ski hat in 1994. I use it regularly and it has really stood the test of time. I will never get rid of it or stop using it because there are a lot of memories attached to it and I will repair it as needed to continue its useful life.<br /></p><p>Pearl Izumi is a long-time iconic brand and I am sure there are a lot of people like me with old gear. The company can spin up a simple #web3 NFT minting solution on their website that they hide from Google search, contact a select group of customers, email subscribers or social followers and invite them to mint photos of old gear. </p><p>This is a cheap, fast, easy, targeted, relatively non-public method to test web3 with the existing customer and fan base. Basic goals are to test response, see what people think and do, get people submitting images via NFTs of old gear (which the company can reuse in other market channels and tactics), and see where it goes. </p><p>There’s an untold number of ways where the company can take this depending upon response and where there might be traction. The goal is not to succeed, but to test web3 and see what works for the brand. </p><p>Web3 offers so many possibilities that each brand can craft their own unique strategy around the technology paradigm that can help them stand out. </p><p>Maybe Pearl iZumi’s is about vintage gear, that expands into secondary markets for resale, and/or web3-enabled social interaction between and amongst customers and the brand around vintage gear.</p>"
}

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{
"HubID": "2169",
"Date": "3/6/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "A big difference between #web2 and #web3 from the consumer's perspective is who bears the costs for using the paradigm.",
"Notes": "<p>A big difference between #web2 and #web3 from the consumer's perspective is who bears the costs for using the paradigm. </p><p>Web2 is awesome because it gave us easy, fast, mostly free, and amazing products and services. In exchange, many of the providers of these products and services collected data on us and monetized that data to target us with advertising. It has been a fantastic deal overall. <br /></p><p>Web3 however may not be that. On the front end, #consumerbrands can cover the costs for initial transactions around #NFTs, but once a consumer owns it in their wallet, any costs associated with what they do with it from there is up to them. </p><p>Maybe there will be functionality in the future where brands could cover these costs, but I don't see anything at present. </p><p>As a result, costs have to be exceedingly cheap for consumers to really use web3. </p><p>Right now, web3 costs are way to expensive. </p><p>Polygon Labs, which has emerged as the layer 2 blockchain for Ethereum for consumer brands, has daily average transaction fees this year running anywhere from slightly less than one U.S. cent to ten U.S. cents. </p><p>For web3 to really work for brands and consumers and gain widespread adoption, costs need be more like one hundredth of a cent. Then it gets competitive with costs for web2 functions, like sending an email.</p><p>Assuming we will use Ethereum and its layer 2's, like Polygon, which are good, solid and preferred choices for consumer brands to use, and I don't see that changing, there is Ethereum Improvement Proposal (EIP) 4844, which is an upgrade on Ethereum that will reduce the cost of layer 2's like Polygon by a factor ten to hundred. This EIP looks to be implemented in 2024. </p><p><br /></p><p>Hopefully we will see costs drop to by a factor of a hundred, or more.</p>"
}

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{
"HubID": "2170",
"Date": "3/7/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Before the internet, we had more #brandmarketing and much less direct response marketing.",
"Notes": "<p>Before the internet, we had more #brandmarketing and much less direct response marketing.</p><p>Web1 and especially web2 gave us a golden age for direct response marketing with the data collection by the big platforms that allowed us to target.<br /></p><p>As web2 progressed the pendulum started swinging towards brand marketing via content marketing.<br /></p><p>Then we started seeing data privacy concerns, followed by Apple's bombshell data privacy changes that made data collection an opt-in. <br /></p><p>This has really sunk direct response and ROAS. Back when results of 3+ were normal, now we can't even get to breakeven.<br /></p><p>I had someone pitch me recently on boosting ROAS from .4 to 2; that is a non-starter since breakeven ROAS for consumer product companies is around 2. <br /></p><p>And consumers are wise to direct response tactics and prefer not to be sold, but instead, #storytelling be entertained and inspired. <br /></p><p>Where web2 was built for direct marketing, we're seeing that #web3 is ideal for brand marketing. So as the pendulum swings back, #consumerbrands now have a whole new set of tools in web3 to engage in brand marketing. <br /></p>"
}

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{
"HubID": "2171",
"Date": "3/8/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "This is part 1 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics.",
"Notes": "<p>This is part 1 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics.</p><p>Web3 is different from web2 and requires new models and ways of thinking. But the best way to do this is in context of existing web2 models we already know very well and use.<br /></p><p>This makes web3 a lot easier to understand because we can see what we might be replacing in web2 for web3, or what we will be adding that is new.</p><p>A very common framework marketers use in web2 is the acquire and ascension marketing framework</p><p>In this framework, we engage in marketing to create awareness, tactics to motivate conversion and processes to close the sale via cart #funnels (or packaging if on a retail shelf).</p><p>Once a customer has been acquired, we then engage in tactics to retain them as a customer (because it's a lot cheaper to keep a customer and increase their #customerlifetimevalue than to acquire a new one), collect more data on them and ascend them up a value chain where they are purchasing more products/services from us.</p><p>The attached image captures this framework and all its pieces. A link to the graphic is here: https://eddiesoehnel.com/Web2AcquireAscendMarketingFramework </p><p>This framework is now old and we all use it doing the same things. It is hard to find opportunity gaps from which to differentiate and capture customers. Couple that with increased difficulties the last few years in targeting ads and this framework does not work as well.</p><p>Another very important failing of this framework is that the backend retention, data collection and ascension efforts are stranded when the customer moves on.</p><p>It is hard for brands to retain customers because most product owners drop off the ascension chain at some point and move to other brands. Even superfans eventually move on. Very few brands can command loyalty for long periods of time.</p><p>In this case, all the data, history, and effort that went into trying to retain and/or ascend the customer up the value chain is stranded and mostly useless. </p><p>Enter web3, where in part 2 of this series we will overlay web3 onto this same framework to see what we might replace in web2 and what new things offered by web3 we can do to improve marketing, conversion, retention, data collection and ascension.</p>"
}

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{
"HubID": "2172",
"Date": "3/9/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>This is part 2 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics. </p><p><br /></p>",
"Notes": "<p>This is part 2 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics. </p><p>The attached image overlays web3 onto the common web2 acquire and ascension marketing framework profiled in part 1. Using this model, we can see what web3 tactics we might use in place of web2 and entirely new tactics we might be adding with web3.<br /></p><p>A link to the graphic is here: https://eddiesoehnel.com/Web3AcquireAscendMarketingFramework </p><p>In web3, we are moving away from collecting and associating data on people, because as was written in part 1, people fall away from brands and the time, money and effort to retain and/or ascend them is stranded and almost useless.</p><p>This is a sunk cost that cannot be leveraged to a new customer. </p><p>In web3, we are moving towards collecting and associating data to a wallet, because it is the wallet that will own the products, not the consumer. </p><p>If the consumer transfers that product out of the wallet to another wallet (either they sold the product, or they sent it to another wallet they own for safekeeping, or they gave it to someone else) , we can see that because the blockchain is open. </p><p>Because web3 is inherently anonymous, where wallets are not tied to people, we care less about knowing the person and instead, knowing which wallet owns the product. </p><p>In this case, all the time, money and effort we spent to retain and ascend that wallet has now been transferred to another wallet, so that visibility is still there.</p><p>We can also argue that the value we put into retaining and ascending that wallet is still there. If the wallet sold the product and anything else it attained in its journey with the previous wallet, presumably there is value there in which a new wallet is willing to pay, so that new wallet will be more inclined to step into the same kind of relationship with the product and the brand as the previous wallet, which means our work to retain and ascend the previous wallet is still there. </p>"
}

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{
"HubID": "2173",
"Date": "3/10/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>This is part 3 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics.</p><p><br /></p>",
"Notes": "<p>This is part 3 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics.</p><p>Once we have an idea for the web3 tactics that we might use - gleaned from the schematic in part 2 that overlays web3 onto the common web2 acquire and ascension marketing framework, which is profiled in part 1 - the next step is developing the art around the NFTs that will be used in web3 tactics.<br /></p><p>Web3 is really only 3 key pieces of infrastructure:</p><p>1. an open #blockchain , which is a type of database, in which anyone can write to and search against;</p><p>2. NFT's, or non-fungible tokens, which is a technology standard to define anything and everything in a digitally format - think of the #nft protocol as a wrapper around anything so that it looks the same to a computer and online - which get recorded on the blockchain;</p><p>3. smart contracts, which are just containers of code that people and companies create that gets recorded to the blockchain which do things.</p><p>While the NFT is code, it is represented visually through media - images, video, audio - but usually images.</p><p>NFT's can be unique - called 1-to-1, or generic, which is many NFTs (each one still unique with its own token on the blockchain) with the same art.</p><p>We want our NFTs to have visual appeal, which means picking art that our customers would find visually appealing. That could be art we create through media we capture, using artificial intelligence, or which we collaborate with others to create, like artists.</p><p>Web3 has come to expect good art to represent NFTs, so it is important to develop a strategy around the art that is not just good, but helps a brand stand out as part of their brand appeal.</p>"
}

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{
"HubID": "2174",
"Date": "2/13/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>The first is what we call programmable tokens (tokens are NFTs). These are dynamic NFTs, which through programing, scripts and logic built into the individual #nft tokens, can do an infinite number of things inside the wallet in which they are contained. </p>",
"Notes": "<p>This is part 4 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics. </p><p>Once we've selected major tactics for web3 and developed a strategy around good art for #nfts (because web3 for consumer brands is all about NFTs), we want to finish with the following:<br /></p><p>1. develop ideas and tactics around programming NFTs so that they can do creative things that help differentiate our brand;</p><p>2. develop ideas and tactics around programming NFTs that interact with programs that run on the the consumer wallet.</p><p>The first is what we call programmable tokens (tokens are NFTs). These are dynamic NFTs, which through programing, scripts and logic built into the individual #nft tokens, can do an infinite number of things inside the wallet in which they are contained. </p><p>Think…what would I want the customer to be able to do with my NFT inside their wallet with the push of a button? Be creative, because it can probably be anything.</p><p>Examples include: (a) create a new NFT; (b) claim an offer we sent to the consumer; (c) share the NFT with someone else; (d) attach experiences to the NFT; (e) transform the NFT to different image/media; (f) update the NFT with information, like the weather; (g) lend the NFT to someone else; (h) borrow against the NFT; etc. </p><p>The second is called account abstraction, where the web3 consumer wallet can be dynamic through programing, scripts and logic that can interact with the NFT assets in an infinite number of ways. </p><p>This is new functionality released March 2023 and it is too early for brands to capitalize on this because its needs to be built, likely by wallet developers (but some brands are developing their own wallets).</p><p>Some examples for account abstraction functionality include: (a) recurring payments; (b) recover wallet if lost or stolen; (c) sign in to wallet with biometric security; (d) set spending limits; (e) set use of wallet by time (next hour, between 6-9 pm on Saturday nights, etc); (f) share wallet with someone else; (g) allow/disallow wallet-to-wallet communications by certain other people/companies; (h) allow/disallow air drops; (i) delete NFTs without interacting with them (because current protocols require interacting with NFTs to delete them, which can be a security hazard if the NFT is malware); etc. </p>"
}

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{
"HubID": "2175",
"Date": "3/14/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "This is a recent marketplace example on the #web3 equivalent of #emailmarketing, but which is much more dynamic, targeted, personalized and relevant, via networked products using #nfc chips.",
"Notes": "<p>This is a recent marketplace example on the #web3 equivalent of #emailmarketing, but which is much more dynamic, targeted, personalized and relevant, via networked products using #nfc chips.</p><p>CULT&RAIN Inc. is a web3 native #consumergoods company with networked products using NFC chips tied to the corresponding digital NFT.<br /></p><p>Besides holder benefits, the brand is pursuing one-to-one communication via the NFC chip, replacing email. It appears there is an app that presumably connects via phone to the NFC chip to reveal the communications. The app and platform is LTD.inc, an NFT creation and purchase platform.</p><p>This quote from the brand's CMO Andy Griffiths is interesting: “This is marketing through the product, as opposed to the channel, effectively replacing emails. Once you have mass adoption of NFC chips, people won’t need to receive an email; you’ll just get notifications through your products.” </p><p>Marketing via email is to the person, whereas here it is to the product, which the person owns, and if the person sells or transfers the product, the marketing goes along with it.</p><p>In the future, this marketing will be also be one-to-one at scale using artificial intelligence.</p><p>Another significant difference between web2 email marketing and web3 NFT notifications is that in web2, marketing is about collecting data on and marketing to identifiable people. This does not work great because it is difficult to collect enough reliable and current data on people to be able to make data-driven decisions about marketing offers.</p><p>In web3, marketing is to the NFT, because if that NFT is transferred to another wallet (it could have been sold, lent out or just sent to another wallet for safekeeping), the marketing follows it. </p><p>If marketing stayed with the original owner, then that marketing is useless because they may no longer own the NFT.</p><p>Further, if that NFT acquires history via other NFTs attached to it, or experiences the current owner attaches to it, that is the data that could be more reliable from which to target marketing and communications.</p><p><br /></p><p><br /></p>"
}

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{
"HubID": "2176",
"Date": "3/15/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Some thoughts on Social and Interest Graphs (Facebook and Tik, Tok, respectively) and with #web3 , Ownership and Experience Graphs",
"Notes": "<p>Some thoughts on Social and Interest Graphs (Facebook and Tik, Tok, respectively) and with #web3 , Ownership and Experience Graphs</p><p>I have never seen the terms Ownership and Experience Graphs and came up with them myself to help me characterize web3 in context of the other graphs we see in web2 applications. <br /></p><p>A graph is defined as a visible representation of the interconnection of relationships.</p><p>Facebook/Instagram pioneered the Social Graph.</p><p>Tik Tok pioneered the Interest Graph (more powerful that social graph because it is based on our interests, not the people in which we are connected.</p><p>I think web3 is enabling the Ownership Graph and Experience Graph, which help further define who we are based on what we own and what we do.</p><p>These new graphs are enabled by web3 because:</p><p>1. we have open #blockchains where this information on people is publicly displayed (but anonymous because their identity is not revealed);</p><p>2. we have the #nft technology protocol which defines anything and everything in a common digitally format; think of the NFT protocol as a wrapper around anything so that it looks the same to a computer and online.</p><p>In web3, we will be creating NFTs of what we own as well as documenting events and experiences. </p><p>Put this on public chains and by themselves they tell a story about each of us. </p><p>But that data stream can become far richer when we can associate NFTs across all our graphs.</p><p>For example:</p><p>1. I bought a pair of skis, for which I got a connected NFT to represent them on-chain; </p><p>2. I skied at a resort, for which the ski area gave me an NFT for skiing that day on my connected skis;</p><p>3. I went with friends for which we forged an NFT that each of us received around our experience. </p><p>Web3 lets consumers combine social, interest, ownership and experience graphs to create a rich tapestry of their lives...</p><p>... and lets consumer brands search and find that data to help it create new product/services and market, distribute and sell in new ways...</p><p>... all because web3 is open and not in closed, proprietary systems, which define web2 and companies like Facebook and Tik Tok. </p>"
}

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{
"HubID": "2177",
"Date": "3/16/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Some thoughts on the future time period when #consumerbrands should deploy #web3.",
"Notes": "<p>Some thoughts on the future time period when #consumerbrands should deploy #web3. </p><p>For most brands, web3 is still too early with immature technology and low consumer uptake. While there's a ton of stuff to track in web3, I've really stripped my watchlist down to three key things that really have to happen before brands deploy web3 for their customers.<br /></p><p>1. Improve web3 wallet UX and UI for consumers. This is now possible with account abstraction on Ethereum (released March 2023), so look for web3 wallets to start incorporating this standard. </p><p>2. Synthetically remove cryptocurrency from the equation for consumers to reduce complexity in them dealing with cryptocurrency. This is now possible with account abstraction (released March 2023), so look for web3 wallets to start in incorporating this standard. But it won’t help consumer brands, who will have to be the ones to manage the cryptocurrency transactions for consumers on the back end. Some are already doing this. </p><p>3. Falling #blockchain costs. It is still way to expensive on the ETH and MATIC blockchains (recommended and preferred by consumer brands), but infrastructure improvements should see costs on the ETH L2 blockchains (like MATIC) drop tens to hundreds from where they are now, which hopefully will get costs to ~ one hundredths of a cent for a blockchain transaction, which is about the cost to send an email. </p><p>If we start to see these improvements filter in by 2024, I would tentatively recommend that brands deploy web3 on or after second half 2024. </p>"
}

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{
"HubID": "2178",
"Date": "3/20/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Sol3mates",
"File": "",
"Image": "",
"Summary": "This is an upcoming #web3 deployment by an apparel brand that seems to point to an emerging common model for #consumerbrands in web3 that fuses physical, digital and applications for the #metaverse .",
"Notes": "<p>This is an upcoming #web3 deployment by an apparel brand that seems to point to an emerging common model for #consumerbrands in web3 that fuses physical, digital and applications for the #metaverse .</p><p>The brand is Sol3mates, which is the Chalhoub Group’s first Web3 native brand. It will drop its first sneaker designed by artist Kacimi Latamène. The drop date will be announced on 12 April, along with more information about the mechanics and perks. <br /></p><p>The parts here: (1) product is a physical shoe with an NFC chip (2) that I presume is linked to the NFT that networks/connects the product online, (3) plus a 3D Decentraland wearable of the items. </p><p>No other details yet, but this is a pretty solid way to create a product with multiple revenue streams for the brand and provides maximum utility for the consumer. </p>"
}

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{
"HubID": "2179",
"Date": "3/21/2023",
"HubTags": [
"artificial intelligence",
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "The amazing developments with #chatgpt keep coming at a lightning-fast pace.",
"Notes": "<p>The amazing developments with #chatgpt keep coming at a lightning-fast pace.</p><p>Just announced that companies can create plugins allowing ChatGPT to interface with their systems to obtain real-time information.<br /></p><p>This is making ChaptGPT the operating system, shifting the Internet interface from screen/keyboard to screen/voice. ChaptGPT provides the voice/speech, while companies provide their data. ChaptGPT sticks with what it is good at, which is language models, and let companies plug in their real-time information so it does not have to go searching for it.</p><p>I foresee that #consumerbrands will be plugging in their product listings so that consumers can access via voice.</p><p>This is really bad for Google. It's hard to believe with their capabilities in AI and their data that they are allowing this to happen. Either they move very quickly to catch up or in a matter of months, they will never recover.</p>"
}

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{
"HubID": "2180",
"Date": "3/22/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Seems to me that #consumerbrands #contentmarketing strategies and tactics will be severely disrupted. Here is why and what they can do to sidestep this pain.",
"Notes": "<p>Seems to me that #consumerbrands #contentmarketing strategies and tactics will be severely disrupted. Here is why and what they can do to sidestep this pain.</p><p>With #ai and #ugc , there will be so much content created that it will overwhelm and it will be hard to capture attention with it. <br /></p><p>Businesses that create content for revenue (media companies) and businesses that create content for content marketing may be seriously disrupted.</p><p>Why do a search and read content when you can ask AI and it will create the content you want in real-time?</p><p>Take a product review: why do a search, (1) clicking to read different links and articles that we all know may not be trustworthy because search results are all gamed using SEO, (2) subjected to ads, popups, overlays, etc when trying to read the content?</p><p>Just ask ChatGPT to give me a review; fast, quick and aggregates all other product reviews.</p><p>Take entertainment: why go searching across all the different platforms? Just ask AI to create a story based on what I want to see (romcom, documentary, action, scifi), with these actors (because they will all be creating AI models of themselves), with the score from these musicians) because they will all be creating AI models of their voice).</p><p>For #consumerbrands, If traditional content marketing no longer works, they will have to shift to doing the following:</p><p>(1) create unique experiences to capture customer attention...#experiencemarketing ;</p><p>(2) Adopt #IPAsPlatform, democratizing the brands IP allowing consumers to co-create, co-market and co-profit.</p><p>More on IP As Platform from the link in the comments.</p>"
}

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{
"HubID": "2181",
"Date": "3/27/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "#web3 wallets are too insecure at present and if I hold all my #nfts in one account, the risk to getting drained is too high. Might an solution emerge through #accountabstraction ? Here's my thoughts.",
"Notes": "<p>#web3 wallets are too insecure at present and if I hold all my #nfts in one account, the risk to getting drained is too high. Might an solution emerge through #accountabstraction ? Here's my thoughts.</p><p>I consider myself pretty web3 wallet savvy but was rugged once because I clicked the wrong link. The loss was really low because as a practice, I send all my NFTs and assets to cold wallet accounts that I never use to transact. I use a transaction account to do my buying and selling via a hot wallet and only keep in what I need to execute the transaction.<br /></p><p>But this process I use offers a very poor user experience, adds costs, friction, time. Plus, what makes the UX much worse is that to interact with services that look into my wallet to confirm I own an NFT, I have to give them access to my holding account, which I am loath to do because it presents a security risk.</p><p>The better thing is some sort of account proxy using #zk proofs that will synthetically allow me to represent what I own via my transaction account.</p><p>I have seen proposals for this but nothing emerged yet for mainstream use.</p><p>Perhaps via #accountabstraction we will see this being implemented.</p>"
}

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{
"HubID": "2182",
"Date": "3/28/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Cult & Rain",
"File": "",
"Image": "2182__Image_URL.jpg",
"Summary": "This came from CULT&RAIN Inc. across my twitter feed. This is a #web3 #startup #apparel brand.",
"Notes": "<p>This came from CULT&RAIN Inc. across my twitter feed. This is a #web3 #startup #apparel brand.</p><p>Really nice tactic to massively reduce the friction for consumers to purchase their recent #phygital / #connectedproducts drop No dealing crypto - ACH/wire, centralized exchanges, conversion, gas fees.<br /></p>"
}

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{
"HubID": "2183",
"Date": "3/30/2023",
"HubTags": [
"Economics",
"Retail",
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2183__Image_URL.jpg",
"Summary": "<p>#retail #inflation Ouch.<br /></p>",
"Notes": ""
}

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{
"HubID": "2194",
"Date": "4/3/2023",
"HubTags": [
"Web3",
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Web3 adoption is still very early, so the big question for #consumerbrands is when should we deploy the technology paradigm for our customers? It's still generally too early for most brands, but we watch for tipping points when the paradigm will go mass market.",
"Notes": "<p>Web3 adoption is still very early, so the big question for #consumerbrands is when should we deploy the technology paradigm for our customers? It's still generally too early for most brands, but we watch for tipping points when the paradigm will go mass market. </p><p>Ticketing (events and travel) continues its status as a #web3 leader and is a sector to watch for tipping points. Here's two recent deployments in concert tickets and air travel. <br /></p><p>Ticketmaster has enabled tokengated ticket sales where existing NFT holders of a band can use the NFT to give them early access to ticket event sales. <br /></p><p>They have done this for a specific artist (Avenged Sevenfold) who is already strong in web3 with their fans, so as more artists adopt web3, Ticketmaster can roll out this template for them. <br /></p><p>But a real tipping point for mass market would be when Ticketmaster offers corresponding NFTs with every ticket sold. I think that is a ways off. <br /></p><p>In the travel sector, Flybondi.com now issues every ticket as an NFT, which allows the airline to earn 2% revenue on tickets that are resold on the secondary market. The tickets and NFTs that represent them can be bought in advance without defined travel plans. <br /></p><p>This functionality allows consumers more control to do what they want with what they own - in this case, buy tickets without firm travel plans and resell them if they do not plan to use them. <br /></p><p>But why I find a negative is that once travel on the ticket is completed, the NFT appears to be burned. Why not convert the NFT to one that can be kept by the customer as proof of travel that they can store in their wallet to help document their activities? Why not combine it with unique art that could make it a collectible? <span></span><br /></p>"
}

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{
"HubID": "2197",
"Date": "4/4/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "There are three really key #web3 infrastructure developments that have to happen for the paradigm to become useful at a #minimumviableproduct (MVP) level, which I covered in this post: https://www.linkedin.com/posts/eddiesoehnel_consumerbrands-web3-blockchain-activity-7043952650807087105-1pWY?utm_source=share&utm_medium=member_desktop",
"Notes": "<p>There are three really key #web3 infrastructure developments that have to happen for the paradigm to become useful at a #minimumviableproduct (MVP) level, which I covered in this post: https://www.linkedin.com/posts/eddiesoehnel_consumerbrands-web3-blockchain-activity-7043952650807087105-1pWY?utm_source=share&utm_medium=member_desktop</p><p>I am cautiously optimistic we will see these by 2024, which means I am cautiously recommending #consumerbrands deploy web3 for their customer on or after 2H 2024. The real unknown at present is regulatory issues which could blow up my timeline, which are very much up in the air. <br /></p><p>After MVP, Two other really key infrastructure improvements that need to happen for web3 to reach its highest and best use are #decentralizedidentity and #nft asset verification. <br /></p><p>Both are coming along but I think we may be a ways off with decentralized IDs. We need this for many reasons, but a big one is to help control spam and misinformation, where we can tie user generated content (UGC) to an ID that verifies it came from a person and not a bot. <br /></p><p>NFT asset verification is coming along and it appears that Polygon Labs (the 800 pound L2 gorilla) has adopted a standard through the Wakweli Protocol that offers a process for verifying that NFTs are real . NFTs are the core infrastructure to identify any asset on-chain, so a process verifying their authenticity is pretty important. <span></span><br /></p>"
}

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{
"HubID": "2200",
"Date": "4/5/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Another experience marketing tactic coming from one of my favorite #web3 native #startup #apparel brands, 9dcc.",
"Notes": "Another experience marketing tactic coming from one of my favorite #web3 native #startup #apparel brands, 9dcc. <p><br /></p><p>Where web2 used direct response marketing, social marketing, content marketing, influencer marketing...all which have become less effective, #consumerbrands using web3 infrastructure are pushing into experience marketing to help engage with their customers and community and create a stronger emotional connection, tying them to the brand.<br /></p><p>This tactic is a game product owners can play where apparently you can scan the NFC chip on an apparel item to get linked to play, with gamification/competition added to reward winners. But the game was only active for a short period of time, adding a twist of FOMO and scarcity when it is time limited. <br /></p>"
}

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{
"HubID": "2202",
"Date": "4/5/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Considering the last few decades in findability (where a #consumerbrand optimizes its online presence to be found), companies optimized around Google in the 2000s, then added optimization around social in the 2010's.",
"Notes": "<p>Considering the last few decades in findability (where a #consumerbrand optimizes its online presence to be found), companies optimized around Google in the 2000s, then added optimization around social in the 2010's.</p><p>Is #chatgpt emerging as the search optimization for the 2020's?<br /></p><p>ChatpGPT does not maintin current information, so it is releasing API's to allow companies to build plugins where it can get this data.<br /></p><p>ChatGPT is good at language, but it needs help so it can incorporate current information. That is where the API's and plugins can help.<br /></p><p>There is a wait list for this but appears to be enough documentation available for companies to start thinking about and building their plugin.<span></span><br /></p>"
}

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{
"HubID": "2229",
"Date": "4/10/2023",
"HubTags": [
"Web3",
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>How do #consumerbrands get more revenue but produce less? Four choices: (1) raise prices, (2) reduce costs, (3) get secondary market revenue on used product sales, (4) and sell digital goods.</p><p><br /></p>",
"Notes": "<p>How do #consumerbrands get more revenue but produce less? Four choices: (1) raise prices, (2) reduce costs, (3) get secondary market revenue on used product sales, (4) and sell digital goods.</p><p>(1) and (2) are hard to do and you might get a few percent here and there.<br /></p><p>(3) In web2, this works if a brand has their own secondary marketplace. In #web3 , it can work a lot better because the infrastructure allows for application across many secondary marketplaces. The problem is that for most brands, I anticipate this source of revenue to be pretty small, like 5% and less. Luxury brands, however, may be much more significant.<br /></p><p>(4) The biggest revenue increase could come from digital goods via web3 and metaverse/XR applications. But this does not help a food/consummables or FMCG brand. But where it could work for these (and all brands) is via an emerging business model called IP As Platform (borrowing from Doug Shapiro), where brands can license their IP for consumers to co-create, co-market and co-profit. #nike appears to be making early moves in this. IP As Platform could allow really strong brands (I call them ultra brands) to realize substantial revenue and insane profit margins off of this business model.<span></span><br /></p>"
}

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{
"HubID": "2269",
"Date": "4/12/2023",
"HubTags": [
"Web3",
"artificial intelligence",
"IP as Platform",
"External Platform Posts"
],
"Contacts": "",
"Companies": "Nike,Coca-Cola,Tommy Hilfiger",
"File": "",
"Image": "",
"Summary": "<p>I keep seeing more and more #consumerbrands opening up their intellectual property for consumers to co-create, co-profit and co-market. Where #nike is the leader, here's recent additions.</p>",
"Notes": "<p style=\"border:var(--artdeco-reset-base-border-zero);font-size:16px;background-color:rgb(255, 255, 255);\">I keep seeing more and more <span class=\"ql-hashtag\">#consumerbrands</span> opening up their intellectual property for consumers to co-create, co-profit and co-market. Where <a class=\"ql-mention\" href=\"https://www.linkedin.com/feed/#\">Nike</a> is the leader, here's recent additions. </p><p style=\"border:var(--artdeco-reset-base-border-zero);font-size:16px;background-color:rgb(255, 255, 255);\"><br /></p><p style=\"border:var(--artdeco-reset-base-border-zero);font-size:16px;background-color:rgb(255, 255, 255);\"><a class=\"ql-mention\" href=\"https://www.linkedin.com/feed/#\">#cocacola</a> wants fans to use ChatGPT and Dall-E to create brand artwork</p><p style=\"border:var(--artdeco-reset-base-border-zero);font-size:16px;background-color:rgb(255, 255, 255);\"><br /></p><p style=\"border:var(--artdeco-reset-base-border-zero);font-size:16px;background-color:rgb(255, 255, 255);\">The <span class=\"ql-hashtag\">#tommyhilfiger</span> brand is hosting an <span class=\"ql-hashtag\">#artificialintelligence</span> fashion challenge to create designs that incorporate the Tommy Hilfiger brand identity. Winning designs, chosen by Hilfiger himself, will be produced as <span class=\"ql-hashtag\">#nft</span> art and accessible via augmented reality.</p><p style=\"border:var(--artdeco-reset-base-border-zero);font-size:16px;background-color:rgb(255, 255, 255);\"><br /></p><p style=\"border:var(--artdeco-reset-base-border-zero);font-size:16px;background-color:rgb(255, 255, 255);\">There is also the video that went viral recently showing Roberto Nickson (@rpnickson) create his own lyrics, then overlay Kayne West's voice. Musicians will be creating AI models of their voices for people to do this from which they will figure out a way to earn licensing revenue. Soon, people will create the music they want using the voices they want. </p><p style=\"border:var(--artdeco-reset-base-border-zero);font-size:16px;background-color:rgb(255, 255, 255);\"><br /></p><p>This is all leading towards IP As Platform, where brands let their fans run with their assets to do what they want, which could bring in new revenue at healthy margins. <br /></p>"
}

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{
"HubID": "2293",
"Date": "4/13/2023",
"HubTags": [
"Web3",
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>#consumerbrands increasing #profitmargin 40% on #web3 ...its possible. Here is how I think it could play out.</p><p>This is original LinkedIn/Twitter post, but model, article and any future notes/changes will be centralized there: <a href=\"https://docs.google.com/spreadsheets/d/12jxwpvmsmjK7bFi6Z2ZfPbYFFt_zWUpGn-WZy8S_PYg/edit?usp=sharing\" target=\"_blank\">https://docs.google.com/spreadsheets/d/12jxwpvmsmjK7bFi6Z2ZfPbYFFt_zWUpGn-WZy8S_PYg/edit?usp=sharing</a></p>",
"Notes": "<p>#consumerbrands increasing #profitmargin 40% on #web3 ...its possible. Here is how I think it could play out. </p><p>I posted here about how to get more revenue and produce less product. https://www.linkedin.com/posts/eddiesoehnel_consumerbrands-web3-nike-activity-7051208196836757505-XXsI To summarize, (1) raise prices, (2) reduce costs, (3) get secondary market revenue on used product sales, (4) and sell digital goods.<br /></p><p>In (3) and (4), it seems to me that the revenue off of these activities is highly profitable because its all digital, so while the top line revenue is small, most of it flows directly to net profit margin. <br /></p><p>Unpacking (3)<br /></p><p>If we assume: (a) durable goods brand that sells products for $100 or more; (b) secondary market royalties of 5% attached to each product; (c) used product sales on all those products that generate 5% royalty back to the brand (I know, not realistic, but we're just trying to get to maximum potential); (d) marketing costs to set all this up and operate it using web3 infrastructure (again, using some super high level assumptions on costs) = 20% increase in net profit margin. That is pretty substantial. What if we get realistic and maybe its only 5%? Would you like 5% more added to your net profit margin? <br /></p><p>Unpacking (4)</p><p>If we assume: (a) an ultra brand that is loved by its customers who stake their identities on them and what they stand for; (b) that moves to IP As Platform by democratizing its IP where consumers can be involved in co-creating, co-marketing, co-profiting, co-experiencing off of products; (c) but IP As Platform is too new to get any sense for its potential, so we will just go with the same metrics used in (3) = . same results.</p><p><br /></p><p><br /></p><p><br /></p><p>I think a lot of brands could see results like those unpacked in this model in both (3) and (4), especially in Luxury. But even a food brand where (3) is not applicable, they might still become an ultra brand and democratize IP in (4) to increase net margin nicely. </p>"
}

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{
"HubID": "2313",
"Date": "4/14/2023",
"HubTags": [
"Web3",
"Web3 Strategy: Toolset",
"External Platform Posts",
"Experience Marketing"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2313__Image_URL.jpg",
"Summary": "<p>A #web3 native #luxury #apparel startup I follow and post on regularly is 9dcc. Watching the brand's #NYNFT activities struck me that the company is neither a luxury company, a web3 company nor an apparel brand. They just occupy those spaces as a jumping off point to do what they are really all about.</p><p><br /></p>",
"Notes": "<p>A #web3 native #luxury #apparel startup I follow and post on regularly is 9dcc. Watching the brand's #NYNFT activities struck me that the company is neither a luxury company, a web3 company nor an apparel brand. They just occupy those spaces as a jumping off point to do what they are really all about.</p><p>What they really are is a marketing company, specifically focused on experience marketing, largely serving to connect its customers via mostly IRL (in real life), some URL (online), at events and places with a healthy dose of games and challenges used to help facilitate engagement.<br /></p><p>They just use luxury apparel and web3 to help facilitate their mostly IRL people-connecting activities. They are more about creating the platform to facilitate relationships so that people can interact, socialize, make connections and do things together.<br /></p><p>Most consumer product startups are product focused, which is natural because they develop a better product. Some startups might be influencer/celebrity focus leveraging the existing name/brand to sell a product.<br /></p><p>9dcc is a new breed of #consumerbrands emerging because of web3 technology and they are neither product nor brand focused, they are focused on #experiencemarketing They develop the company around this, not around the product or a brand.<span></span><br /></p><p>Image attached and model here: https://lucid.app/documents/view/651b0b45-3909-4496-9923-312e3f44d7d0</p>"
}

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{
"HubID": "2327",
"Date": "4/17/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "I see #consumerbrands moving towards a barbell distribution between no brand vs. ultra brand, and the middle between the two getting hollowed out. I think this is just starting to set itself up and will become more prominent in the 2025-2035 time frame. Here's why and a framework to help a brand decide which one they want to be.",
"Notes": "<p>I see #consumerbrands moving towards a barbell distribution between no brand vs. ultra brand, and the middle between the two getting hollowed out. I think this is just starting to set itself up and will become more prominent in the 2025-2035 time frame. Here's why and a framework to help a brand decide which one they want to be. </p><p>The no brand competes on price and sheds as much about brand building as possible.<br /></p><p>The ultra brand is loved by its customers who stake their identities on them and what they stand for.<br /></p><p>We have seen #barbell distributions play out in many areas<br /></p><p>1. Most famous is hollowing out of middle-income demographic, with greater divides in wealth where rich get richer and poor get poorer and the middle goes away. <br /></p><p>2. Banking, airlines, energy, technology, telecom…bigger have gotten bigger and smaller have gotten smaller. <br /></p><p>3. Power law of content distribution is fueled by algorithms that reinforce likes/views, leading to incredible but few popular hits, with a dramatic drop off and extremely long tail of everything else that fights for the crumbs (a barbell with one side missing, but a very long side).<br /></p><p>What's driving the no brand vs ultra brand distribution? <br /></p><p>1. Attention: There is just too much choice for consumers in terms of products and competition for their attention. Consumers need a compelling reason to buy, which comes down to stark contrasts in what companies offer.<br /></p><p>2. #web3 : The next iteration of the Internet will provide super tools for brands to position themselves in the marketplace, which means they can become stronger brands with a captive customer base. <br /></p><p>What the means for brands right now is that they have to pick who they want to be - they can't do it all. <span></span><br /></p>"
}

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{
"HubID": "2332",
"Date": "4/18/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>A recent #web3 activation by Wrangler is a good example of the MO for web2 #consumerbrands to get into web3. Here's the pluses and minuses for doing it this way.</p><p><br /></p>",
"Notes": "<p>A recent #web3 activation by Wrangler is a good example of the MO for web2 #consumerbrands to get into web3. Here's the pluses and minuses for doing it this way.</p><p>First, the activation is pretty basic: (1) create a new apparel item; (2) embed an NFC chip into the item that connects to the NFT, which authenticates the jacket and puts it on-chain; (3) partner with an artist/designer already in web3 to create the jacket and NFT artwork; (4) promote primarily to the artist/designers web3 user base.<br /></p><p>Pluses:<br /></p><p>1. Easy way to get into web3 promoting the drop to an existing web3 user base;<br /></p><p>2. Easy way to test and get familiar with web3;<br /></p><p>3. Limited production run and promotion so it won't cause blow back or market distortion to the brand if things do not go well. <br /></p><p>Minuses<br /></p><p>1. Not a money maker, but it is not designed to do this;<br /></p><p>2. Won't bring new people into web3 - the drop is appealing to existing web3 consumers;<br /></p><p>3. Probably will not convert web3 buyers to the brand long term.<br /></p><p>The reality is that because web3 infrastructure and UX/UI is still awful and we are in a very unfavorable regulatory environment, web3 for consumer brands is not growing or attracting new users, so doing limited drops like this to existing web3 users is the only play. <span></span><br /></p>"
}

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{
"HubID": "2346",
"Date": "4/20/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "Nike",
"File": "",
"Image": "",
"Summary": "Nike is dropping its first product under .SWOOSH, its #web3 platform",
"Notes": "<p>Nike is dropping its first product under .SWOOSH, its #web3 platform</p><p>This is Nike's first product in web3 for the mass market. .SWOOSH is Nike's mass market web3 offering. RTFKT, which is a separate company that Nike purchased a few years back, really appeals to the web3 crowd and not the mass market. They are not a part of this, although I am sure they are helping Nike heavily in the background. <br /></p><p>Here's the key details that make this a good mass market web3 offering. <br /></p><p>1. No bot purchases or general public offering. 106,543 Eligible buyers will be randomly chosen to receive the opportunity to purchase and drawn from the 330K+ .SWOOSH members. Doing it this way rewards .SWOOSH members and limits one purchase per eligible buyer so that accounts do not make multiple purchases that they resell later at a markup, which tends to anger fans. <br /></p><p>2. Fan designs included. Designs will be included from winners of a previous content to help design the creations. This is a first step towards getting fans involved to co-create, co-market and co-profit off of Nike IP.<br /></p><p>3. Appeal across age groups. The drop is a digital only creation (virtual creation) based on the Air Force 1 shoe with different variations you can select based on product's production period, which is a way to appeal to a cross-section of age groups. <br /></p><p>4. No crypto payments, only U.S. dollar. This gets crypto out of the mix because it is too cumbersome to deal with and the vast majority of people will not use it.<br /></p><p>5. Flat cost of $19.82 per purchase. Web3 thus far has been exclusive and controlled by investors and speculators that pump and dump products. Nike is trying to get away from that with the .SWOOSH platform.<br /></p><p>6. Nike ecosystem only. While the NFT of the purchase is minted in the Polygon chain, once purchased the product is transferred to a .SWOOSH customer wallet. The NFT cannot be transferred to another wallet or resold anywhere else but the Nike platform. While I am sure in the future Nike will open them up to be transferred to other wallets and sold elsewhere, this is a good way to start.<br /></p><p>Overall, a basic web3 rollout for the mass market, frictionless, but uninspiring because product details are really unknown. A purchase entitles the owner to a digital shoe creation that supposedly can be used in metaverse or other online applications, but we don't yet know which ones. Further, there are not-yet-know URL and IRL benefits for holders.<span></span><br /></p>"
}

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{
"HubID": "2382",
"Date": "4/24/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2382__Image_URL.jpg",
"Summary": "<p>I've thought for a long while that #web3 is a massive unification of people, places, things, events and experiences, all of which can be represented online through the #nft protocol.</p><p><br /></p>",
"Notes": "<p>I've thought for a long while that #web3 is a massive unification of people, places, things, events and experiences, all of which can be represented online through the #nft protocol.</p><p>Things: think of using a pair of alpine skis (things with embedded NFC chips that tie them to an NFT minted on-chain)...<br /></p><p>Places: ...at a ski resort (place that gives you an NFT commemorating and proving you visited, which can now be associated to the skis)...<br /></p><p>Events: ...at a spring splash event (event where you get another NFT to commemorate and prove you participated, which can be associated to the ski resort NFT and associated to the skis)...<br /></p><p>Experiences: ...and an experience with family/friends who participated with you (experience NFT that you mint and share with your family/friends, which can be associated to the above NFTs)...<br /></p><p>Think graphically how this looks, showing the interconnections between people, places, things, events and experiences, all tied together via NFTs that are the unifying technology.<br /></p><p>Through NFT's we have a way to represent these five dimensions online that enables us to more effectively use our graphs.<br /></p><p>We have social graphs (Meta), interest graphs (TikTok), and with web3, we can now have ownership graphs and experience/activity graphs. But in #web2 , these graphs are siloed in separate systems that do not interact. In web3, they are open using a common interoperable technology protocol so that they can interact.<span></span><br /></p>"
}

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{
"HubID": "2398",
"Date": "4/25/2023",
"HubTags": [
"Web3",
"External Platform Posts"
],
"Contacts": "",
"Companies": "Coca-Cola",
"File": "",
"Image": "",
"Summary": "What characteristics should #consumerbrands have to take maximum advantage of #web3 ? They are as follows:",
"Notes": "<p>What characteristics should #consumerbrands have to take maximum advantage of #web3 ? They are as follows:</p><p>1. Higher price : brands with products that have higher price points;<br /></p><p>2. Durable product: brands with longer shelf-life products;<br /></p><p>3. Desirable brand: brands that have a strong reputation and an engaged customer base.<br /></p><p>4. Brands whose products can be used across the following interactive dimensions: people, places, things, events, and experiences, which I covered in this post: https://www.linkedin.com/posts/eddiesoehnel_web3-nft-web2-activity-7056284669939503104-w1vH<br /></p><p>Standout category winners are #luxuryfashion #outdoor and #auto . #foodandbeverage brands aren't necessarily losers because they will still need to use web3 for marketing and sales, but probably not to create new products using web3. <br /></p><p>However, brands weak in web3 fundamentals, like food, may still drive substantial revenue through #IPAsPlatform, which we are just starting to see from a few brands, including The Coca-Cola Company<span></span><br /></p>"
}

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{
"HubID": "2418",
"Date": "4/27/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2418__Image_URL.jpg",
"Summary": "Big exploding trends I see for #consumerbrands over the next 4-years include blockchain/web3, AI, UGC (user generated content), experience marketing and IP As Platform.",
"Notes": "Big exploding trends I see for <a href=\"https://www.linkedin.com/feed/hashtag/?keywords=consumerbrands&highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7057338980308041728\">#consumerbrands</a> over the next 4-years include blockchain/web3, AI, UGC (user generated content), experience marketing and IP As Platform.<br /><br />While <a href=\"https://www.linkedin.com/feed/hashtag/?keywords=web3&highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7057338980308041728\">#web3</a> for consumer brands has completely stalled, and I don't see any pickup till maybe 2024, <a href=\"https://www.linkedin.com/feed/hashtag/?keywords=ai&highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7057338980308041728\">#ai</a> is sprinting forward, which is feeding into <a href=\"https://www.linkedin.com/feed/hashtag/?keywords=ugc&highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7057338980308041728\">#ugc</a> that might now accelerate to light speed. When web3 gets back on track, that will feed into UGC even more and accelerate <a href=\"https://www.linkedin.com/feed/hashtag/?keywords=ipasplatform&highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7057338980308041728\">#IPAsPlatform</a>.<br /><br />We know that AI will let consumers create they content and entertainment they want to consume. We're now seeing that potentially snowball in the music industry with people creating AI voice models of artists (unlicensed and clear copyright violations), creating their own lyrics and score, merging them to create new music from popular artists.<br /><br />Grimes is getting out in front and offering to co-create/co-market/co-profit with fans who do the same with her material. I think this kind collaboration will explode to benefit artists and fans, which will feed back into web3 because web3 will provide the infrastructure to make this all happen.<br /><br />All these trends and technologies are feeding on each other and we are seeing exponential growth from all of them at once."
}

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{
"HubID": "2441",
"Date": "4/28/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2441__Image_URL.jpg",
"Summary": "What #trends will take off and which ones will fizzle? When is the right time to start paying attention to a trend?",
"Notes": "<p>What #trends will take off and which ones will fizzle? When is the right time to start paying attention to a trend?</p><p>Its really hard to nail down the timing of anything, but one tool I found helpful is the simple #productadoptioncurve.<br /></p><p>If we can approximate a trend's consumer adoption according to this curve, that might tell us when to start paying attention.<br /></p><p>When a trend reaches early adopter phase, it tends to accelerate to mass market:<br /></p><p>> Analogy is melting ice - no apparent change 0 to 32 degrees, but at 32.6, it becomes water showing massive and transformative change.</p><p>> Analogy is a sand pile - keep dropping grains of sand long enough and you will eventually trigger an avalanche showing massive and transformative change.</p><p>Change happens slowly, then all of a sudden because it reaches tipping points where network effects take over. All of a sudden can<br /></p><p>happen when trends reach the early adopters phase.</p>"
}

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{
"HubID": "2507",
"Date": "5/2/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "I've collected over the years tools to help me think about creating \"WOW\" #consumerbrands products that capture attention.",
"Notes": "<p>I've collected over the years tools to help me think about creating \"WOW\" #consumerbrands products that capture attention.</p><p>Here is a list pulled from classic #directresponse #marketing elements for blockbuster products:<br /></p><p>1. Does your product result in instant gratification? The answer to this question is gauged within the context of time. In live television, you have very little time to tell a story before you need a response to come in. If it takes six months before you see the result of the product or service, the “instant gratification” becomes a harder proposition to sell.<br /></p><p>2. Does the product appeal to an impulse? Is there a sense of urgency to the desire the product creates for the buyer to have it right now?<br /></p><p>3. Does it solve a problem? <br /></p><p>4. Are you trying to solve a problem that doesn’t exist. People don’t care what you’re doing. They just don’t think the problem is big enough for them to start paying for your solution. Are you splitting hairs on improvements/benefits/outcomes that your target market just does not care about? <br /></p><p>5. Does it solve a problem in expected ways?<br /></p><p>6. Does the product create an emotional need? Can you help the viewer to make an emotional connection to the need it fulfills?<br /></p><p>7. Is it easy to use and understand? This question speaks to the importance of developing your marketing message. Too many people have a general message about their product that spills “all over the map,”<br /></p><p>8. Does it make one’s life easier? If you offer the product and it’s way outside the viewer’s comfort zone, it’s a factor you will have to consider. An ideal offering has a proposition that makes lives more convenient, not more complex.<br /></p><p>9. Does it appeal to the masses? Mass appeal is a virtue in television selling as the selling programs are inherently designed, in most cases, to appeal to the consumer market at large.<br /></p><p>10. Does it appeal to a niche? An ideal home sale product has a message that appeals to the masses. If your product does not, it’s a “niche” product. There’s nothing wrong with a niche product—and you may even be able to sell it successfully on television–as long as you identify your niche accurately and are able to clearly communicate what it is.<span></span><br /></p>"
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{
"HubID": "2541",
"Date": "5/3/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "I've collected over the years tools to help me think about creating \"WOW\" <a href=\"https://www.linkedin.com/feed/hashtag/?keywords=consumerbrands&highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7059498959664263168\">#consumerbrands</a> products that capture attention. I published one here: <a href=\"https://lnkd.in/gmR83pd9\">https://lnkd.in/gmR83pd9</a>? Here's another one.",
"Notes": "I've collected over the years tools to help me think about creating \"WOW\" <a href=\"https://www.linkedin.com/feed/hashtag/?keywords=consumerbrands&highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7059498959664263168\">#consumerbrands</a> products that capture attention. I published one here: <a href=\"https://lnkd.in/gmR83pd9\">https://lnkd.in/gmR83pd9</a>? Here's another one.<br /><br />1. Surprise. A wow experience always exceeds our expectations. It creates delight, amazement, wonder, or awe. For Christmas one year, one of my friends bought me a copy of the illustrated edition of 1776 by David McCullough.3 Honestly, it blew my socks off. I have never seen a more beautiful book. As the advertising copy says, “Packed with striking replicas of letters, maps, and portraits, this updated version of David McCullough’s 2005 best seller provides readers with unedited firsthand accounts of America’s initial steps toward sovereignty.” This product definitely created a wow experience. <br /><br />2. Anticipation. Anticipating a wow experience is almost as good as the experience itself. As you think about it, you begin to live it in advance. For example, as I am writing this, Gail and I are planning a trip to the beach. We are beginning to think about it daily. I am making a mental list of the things I want to do. I can almost feel the breeze blowing in from the ocean. With each new day, the anticipation builds.<br /><br />3. Resonance. A wow experience touches the heart. It resonates at a deep level. It sometimes causes goose bumps or even tears. I remember watching my two granddaughters play on the beach for the first time. They were joy personified as they chased the waves and the waves chased them. I thought to myself, Oh, to be that young! <br /><br />4. Transcendence. A wow experience connects you to something transcendent. In that moment, you experience purpose, meaning, or even God. Years ago when I was an artist manager, one of my clients sat down at a piano to play some new songs for my business partner and me. As she began to sing, I was caught up in the music. I knew her talent was coming directly from some other place. I was overwhelmed at the beauty. <br /><br />5. Clarity. A wow experience creates a moment when you see things with more clarity than ever before. You suddenly “get it” in a new way. Not long ago, I was reading Chasing Daylight by Eugene O’Kelly.4 The story was so powerful I could not put it down. I read it in one long airplane ride to the West Coast. In those few hours, I had more clarity about life than I had had in a long time. <p><br /></p>6. Presence. A wow experience creates timelessness. You aren’t thinking about the past. You’re not even thinking about the future. Instead, you are fully present in what is happening now. One such perfect moment happened when I enjoyed an evening on the porch with my daughter, Mary, and her husband, Chris. We spent several hours talking and enjoying a bottle of wine together. It seemed like time stood still.<br /><br />7. Universality. A true wow experience is nearly universal. Almost everyone will experience it in a similar way. This is why Cirque du Soleil and the Grand Canyon are so popular. They are so compelling that they appeal to people of all ages and ethnicities. <br /><br />8. Evangelism. A wow experience has to be shared. You can’t contain it. You immediately begin thinking of all the people you wish were with you. After the experience, you recommend it unconditionally. You become an unpaid evangelist. I have done this with all the books I recommend to my friends and on my blog. And as you might know, “Apple evangelists” are a phenomenon of their own. <br /><br />9. Longevity. The shine never wears off a wow experience. You can experience it again and again without growing tired of it. It endures. In 1973 I attended a Crosby, Stills, Nash & Young concert at Texas Stadium in Dallas, Texas. I was on the field, about ten yards from the stage. It was incredible. In 2000, for my birthday, Gail bought tickets to the CSN&Y concert in Nashville. Twenty-seven years later, they still blew me away. <br /><br />10. Privilege. A wow experience makes you proud in a good way. You’re glad to be associated with it. You feel privileged, as if you are in an elite group, but at the same time humbled that you have had the experience. “Sandra” had a wow experience following her cochlear implant surgery. She had become profoundly deaf by the time she had the implants. On Activation Day, she was able to hear her granddaughter’s first words to her: “Can you hear me, Grandma?” Within months her hearing was clear, and “the magic began. I heard grandchildren’s voices for the first time, and my children, family and friends sounded just as I remembered. Does life get any better than this?”5 Clearly Sandra feels both privileged and humbled."
}

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{
"HubID": "2547",
"Date": "5/5/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Key strategic pitfalls in growing companies.",
"Notes": "<p>Key strategic pitfalls in growing companies.</p><p>Looking back at all my past ventures, I have distilled down three very key things that either caused my past businesses to fail or not reach their full potential. They are as follows:<br /></p><p>Timing<br /></p><p>Either too early, or too late, but timing risk can be minimized via the next item.<br /></p><p>Runway<br /></p><p>Not enough runway to help maximize potential, which can result from not enough cash/investment, spending too much too early or spending on the wrong things, or unrealistic expectations about when success should occur.<br /></p><p>Personality misalignments, greed, fear and ego</p><p>Personality<br /></p><p>Make sure anyone who is involved in the business has the right personality mix and skill set for their job.<br /></p><p>Greed<br /></p><p>Gets in the way where people get too greedy and look out for themselves more than the business. Minimize this risk through incentives that help motivate the right behavior.<br /></p><p>Fear<br /></p><p>Can play a role where people do not act out of fear when they should act. Minimize this risk through incentives that help motivate the right behavior.<br /></p><p>Ego <br /></p><p>Social standing and rejection. People are afraid of making mistakes and being wrong in the context of how it will make them look towards others. It can be fear of failure, but deeper than that, it is fear of rejection because of that failure. As a result, they strongly trend towards making decisions to protect their reputation, position, status/social standing.<br /></p><p>Irrelevance. People feel pride in gaining knowledge, experience, and senior positions, but when the market changes and their knowledge and experience is not worth what it used to be, or does not provide the value it used to, they are afraid of being cast aside or having to step aside. People have great fear of this and will go to great lengths to protect themselves from becoming irrelevant. It comes back to fear of rejection. <br /></p><p>Identity and beliefs. Often people’s work, experience and life history coalesces to form a certain identity. If that identity is threatened, they will go to great lengths to protect it. That is why facts and data can stare people straight in the face yet people will discount them because they do not fit with their identity and/or beliefs. As a result, they make decisions to protect themselves, their identity and beliefs, but which hurt the company.<br /></p><p>The risks associated with protecting social standing, irrelevance, identity and beliefs can be minimized by creating the proper incentives that will motivate the right behavior that gets people acting in the best interests of the company and not themselves. <br /></p><p>But people also have to take personal responsibility to always be learning new things and keeping up with what the market needs. Companies can help here through incentives that motivate people to keep learning and progressing forward. <span></span><br /></p>"
}

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{
"HubID": "2569",
"Date": "5/9/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "No company is safe from disruption, except ones that I think do this.",
"Notes": "<p>No company is safe from disruption, except ones that I think do this. </p><p>A few headlines I saw in the last week:<br /></p><p>> \"Google Researcher: Company Has ‘No Moat’ in #ai \"<br /></p><p>> \"Education companies’ shares fall sharply after warning over ChatGPT\"<br /></p><p>> \"Design clothing with AI, get it made immediately.\"<br /></p><p>If product R&D is democratized through open sourcing and consumer level tools, and manufacturing is available to anyone to produce what they want, why would consumers buy from companies? <br /></p><p>Every company - and I mean every company - really needs to figure out how they could be disrupted. No one is safe. <br /></p><p>I think the only way to guard against disruption is to create a rabid love affair connection with your customers who stake their identities on you and what you stand for. <br /></p><p>In this model, they don’t care if:<br /></p><p> > you are the leading product innovator;<br /></p><p>> the #consumerbrands with the cheapest product;<br /></p><p>> have the widest distribution;<br /></p><p>> are the best tasting ;<br /></p><p>> have/do the best…whatever. <br /></p><p>In the above, there is no lasting competitive advantage because other brands always catch up. <br /></p><p>But if you are a brand with a real connection to your customer, they will stick with you and give you time to catch up to the above because they love you and believe in you. I think it has to be a personal connection - customers know the people behind the brand, what they stand for and identify with them. That’s the only way to keep customers over the long term. <span></span><br /></p>"
}

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{
"HubID": "2597",
"Date": "5/10/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2597__Image_URL.jpg",
"Summary": "<p>Talent scouting using #ai with just a mobile phone is just the tip. </p><p>Mass market for this application is when everyone uses visual AI to improve at their activity/sport and learn better technique to avoid injuries.<span></span><br /></p>",
"Notes": ""
}

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{
"HubID": "2622",
"Date": "5/15/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "Everything we do involves risk - getting out of bed in the morning, commuting, starting a company, trying a new marketing campaign, hiring a new employee. You cannot do anything without there being risk involved.",
"Notes": "<p>Everything we do involves risk - getting out of bed in the morning, commuting, starting a company, trying a new marketing campaign, hiring a new employee. You cannot do anything without there being risk involved.</p><p>We don’t avoid risk because if so, we would never get anything done. We manage risk. Here’s some simple tools I use to think about managing risk. <br /></p><p>What is risk? It is the potential that something will not work as planned.<br /></p><p>Risk is (1) a function of the probability that something unplanned will happen (2) multiplied by the severity of those effects if the risk happens. <br /></p><p>Whenever we make plans, we have to consider the probability and severity that those plans will not work out. <br /></p><p>Some simple risk rules to consider: <br /></p><p>> high risk high severity, we don’t do it;<br /></p><p>> low risk low severity, or high risk low severity, we probably do it. <br /></p><p>> Low risk high severity, maybe we do it but get insurance or manage our exposure.<br /></p><p>After considering the risk in your plan, we then make alternative plans if those risks materialize. <br /></p><p>Summary:<br /></p><p>(1) Make a plan; (2) consider the probability and severity of it not working out; (3) adjust the plan to get a better risk profile; (4) make alternative plans should the risk happen. <br /></p><p>A few other rules with respect to risk that have helped me:<br /></p><p>1. “Knowns that are actually not: It Ain’t What You Don’t Know That Gets You Into Trouble. It’s What You Know for Sure That Just Ain’t So.” Be careful taking risks on things you think you know. Always question and think the unthinkable. <br /></p><p>2. Risk increases when a situation is in a critical state. For example, after skiing 5-hours, I'm tired and in a critical state and should take fewer risks. Always look at your plans in context of critical states and adjust accordingly. <br /></p><p>3. Leverage failures into something else. Risk happens; is there a way you could salvage your effort and leverage into something else if a plan fails? <span></span><br /></p>"
}

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{
"HubID": "2636",
"Date": "5/19/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>I think the 2025-2045 era will be massively transformative. Here's the setup as I see it.</p><p><br /></p>",
"Notes": "<p>I think the 2025-2045 era will be massively transformative. Here's the setup as I see it.</p><p>This come from my futurist work, where I research and understand technology trends in the context of cultural, societal, and geopolitical factors to gain clarity about the future and position for success. <br /></p><p>Global supply chains are no longer feasible:<br /></p><p>> competition for resources...</p><p>> + climate change...</p><p>> + cost to maintain a globalized world order = deglobalization</p><p>The global world order is shifting and future success will be dependent on the following attributes:<br /></p><p>> Demographics</p><p>> Access to resources</p><p>> Vibrant consumer markets</p><p>> Wealth, military strength, infrastructure and educated population</p><p>(export-led countries are now highly disadvantaged)</p><p>Who is positioned for success?<br /></p><p>US in a class all its own. It was not the 20th century, but the 21st century that may be remembered as the Age of America. Not to say we won’t have problems to deal with, but we will fare better than everyone else.<br /></p><p>Distant second to the US: UK, France, Turkey, Australia/New Zealand, and maybe India - they have elements of the above attributes<br /></p><p>Global supply chains will become more regional:<br /></p><p>> US leads with Mexico, and Canada is able to piggyback on their successes, along with parts of Central and South America<br /></p><p>> UK leads with Scandinavia</p><p>> Australia leads with Southeast Asia</p><p>> Others likely to emerge - too early to tell who.</p><p>Everyone else will devolve backwards from being industrialized nations, some faster than others. This will be a tough era (possibly disastrous) for many countries. <br /></p><p>Who vies for the bottom? China, Russia and Ukraine - poor or none of the above attributes (and war is accelerating the demise of the later two). <br /></p><p>General Inflation may be here to stay through 2030 driven largely by (1) energy costs because we do not have enough and resource constraints to electrify, (2) monetization of debt, which drives up asset prices, like real estate, (3) labor constraints, which drives up pay and (4) investment capital leaving due to baby boomer retirements, (5) Goal posts moving away from lowest cost (globalization era) to reliability and redundancy (deglobalization era), which will raise costs. We will have to muddle through as best as possible. But predicting inflation/deflation is different for everyone, so consider it carefully in context of your situation. Use this tool. https://lnkd.in/gw7S5shm<br /></p><p>Feels like a damaging and deep recession will hit in the 2026-2030 period for the U.S. The 2030's and 2040's could be awesome for the U.S., but getting to where we are now to there and navigating this recession will be a challenge.<span></span><br /></p>"
}

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{
"HubID": "2647",
"Date": "5/22/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "#web3 for #consumerbrands is currently off the rails and on life support. I'm watching for technology improvements over the next year that will hopefully get us back on track and I am cautiously optimistic that brands can deploy on or after H2 2024.So that means there is not much activity, but here and there some interesting market activations pop up. Here is one.",
"Notes": "<p>#web3 for #consumerbrands is currently off the rails and on life support. I'm watching for technology improvements over the next year that will hopefully get us back on track and I am cautiously optimistic that brands can deploy on or after H2 2024.</p><p>So that means there is not much activity, but here and there some interesting market activations pop up. Here is one. <br /></p><p>Pretty Nail Graffiti is a web3 native #beauty that appears to be rolling out a nail polish applicator with an NFC chip connected to the customer's phone that registers use and gives them points for application. <br /></p><p>What's different here is the novel use of an NFC chip in a beauty product applicator, which I have not seen before. <br /></p><p>Next difference is that web2 loyalty programs are generally driven off purchases, whereas web3 can incorporate actual use of products to help reward customers. Here, the brand wants to reward use, not just purchase. <br /></p><p>There is no reason why the brand cannot do all this using web2, but they would need to do so via their own proprietary and closed systems. With web3, it is all open and interoperable. I won't say it is cheaper because web3 tech is still hard to work with and as a result, expensive, but over the long run it most likely will be cheaper to run a loyalty program off of open blockchains using #nfts rather than closed, proprietary systems. <br /></p><p>Final difference between web2 and web3 loyalty programs is that in the web3 environment, consumers can more readily sell their loyalty membership/points/rewards if they no longer want to be tied to the brand. For the brand that means the efforts that went into building that loyalty from the former customer is not stranded. Let me explain.</p><p>In a web2 world, the backend retention, data collection and ascension efforts are stranded when the customer moves on. It is hard for brands to retain customers because most product owners drop off the ascension chain at some point and move to other brands. Even superfans eventually move on. Very few brands can command loyalty for long periods of time.</p><p>In this case, all the data, history, and effort that went into trying to retain and/or ascend the customer up the value chain is stranded and mostly useless. <br /></p><p>But in a web3 world, all that effort to build loyalty from a customer can be sold or transferred to someone else who wants to take over and who care's about building loyalty. All that data and effort is no longer stranded because it follows to the new owner, where the brand can continue to build data and effort tied to the loyalty NFT. <br /></p><p>How about the brand profiting from this sale? Not only can the brand profit from the sale if they set a secondary market royalty in the smart contract, but that revenue is highly profitable, with most of it going to the bottom line, which can move net profits substantially. I have a simple model here that shows - <a href=\"https://docs.google.com/spreadsheets/d/12jxwpvmsmjK7bFi6Z2ZfPbYFFt_zWUpGn-WZy8S_PYg/edit?usp=sharing\" target=\"_blank\">https://docs.google.com/spreadsheets/d/12jxwpvmsmjK7bFi6Z2ZfPbYFFt_zWUpGn-WZy8S_PYg/edit?usp=sharing</a><br /></p>"
}

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{
"HubID": "2724",
"Date": "6/26/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "2724__File_URL.pdf",
"Image": "2724__Image_URL.jpg",
"Summary": "<p>An uber trend I see with respect to #marketing for #consumerbrands .</p>",
"Notes": ""
}

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{
"HubID": "2730",
"Date": "6/28/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2730__Image_URL.jpg",
"Summary": "Who wins and loses in #deglobalization ? How is the US positioned?",
"Notes": "<p>Who wins and loses in #deglobalization ? How is the US positioned? Here's the slides and text copied in from a recent presentation on the 2025-2045 era I gave that included this uber trend. </p><p>Global supply chains are no longer feasible: competition for resources + climate change + cost to maintain a globalized world order = deglobalization.<br /></p><p>The global world order is shifting and future success will be dependent on the following attributes:<br /></p><p> 1. Demographics<br /></p><p> 2. Access to resources<br /></p><p> 3. Vibrant consumer markets<br /></p><p> 4. Wealth, military strength, infrastructure and educated population<br /></p><p>Export-led countries are now highly disadvantaged.<br /></p><p>Who is positioned for success?<br /></p><p>The US in a class all its own. It was not the 20th century, but the 21st century that may be remembered as the Age of America. Not to say we won’t have problems to deal with, but we will fare better than everyone else. <br /></p><p>Distant second to the US:<br /></p><p> > UK<br /></p><p> > France<br /></p><p> > Turkey<br /></p><p> > Australia/New Zealand<br /></p><p> > and maybe India - they have elements of the above attributes. <br /></p><p>And no one else!<br /></p><p>Global supply chains will become more regional: <br /></p><p> > US leads with Mexico, and Canada is able to piggyback on their successes, along with parts of Central and South America<br /></p><p> > UK leads with Scandinavia<br /></p><p> > Australia/NZ leads with Southeast Asia<br /></p><p>Others likely to emerge - too early to tell who. <br /></p><p>Everyone else will devolve backwards from being industrialized nations, some faster than others. This will be a tough era (possibly disastrous) for many countries. <span></span><br /></p>"
}

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{
"HubID": "2759",
"Date": "7/17/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "2759__File_URL.pdf",
"Image": "",
"Summary": "<p>I see a consensus forming for the later part of this decade, starting as early as 2026. I call it The Reckoning, which will be a deep and damaging #recession in the U.S. and probably a lot worse elsewhere. Here's why, some of the top thinkers forecasting these troubles, what gets us out of it, and actions for #consumerbrands to prepare. </p>",
"Notes": ""
}

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{
"HubID": "2777",
"Date": "7/19/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2777__Image_URL.jpg",
"Summary": "<p>A possible emerging trend I see is where #consumerbrands connect their artistans, crafts and tradespeople that make their products directly with the consumers to provide customized products, for a higher price. </p>",
"Notes": ""
}

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{
"HubID": "2782",
"Date": "7/20/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2782__Image_URL.jpg",
"Summary": "Yikes. We're already at +1.1 C. And I fear +2.5 C is in the bag; +3 C is highly probable. These numbers would be disastrous for most countries. Maybe the U.S. can survive. But new innovations and the exponential progress of tech could save us. In addition to transitioning away from carbon, we have to keep pushing on technologies to innovate us out of this. <a href=\"https://www.linkedin.com/feed/hashtag/?keywords=climatechange&highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7087767770511151105\">#climatechange</a>",
"Notes": ""
}

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{
"HubID": "2791",
"Date": "7/24/2023",
"HubTags": [
"Environment",
"External Platform Posts",
"Future Map Forward Guidance"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2791__Image_URL.png",
"Summary": "<p>This chart is fascinating but also really disturbing. </p>We have a long way to go to catchup to replace coal, oil and natural gas with renewables, against the backdrop of continued growing energy demand. I fear we will never be able to replace these carbon-based fuel sources because when you overlay the countries that have the right potential for solar and wind plus the countries that can afford the infrastructure for renewables, that list pares down fast to just a handful. Maybe we can get to a place where it is cheap and fast to install nuclear reactors that are much safer than current designs. Or, we are able to get to fusion energy quicker than currently projected. I think our hopes rest on these two energy sources. If not, global warming will continue and there is nothing we can do to stop it.<p><br /></p>\n<p>I fear that we will need to muddle through the next 50 years of global warming and climate change consequences until we have nuclear/fission that is widespread enough where we start to reduce dependency on carbon-based fuels in order to turn around our climate. </p><p>Can we survive another 50 years of global warming, which may include 2.5 or 3C? Some countries will muddle through like the US, but certainly not without consequences, but most others will not. We may have a rapid population decline as many people in other countries suffer from climate change that makes food insecure, warming that allows pandemics to breed and spread, rising sea levels that displaces people away from coastal areas, and war/competition for dwindling resources like food that get disrupted due to climate disasters. </p><p>I am not hopeful at present. We need to keep pushing on new technologies that might materialize which gives us a few silver bullets. </p>",
"Notes": ""
}

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{
"HubID": "2807",
"Date": "8/8/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "2807__Image_URL.jpg",
"Summary": "If you make basic assumptions that COGS (what the artist gets paid) is 30%, these platforms keep a lot and don't do much if at all to market artists. Clearly there is a need to disrupt these platforms where the artist can go direct to consumer.",
"Notes": ""
}

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{
"HubID": "2813",
"Date": "8/8/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>This is <a href=\"https://thedaily.outdoorretailer.com/news/brands-and-retailers/how-outdoor-research-decided-to-take-the-plunge-into-mountain-biking/\" target=\"_blank\">great article on finding and exploiting niches for incremental improvement</a>. </p><p>If the brand can get their testing process down to something like 6 months from idea to initial inventory and go direct-to-consumer first instead of retail, they have a good repeatable model for discovering opportunities that is cost-effective. <br /></p><p>In this article, 18-months from idea to product, and now adding a full calendar cycle to test in retail means a long time to see if this will work. Testing and iterating fast and cheap on marketing messaging, tag lines, keywords, product images, etc. is best done via DTC. Do that first because one shot is all you get in retail. <span></span><br /></p>",
"Notes": ""
}

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{
"HubID": "2824",
"Date": "8/18/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>This is a pretty classic scenario with respect to growing in #cpg. Where do you focus your efforts, why, when do you raise and how much? Here it is copied in</p><p><em>I met with the founder a very cool ethnic frozen brand last night. They have frozen prepared meals that are currently selling in Target, Walmart, Kroger, WFM and beyond. Around 6,500 doors, $7M in revenue, and a very small tight and nimble team of 5. To date, there hasn't been sufficient capital for marketing so they are gearing up for a raise to turn on the marketing engine. Currently, they are crushing it in the natural channel and moving 4-6 units per week per sku, however, in conventional and mass, they are moving closer to 1-1.5 where they need to be at 2.5-3.</em></p><p><em>ADDING one more variable. Let’s assume $250k burn due to lean team and assumption of 35% frozen product margin at $6-8 SRP</em><br /></p><p><em>A couple questions here and would love everyone to chime in:</em><br /></p><p><em>1. In today's macro environment, how much money should they raise and at what structure. This is an open ended question as you only have the information I provided above on revenue, doors, velocity and small team etc.</em><br /></p><p><em>2. What should be the focus of the use of capital? Couple options below as examples:</em><br /></p><p><em>a) Should they focus on deploying a majority of their dollars into marketing and trade to achieve velocity needed to stay on shelf and not expand distribution?</em><br /></p><p><em>b) Continue to expand door count in the natural channel where they are winning ?</em><br /></p><p><em>c) Build up team to support 2x revenue</em><br /></p><p><em>d) Cut down on doors and focus on where they are winning while allowing new capital to drive specific channels</em><br /></p><p><em>e) Start SKU extensions in the natural set</em><br /></p><p><em>There are so many different routes one can take and so many ways to use the capital. Focusing on multiple channels and supporting a diverse set of doors is tough. Nail your velocities and then SCALE!!!!!</em><br /></p><p>Back to me. The answer really comes down to one thing: what is your #roas (return on ad spend). The only variable in a CPG P&L that really matters is ROAS. All other P&L line items will pretty much standardize to industry ranges. But ROAS is a measure of how efficient your marketing is at generating sales and can vary widely and is both art and science to get it optimized. <br /></p><p>Breakeven ROAS for a CPG is around 2. As a rule of thumb, if your ROAS for analog marketing is north of 4 and for digital north of 7, you are doing really really well and getting into blockbuster brand potential. Your goal is to test marketing constantly and find strategies, tactics and channels that deliver the highest ROAS. When you find one, you run with it and scale it and see if the ROAS holds at higher marketing spend. If it does, you probably have a winner. <br /></p><p>So in this example, I would find the marketing strategy that maximizes my ROAS for the natural channel where I am seeing success and see if that ROAS holds as I ramp my marketing spend. If it does, then I have a formula that mints money. <br /></p><p>Raise money to plow into marketing (and associated operations as needed) for expansion into the natural channel using the marketing strategy that delivers me a high ROAS. That money I am raising can be at a strong valuation because I have derisked the investor...I am raising money for what I know works. <br /></p><p>Increase my door count in natural as well as increase my real estate on shelf, constantly testing against my ROAS. If ROAS holds as I get more doors and shelf space, then I have a formula for door/shelf space growth that will help entrench me so I build a competitive moat. <br /></p><p>As I build on my strengths in the natural channel, test, test, test in the conventional channels to figure out how I can get a high ROAS there. If I figure that out, I can then go raise more money that is now derisked which I will use to conquer conventional channels. <br /></p><p>To me, it all comes down to leverage, which if quantified, is a simple KPI called ROAS. Let it be the north star. But ROAS has its limitations and should only be used to compare marketing/sales campaigns across the same channel. ROAS should always be tested against #ROIMI (Return on Incremental Marketing Investment). <br /></p>",
"Notes": ""
}

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{
"HubID": "2908",
"Date": "9/20/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>This is a great evolution in #retail sales from Houdini Sportswear a #consumerbrand with its own store where it is testing new concepts. </p><p>This brand's revenue model combines new product sales, used product sales, repair, rental and subscription.</p><p>Most brands have to produce new to earn revenue. We clearly need to produce less to get #carbonemissions under control, so moving towards a model that incorporates #circularity may really help. </p><p>What's really great about this retail concept is that you currently never see new product and used same-brand product sold side-by-side because brands don't get revenue from secondary market sales, so naturally they do not want to cannibalize new product sales. <br /></p><p>But what if they could?<br /></p><p>A possible future major driver of high margin revenue for used product sales is tokenizing products, where secondary market sales return a nominal fee back to the brand (like 2.5%). <br /></p><p>If we can get wide adoption for using token technologies by durable goods brands as well as secondary market/used resellers, then this could really give brands an incentive to produce less but still maintain net income, which would also allow us to see new and used product sold together. <br /></p><p>The 2.5% fee is paid by consumers - I suppose you can look at it as a tax. But consumers, especially millennials and younger generations, have shown to be very supportive of genuine efforts by brands to reduce carbon emissions, even if it costs more. <br /></p><p>https://thedaily.outdoorretailer.com/news/industry-press-releases/houdini-sportswear-expands-circularity-platform/<span></span><br /></p>",
"Notes": "<p>This is a great evolution in #retail sales from Houdini Sportswear a #consumerbrand with its own store where it is testing new concepts. </p><p>This brand's revenue model combines new product sales, used product sales, repair, rental and subscription.<br /></p><p>Most brands have to produce new to earn revenue. We clearly need to produce less to get #carbonemissions under control, so moving towards a model that incorporates #circularity may really help. <br /></p><p>What's really great about this retail concept is that you currently never see new product and used same-brand product sold side-by-side because brands don't get revenue from secondary market sales, so naturally they do not want to cannibalize new product sales. <br /></p><p>But what if they could?<br /></p><p>A possible future major driver of high margin revenue for used product sales is tokenizing products, where secondary market sales return a nominal fee back to the brand (like 2.5%). <br /></p><p>If we can get wide adoption for using token technologies by durable goods brands as well as secondary market/used resellers, then this could really give brands an incentive to produce less but still maintain net income, which would also allow us to see new and used product sold together. <br /></p><p>The 2.5% fee is paid by consumers - I suppose you can look at it as a tax. But consumers, especially millennials and younger generations, have shown to be very supportive of genuine efforts by brands to reduce carbon emissions, even if it costs more. <br /></p><p>https://thedaily.outdoorretailer.com/news/industry-press-releases/houdini-sportswear-expands-circularity-platform/<span></span><br /></p>"
}

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{
"HubID": "2971",
"Date": "10/2/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>In reference to this article: <a href=\"https://www.stuff.co.nz/travel/news/300979611/stay-away-the-pretty-us-town-that-has-had-enough-of-influencers\">https://www.stuff.co.nz/travel/news/300979611/stay...</a><span></span></p><p><span></span>Is this a good or bad problem? In general, I'd always take the problem of too much demand over too little demand. I think the issues here is, how do you manage the demand so you don't create the problems that lead to these kinds of outcomes? But more than that, how do locations like this earn revenue from the demand to not just manage the influx, but actually make a profit (GoFundMe is one mechanism they spun up, but it was reactionary to the problems that needed money to solve). <br /></p><p>Demand for experiences like this and across local, state and federal natural attractions is pretty common now. Whenever I do anything outdoors, its about picking the times and places to avoid crowds. You can't tell people not to go to a public place, or not write about it. That won't solve the problem. The problem will be there and will get worse because people are getting outdoors more. <br /></p><p>There's a lot of technology already to help a town like this manage these problems - websites, ecommerce engines, social accounts, GoFundMe/fintech platforms, demand management, demand pricing - all #web2 stuff. In #web3 we have emerging #token technology to potentially make all this work more seamlessly. <br /></p><p>The challenge I think is coordinating everyone so people know they can't just go...they have to do some planning, like when to visit, what to do, and where they could donate to help the town manage the visitation. We all pretty much use Google Maps for anything directionally related - what if that becomes the one place where these instructions are centralized? <span></span><br /></p>",
"Notes": ""
}

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{
"HubID": "3039",
"Date": "10/23/2023",
"HubTags": [
"External Platform Posts",
"web3 consumer products use case"
],
"Contacts": "",
"Companies": "Jones Snowboards",
"File": "",
"Image": "",
"Summary": "<p>Jones Snowboards has figured out how to take used #snowboards and #upcycle them into parts for new boards, apparently an industry first. Here’s a few thoughts on how to leverage this innovation really fast so that we see that result. </p>",
"Notes": "<p>This is a significant innovation but I’ve seen almost no press about it. This needs to be amplified, plus I will add ways I think the company and the industry can use new technology and emerging business models to leverage this towards a big leap forward in #carbonemissions reduction.</p><p>Jones Snowboards has figured out how to take used #snowboards and #upcycle them into parts for new boards, apparently an industry first.<br /></p><p>Imagine if the industry massively and aggressively coalesces around this innovation and inside something like 3 years, there is a 10% reduction in the use of new materials. That would be an enormous win.<br /></p><p>Here’s a few thoughts on how to leverage this innovation really fast so that we see that result. <br /></p><p>Token Technology. <br /></p><p>#Tokentechology for #consumerbrands should be rolling out next year. Jones' can issue tokens in exchange for returned boards that serve as a certificate of authenticity or proof the consumer did this and attach discounts on future product purchases. Tokens are social proof of what a consumer did and since tokens are represented as media, the brand can partner with artists to create the tokens that might become collectibles on their own.<br /></p><p>Gamification.<br /></p><p>The leverage of tokens extends into interaction using token-to-token communication, not just between Jones' and token holders, but amongst token holders. Use this communication to #gamify the collection and #recycling of even more snowboards so that we rid the world of any unused or discarded units. The goal here is to use tokens to multiply the upcycling of boards beyond what a few email blasts, press releases, website copy and product discounts offer. Create a distinct group, incent them to do more and reward them with social proof and product rewards. Tokens can help. <br /></p><p>Cooperation.<br /></p><p>Every snowboard manufacturer does the following: (1) create their own version of a boards-for-tokens program, (2) for which old boards get sent to Jones' to upcycle, (3) where manufacturers buy the upcycled material from Jones' for their own boards, (4) while Jones' open sources its innovation so it can be scaled at other manufacturers. <br /></p><p>Traditional competitive and incumbent thinking is: \"Are your stupid! No way we are supporting a competitor!\"<br /></p><p>But its that kind of thinking that has us in the environmental mess we are in. <br /></p><p>Further, from my futurist research, I predict consumers will severely punish these traditional competitive approaches and especially lay blame on the big, old, incumbent manufacturers who did not use their size , reputation and leverage to do more. <br /></p><p>In my estimation, Jones’ innovation coupled with token tech and progressive business practices is a big unexpected gift to help the industry reduce its carbon footprint in a sizeable way. <br /></p><p>https://gearjunkie.com/winter/snowboarding/jones-re-up-tech-snowboard-recycling-program<span></span><br /></p>"
}

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{
"HubID": "3061",
"Date": "10/27/2023",
"HubTags": [
"Retail",
"External Platform Posts"
],
"Contacts": "c6049Jack_Stratten",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>Innovative #retail ideas profiled by Jack Stratten </p><p>The last few decades where more about online, but that is now so saturated that it is hard to capture consumer attention and create lasting emotional connections between #consumerbrands and the customer.<br /></p><p>IRL experiences are seeing a resurgence with creative ways emerging to reach consumers. <br /></p><p><a href=\"https://www.linkedin.com/posts/jack-stratten-9314113b_epdadesign-brandpopups-innovation-activity-7123597824444821504-2HZt\" target=\"_blank\">https://www.linkedin.com/posts/jack-stratten-9314113b_epdadesign-brandpopups-innovation-activity-7123597824444821504-2HZt</a><span></span><br /></p>",
"Notes": ""
}

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{
"HubID": "3150",
"Date": "11/28/2023",
"HubTags": [
"External Platform Posts",
"Future Map Forward Guidance"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "3150__Image_URL.jpg",
"Summary": "<p>The future assumes growth in #energy production (oil/gas/electricity), but the data suggests some possible problems with that and even a reduction from current levels, which would be really bad.</p>",
"Notes": "<p>This is part of my futurist work looking out 3-10 years, making predictions, and positioning myself and my businesses accordingly.<br /></p><p>Oil/gas production. The attached slide shows quite a large deficit in oil/gas capex, and dwindling reserves. Capex takes years to come online and before reaping benefits. Could we experience severe shortfalls in oil/gas in the future, which raises prices and leads to rationing?<br /></p><p>Renewables. The path towards #renewables requires mining of materials and intermediate processing of infrastructure. Mines take years, if not decades to come online. Intermediate processing of infrastructure (like solar panels) is done mostly in China, which as a country could implode in this decade. Who will pick up the slack for processing? That can take years and decades to come online.<br /></p><p>Nuclear. Currently, #nuclear supplies 20% of electricity in the U.S. But all but one of the plants are 50 years old and could be decommissioned in the coming decades, with no new replacements scheduled and new nuclear technologies that may not be viable on a commercial basis.<br /></p><p>Could #greenhydrogen and #fusionenergy save us? Possibly, but they are both at least 5-years away on an optimistic case, and more likely at least 10 years away as a base case.<br /></p><p>More: Modular/portable reactors maybe proving unviable, so unless the govt steps in to take over development and cost, small nuclear may not work in the future.<br /></p><p>I asked ChatGPT for an assessment about whether I am correct or not.<br /></p><p>Your assessment of the future energy production landscape, particularly regarding oil and gas capex and reserves, renewables, and nuclear energy, is aligned with the challenges highlighted in recent energy investment reports. Here's an analysis based on the IEA's World Energy Investment 2023 report:<br /></p><p>Oil and Gas: Investment in oil and gas is rising but remains below the level needed for new supply to meet long-term demand, with a significant share going to dividends and share buybacks instead of reinvestment.<br /></p><p>Renewables: Clean energy investment has increased, particularly in advanced economies and China, with solar energy receiving significant attention. However, investment in renewables faces challenges like higher input costs and concentrated investment in certain geographies.<br /></p><p>Natural Gas: There's an increase in approvals for new natural gas resources, partly as a response to the shortfall in Russian supply, but long-term demand remains uncertain, especially in Europe with its strong climate goals.<br /></p><p>Clean Energy and Grids: Clean energy investment, particularly in electrification, is growing rapidly and could meet the announced climate pledges if the trend continues. However, the investment in grids and other support systems is lagging, and geographical imbalances persist.<br /></p><p>Your predictions are in line with the IEA's analysis, reflecting a transitional energy market that faces both short-term pressures and long-term uncertainties. The potential shortfall in oil and gas could indeed lead to higher prices and rationing if not addressed by new investments. The transition to renewables and nuclear is ongoing but not without its challenges, and emerging technologies like green hydrogen and fusion energy are still developing and not yet ready to fill the gap at scale. The current trends suggest a complex and evolving energy landscape that warrants careful monitoring and responsive strategic planning.<span></span><br /></p>"
}

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{
"HubID": "3154",
"Date": "11/28/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>There are four pivotal tools that had profound orders of magnitude improvement in my #productivity over my work career.</p><p>The first was learning spreadsheets back in the early 1990's to power numeric computations - easily a 100x productivity booster.<br /></p><p>The second was email for communication and file sharing - massively sped up getting things done and interacting with people.<br /></p><p>The third was Amazon (ecommerce in general, but Amazon in particular) - a huge time and cost saver when it came to buying stuff and getting it delivered.<br /></p><p>And the fourth? #chatgpt 4.0. Unbelievable productivity booster for copywriting and learning. And the generative AI paradigm is just barely getting started.<span></span><br /></p>",
"Notes": ""
}

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{
"HubID": "3156",
"Date": "11/29/2023",
"HubTags": [
"External Platform Posts"
],
"Contacts": "",
"Companies": "",
"File": "",
"Image": "",
"Summary": "<p>There are four pivotal tools that had profound orders of magnitude improvement in my #productivity over my work career.</p><p>The first was learning spreadsheets back in the early 1990's to power numeric computations - easily a 100x productivity booster.<br /></p><p>The second was email for communication and file sharing - massively sped up getting things done and interacting with people.<br /></p><p>The third was Amazon (ecommerce in general, but Amazon in particular) - a huge time and cost saver when it came to buying stuff and getting it delivered.<br /></p><p>And the fourth? #chatgpt 4.0. Unbelievable productivity booster for copywriting and learning. And the generative AI paradigm is just barely getting started.<span></span><br /></p>",
"Notes": ""
}

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