Skip to main content

Zero-Patience, Zero-Wait, Zero Ads

We have zero patience to wait for a cab. So we take Uber.
We have zero patience to wait in line in Starbucks. So we order it online.
We have zero patience to wait two seconds for a video to load. So we go to a different site.
We have zero patience to wait two to three days for grocery delivery. So we do Amazon same-day delivery.
We have zero patience for advertising blocking the video. So we block the ads.
Apple announced to include ad-blocking features in its latest version of its operating systems. We can now block all ads in our iPhone. Many publishers are panicking. Adblock usage is already up 70 percent year-over-year, with over 140 million people blocking ads worldwide, including 41 percent of 18- to 29-year-olds. I welcome the news as a consumer and a marketer.
As a consumer, I have zero patience for ads taxing me when I want to watch a video or read an article. As a marketer, I don’t see myself in the business of selling ads units. I am in the behavioral change business. This news gives me a stronger case to create services and experiences that matter.
We are living in a culture of instant gratification. The demand for instant results online is becoming the new reality offline. As the Internet speed increases, people have zero patience not only to wait for the cute cat video to load but also for their groceries, lattes, movies, news... They want zero ads, better experiences.


Popular posts from this blog

How Cool Brands Stay Hot: Aim for Love, Not Likes

Love is an unconditional emotion while like is a more watered-down version of love. Loving someone means that he or she means everything to you while liking someone implies that you are only happy being with that person. Love involves deeper, stronger emotions, while like is more of a tender feeling towards that special someone. In a world of infinite choices, love is everything. Like is a nice to have.  Today, we live in a world of abundance, where people intent to create content surpass their time to consume it. Video content is much easier and cheaper to produce than at any other time in history. YouTube sees 400 hours of video uploaded every minute. Facebook has more than 250,000 status updates in the same span. We could never read and see everything online.  With unlimited possibilities and limited time, we pay sustainable attention to what we love and divided attention to what we like. We spend hours watching Homeland and give our divided attention to our news feed on Facebook. …

Persuasive Simplicity, Persuasive Commerce

In a complex world, simplicity wins. In a human world, purpose sets us apart. In a complex and human world, we need persuasive simplicity to survive. Persuasive simplicity is putting simplicity in the path of motivation. It is simplicity with purpose. The Perfect Machine Today we are entrenched in a performance-marketing race. We want to make commerce as efficient as possible. We want to build the perfect commerce machine—one that knows what we like, hate, love, and need. A precise machine that doesn't spoil us with too many choices.  A nimble machine that delivers goods in hours, not days or weeks. A frictionless machine where we can order in one click, one button, one voice order, anytime, anywhere. A cost-effective machine that guarantees the best price. This machine sounds a lot like,,, and The Human World
These days, we navigate life through search. We search to eat, to learn, to travel, to date, and to find work. We search during the moments that matter on our mobile devices. Search gives us super powers. Search makes us faster and smarter, but it also gives us a taste of our average. Search engines push content based on our consumption behavior or people “like us" behavior. We have gotten trapped in the limitations of algorithmic recommendations. No surprise from discovering something we loved but didn’t expect. We watch the movies that we are supposed to watch. We dine at the restaurants that we are presumed to dine. We shop where we are expected to shop. To escape the tyranny of the average, we follow the few brave souls that are breaking the mold. People willing to defy the norm and become the tastemaker of their destiny. They are the new curators in this age of abundance. We call them influencers. They give us a search result that is imperfect, irrational, unexpected, but m…