Skip to main content

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 mostly human. 
They push the envelope on society’s social norms, creating frictions with conventionality.
Search as we know it - Google, Amazon, and Facebook - is decentralizing because of influencers.
They are building a legion of followers and driving mass consumption across all categories like movies, fashion, fitness, travel, and music.
Influencers are loyal to no one except their fans. 
Google’s competition as a search engine is not Facebook. It has become influencers.
Influencers curate across platforms: Instagram for their pics. Spotify for their playlists. Youtube for their videos. LinkedIn to share career advice. Snapchat and Facebook for live video stories.
Hence, people follow people, not products and services. Platforms will soon need to adapt to the influencers to stay relevant.


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

Winter and Summer in Adland

It is winter in Adland.  We have moved from a world of scarcity to a world of abundance and algorithms.  We have lost the power of influence. Trust has been severely damaged.  Consumer attention is the new bottleneck. We no longer decide who sees us. Instead, we get picked.  30 second is not enough anymore. We need to take consumers through a scenic journey to create a long lasting relationship.  Everyone is a publisher. It is easier than ever to create, but harder than ever to make a hit.  The impulse to make has far outrun the desire to consume.  New forces have emerged in the form of sophisticated algorithms.  A new model has surfaced called "pay per play,” which scored everything we do on relevance to feeding the machine. It decides what gets picked, when, and where, based on extreme relevancy.  Mass media has vanished. Precision and personalization have emerged.  It is winter in Adland. The good days are all long gone.  It is Summer in Adland We now have the power to make bra…