New Rules

It’s all about the experience.

Today if you’re selling, you better have a killer product, a killer story, be connected to your audience AND put on a show.

See it’s all about the experience of the purchase. Tease me with a story. Create an emotional connection to your why. Bring in some real social credibility from influencers and then make it feel like I’m a selected aswinner for buying.

It seems like misinformation that “more businesses than ever” are being started. It’s still not an easy thing to do, despite the tools. Any market that has a bounty gets filled FAST.

That’s all shark tank is. Get rich off your quick product, leverage the mass appeal and hit the bank then get the hell out before you fall off the cliff.
 

Reinvention.

The cliff is always in front of you, but you can delay its arrival only through reinvention. A cycle that’s increasingly short. I heard Marc Andreessen talk about the “Unicorns” being scared of being disrupted. If they’re looking over your shoulder, the established companies ought to be concerned. 
 

Just look at Apple. The phone won’t cut it year after year. Just like the iPod needed to be cannibalized, we need the watch. We need voice and Bluetooth. They gave us the phone and now they need to get us to give it up for something else, if they should succeed. Even the key-noteconcept needs reinvention. Don’t get me wrong, they’re sitting on a massive war-chest but it can’t be spent it on what got them there. Google knows this but as we’ve seen with Moonshots it’s not easy. Thepay off could take a decade of investment, and who else has that type of capital to throw at the wall?
 

Trust.

The only thing that gives you some stability is trust. 
 

Unless you’ve built trust. Unless you’ve done something to deserve the mindshare of an audience over an extended period of time, your products won’t be given a shot. And this is something that Apple’s got, but as your phone and laptop battery goes south after a few months you start to lose some of it. 
 

Decades.

To hit it big or stay in the scene it takes work, there’s no coasting. You think a million Twitter followers will make you invincible but that just gets you the privilege and capacity to keep the reach through repeated new success. 
 

Think of Tim Ferris. Multiple 700+ page books. Hundreds of free blog posts. Investments. Companies. Hundreds of podcasts. Events, speaking, tv shows.
 

You’ve got to put in your time, over-deliver on value, over-deliver onproduct, tell a story, communicate like a human, and THEN you still won’t know if you’re doing it right. You still might not see fruit. 
 

The payout doesn’t come until way later. And I guarantee you’ll want to quit along the way. That’s because doing something with no payout where you’re giving your soul can feel like banging your head on the wall and believing that one day that wall will suddenly be freedom from worry. 
 

Relationships.

Like trust, it’s the relationships that give you some stability. It’s cooperation with your gang. Support from your tribe.
 

Most importantly, you need a relationship with your customers. Second, your team. Best to be picky about both. We still function in tribes. So go out of your way to serve others without asking for anything in return. Be the girl that makes everyone else around her look great. Support them through the struggle and you’ll build trust. 
 

And you still don’t know if it will pay. You never know if it will pay. 


My uber driver's brother was famous, or about to be. He was a lead onthe Fargo TV series and said that he turned down Fantastic 4 because he knew it’d go bust. He told me he’s spent 9 years getting to that role. He was smart about his time. He was strategic and maneuvered through roles, mostly as extras with each opportunity only slightly increasing in prominence.
 

And now he’s made it, but I couldn’t tell you his name. I forgot it immediately after he said it. Like I said where there’s cash the market gets crowded FAST. If you’re not reinventing you’re losing awareness. If you’re not connected, you’re only relevant when you’re giving your soul on the stage. 
 

Think about the last Spotify discover playlist you enjoyed. Name 5 artists from it.
 

It’s all about the relationship. We might play your song while we work but if we don’t go to the show, if we can’t remember your name, or list some obscure facts about the impact you’ve made then it’s not a long game opportunity. 
 

I’m telling you this because I want you to build something that matters. Something that has lasting power. 
 

You’ve got to be personal and create a connection. We think we should act like a brand. We think we should cover up flaws.
 

Is it so hard to just be honest? To share exactly what you’re doing? We crave it more than ever. Instagram isn’t helping us get there.
 

There’s no risk or vulnerability in Snapchat. But they had the right strategy. Like the rock bands of the 60s and 70s started, they began by making a splash publicly as Americas-parents-most-feared. The parents hate it so the kids will flock to it. 
 

Facebook was the cool thing to be on until it lost it. Ask any person under 16 and they’ll tell you no one they know is on it. But Zuckerberg is no idiot, he hedged his bets with Instagram, and when you hit the true scale he did you’ll be ok forever. Not to mention he owns where the relationships are, from messaging to your family photos. But this isn’t realistic for practically anyone. 
 

Most choose the short run. Most are looking to get what they can and then find out what’s next. How many people do you know are hoping to be in the same job they have now, in 5 years ?
 

 I’m not saying this can’t work for you, but it will be a rollercoaster with a ceiling. 
 

And I doubt you’ll get the satisfaction and significance you’d get by playing the long game, even though it’s a grind.
 

So that’s where we’re at today. A mad rush for the short-term gain. Heavily funded products looking to bang in and bang out with some cash as fast as possible. Thinking we can ride a success or get to one without the long-slow-grind. 
 

It’s a steep divide. It’s Inequality. Those playing the long game, stuck wondering if there’s a payout, and those looking for the next buck. And I can’t blame either group. 
 

It’s the Uber Driver. And it’s the Uber driver’s brother, spending a decade acting in obscurity before making it to T.V. 

 

Work/TechnologyDavid Sherry