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The Future of Personalization

Don’t get too excited - it’s a McKinsey paper. 

The future of personalization - and how to get ready for it.

  • Physical spaces will be ‘digitized’
  • Empathy will scale
  • Brands will use ecosystems to personalize journeys end-to-end

... wait - what?

"Empathy will scale."

You can't make this stuff up. Talk about buzzword compliance!

Then - when I was looking for a suitable image to use for this post ... I came across this doozy from Sitecorp.

Content is empathy at scale.

Good Grief!

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Remember the ‘Semantic Web’?

Don't you get fed up with the alphabet soup of tech terms that people introduce into our daily conversation?

It gets worse …they then go on to use terms that most people can’t understand to ‘explain’ what they are talking about!

And even when we do get simple language it still doesn’t get there … because we essentially use product descriptions and features and don’t describe the benefits to ordinary people.

Take Web 3.0 .. please!

If you read the interwebs you would think that a new religion came of age in 2021. Google Trends tells a different story.

So when you are next reading about Web 3.0, forget about Crypto, Algorithms, DIDs, Sovereign Identity, NFTs, Wallets, Coins, Blockchains - and all of the rest of it. Just know that IF we get Web 3.0 right … and it is far from clear we will - but if we do …. then it is the start of finally realizing the value that everybody expected back when this web thing started.


I thought this was an interesting little doohickey that you might find an interesting explanation - though I have some issues with a few of them.

Behavioural Advertising for example. God I hope not. I wish it read 'Intent Casting' - but that's an idea that doesn't seem to have arrived in the mainstream.

And despite Zuckerberg's best attempts Blogs are not going away.

But more importantly, some of the thinking is just BAU!

One of the most important things I would add is that Web 1.0 was 'pipes', Web 2.0 is really all about platforms. Web 3.0 is all about protocols. That's one of the People First Tenets!

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Commerce Language Learning Newsletter Value Work

Fifty

Earthday, NYC, April 22nd 1970
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Commerce Language Learning Newsletter Value Work

On The Frontline.

The Frontline Might Be Different.
But It Is Still A Frontline.
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Language

Garbage Language

We need to stop it.

“We’re waiting on specs for the San Francisco installation. Can you parallel-path two versions?”

Good grief ... I think Molly Young is channelling me.

... at the very bottom, customer service. Which, by the way, has been rechristened “customer support” or “customer experience” at most companies — as though the word service might remind the college graduates recruited for these roles that they will in fact spend their days pacifying irritable consumers over phone, chat, text, and email. 

As you know - Language is one of the People First pillars.

I have no reason to write more on this article - it only becomes a block to you reading it yourself.

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What Is A Gig?

As I was publishing this post from John Maloney, I thought I would look up the word gig ... it makes for an interesting read.

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The Gig Is Up

Counting both noun and verb forms, the Oxford English Dictionary (OED) lists and defines thirteen separate ‘gigs’.

‘A flighty, giddy girl’ was where it all started and then ‘spin’, ‘whirl’, ‘whirligig’, ‘fool’, giggle and ‘joke’ are all in one way or associated with the word. Even when you get up to the 18th century where it meant ‘light one-horse carriage’, its origin might be ..

perhaps based on the ‘bouncing, whirling’ sense of the earlier ‘gig’.

Until recently, most of us would primarily have associated ‘gig’ with the music industry and even today young struggling bands are delighted (initially) to get their ‘first gig’. In this sense, we have two possible origins;

  • ‘a gambling bet’ (possibly from the use of a spinning wheel in some original ‘gig’ game), which then was generalized to mean ‘a business undertaking’ and then applied to a musical performance.
  • the musical engagement sense to the original ‘spinning’ meaning of the word, perhaps influenced by the Old French ‘gigue’, meaning ‘dance’. which also gave us ‘jig’.

The word in this context dates back to 1926 ... and this makes for a good little read if you want a more thorough and entertaining overview of the myriad meanings and learn where some of this research came from.

But when did the gig we know today come from?

That dates just back to 2009. And to me it continues to honor the light, flighty, gaming/gambling origins of the word. So let\'s stop using it and call it what it is. Exploitation? Slavery? After all they shoot horses, don't they?

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Rewriting History

Guernica - Picasso - 1937

Did John Lyndon Hate The Floyd?

Is Pink Floyd a punk band?

Are people really surprised when Roger Waters delivers protest?

Why is the film not Called 'Us and Them'?

All this and more in this week's newsletter.

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Vocabulary

... a building block of Language, one of the Tenets of People First. We are developing and sharing a new vocabulary that continues to evolve in the course of conversation between People First, its customers, partners and members..

We use this vocabulary to shift the topics and change the conversation about how we put People First in the work we do and the way we live.

THEN AND NOW
The Future of Work The Present Of Work
Work Life Balance Pay Purpose Play
Gig Economy Portfolio Lifestyle
Customer Experience Employee Experience
Talent Acquisition Working with People
CRM VRM
B2B Me2B
Competition Cooperation
Me Us
Exclusive Inclusive
Hierarchical Networked
Tightly Managed Loosely Coupled
Winner Takes All Winner Contributes
Tomorrow Today
Continual Change Continuous Change
Corporations People