You should only invest in virality if you are confident that virality will be your primary growth engine for your product. As opposed to (1) performance marketing, (2) content, or (3) sales.Most companies find the vast majority of their growth from just one of those four growth engines, and until you’ve scaled your core engine, time spent optimizing a secondary or tertiary engine is rarely time well spent.

Should You Invest In Virality?

<ul><li>Your product is better with friends or colleagues (e.g. Snapchat, Slack)</li><li>The product is innately fun or rewarding to share (e.g. travel photos, homes for sale, incidents nearby)</li><li>Your product is remarkable — something worth remarking about.</li></ul>

Virality is a natural fit for your product if:

<ul><li>You generate revenue directly from new users (e.g. purchasing a product, subscribing to a service), which you can then use to fund more marketing</li><li>Customers are not naturally going to be looking for your product, and thus you have to come to them (e.g. a new DTC brand)</li></ul>

Performance Marketing is a natural fit for your product if:

<ul><li>Your users naturally generate public content (e.g. reviews or answers to questions) when using your product, which you can use to attract new users</li><li>You have a lot of unique data (e.g. restaurants in Seattle, plumbers in Phoenix), which you can turn into rich auto-generated pages</li></ul>

Content is a natural fit for your product if:

<ul><li>Customers have high average order values and high LTV</li><li>Your product requires hand-holding to be successful with</li></ul>

Sales is a natural fit for your product:

Virality is simply growth that stems from your existing users. Each user brings in on average more than one additional user (directly or indirectly) and thus creates exponential growth.

What is “virality”, anyway? 

<ol><li>Word-of-mouth virality: Hearing about it from friends or colleagues</li><li>Invitation virality: Being actively invited by friends or colleagues</li><li>Experiential virality: Seeing the product in action</li></ol>

What are the different types of virality?

<ol><li>Increasing sharing rate: More word-of-mouth, invitations, or experiential serendipity</li><li>Increasing conversion rate: Getting new users through your funnel at a higher rate</li><li>Increasing engaged users: Getting more users, and re-engage existing users</li></ol>

How do you increase your product’s virality?

Q: Is it possible to increase the virality of my product? If so, how?

marketingandsales

Marketing & Sales

product

Product & Design

How to increase virality

Like everything else in the business world, content marketing constantly evolves. As trends come and go or transform into best practices, you need to stay up to speed with what’s popular to stand out from the competition, especially in today’s digital landscape. In this guide, we’ll be breaking down which major trends to look for in 2023, so you can stay ahead of the curve.

1. Video and Interactive Content 

With the widespread success of user-friendly creation tools like Canva, graphic design is more accessible and easier to use than ever before. Even those who don’t consider themselves designers can create stunning designs from pre-made templates. In addition to seamless integrations with Canva and InDesign, built-in features like Articles and Social Posts offer ways to generate complementary assets without having to do any extra work. 2023 is your year if you want to create aesthetically pleasing content for every platform.

2. Democratization of Design

Our reliance on automation and Artificial Intelligence (AI) is ever-increasing and projected to keep growing. From editing tools like Grammarly to chatbots like ChatFuel, companies of all sizes and industries are embracing AI marketing tools. Automation is increasing with AMP builders and autocomplete features in tools like Google Docs, and this trend will only keep growing from here. This kind of smart technology helps companies automate their decisions, saving valuable time for strategy, team-building, and innovative growth-hacking sessions.

3. AI and Automation

Since the shift towards short-form content like videos and the trend towards automation, content marketing is evolving like never before towards data and innovation. Being able to read your data will help you improve content quarter-over-quarter by learning from the ways your content performs across platforms. Since there’s so much content and continuously optimizing algorithms to compete with, this will be an important year for tools to help content marketers understand their performance and make data-driven decisions.

4. Reliance on Data

A report by Morgan Stanley estimates that eCommerce could be responsible for 31% of all retail sales in the U.S. by 2026. This trend doesn’t only speak to eCommerce websites; social media commerce like Instagram Shopping, as well as live events like Posh Shows on Poshmark and The Drop on Amazon, have helped prime audiences to shop across multiple platforms. Time-limited releases and restricted-access promotions create a sense of urgency with consumers to drive sales to greater heights. If you’re a brand that sells a product or service now is the best time to build your eCommerce strategy.

5. E-Commerce Continues to Evolve

Blogs and long-form content will be significant in 2023. As a content marketing tool, longer content is invaluable as a passive way to drive more traffic through SEO optimization and high-quality research. Reports, whitepapers, and long-form articles have the biggest impact. Researching and writing will take more time, but the results speak for themselves. In a 2021 report from Content Marketing Institute, 48% of respondents said that research reports delivered the best results in their marketing efforts. Creators should aim to build a library of evergreen content in these formats.

6. Blogging and Long-Form Content

The last decade has shifted from glossy advertisements and formal language in marketing materials to a warmer, more conversational tone. Each year, marketing moves further away from the one-way communication style content has had in the past and aims to invite its consumers to a conversation. Simply put: brands are becoming more human. Somewhere between optimizing AI and getting lost in the metaverse, we expect an element of humanity from our content marketing. For years, we’ve seen this on Twitter, with brands like Wendy’s getting sassy with their followers in replies or Burger King via memes

7. Humanization of Brands

Since Meta’s abrupt name change from Facebook at the end of 2021 and their subsequent elaborate campaigns with everything from tv commercials to influencer partnerships across social media, it’s felt like everyone is focused on virtual reality. We’ve all seen the push to hop in on virtual reality, or the metaverse, as some would like to call it. Some theorized this would emerge after a couple of years of global lockdowns and isolation. The momentum of people jumping into the metaverse has been palpable. Some analysts predict the metaverse market will reach $800B by 2024.

8. Virtual Reality and The Metaverse

Digital fatigue, sometimes called content or format fatigue, might not sound like a positive content marketing trend, but it’s an important one nonetheless. The best content marketing is conscious of where its intended audience is and how that audience will respond. Another result of the last few years is that most people have been spending a great deal of time focusing on screens and consuming content of every kind. In a 2022 report by Twillio, 40% of global consumers say they have experienced digital fatigue within the last 30 days.

9. Digital Fatigue Continues

User experience has always mattered, but consumers have more expectations about what that looks like than ever before. This is true for the functionality of apps and websites, but your UX doesn’t stop there; it’s just as important to consider the quality of the reading experience from end to end. How do they discover your content? How effortlessly can they access it? And how well can it be viewed on any device? Good content makes it easy for your audience to navigate your site or app successfully, and platforms offering a poor reader experience won’t perform well.

10. Focus on Improving UX and UI

Coding and content generation has lot of demand in the market as told by Naval Ravikant, despite markets being high and low, content creation has always been a high paying skill to acquire in 21st century.

In this blog, we’ll be breaking down which major content marketing trends to look for in 2023, so you and your brand can stay ahead of the curve.

fashion

Fashion & Beauty

technologyandthefuture

Technology & The Future

humanresources

Human Resources

artificialintelligence

Artificial Intelligence

To build an effective personal brand You got to embrace the most unique and interesting side of you 😎The mass is now being chopped up and you might already be 'another boring' someone without a unique selling point.. In other words: A disposable commodity So, if you follow the mass, you'll get the odds stacked AGAINST you  There are way too many choices and sameness crowding for attention If your audience don't get a kick out of what you are offering  -Ultimately it will come down to price wars and that's no way to sustain your business

Are You Disposable?

Want to be taken seriously in your chosen field?  🫴Start treating your profile with intention. 👁️👄👁️WHAT DOES EVERYONE ELSE SEE? Be careful not to get infected with 'excushititis' - I don't have time (you refuse to do it)- I'm not good enough (you'll never be good if you don't start taking it seriously)- It's not effective (well, you're doing it wrong.)Don't assumeJust because you shared something ONCE, people have to be obliged.. Well guess what? They won't. You got to have a process and then.......🌟You need to trust yourself with it and keep delivering it

Branded Branding 

Entrepreneurship could actually be your saving grace to adapt to this new Vuca world. Especially with the new rise of internet culture.The Web3 potential is EFFECTUALBy utilising NFTS we create the world we want ✅Internally and change culture outTaking control in preparation and preventionEven failing is an intended planned process   🙅‍♀️Not outside inWaiting passively for shit to happen Most times too late

The Entrepreneurship Way Of Life Could Be Your Saviour 

Take the time to recognize and attend to your own needs. This takes a good level of self awareness so that you are able to make sound decisions and build that into your work & life. By ‘selfishly’ scheduling enough time every day to recharge on your own, you will be more a selfless and effective leader. When a leader pays attention to their own needs they enable others to do the same.

Be Selfish 

career

Career

personaldevelopment

Personal Development

entrepreneurship

Entrepreneurship

business

Business

Making yourself into an asset

SEO is not for every company. And even for those for which SEO may be a good acquisition channel, timing is key. 2 things to consider:<ul><li>Authority of the domain. Google avoids SEO sites so before you should invest in SEO get to 1,000 non-SEO uniques: organic, paid, social. And about 1,000 backlinks referrals.</li><li>Market size. Usually not a problem. But worth checking the traffic of your (attention) competitors and see if your conversion numbers applied to high level numbers would make sense to you.</li></ul>

When to consider SEO?

SEO work can take 3 directions:<ul><li>Technical: links, site speed, link structure meta etc....</li><li>Programatic: category pages, product pages, user generated content.</li><li>Editorial: content written by humans on a topic that may get you relevant visitors.</li></ul>Ethan considers editorial as the best performing intervention. Although programatic may make sense in certain industries. Ebay product pages would out-perform any editorial content as people are actually looking for stuff to buy.

3 types of SEO

<ul><li>Settle down on an audience.</li><li>Pick a list of words you want to rank on.</li><li>Do some research & find out what type of pages rank for those. You may find product pages, articles, listicles, reviews etc... </li><li>If you have programatic pages only index the pages with relevant content. Only index product pages with lots of information, or choose the keyword-relevant categories. Avoid creating lots of pages optimised for every keyword configuration. A few good pages beats a million shitty ones.</li><li>Optimize for engagement. From a Google search the user has to pick ur URL & stay in it ... for a considerable time. </li></ul>

The SEO Worksheet

In the past an SEO page was created to target specific keywords. Those don't rank as well. Think of your pages in terms of topics, covering a wide range of keywords. A good topic page should rank for 250-2,000 keywords. Ex 1: It's better to have a "best cameras" page than 1000 for "best digital camera", "best budget camera", "camera reviews best of"Ex 2: Masterclass made a comprehensive page for lettuce that ranked for 250 lettuce-related keywords. It beat the FoodNetwork.The way to find the cluster keywords is by looking at the current winners. Consider traffic volume and topic conversion.

Topics over Keywords

The Google algorithm is super complex these days. Links are only a small part. One can think of Google moving from link ranking to topic ranking, aka "What are known for?"So Google is looking for website who are disproportionately well-known for some themes: Does your site say chicken recipes? How much brand search there is? What are most shared pages? etc. Google will share the authority on all adjacent terms.  Ex: Ethan had a cooking website get viral with a post about jeloshoots & there was an uptake in visits for alcohol related pages, even with no direct links from the jelo post.

Topic Authority

Ethan relies on a few tools:<ul><li><a href="https://search.google.com/search-console/about">Google Search Console</a>. Free for analysis of search traffic.</li><li><a href="https://www.clearscope.io/">Clearscope</a>. Will help you understand gaps in content. </li><li><a href="https://ahrefs.com/">Ahrefs</a>. Or any other keyword research tool. </li><li>Internal tools specifically created around your strategy. Like internal dashboard for topics.</li><li><a href="https://www.screamingfrog.co.uk/">Screamingfrog</a> to fix link issues.</li></ul>

SEO Tools

Basic advice is that any SEO strategy will take from 6m to 1yr to see some results. But it all depends on domain authority (Netflix will see changes in days, a Masterclass in weeks)<ul><li>However good SEO is not a set-it -and-forget-it task. Constant monitoring and tweaking is required to get the results. </li><li>Look for leading indicators. A good one for each topic is to see for how many related keywords we can rank in top 20. </li><li>You will start to see clicks once you make it in top 10 for some keywords.</li><li>Track engagement. The more valuable your first few clicks are the more Google will send you more.</li></ul>

Timeline on SEO

It's common to incorrectly conclude failure: "We tried this, it didn't work ... so it will never work."What is also common is for the first SEO tries to not be implemented correctly. Most of the time the website does not have the right authority or there was a problem in execution.

<ul><li>Programatic SEO needs a growth engineer, because there is a lot of skill required in tinkering. Hard to find & expensive. Hire hungry young people and avoid SEO experts who worked at big brands, because big brands have it easier. Headhunt from smaller websites that found success.</li><li>Editorial is cheaper assuming there is direction for content direction.</li><li>Money invested in SEO should be proportional to the business relevance of that traffic.</li></ul>

The People & Costs of SEO

What does a dedicated SEO specialist do?<ul><li>Reverse-engineering: Auditing websites that are working. Looking for content opportunities, checking which pages are performing the best, checking their links with ahrefs.</li><li>Look for keyword bundles and cluster opportunities.</li><li>Constantly redesign and tweak the content of pages of interest.</li><li>Data analysis to see what's working and what doesn't.</li><li>Coming up with original ideas for testing. </li></ul>Most value per time invested comes from analysis of other people websites and rapid iteration on development. Brainstorming may be a waste of time.

The daily grind of SEO

<ul><li>Split test are only useful when you have a base of pages and enough domain authority. Early on, the focus should be on building and rapid iteration, not A/B. </li><li>Testing becomes useful for chasing local maximums. The big changes relate to site & link structure and those can't be tested anyways. </li><li>Another useful hack is to talk to the SEO people from some successful website and get the answers directly without testing.</li></ul>

Don't test to early or to fast

Work on a few articles or topic pages per month. 25 is a good high number. In 3 months you should see some early indicators of performance and scale if it's working. Don't go from 0 to 1000 pages per month as you will do it wrong and not learn anything.

Go slow before you go fast

... it's because of a few reason:<ul><li>Most SEO strategies don't get implemented because lack of resources.</li><li>Lack of resources is due to the fact that SEO is usually not part of the core product team.</li><li>Execs will always prioritise short term projects over mysterious long term projects.</li><li>Folks don't do the work. SEO requires constant attention and tinkering.</li></ul>

When SEO fails

The more links a page gets the better. A good page should have between 5 to 10 pages linking to it. Usually pages are linked using artefacts as:<ul><li>Popular pages</li><li>Recent pages</li><li>Related algorithms.</li></ul>However most of these will not ensure a good spread. Google is also entering your site from many links. This means a hierarchical site structure is less effective than a flat one.Focus on body links not in the footer or navigation.

Spreading Links & Site Structure

Ethan is mostly against tools like GPT-3 being used to generate content. While the text may be grammatically correct, there might be lost of slips. AI is good to generate content on top of a structured content. This means the AI serves more like an assistant to a page designed based on facts and objectives, rather than flipping the dice and coming up with some nice sounding BS.

AI and SEO

Learned so much from this conversation between Ethan Smith and Lenny on modern SEO. 

Ethan Smith is the CEO of Graphite, a boutique growth agency that’s helped companies like MasterClass, Thumbtack, Robinhood, Medium, and Honey develop and execute their SEO strategies. SEO is one of the least-understood levers for growth, while also one with the biggest payoff. This episode is a true master class on all things SEO. Ethan shares a wealth of information, including when you should begin investing in SEO, how to build an SEO team, and the three main buckets of SEO. He explains the difference between topics and keywords, gives the exact heuristics and tools to help you be successful in developing and implementing your own SEO strategy, and also goes deep on how to deal with roadblocks and advocate for resources.—Find the full transcript here: https://www.lennyspodcast.com/the-ultimate-guide-to-seo-ethan-smith-graphite/#transcript—Where to find Ethan Smith:• Twitter: https://twitter.com/ethan_l_s• LinkedIn: https://www.linkedin.com/in/ethanls/• Graphite: https://www.graphitehq.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—Thank you to our wonderful sponsors for making this episode possible:• Coda: https://coda.io/lenny• Mixpanel: https://mixpanel.com/startups• Lemon.io: https://lemon.io/lenny—Referenced:• Product-Led SEO: The Why Behind Building Your Organic Growth Strategy https://a.co/d/2wkN4dx• Topical Authority Analysis: https://bit.ly/topical-authority-tool• SEO Link Analysis: https://bit.ly/diagnostic-internal-links• SEO Links API: https://bit.ly/graphite-internal-links-api• Screaming Frog: https://www.screamingfrog.co.uk/seo-spider/• Brandon Lee of Power: https://www.linkedin.com/in/brandonhli• Similarweb traffic analysis: https://www.similarweb.com/• MasterClass: https://www.masterclass.com/• BetterUp: https://www.betterup.com/• NerdWallet: https://www.nerdwallet.com/• HubSpot: https://www.hubspot.com/• Ahrefs: https://ahrefs.com/• Semrush: https://www.semrush.com/• Google Search Console: https://search.google.com/search-console/about• Clearscope: https://www.clearscope.io/• Yuriy Timen on Lenny’s Podcast: https://www.lennyspodcast.com/how-to-grow-a-subscription-business-yuriy-timen-grammarly-canva-airtable/• Gokul Rajaram on Lenny’s Podcast: https://www.lennyspodcast.com/gokul-rajaram-on-designing-your-product-development-process-when-and-how-to-hire-your-first-pm-a-playbook-for-hiring-leaders-getting-ahead-in-you-career-how-to-get-started-angel-investing-more/• Luc Levesque on Twitter: https://twitter.com/luclevesque• Search Off the Record: https://podcasts.apple.com/us/podcast/search-off-the-record/id1512522198• GPT-3: https://gpt3demo.com/apps/openai-gpt-3-playground—In this episode, we cover:(03:53) Ethan’s background(07:53) Why technical audits are the biggest myth in SEO(10:05) When to invest in SEO(16:09) Heuristics to determine if SEO is worth it(18:36) The three buckets of SEO: programmatic, editorial, and technical(23:30) The process for creating an SEO strategy(27:00) Why you shouldn’t be too formulaic (28:33) What is site engagement?(29:31) Which pages need to be indexed(31:49) Topics vs. keywords(36:33) How to mine competitors’ sites for information(37:41) Useful tools for developing your SEO strategy(40:14) How long will it take to see results?(45:16) Factors to consider when looking to hire an SEO person(47:33) The functions of a programmatic SEO person(49:19) How to do testing(54:06) Editorial SEO strategy(57:14) How to scale based on the size of the site(59:51) Page types(1:01:53) How to win in a topic category(1:03:12) How to build solid hypotheses and test them (1:06:13) How to deal with roadblocks and advocate for resources(1:08:54) How topical and domain authority are determined(1:16:43) The power of internal links(1:24:32) Why AI is not usually useful for content creation(1:28:31) Final tips for getting started with SEO—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

startup

Startups

Ethan Smith is the CEO of Graphite, a boutique growth agency that’s helped companies like MasterClass, Thumbtack, Robinhood, Medium, and Honey develop and execute their SEO strategies. SEO is one of the least-understood levers for growth, while also one with the biggest payoff. This episode is a true master class on all things SEO. Ethan shares a wealth of information, including when you should begin investing in SEO, how to build an SEO team, and the three main buckets of SEO. He explains the difference between topics and keywords, gives the exact heuristics and tools to help you be successful in developing and implementing your own SEO strategy, and also goes deep on how to deal with roadblocks and advocate for resources.—Find the full transcript here: https://www.lennyspodcast.com/the-ultimate-guide-to-seo-ethan-smith-graphite/#transcript—Where to find Ethan Smith:• Twitter: https://twitter.com/ethan_l_s• LinkedIn: https://www.linkedin.com/in/ethanls/• Graphite: https://www.graphitehq.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—Thank you to our wonderful sponsors for making this episode possible:• Coda: https://coda.io/lenny• Mixpanel: https://mixpanel.com/startups• Lemon.io: https://lemon.io/lenny—Referenced:• Product-Led SEO: The Why Behind Building Your Organic Growth Strategy https://a.co/d/2wkN4dx• Topical Authority Analysis: https://bit.ly/topical-authority-tool• SEO Link Analysis: https://bit.ly/diagnostic-internal-links• SEO Links API: https://bit.ly/graphite-internal-links-api• Screaming Frog: https://www.screamingfrog.co.uk/seo-spider/• Brandon Lee of Power: https://www.linkedin.com/in/brandonhli• Similarweb traffic analysis: https://www.similarweb.com/• MasterClass: https://www.masterclass.com/• BetterUp: https://www.betterup.com/• NerdWallet: https://www.nerdwallet.com/• HubSpot: https://www.hubspot.com/• Ahrefs: https://ahrefs.com/• Semrush: https://www.semrush.com/• Google Search Console: https://search.google.com/search-console/about• Clearscope: 

Interviews with world-class product leaders and growth experts to uncover concrete, actionable, and tactical advice to help you build, launch, and grow your own product. www.lennysnewsletter.com

Lenny's Podcast: Product | Growth | Career

The ultimate guide to SEO | Ethan Smith (Graphite)

Don’t start by talking about anything to do with you or your business.Instead, name the undeniable shift in the world that creates both (a) a huge opportunity and (b) an incredible sense of urgency for your prospect. Now you’ve instantly got them intrigued.

#1. Name a Big, Relevant Change in the World

Now it’s time to demonstrate how the change you’ve mentioned from Step #1 will create winners and losers.To do this, you have to show that:<ul><li>Adapting to the change will result in the prospect being a winner - e.g. long-term growth and success</li><li>Failing to do so will result in the prospect being a loser - e.g. stagnating growth or going out of business</li></ul>Make it clear that winners adopt the services your business provides.

#2. Show There’ll Be Winners and Losers

Keep resisting the urge to start talking about the details of your service.Instead, present a high-level vision of the successful end state that your service will help the prospect achieve - e.g. ‘The Promised Land’.The Promised Land should be highly desirable and also incredibly difficult for the prospect to achieve without outside help - your help.

#3. Tease the Promised Land

Now, it’s finally time to introduce your product or service.When you introduce your product or service, position its capabilities as a set of “magic gifts” that will help your prospect reach The Promised Land.Make it clear that it will be very difficult - maybe even impossible - to reach The Promised Land without these “magic gifts” (your product or service).

#4. Introduce Features as “Magic Gifts” for Overcoming Obstacles

Now it’s time to hit them with your best customer success story / case study / client testimonial.The customer success story should highlight the many obstacles you helped them to overcome, and the stormy waters you helped them to navigate to successfully reach The Promised Land.Keep it short and punchy.

#5. Present Evidence that You Can Make the Story Come True

Of course, successful sales rarely happen solely as the result of a great deck.To stand an even greater chance of success, try and get the entire company aligned to, engaged with, and supportive of your new sales narrative.Congratulations - you have just achieved sales nirvana.

Bonus Tip!

These tips can help us all win at sales - something which is essential to every business.

A few months ago, my friend Tim took a new sales job at a Series C tech company that had raised over $60 million from A-list investors. He’s one of the best salespeople I know, but soon after…

The 5 Elements of a Brilliant Sales Narrative

Adidas: “Việt Nam đồng hiện"Pepsi :“Ngõ Nhỏ, Có Pepsi”Coca-Cola: “Việt Nam tôi yêu, Coca-Cola tôi yêu”

Ví dụ về Tôn vinh văn hóa

“Chúng ta có nhiều vùng miền, nhiều tộc người và tôn giáo đa dạng, quan điểm giá trị của các cộng đồng cũng có một số điểm chưa thực sự khớp nhau. Đấy là chưa kể còn nhiều ngộ nhận giữa tôn vinh và chiếm dụng”, Phó giáo sư Nguyễn Ngọc Thơ phân tích.

Thách thức tại Việt Nam

“thể hiện văn hóa” và “trình hiện văn hóa”.Thể hiện văn hóa là trình bày một cách trung thực nhất toàn bộ nội dung, hình thức và đặc điểm văn hóa của một nhóm hoặc một cộng đồng ở trong thời điểm nhất định. Trình hiện văn hoá là hiện tượng một đơn vị cố thay đổi cấu trúc, hình thức hoặc một vài chi tiết thuộc về truyền thống nhằm phục vụ cho các mục đích riêng, chẳng hạn quảng bá thương hiệu và sản phẩm.

Lỗi khi doanh nghiệp dùng chất liệu văn hóa

Chiếm dụng văn hoá là hành vi sử dụng chất liệu truyền thống văn hóa một cách vô phép tắc và phi đạo đức, không được sự cho phép của cộng đồng, không mang lại lợi ích, không góp phần thúc đẩy phát triển văn hóa gì cho cộng đồng tổn hại tới văn hóa của cộng đồng hoặc làm mờ nhạt đi quyền sở hữu văn hóa của cộng đồng ấy.

Chiếm dụng văn hóa trong thị trường quảng cáo

<ol><li>Nhà sáng tạo nhầm tưởng rằng sáng tạo là vô hạn, là không biên giới.</li><li>Thương hiệu đang tự ngộ nhận là cứ hễ đưa chất liệu văn hoá vào trong sản phẩm quảng cáo thì là tôn vinh cộng đồng</li><li>Sự hiểu biết của các doanh nghiệp/thương hiệu về văn hóa của một vùng miền/ tộc người vẫn còn hạn chế .</li><li>Nhà sáng tạo chưa biết cách vay mượn văn hoá.</li></ol>

Lý do vì sao thị trường Việt dễ bị chiếm dụng văn hóa

Chính cộng đồng/tộc người đó cùng tham gia đồng sáng tạo. Chính họ để doanh nghiệp rà soát lại chiến dịch của mình

Phương pháp

<ol><li>Nhiều vùng miền, nhiều tộc người và tôn giáo đa dạng, quan điểm giá trị của nhiều cộng đồng cũng có nhiều điểm chưa thực sự khớp nhau. Nhà quảng cáo quá khuếch trương văn hoá, đặc ngữ của vùng này thì sẽ không nhận được phản ứng tích cực từ vùng khác.</li><li>Hiểu lầm ý tưởng: Không phải cứ xuất hiện trong quảng cáo là nhân vật phải đẹp phải hoàn hảo, ngược lại đó có thể là cụ già, một người đàn ông tàn tật, LGBT… Nhưng sẽ có nhiều dân tộc không tư duy theo hướng bình quyền nói trên.</li></ol>

Thách thức của Bản địa hóa

Lấy Apple là ví dụ, đây là một hãng điện thoại có tiếng trên toàn cầu. Những chiến dịch ra mắt của họ chỉ nhấn mạnh vào tính năng, mẫu mã chứ không lạm dụng văn hoá. Họ không cố ý quảng bá tính văn hoá Trung Quốc thể hiện ra sao trong sản phẩm này hay văn hoá Việt Nam được thẩm thấu ra sao trong sản phẩm kia.

Bản địa hóa có thực sự cần thiết

Việc đo lường CSR hay tính đóng góp cộng đồng thì nên để cho chính cộng đồng đó đánh giá, chứ không phải các công ty hay bản thân công ty đánh giáĐể đánh giá CSR: <ol><li>Giá trị kinh tế đóng góp chung. Không thể lấy tổng số tiền lợi nhuận rồi bảo đó là đóng góp cho cộng đồng. Còn phải trừ đi cái giá mà cộng đồng phải bỏ ra về mặt văn hoá, tài nguyên, môi trường như thế nào.</li><li>Nguồn vốn văn hoá và nguồn vốn xã hội ở địa phương đó được phát triển như thế nào sau khi quá trình sản xuất và tiêu thụ đó được thực hiện.</li><li>nền sản xuất đó đang góp phần bảo vệ môi trường hay là làm tổn hại đến môi trường.</li></ol>

“Một doanh nghiệp không vi phạm pháp luật, tạo ra công ăn việc làm và cung cấp sản phẩm giải quyết nhu cầu tiêu dùng đã là đóng 

Tôn vinh văn hoá bản địa không phải là mô típ mới trong quảng cáo, thế nhưng Phó giáo sư, Tiến sĩ Nguyễn Ngọc Thơ cho rằng “cuộc chơi này sẽ đầy thách thức ở thị trường Việt Nam”. | Advertising Vietnam

Chiếm dụng văn hoá trong sáng tạo: Khi cá nhân và tổ chức không suy xét đến lợi ích của cộng đồng | Hằng Trần

It's a common belief that to get the most, we must be number 1 or at least become the 1% on top. This is true but becoming top 1% may require a lot of time, a lot of effort and a lot of competition. While it might be worth it to fight for, there is another theory that may achieve more than others but require less effort (but still need perseverance in doing so).The theory is called "Talent Stacking".

Common Belief

The term 'talent stack' was coined by cartoonist Scott Adams – best known as the creator of the Dilbert Cartoon – to describe developing a variety of skills which combine to make someone a sought-after commodity.Adams describes his own talent stack in the following terms: “I am a famous syndicated cartoonist who doesn’t have much artistic talent, and I’ve never taken a college-level writing class. But few people are good at both drawing and writing. When you add in my ordinary business skills, my strong work ethic, my risk tolerance, and my reasonably good sense of humor, I’m fairly unique."

What Is Talent Stacking

It's about combining your main skills with some additional complimentary skills that can help to amplify your main one. The good point is these skills (main and complimentary) don’t need to be in perfect or excellent state. A good or just above average is enough as sometimes, a good main skill plus some good complimentary skills can create a unique excellent one. And it also doesn’t need a long time to learn some complimentary skill to be decent of it, as on contrary, based on diminishing return, it will took longer for you to get better once you already good in something.

How It Works

No, it doesn’t mean that you need to become a generalist. A generalist may know a lot of stuffs, spreading to all direction. But Talent Stacking is knowing some stuffs that going to same direction, amplifying your main skills.

Is It Means to Become Generalist?

Pick complimentary skills that can impact other skills positively. A sample in video explaining that how a soccer player that has a routine practice and also develop complimentary skills in stamina, speed, teamplay and power; which also effect his performance in basket ball, outperform those who only practice basketball without additional practice.It’s advised to learn skills that can effect in large, for example persuasive communication, time management, other language, writing, marketing, understanding psychology, business, etc.

Which Skills To Pick

Another one complimentary skill that important is understanding business. It can improve your life, from an employee, to become a business owner, a freelancer or investor. As by understanding business, indirectly you will learn accounting, leverage, sourcing, money management, risk management, etc.These skills can impact many areas in your life; and whatever your main skill is, these complimentary skills will help to amplify it.

Why Business

Another benefit of having Talent Stack is we will be more ready in facing changes. As we know, the world around us is constantly changing. And if we only stick to one main skill, this may risk us in facing change, where our skill become obsolete. But with Talent Stacking, we can easily adapt to the change and re-create our uniqueness by adding more complimentary skills that relevant with current changes.

Other Benefit

An alternative way to become excellence and gain more.

We all want to make more money, but if possible we also prefer to do it without putting in too much effort. In this video I want to share a way to make more of it without over-investing time and energy. This is the best way to about generate wealth for most people in my opinion. And it's quite simple... Images © Piers Baker www.svgdoodlewhiteboard.com

moneyandinvestments

Money & Investments

education

Learning & Education

We all want to make more money, but if possible we also prefer to do it without putting in too much effort. 
In this video I want to share a way to make more of it without over-investing time and energy.
This is the best way to about generate wealth for most people in my opinion.
And it's quite simple...

Images © Piers Baker www.svgdoodlewhiteboard.com

Welcome to my channel.

I’m someone who has always loved reading great books and exploring new ideas.
This is a place where I share what I’ve learned along the way.
I draw from different fields, such as psychology, philosophy, biology, economy, and many others, but every single topic falls under the personal growth umbrella.
Using simple words and friendly images, I want to make my content easy to remember so that we can all benefit from it long term.
My main goal is to help us become better than yesterday, one step at a time.

I would like to point out that I’m a one-man army, and I don’t create videos full-time.
For those reasons, all content takes me a while to produce.
New videos once in a blue moon (but worth the wait)! :)



Better Than Yesterday

How To Make More Money (With Less Effort)

The Easiest Way To Wealth - Talent Stacking

Imagine a market universe composed of two sorts of oceans: red oceans and blue oceans. In the red oceans, companies try to outperform their rivals to grab a greater share of existing demand. As the market space gets crowded, prospects for profits and growth are reduced. Blue oceans, in contrast, are defined by untapped market space, demand creation, and the opportunity for highly profitable growth. In blue oceans, competition is irrelevant because the rules of the game are waiting to be set.

Red Vs Blue Oceans

<ul><li>It is called value innovation because instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space.</li><li>Value innovation places equal emphasis on value and innovation. </li></ul>

Value Innovation: The Cornerstone of Blue Ocean Strategy 

“A focus on the competition often anchors companies in the red ocean, and puts the competitors, rather than the customer, at the core of strategy.”

<ol><li>Eliminate</li><li>Reduce</li><li>Raise</li><li>Create </li></ol><ul><li>To value-innovate, the company must decide which factors to eliminate and reduce and not only those to raise and create-to construct a divergent value curve. </li><li>By focusing on the key factors that lead buyers to trade across alternative industries and eliminating or reducing everything else, you can create a blue ocean of new market space. </li></ul>

The Four Actions Framework For Creating Blue Ocean

<ul><li>An effective blue ocean strategy has three complementary qualities: focus, divergence, and a compelling tagline. </li><li>Compelling Tagline: A good tagline must not only deliver a clear message but also advertise an offering truthfully, or else customers will lose trust and interest. </li></ul>Examples:<ol><li>MasterCard: “There Are Some Things Money Can’t Buy. For Everything Else, There’s MasterCard.”</li><li>BMW: “The Ultimate Driving Machine”</li><li>M&Ms: “Melts in Your Mouth, Not in Your Hands.”</li></ol>

Three Characteristics of a Good Strategy 

<ul><li>When a company’s value curve lacks focus, its cost structure will tend to be high and its business model complex in implementation and execution.</li><li>When it lacks divergence, a company’s strategy is a me-too, with no reason to stand apart in the marketplace.</li><li>When it lacks a compelling tagline that speaks to buyers, it is likely to be internally driven or a classic example of innovation for innovation’s sake with no great commercial potential (i.e value).</li></ul>

Focus,Divergence And Compelling Tagline

<ol><li>Emotionally oriented industries offer many extras that add price without enhancing functionality. Stripping away those extras may create a fundamentally simpler, lower-priced, lower-cost business model that customers would welcome.(Emotional to Functional)</li><li>Conversely, functionally oriented industries can often infuse commodity products with new life by adding a dose of emotion and, in so doing, can stimulate new demand.(Functional to Emotional) </li></ol>

Look Across Functional or Emotional Appeal to Buyers 

To form the basis of a blue ocean strategy,<ol><li>The strategy must be decisive to your business,</li><li>They must be irreversible,</li><li>They must have a clear trajectory.</li></ol>

Look Across Time 

<ul><li>First tier: “Soon-to-be” noncustomers who are on the edge of your market, waiting to jump ship.</li><li>Second tier: “Refusing” noncustomers who consciously choose against your market.</li><li>Third tier: “Unexplored” noncustomers who are in markets distant from yours. </li></ul>

The three tiers of Non-customers

<ul><li>The key question here is this: Is your offering priced to attract the mass of target buyers so that they have a compelling ability to pay for your offering? If it is not, they cannot buy it. Nor will the offering create irresistible market buzz. </li><li>To secure a strong revenue stream for your offering, you must set the right strategic price. </li><li>It is important to know from the start what price will quickly capture the mass of target buyers. </li></ul>

Right Strategic Price

By being both “free” and “premium,” companies are striving to be strategically priced to capture the target mass while earning profit for the premium features those users, having used the product or service, will feel compelled to buy and upgrade to.

FREEMIUM

<ul><li>Value innovation is achieved only when the system of the company’s utility, price, and cost activities is properly aligned.</li><li>Weak utility, price, and cost positions, plus average adoption ability, indicated that a strategy would be a flop. </li><li>Blue ocean strategy is not about being first to market. Rather it’s about being first to get it right by linking innovation to value.</li></ul>

Utility,Price And Cost positions

<ol><li>Cognitive: waking employees up to the need for a strategic shift.</li><li>Limited resources. The greater the shift in strategy, the greater it is assumed are the resources needed to execute it. But resources were being cut, and not raised.</li><li>Motivation. How do you motivate key players to move fast and tenaciously to carry out a break from the status quo? </li><li>Politics. </li></ol>

Overcoming Key Organizational Hurdles

<ol><li>Engagement: means involving individuals in the strategic decisions that affect them by asking for their input and allowing them to refute the merits of one another’s ideas and assumptions. </li><li>Explanation: means that everyone involved and affected should understand why final strategic decisions are made as they are.</li><li>Clarity of Expectation: requires that after a strategy is set, managers state clearly the new rules of the game. </li></ol>

The Three E Principles of Fair Process

<ol><li>Settlers are me-too businesses,</li><li>Migrators represent value improvements, and</li><li>Pioneers are a company’s value innovations. </li></ol><ul><li>Ask: How does your product or service offer a leap in productivity, simplicity, ease of use, convenience, fun, and/or environmental friendliness? </li><li>Three strategy propositions—value, profit, and people.</li></ul>

Settlers,Migrators And Pioneers

“Blue ocean strategy is not about finding a better or lower-cost solution to the existing problem of an industry. Instead, it is about redefining the problem itself.”

Argues against common competitive practices while outlining recommendations based on the creation of untapped market spaces with growth potential.

strategy

Strategy

Blue Ocean Strategy, Expanded Edition

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