If RSS needs a CMO, CEOs need marketing more than ever.
It is clear in many a conversation about technology -- social is a feature. In a mature market, one of the key driving factors to drive business success will be a shift from technology and tools to marketing.
Demand creation means building white spaces vs. drilling black holes.
The next generation of start-up CEOs will need to understand marketing beyond the ability to insert social sharing icons on beta sites -- identifying a true market to trade promises in, building a diverse team, and knowing how to account for assets and flows in the business model will create an enduring business.
Which means changing the value equation.
It is indeed a time of great opportunity for new applications and tools because the platforms have stabilized. There is plenty of room and work to be done on archiving and data capture/analysis/utilization, for example.
However, the query set is what matters, and mobile will be accelerating the development of the next generation technologies.
Technology serves business
Without a master plan, without an understanding of the market potential, without the ability to organize around promises, the bits that make up organizations, without a clear business model that goes beyond "built it and they will come" serendipity, creating and supporting trading value will be much harder.
While corporations need to get back to basics -- the better the promises in and out, the stronger and more resilient the business -- start-ups have an opportunity to get in on commerce the right way.
To do that, they need business models that support trading on promises.
[image credit CC Chapman]
Valeria is an experienced listener. She is also frequent speaker at conferences and companies on a variety of topics. To book her for a speaking engagement click here.