Jack Dorsey Twitter CEO, Work with Nest, and James Harden + Adidas

In this week’s Brain Boost: Jack Dorsey as Twitter CEO, Nest, and James Harden’s truckload of shoes gets a truckload of earned media.

Jack Dorsey as Twitter CEO
When it was announced that Jack Dorsey would become Twitter CEO, the stock actually took a pretty big hit because analysts are worried that Jack Dorsey cannot effectively lead both square and Twitter, two relatively large companies. Understanding how to “scale yourself” is a big issue for talented people.When you are no longer an individual contributor and you are producing at high rates, it’s hard to decide what you’re going to make and which is the things you do yourself, versus what you’re going to buy, which are tasks that you delegate or outsource.

You might think of this as your Focus Arena. Try to think about things like the skill sets that you need to maintain, the information that’s necessary for you to stay relevant in your competitive arena, and then –by establishing your own Focus Arena– you should be able to then to decide (with a little bit more guidance) what to make yourself versus what tasks to delegate or buy. If you are in the Advanced Management Training course on Udemy or if you are in the Heart and Soul of Maximum Productivity course on Skillshare, you can find out more about this Focus Arena concept there.

Works with Nest
We have been covering the Internet of Things quite a bit in recent weeks and, this week, Google
announced that there is an API for developing products that work seamlessly with their Nest thermostat.

Google announced that there is an API for developing products that work seamlessly with their Nest thermostat.
Google announced that there is an API for developing products that work seamlessly with their Nest thermostat.

The Internet of Things is becoming such a hot topic and Peter Drucker, who is a real guru of strategy, suggests that –in the future– professionals who succeed are going to be able to program the Internet of Things so that it works for them.

We encourage you to go check out ifttt.com and start getting familiar with how you can automate a certain part of your life. It doesn’t have to be a major initiative. Just get your feet wet a little bit.

A truckload of shoes
Houston Rocket, James Harden, made an endorsement move from Nike to Adidas and, to celebrate, Adidas sent him a truckload of shoes. What this really got was a truckload of earned media: 3,000 comments on Instagram immediately.

If you think about it, in some cases it costs quite a lot of money to advertise and, sometimes, the best advertisement is when you do something that gets free media attention. In this case, a Adidas got a lot of earned media, which essentially only cost them whatever it costs to deliver their new superstar ambassador that truck load of shoes.

If you’re interested in this type of thinking –social media and PR and how it works together– you might check out Joy Schoffler’s interview in the social media and public relations section of the Growth Hacking Masterclass.

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Lyft + DidiKuaidi vs. Uber, Salesforce’s Internet of Things, Amazon’s “Tablet Computer”

In this week’s Brain Boost, we are going to look at Uber vs. The World, Salesforce and the Internet of Things, and Amazon’s gateway drug.

Uber vs. The World
U.S.-based ride sharing service, Lyft, and a popular ride sharing app in China called DidiKuaidi have teamed up so their clients can use each other’s apps to hail rides when they are in the other territory.  You could see this as a “teaming up”, of sorts, against Uber for market share. We want to turn your attention to a module in the Advanced Management Training course on integrative bargaining techniques (Lecture 34), which will help you understand the negotiation that had to happen to make this partnership work.  

If you can imagine, as they structured this agreement, Lyft and DidiKuaidi were not negotiating on issues like price. If you have an opportunity to create a mutually beneficial, strategic partnership, you are going to need to approach that negotiation in a more integrative way. Check out the module and the associated resources on that next time you need to approach these kinds of negotiations.

Salesforce and the Internet of Things
The Internet of Things is a popular topic these days. If you remember, a few weeks ago, IBM announced an Internet of Things acquisition and, in San Francisco this week, Salesforce has announced that they have a new Internet of Things product that’s designed to cultivate more customer insights. For those of you who want to upgrade your ability to think about customers in a real, customer-centric way, why don’t you look at the modules in the Growth Hacking 101 (Lectures 19-21) and Growth Hacking Masterclass (Lecture 8) on developing psychographic customer profiles. Seth Godin calls these “tribes”.

Salesforce has announced that they have a new Internet of Things product that's designed to cultivate more customer insights.
Salesforce has announced that they have a new Internet of Things product that’s designed to cultivate more customer insights.

You can also find that in the Freelance Business Design course (Lecture 5) and we challenge you to, this week, arrange an interview with one of your lead users and try to learn more about them -maybe not even things that necessarily factor into their behavior with your offering-  but just how they think about the world. This kind of insight is really powerful on a strategic level.

Amazon’s Gateway Drug
Amazon has announced a new “gateway drug”: a new tablet computer that has about 12 gigabytes of RAM. They’re going to retail it for about $50, which is a relatively low price point. One way you can think of the story is in terms of Amazon’s funnel. For example, where is this tablet in Amazon’s funnel and what kind of funnel are they trying to engineer for their customers?

If you want to brush up on your thinking about funnels, look at the section in the Growth Hacking Masterclass on funnel design (Section 5). We challenge you to visualize where this tablet fits into Amazon’s funnel and what the funnel looks like from a cultural perspective.

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Cosmetic Surgery vs. Competence, Millennial Media, Skills for the IoT

In this week’s Brain Boost: teens getting plastic surgery, millennial media, and the Internet of Things for personal productivity.

  1. Teens getting plastic surgery
    Let’s start by looking at teens getting plastic surgery. This story is trending this week because of the 65,000 teens in the United States who get plastic surgery each year. Most of them get it done in the summertime because they want to heal before they go back to school. All that aside, let’s look at what the research says about professional headshots.
Employers and potential business partners are looking for a headshot that shows a signal that you're competent that you can do the job well.
Employers and potential business partners are looking for a headshot that shows a signal that you’re competent that you can do the job well.

From the Career Hacking or LinkedIn courses, you can find modules on taking your own professional profile photo and the research that we found for these modules shows that it’s not attractiveness that people are looking for from your headshot. They’re looking for a headshot that shows a signal that you’re competent that you can do the job well.

If you need to brush up on your professional headshot, check out those modules and –for the ladies– you can find a guide on using makeup for professional photos.

2. Millennial media and ad serving
Next, let’s look at millennial media and serving ads through apps. This company was just bought by AOL Verizon for about two hundred and fifty million dollars and where I want to turn this conversation is to lean frameworks for advertising.

We have found, here at Eazl, that it’s very effective to test ad channels with little bit of money just to see what the conversion rate and expense is between the different channels. So, if you’re already trying to acquire customers by using things like Facebook ads or Google AdWords, I would encourage you to try to acquire customers through mobile advertising. Just put a little bit of your budget –maybe fifty or one hundred dollars– into a mobile ad campaign and just see what your conversion rate is see how expensive those clicks are.

3. The Internet of Things
Finally, let’s look at the Internet of Things. It’s trending this week because IBM has teamed up with a smart chip maker called ARM to process their data with their predictive analytics platform. Harvard strategy professor Peter Drucker suggests that, in the future, managers and successful professionals will be able to program smart devices. So this is a new skill that might be needed by professionals and managers.

With ITTT, you can create recipes that connect your various online profiles, which will save you a lot of time.
With ITTT, you can create recipes that connect your various online profiles, which will save you a lot of time.

In order for you to start getting your feet wet with the skill, we suggest that you visit ifttt.comThat stands for If This Then That and it’s a website that you can use to start automating something –a relationship– between two of your different digital service providers, like Gmail and Google Drive.

You can see there are many integrations. Don’t take this too seriously. Just go and play around so you can start looking at how you might automate your different relationships between your devices for more personal productivity in the future.

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