Marketecture: Get Smart. Fast.
00:16:28 · Chris Harihar, Eric Franchi
[00:16:28] S2: And I'm I'm gonna [00:16:29] S1: take the other side. We've all been doing this for so long and have seen like, basically, like every breakthrough, whether that's, like, on the on the technology side or on the platform side. Right? Technology side, let's say programmatic. On the platform side, you know, let's say, like, new forms of advertising. They always go through this cycle that's, like, maybe the reverse. And maybe you're right. It's because the nature of it is advertising where rather than, like, getting tiered first, it gets, like, booed first. Maybe it's the nature of this stuff. And and you... I I can... I I think it was such a a technical breakthrough and could... And and, you know, opening up what could be a a a new market that, like, this stuff is gonna happen. And, you know, again, maybe it's just that the the nature of my job versus your job is to, you know, be like eternally optimistic. Yeah. [00:17:21] S2: I don't... I I... I'm not convinced. Really important to balance these things where it's [00:17:25] S1: like Yeah.
00:17:25 · Eric Franchi, Chris Harihar
[00:17:25] S1: like Yeah. [00:17:26] S2: I love that technology, I think is super fascinating. And at the same time, I have to be the person often saying, you know, this is extremely exciting. But we also have to consider how this might be perceived negatively by others in in our space beyond and and well beyond that. I mean, right, you know, if we say something that drives a story now in this publication, six months from now will regulators for example say that this area should be, you know, this is a concern, you know, like this is like... I I feel like a few years ago, was really... Perhaps maybe I'm butchering this example, but I think a few years ago, a lot of retail players for example were talking about like dynamic pricing. Maybe they weren't talking about it in those terms, but now you see dynamic pricing being this massive boogeyman that a lot of retailers are are now needing a sort of grapple with because we're seeing the regulatory hammer come down. And, you know, things that were said two years ago are now going to be the focal point of... Or focal points of, you know, testimony and you know, regulatory actions, and I think you have to have a long term view as a PR person, while also like respecting how innovative something might be or seem in the immediate term.
00:18:47 · Ari Paparo
[00:18:47] S0: And one of one of the things that we don't consider enough is not regulators, but actually industry participants. I mean, Apple watches what ad tech people say, and then they they evaluate it. And I think, you know, years ago, there was this wave of location companies that were reading, like, the MAC address from your phone and and saying how many people were visiting stores, and they built... Raised venture capital. And then as soon as Apple and and Android found out that was what happening, they they removed that, and their whole business is cratered. And I'm not saying to do things secretly, but you have... There is a a blowback on some of this stuff.
00:19:23 · Chris Harihar, Ari Paparo
[00:19:23] S2: 100%. It's just holistic thinking. Like, you have to just, you know, think about all of the audiences that might receive something. And Apple Apple is such a good example. I mean, when you look at what's happening on the identity front in relation to to Safari, it's a very good example of a company that could, you know, and that has really hurt the ad tech and advertising industry, but nobody cares because ultimately Apple's got a great brand. People, you know, like like a data broker does not and and, like, it's it's funny to see, like, folks, I think, shit talking, for example, like the recent moves that Apple has taken. And it's like, you know, regulators aren't gonna do anything because no no consumer in their district is is saying, actually, I I really like having, you know, my identity tracked, and I really like the ads that I get on every website that I go to. There are 40 of them on this one, you know, one page I was [00:20:20] S0: on and I delusional. [00:20:22] S2: What's that? [00:20:22] S0: People are delusional when they talk about Apple. I mean, you wanna get people upset. You talk about, like, cords, and they cost $20, and they change them all the time. And that actually turned into, like, legislation and and actual politicians doing things about it. No one gives a crap about Apple and what they do to our industry. I wanna move on to a little bit of a left turn for those of you who don't follow you on Twitter. What is... What does Aristotle have to say about public relations?
00:20:46 · Chris Harihar
[00:20:46] S2: You know, sometimes the old white guys get it right, I gotta say. Twenty five hundred years ago, Aristotle, you know, very famously created a a model for persuasive... Effective persuasive storytelling, where he essentially said that there are three components to effective storytelling. We have, you know, logic essentially, we have emotionality, your ability to connect to an audience emotionally, and then we have and we have credibility, essentially the credibility of the storyteller. And I think those three tenants still hold up today, whether we're talking about effective... You know, giving an effective speech or or or just generally speaking on effective storytelling. So if you're a brand, you have to be a credible brand and you have to showcase that in the things that you do in the ways that you act. You have to have logic for the the story or the or the message that you're putting forth in market and then you have to find ways to connect emotionally with the audience. And I think that often it's interesting when I talk to companies about, like, crafting their stories. Founders and companies are they're very focused on like, you know, what's the formula? What are the best practices? Of course anybody would would want want an understanding of like how do we get to... How do we create an effective story? And, you know, it's it's difficult to like look at a Google Doc and like start crafting something without best practices in place. So I generally will rely on Aristotle's, you know, paradigm and framework when I'm talking to companies or or, you know, executives about how they should be thinking about their messaging.
00:22:29 · Ari Paparo, Chris Harihar
[00:22:29] S0: Does this really annoy the people who work for you? Like, are your junior employees like [00:22:33] S2: all the Aristotle when I when I tell them about these things. I'm like, I have this great idea, guys. [00:22:38] S0: Oh, I thought you had a picture of him in your conference room and stuff. [00:22:42] S2: You know, who was it? Carlos or Carla... Car... The the person from Open Fortune. Carlos. Yeah. You know, co opting fortune cookies. I just co opted Aristotle. I'm like, I came up with this great paradigm, guys, and this is what it is. [00:22:54] S0: You gotta you gotta put, like, ads in the in the baklava. [00:22:58] S2: Like, we've had a lot of white guy... You know, white guys taking things from from from brown people. I'm a brown guy who's taking something from from from a white guy. I'm... And I'm [00:23:06] S0: Feel free. [00:23:07] S2: I'm co opting that. [00:23:08] S0: It's all good. No. Let... Let's do a little... I'm sorry to interrupt. Let's let's do a little lightning round. I'm gonna ask you a bunch of Sure. Kind of quick PR questions, and Yeah. Let's get some relatively quick answers because we're coming up on time here. Sure. What's a... Quick question. What's the best way to stand out? [00:23:23] S2: Best way to stand out is with research. I think b to b b to b companies research, I think, really can carry the day and and help you help you be unique and and, you know, punch above your weight in many ways.