Changing the Value Equation

Financial District

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.

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