Guy Kawasaki What's Next? Creative Trends + Roles - 3% Conference

thank you everybody we are thrilled to be here our chief creative officer Alex Maher Nia was supposed to do this introduction unfortunately he was unable to make it so I'm filling in again it is such an honor for Rosetta to be here especially as a sponsor we so admire everything Kat has done to help us and other agencies like Rosetta get to the point we need to be it is also a huge privilege for me to be here introducing Ann and guy to people I greatly admire as I'm sure all of you do they don't really need an introduction so I'll keep this brief Ann is the director of global trend spotting for JWT worldwide she's a respected authority on trends consumer insights she's a seasoned journalist researcher writer and editor she's appeared as a subject matter expert on The Today Show on The Early Show with stevia and PR BBC among many others and most importantly she is a fellow Buckeye Guy Kawasaki is the New York Times bestselling author of a dozen books dozen a dozen books including ape what the plus an enchantment previously he was the chief evangelist at Apple and helped make Macintosh a household name in your spare time in his spare time he's the co-founder of all top com a special advisor to the motor oil unit of Google as well as the founding partner of the eff firm garage over the next 75 minutes or perhaps it looks briefer now well originally 75 condensed they will be discussing the trends and technologies that will captivate consumers in the near future following their discussion we will have a Q&A we are hoping that you will all participate in this by tweeting your questions see you next trends so without further adieu Guy Kawasaki and and Mac thank you okay so when guy and I were talking and corresponding about this fireside chat we talked about some broad categories that we wanted to chat about today but hopefully we'll be able to open it up to the floor and a little bit to take your questions and so tweet them out too but first let's start with mobile okay because you're working with Google and Motorola right now and I thought that would be a good place to start at you know over the years we've seen the mobile phone evolved by leaps and bounds it went from a simple communications device for texting and talking to an everything hub for music listening game playing video watching social networking shopping researching and so on and now it's evolving to what we a Walter Thompson called the mobile fingerprint so it's evolving to become our mobile wallet our keys are health hub and more soon it will become our de-facto fingerprint our identity all in one place so I mean speaking to this audience here we're we're full of early adopters here and I'm sure many of you use your phone in that way but when you talk to the general consumer public they're kind of like whoa using my phone as a wallet what it's still very futuristic to them even though the technology is there so what happens to happen for consumer attitudes and behaviors to catch up with the technology probably the the youth I have two sons one our three sons but one is 18 and one is 20 and for them this is an artificial discussion right it's it's not well you know how are you going to compare your phone to your computer that kind of discussion never comes up and so for them they are phone centric and it's easier to tell you what their computer does than what their phone does because their phone does everything and their computer is mostly for generating textual content but everything else is the phone and it's the center of their world so I don't I think it's gonna happen faster than most people think and and it'll be so we'll just wake up one day and like you know there'll be 5% of people using computers to to generate text content and the rest as follows uh I think it's an actually a better world that way it's true I mean what we're seeing in many of the emerging markets many of the consumers are leapfrogging the people going directly to the mobile phone primarily or for the first time to access the Internet and that's happening as you said with with the younger generation Millennials and that's just scare the crap out of Microsoft cuz that arguably is the you know the coming it has the most to lose why this happening I don't know if I would buy Nokia for that reason but that's a different discussion if you were a company like Microsoft what what would you do in order to change your business model to adjust for and it's not just Microsoft it's any traditional company to adjust for this mobile first mentality well you could do something draconian and tell everybody that unless you're in a department or you're in a function where you are generating text content you the center of your world from now on is your phone because if I think if you look at to this day many companies websites clearly the center of their world is the desktop and they happen to make a mobile version but very few their employees use the mobile version and you can tell because when you go to their website with a phone it's just so suboptimal yeah it's horrible right and things are all out of place and things don't scale right you have to scroll horizontally it's just utterly ridiculous and that I think it's a case where the dogs are not eating the food the dogs are eating last generation food and they're you know perfectly fat dumb and happy it you know one of the advantages I love of Chrome is that on an Android phone anyway on with chrome you can request the desktop site so it's an it's a conscious action where you want to see what the desktop site is but by default it's the mobile site yeah and that is a very interesting insight but I really think it's gonna happen it's inevitable I mean that that horse is out of the barn that horse is you know having intercourse and reproduce it's too late it's too late to shove that horse back in the Munich Ward's doing well it's so funny because magical unicorn yeah it's so funny it was I was reading a story in The Economist yesterday and it was talking about the second screen and that being the mobile phone and how marketers and platforms like Twitter are trying to crack it and I just shook my head because actually if you think about how often you look at your mobile phone screen versus any other screen in your life per day you realize it's your primaries everything else is secondary so you do hear a lot of buzzwords which I already threw out like mobile first and responsive web design and it sounds like some of the smart ones are already doing it but there's still a lot to be done in that realm in order for for marketers and companies have a mobile first mentality you know and I would think that you know what's going to lead us would be something like Amazon but you know that company truly wants to sell everything we buy and if you want to sell everything that we buy the core of their existence has to be a phone right because that's where people are going to shop well and it is becoming a more seamless experience where once you have your credit or debit card information uploaded it's like seamless you tapped by and it's so easy it's really scary yeah and it becomes like funny money which is kind of curious because you know they want you to have that impulse purchase whether it's a book or something much bigger like a music system you just tap to buy scary another thing we talked about this mobile fingerprint idea but there is that actually is happening with biometric identification meaning iris scans facial recognition voice recognition digital fingerprints the latest iteration of the iPhone it's 4s version has a digital fingerprint identification and some Android manufacturers like Samsung are incorporating facial recognition where do you think biometrics will go over the next few years uh you know what to me that is that's just mechanics right I mean the goal is that you have authentication at Motorola we do it in different ways motorola actually introduced fingerprint as an authentication method and it wasn't adopted that much it's it's kind of interesting to see what happens I think there's going to be a lot of experimentation I have to admit that I am NOT one of those people who consider authentication and security the gating item to the use of mobile phones I think the user interface of most websites is the bigger issue it seems maybe Cavalier to say but I assume that kind of thing will be taken care of right and the security on my phone is already so much better than the security where I hand a credit card to anybody who has a white coat right here's your check okay here's my credit card and here's the number in the back and here's my cell you know I do all that so I think that's gonna be a given but arguably your identity is so tied to your mobile phone it's not just your credit and debit card information that will be there because of the mobile wallet but it's also your health information it's also your location information so it's very personal information that's being uploaded to your mobile phone minute by minute passing actively so I can understand why there's a lot of privacy concerns if I lose my mobile phone I in essence lose my identity well I mean that is true I mean you can remotely wipe your mobile phone but I am also again kind of a cavalier attitude but I'm not that paranoid that you know if if Tim Cook is tracking where I am because I have an iPhone five something is wrong with him I mean he must have something better to do and I like I I'm trying to go through this scenario where like I'm obviously using a Motorola phone and let's say you know Google it knows where I am at every given moment I don't know what Google would do with that information are they gonna blackmail me because I was near the pink pussycat strip clubs are like what you know it happens to be next to 7-eleven you know what do you want from my lap I'm trying to go through the scenario or why are people so afraid yeah I mean I think there's both positives and negatives to it from a marketing perspective we talked about this idea of predictive personalization so as data analysis gets more sophisticated and cost efficient and as we upload more measurable data than ever before brands will be able to predict what we'll need or want and serve up very precise messaging and offers accordingly yeah and a lot of that is based on our location our social network our interest our demographic and so on and you know from a positive perspective the messaging will be much more precise and relevant to the end user and we've done some research around this so we talked about okay this is what will be happening and consumers were like oh this feels like big brother is watching me and I don't like the notion of being analyzed but then but then they said on the flip side well it's okay if I get relevant office often it's okay if I save money so I think it's just you have to ensure that the value exchange is very clear and there's real tangible benefits to it I happen to be on the glass half full side that the the better and more relevant the content and even the offers and promotions pushed to me the more I like it now you know the negative of that is you know how can they possibly know that guy you like you know diesel Audis in white and so they're pushing you an ad for a white diesel Audi that can give some people the creeps but I don't know my observation having watched a lot of social media interaction about this is the people who are the most concern of their privacy have the dullest lives and so arguably I really they don't interest me what they're doing so funny you know maybe Barack Obama does maybe : Paul I don't know maybe well who knows what Cheney wants but I just noticed this inverse relationship that it's kind of like whenever you read about the TSA you know there's always someone who says you know it freaks me out that when I go to the airport you know some TSA pervert might touch my body and see an x-ray of my body and and then if you look at that person you'd have to say God if RTC TSA you're the last person in the world that I would want to touch an x-ray your body your I mean you are flattering yourself I just I that would be my solution you know like if you're complaining about the TSA you post your picture and then people can vote hot or not the lines would be much shorter I couldn't help but notice when I was coming in on in the cab last night from the airport the big billboard you've got a cab you didn't catch Ober I got a cab rolled out of the airport and into a cab so billboards all over and it said your personal data belongs to an NSA was scratched out and is you and it's a BitTorrent and and that's ironic it is really ironic but you know I there is this sentiment out there surfacing in the blogosphere and elsewhere and on Twitter that we do need to take control of our personal data not to take it back so we live these very private lives but to maximize what we get out of it so almost to put a currency on it like how much is my data worth to you how much are you willing to pay because people are earning money off of our date well why can't we you know I understand that logic and I don't want to seem contrary to everything but it is also the case that Facebook and Google+ and Pinterest and Instagram we are deriving value from using them right so if if there were a model where you paid facebook but they had they knew nothing about you I don't know if how many people would take advantage of that so there's no such thing as a free ride and so if you have bought into Facebook and you're sharing your pictures and all that there is a point where you have to say well you know they've got to make money somehow and if they're looking at what I do and then they send me ads that are relevant at a higher CPM than an irrelevant ad well you know I guess that's their business model since I'm not paying them a subscription I mean it goes back to the old TV model you get content for free and in return you have to watch right so you know of course there is a limit to which Facebook can go or Google+ or any of these things but the limit is not zero I mean I think there's a lot of people who have a sense of entitlement that you know I am doing Facebook a favor by using it how dare Facebook try to monetize me don't they realize how much time my personal time I'm spending on Facebook they should be thanking me for that and like hello that so there is definitely a sense of entitlement on the internet that like sometimes when I make posts and essays and stuff on the internet and and blogs and I get these comments like you know how dare you write about this like anyway what am I missing here am i forcing you to read my blog is your time so valuable that your currency is you're giving me your attention so I should thank you for that I don't I know you guys all tweeting out guys such an ass oh he's so this is this kind of audience is a tough audience about a couple of months ago I was the first male non-presidential keynote speaker at blogger okay so is a historical moment for bloggers yeah and I talked about the the supportive role of my wife and how much she made possible what I do and it was it was really a tribute to my wife and then there began this thread about how yep guys just putting women in their traditional role bordering them and you know what truck are you on it's not at all what I'm saying and another funny story from that same conferences there was a there was obviously a lot of bloggers women bloggers and somebody came up and said came up to the mic and ask the question she said oh my my my blog name is martinis and minivans okay so you left right so so when she came up and said that I said that is a great name for a blog I loved the fact that you know mommy bloggers have great names for their blogs so that became a whole thread that guy said that women have cute names for their blog not great cute and so the here I always sexist guy again and like I don't I don't know how I got on this talk it'll be interesting to see how the tweets or the Twitter yeah yeah I can feel my Klout score getting lower right now Scoville surpassing me geez I'll never catch Paris Hilton I'll kind of veer the conversation to get yeah you know we're talking about mobile and and social but eventually you know the smartphone screen might disappear altogether as technology gets embedded into content shirts shoes appliances will no longer need to take our smartphone out in order to communicate with the world around us will be continuously connected in a seamless way across variety of platforms and in a variety of environments god help us this yeah I mean one of the most famous examples from this past year obviously is Google glass yes I'm a glass Explorer are you well no have you tried them out not really you know ever since that picture of Scoble in the shower I just I couldn't I just can't do it for me it's a little too geeky even for me and to me the killer app for Google glass is facial recognition because I'm 59 years old and I swear to God I cannot remember people's names and so like nine months or now if I bump into you at SFO I and if I had Google glass on I would love for it to say you know this is Ann she works at Jay Walter tossing she's in charge of trend hunting for Jay Walter Thompson she interviewed you at the three are you boy you are the best moderator I've ever had that three percent conference at the Intercontinental Hotel on the second floor was such its fifth floor actually this is such a great conference did you see all those women running into the men's room and using the toilets because there were and then you think my god guy you're like Bill Clinton you're such a great memory that for me that is the only reason I would use Google glass yeah it's perfect for conferences like this tell you I so I went and got my Google glass in July and I went into the headquarters Chelsea pier in New York yeah and our Chelsea Market and I was there for two hours and of course I asked a lot of questions as you can tell but you know anything that takes two hours to explain seems a little too complicated it took two hours to learn how to use glass yes I kept pressing the wrong button or tapping around or going swiping wrong and taking pictures sending them to my Google Circles that I didn't want to of the random so I mean I can see the possibilities but I think there are a couple things that need to happen and I've been voicing this as an explorer to them one is it needs to be out-of-the-box simple too it needs to have more functionality right now its applications are limited but I talked to a developer a couple weeks ago and he said we're adding more apps they just added a sports app for anyone who's a Sports Matic in the audience so you can pull up scores I could be pulling up scores and seeing what's going on the the the series right now but they they need to add more functionality and they need to make them more attractive for women especially dolce gabbana look right now it's still very Star Trek II and so I think that in order for women and men who are fashion forward to wear them on a regular basis they need to look like regular eyeglasses Jimmy Choos or mono well there's a rumor they're doing something more than Jimmy Choos is going to make really that's just a rumor don't spread that on okay but it's it's a really interesting experience and it shows you where technology can take you and it's I'm really proud to be a part of one of the early adopter all thought you know 1500 bucks yeah I just I can't imagine yeah well and wearing them down the street in New York City I feel very vulnerable that someone's going to grab yeah of course yeah you wouldn't you wouldn't be blinging it out on the streets of New York would you and that's bling yeah that's true yeah so where do you think smart technology will go intelligent objects for the Internet oh I you know I also that's a no-brainer inevitable the horses out of the bar and I mean it's gonna start with a watch you know and like right now do you really need a watch and a phone and a Fitbit or a Nike Fuel I mean not really right so at least the first combination well first permutation is I would love to have really great Fitbit and there's a new one that just got announced that now has a little screen it has time it shows you steps it shows you altitude I mean how many steps you went up so that is a major improvement and it always syncs with your phone that's a major improvement but ultimately do I need one on each wrist do I need a Fitbit in a watch I don't think so so between glass and that I think that's coming for sure inevitable short-term and I look forward to that day I love measuring that kind of stuff yeah and and we're increasingly we're seeing our homes get smarter smart appliances are coming on the market and our cars are getting smarter our two dogs have collar that we can geotag you know geo limit so when they're outside of that of course the way it works is so you've put this collar on your dog right and the dog goes outside your yard and you get a text message a text message goes to me my daughter and my wife and it's usually my daughter taking the dog for a walk so then every time that happens like we're panicking oh my god our little you know our little pug is escaping it so we're gonna call up somebody and make sure go get her so I don't know I don't know how I got after that either but that's one of the consequences of all this data what do you think we talked about the challenges and the opportunities that marketers have with mobile phone as it advances into intelligent objects what are some of the opportunities and challenges there well the the direction of course is with all these devices eventually being fast free and you know ubiquitous to use Roberts Gobles word you know the context will be so much better right it'll know where you are what you're doing what temperature it is all these kind of things which can creep some people out right on the other hand people like me so thank God you know you're sending me really relevant stuff like I subscribe I always go to YouTube on a on the Android you know on my phone to see what are the hot videos and I swear half the hot videos are like twelve year old girl gymnastics like I don't know how you two decided that I'm interested in that never did I express any interest in that so like why can't I get stuff that I really want you send me hockey clips that's all I really care about I don't care about gymnastics you know fails so can we just start with that I mean that would make me happy yeah yeah I mean it will be so contextual and so location yes user because it will all be framed in terms of their lifestyle let's switch gears a little bit and talked a little bit on social media earlier but let's talk about the evolution of social yeah I'd love to get your perspective we we have a perspective of what what's going on right now and it's kind of the evolution of so 1.0 was when you know Facebook hit the market of course there were predecessors but let's cancel those out for now but Facebook Facebook hits the market and we were enamored by the novelty of it all and many of us trended everybody and we showed and told all no matter how personal and there was this rise of radical transparency and now there was 2.0 and and there was a spate of radical transparency remorse especially as the younger online exhibitionist standard higher education and the workforce and they realize that employers and admissions officers were vetting them through social media and now we're entering 3.0 and we we still want to live these social media vibrant lives but we're finding creative ways to work the system or to cry carve out private spaces in this online world so you know some examples some easy examples or pseudonyms so pseudonyms known only to your friends and family so you can avoid the prying eyes of bosses or some high schoolers or holding dark rooms at parties where no mobile phones are allowed so they can partake in uninhibited behavior unintended consequences exactly and you know that there are several other examples of this and you know that you're seeing more exclusive networks pop up over the past few years including path' best of all worlds I family board Google+ is a great example because you can circle different people and share with different people in the manner that you do and mimics your offline behavior you're not necessarily maybe you're not necessarily gonna tell your mom the same story that you're gonna tell your best friend know so I would love to hear where you think social media is heading in this realm is it gonna get more exclusive or are we gonna just be fragmented across all of these different thoughts I would actually vote for the fragmented theory that different services with different feature sets different geographies would work better I happen to in particularly love Google+ it's not because I helped Motorola this happened way before Motorola I love Google+ one of the main reasons why I love Google+ is contrary to what you said because you know there really isn't pseudonyms right you mean you really have to be who you are on Google+ and I noticed that in places where you can be other people the comments get to be so destructive and so malevolent it's so stupid so I love the aesthetics of Google+ I love the fact that it you know theoretically hurt helps you in search results i I'm just so in love with Google I'm one of the few you know I'm not I don't know if I'm one of the few people but on the flip side with Facebook what irritates me about Facebook in particular is the concept of EdgeRank right so it seems to me that if if a thousand people volunteer and opt-in to see what you do then all thousand people have said show me what guy is doing but Facebook apparently has decided that only 200 of those thousands should see what I do and I can't wrap my mind around that and so you know a lot of people say well Facebook has a billion people and Google+ has pick a number 250 million or whatever right so Facebook is four times larger than Google+ but it seems to me if if Facebook is four times larger than Google+ but only one-fourth of the people can see your posts it's the same amount of people so my focus is on Google+ I personally do most of my Google+ and then I let other automated processes that other people do my other social media I just happen to love Google+ the most and where do you think it will evolve to these products how do you think they'll I think eventually Google+ will win because Google+ has this tremendous advantage called Google and you know we're not talking about two guys or two gals in a garage with two million dollars of seed capital we're talking about you know the eight thousand pound gorilla and so I think eventually it's going to be a Google+ world and but Facebook is making a lot of acquisitions to build out its work yeah but I mean if you gave me if you gave me a hypothetical choice of okay god you could be a search engine and at social or you could be social and that search engine I would pick be search engine at social I think that is a much easier path it's gonna be a long time before I go to Facebook and I type in intercontinental San Francisco to find this hotels website like I can't imagine doing that although I suppose it would work right I'd go to Facebook I say where's the intercondylar Francisco and you know lonely boy 15 would say guy its I would it's gonna be a long time before I depend on it that way so so let's talk about the visual aspect of the social economy you know Nick Bilton wrote this this wonderful piece in The Times a couple months back and saying that visuals or images were going to become or are becoming the new universal language that's how we communicate and he he this is a google dominated conversation because the antidote I'm using is Sergey Brin someone asked him what he was up to and he simply took a picture with his Google glasses and sent it on of his lunch and that's all all he had to do he didn't have to say eating lunch eating a hamburger it was just the visual of it so you know people are using Instagram they're using vine they're using emojis like nobody's business and these virtual stickers um where do you think that will head and brands leverage that development I think that one of the pieces of advice that I give to people about social media is that I think every single post should have a picture or a video embedded with it literally everyone and I've just noticed that whenever I post with a picture versus not a picture and even if it's a picture that's naturally included because the link brought in the picture which is you know a 200 pixel picture every post that I do has a 500 pixel wide picture I think it increases interaction and reading of it and all that by a factor of five or ten and so this all supports what you just said I think every post has to have a picture if you want to do it right and and not just the tiny one that randomly Google+ decided to bring and you have to pick your picture and that is one of the most time-consuming parts of social media for me is to pick the picture worrying about copyright you know going to Wikimedia finding a picture that I know I can post without getting in trouble I think pictures are the key now we have the tools to almost simultaneously or instantaneously I should say and I think that's what's driving a lot of this photo explosion because people whether they're photographers or not they love to take pictures of everything from the special to the mundane and I'm I'm as guilty of that I mean I can't tell you how many pictures I've taken of food I mean it embarrasses it embarrasses me how many like where was I yesterday oh my god I can't even remember I was not in San Francisco how did you know I thought what happens in Vegas stays in Vegas yeah I was in Las Vegas so I was at the Mirage Hotel for the digital car dealer conference and they serve just this awesome fried peanut butter sandwich it was amazing and so I yeah I sent it to six million of my closest friends this doesn't work you know I think a lot of pictures of food I it kind of embarrasses me so here's my rationale for I take pictures of food and stupid stuff and post it it's because I want to show the human real guy side of me not guy the brand not guy the ex Apple employee not guy the Motorola person I want to show you that I like fried peanut butter sandwich and you know when I see funny stuff not that I'm obsessed with this but when I was using the bathroom there was a woman coming out of the men's bathroom right I wanted to stop her take a picture of her say you know this is like 3% Conference of women are asserting their rights this is an example one small step for mankind you know they they they didn't listen to the rules set up by the male management of the Intercontinental Hotel even though it says men's room they went in and used it because there's insufficient bathrooms gonna make this whole story of this woman rushed out so fast I couldn't take a picture of her and and you wouldn't even have to make that story up necessarily if you caught her underneath the sign coming out like that visual could say it all yeah which is so special but do you think that there'll be any sort of fatigue around this because we are seeing so many like this image explosion will we have this hyper documentation fatigue but you know what I think this is the thing that every generation worries about this issue and and I suppose that you know when when it was just the Pope and monks who had scribes they were worried what happens if too many monks work transcribing the Bible there may be too many Bibles out there people get overloaded with Bibles and then fast forward to 1700 or whatever now Gutenberg like spitting out Bibles all day long right oh my god you know what if people read about this and they'll read the Bible they won't come to church this is the end of the Catholic Church people won't come on Sunday they'll just read their Bible in their home oh my god what are we gonna do and then you fast-forward to desktop publishing PageMaker laserwriter Macintosh you say oh this is gonna be explosion of books and newsletters and you know there'd be people be inundated they won't know what to read I mean it's the end of society and then you fast forward again now there's websites you have to kill a tree you can just publish it then there's blogs you don't even have to be a webmaster you just you know go to blogger and open up a blog and and now there's Google+ and Facebook and Instagram and and Pinterest and now you just post a picture oh my god there's gonna be an overload and I think every generation says that oh my god it's gonna be too much yep and then every generation sees that Wow guess what the human mind can handle it and we go on to the next generation and it and it becomes even more and so I don't worry about it basically as I'm telling you it just becomes ingrained in society and into consumer behavior I think so and second nature to them I think so and for some at some level it's self levels right I mean you don't have to be on Instagram and Pinterest all the time people like me I am but you don't have to be it's not reality and some people are choosing not to be I mean some some people are having social media policies for instance at their milestone events like weddings and saying to their guests please refrain from posting photos on Facebook tweeting about it having to do with at their weddings because they want to keep it an intimate affair and they feel that if their friends are sharing it with their friends and friends of friends then it becomes bastardized to degree because it takes that intimacy out of the event I just can't imagine doing that have you been to an event like this have you ever been to an event like a wedding where they said don't ya I see some hair and wow I must be going to the wrong kind of wedding for me my perspective is a wedding is such a joyous thing that you should just like show the whole world but you fell in love you found your you know 50% probability life mate it's a high percentage I I have never got if I ever go to a wedding like that Wow you'll have to confiscate your would be a dark wedding a dark wedding just like dark rooms at teenage parties shifting gears a little bit from social media to collaborative consumption or peer power I'm curious where at the Intercontinental Hotel but how many of you are in from out of town and using Airbnb to stay at any one okay few hands in the audience here so I would never let strangers into my house number one I have so many friends in New York who do it and it's it's I mean New York real estate is so expensive so it's another form of income for them but you know what we've seen the this explosion of peer-to-peer products and services and increasingly you're seeing services like Airbnb and lyft and and side two are up and major industries from hospitality to travel to tourism it's interesting though because you're seeing the traditional were established companies or systems push back right now the Attorney General in New York is trying to subpoena the records of everyone who has ever acted as an Airbnb host yes because they said it's illegal something better to do than do the subway under 30 days he's figured out how to stop burglary and rape and and you know like murder and now that we've got to work on those people who are staying at things that are not hotel that's their priority but you can you can imagine the hospitality industry lobbying the government to say you need to put a stop to this because it's it's putting a dent in our sales and our right you know and and they're working around the system so I mean that's the same thing with uber right so all these taxicab companies are complaining that uber is unfair advantage because they don't have the right ensure it's an licensing and all that to which I say you know guess what it's a cruel world right and so it seems it's that's the nature I mean that kind of goes back to the roots of America that you know this is an opportunistic capitalistic aggressive innovative country and so you know I mean just for I can't stand the hypocrisy that if you were a taxi cab association you say well you know the reason why we're against uber is because they're not properly licensed and insured and you know what happens if someone gets into an uber car that it's dirty or the they get into an accident and they don't have insurance and all that and you're telling me that every cab in San Francisco is properly licensed and insured and you know it's a real wholesome person I don't think if you at least if you're honest and you say well we have a monopoly we want to preserve our monopoly because we can't think innovative that's why there's a grain of honesty there but to culture in those kind of terms I can't stand and if you look at history you know if you look at peer to peer music file sharing which Napster the music industry was so hell-bent on by teenagers because they feared it so much and of course they put Napster outta business but meanwhile Apple was coming up with a disruptive music platform that had the music industry like whoa why didn't we think of that well because you were fighting this fighting this this interrupted for that had so much momentum you couldn't stop well you know it it irritates the crap out of me that there are such resistance to change right so same thing in the publishing business so the publishing business today they they still want a system where you know ten houses in New York make the decision about what the world reads and that is inconceivable to me with self-publishing so with self-publishing with music basically all these artistic things there still seems to be this thing that you know some I don't want to be sexist in ages but it's basically old tall white men want to control the world and that is just not a scalable model anymore so I don't you know they should just give it up that's tweetable I cannot stand the fact that people want to stand in the way of progress and and democratization of information that kind of it's just so it's just morally wrong and if you focus your energies on what is right with a PW model even if you're a b2c or b2b company you could incorporate some of those principles into your own somebody like if I were a taxi cab company and I was thinking about how do I compete with uber all right the first thing that would have that I would think of as well listen I use uber and I use limos and I use cabs right and uber god bless uber it really works in a metropolitan area but I live in Palo Alto area right and if you go to Ober in Palo Alto and you want to catch an 8:00 a.m. flight so you need to be at the airport at 7:00 a.m. so you need to leave your house at 6:15 a.m. and it's not 6:15 a.m. you boot up ooh BRR you say ho where's your black car around here oh I see 30 minutes from now that dog don't hunt you cannot depend on uber in that scenario so if I were a taxi cab become and I said listen yeah uber is great if you're in downtown San Francisco and you want to get to the airport there's lots of black town cars in San Francisco it'll work but if you're in Marin and you want to get to SFO you really better plan an extra hour just to make sure there's an ooh black car for you but they don't think like that they all they can think about is well how can we use the existing status quo to justify a monopoly that we cannot otherwise justify and I just can't stand that song so we talked about all of these trends from mobile to intelligent objects to the Internet of Things to social to collaborative consumption and I know we we talked about some of the counter developments and you're like I don't think those are happening but I would love to pick your brain a little bit about the counter developments you know one that we spotlighted back in 2008 and and then in 2011 again it's this notion of detecting so as we become more dependent on technology so too does our desire to dial it down whether that means it could mean logging off you know temporarily in order to re-engage in the offline now face to face talking to the worst person I know but how many of you have detect no one okay one hand okay five I can't see what the lights here there's about five same number who went to dark wedding that's when they detach so you don't think this will happen well I'm not saying detecting all together I'm saying you know what on the weekends I'm gonna put my phone away and just be more present I think that is largely a very intellectual and theoretical question that doesn't matter mm-hmm that that now somebody's gonna tweet oh yeah guys just slammed the female holes typical Marianne my point is that you know I mean people are free to do what they want I'm not saying it's right or wrong to detect I'm just saying it's your choice and so does it really matter do we have to discuss this as a societal trend does it have to be in you know wall street journal' front page people are detecting I don't thinks I mean make your decision it's an individual decision it's an individual decision based on the context it could be your different Monday through Friday versus Saturday and Sunday I mean you could detect that or not but I happen to be I'm the god I'm like five standard deviation I'm the worst the only person who's worse than my school but like I have to confess I sleep with the nexus7 next to me and a few times a night I check email yeah I'm asking the wrong person you know and I check I check Google Plus a few times a night I go I have a website called all top where we aggregate news by topics and I love photography and I love cars so I check that you know sometimes once a night I love to consume information but then you know I read that if you use tablets a lot the I don't know the color of the screen or the Rays coming out of the screen reduces your melatonin so it reduces the quality of your sleep god I hope that's not true because I'll be sleeping like an hour a night pretty soon well it sounds like I'm the worst case I thought it sounds like you're checking your device throughout the evening so that in itself ruins the quality of your sleep actually that's true yes but do I see maladjusted and unhealthy I don't know you well enough I'll ask your wife let me know what she says so what are you shifting gears a little bit but what do you think about this whole reom brace of analog so vinyl sales you're seeing rise by double digits they're rising by double digits from 0 to well it's working off of a small base but and you're seeing a lot of people repurposing products that have been rendered obsolete into something new so what do you think of that is that just about of the hacker mentality again hallelujah I mean you know to each is old I'm not saying it's right or wrong I happen to love Maker Faire for example right and that's that's more or less all analog you have some digital stuff there but you know it's hard to get a digital representation of a flame-throwing thing right so I love Maker Faire I'm not in a craftsman hands-on kind of guy what can I say but I do love Maker Faire so again I mean to each's oh yeah I mean that get the message for me I truly do believe to each his own and if you want to sleep with the Nexus 7 like I do hallelujah and if you don't if you never want to turn a nexus on or your phone on after 6 p.m. and you want to read you know stories to your kids at night and play board games and you know have long intellectual discussions at the dining room table with your family hallelujah invite me to your house I'd like to see how that works probably the kids are screaming for their devices so I mean it wouldn't be 3 percent conversation if we didn't talk about the elephant in the room that being women and and so it's just important yeah we're not open but I don't get that I don't have to be kidding myself but you know earlier today and since you're in tech this is a good question to ask you earlier today a creative director at vml said well you guys think you have a problem in the ad industry with only 3% of your creative directors being women check out the tech field so I would love to get your perspective on how that can change in technology how can we see more females represented in the tech field and what we can do in our industry to to change that as well well first I don't know if I would set off with the goal of changing that per say okay so I think the goal is that people should pursue their dreams and if your dream is to run Apple and you're a woman god bless you you should be possible on the other hand if your dream is to raise a family that is also legitimate so I don't think we should make this value judgment that you know unless you're Sheryl Sandberg you're not doing your thing right and and I have a daughter and I will be damned if I will let any sort of convention that says she cannot to be a CEO or she cannot be a CTO now she may choose to not be but I would it would be over my dead body that she was limited by society and it seems to me like I have a hard time wrapping my mind around this fact that business to me is so hard and it's so competitive and you have to do your absolute best to get the absolute a plus players so why in the world would you wipe out half the qualified candidates just because they're women I just don't understand that and so from a purely pragmatic standpoint you should just hire the best person and now I suppose you could go back and say you know it happens in school or women are or girls are less interested in science and all that I don't believe that kind of stuff it it's a question of you know is a self-fulfilling prophecy is it because people communicate that way to women and girls I my wife and I we are intent on raising a daughter who is just gonna take no crap from anybody and not again she may choose to just you know take the other kind of path a non-technical non-business dawn whatever god bless her but it's not gonna because she couldn't take that path and I think that's the important thing now if you weave this into entrepreneurship the good news is that today most things that are not renew Ernie's a tech entrepreneur needs is free or really cheap so let's go down the list so you need tools while most tools are open-source today you don't have to buy a million dollar Oracle database anymore right so tools are free or cheap open source marketing using social media is free or cheap you don't need as much commercial real estate because your team is gonna be virtual anyway you don't need to buy roomful of servers because you're gonna use Amazon you're gonna use GoDaddy you're gonna use Rackspace you're gonna it's gonna be in the cloud you're not gonna be buying roomfuls of servers and IT department so if you go down the list everything you need is for your chief and when everything is for your cheap that means anybody here can start a company and what anybody here can start a company that is a better world because then you know you have to compete not on the basis of your gender but on the basis of your competence and that is just a better world it is better that it's a meritocracy like that

Channel: 3PercentConference

Views: 6,220

Rating: 4.8947368 out of 5

Keywords: #3percentconf, J Walter Thompson, Google, Ann Mack, marketing to women, kat gordon, 3%conf, womens marketing san francisco, brand marketing, 3 percent conference, female creatives, marketing to women conference, Guy Kawasaki, female creative directors, 3 percent, rebecca rivera, female consumers, women directors, advertising to women, #3percentSB

Id: tirdrTFRroM

Length: 56min 44sec (3404 seconds)

Published: Fri Nov 01 2013