初 | hygiene | 기본

Links of the day

Reading Time: < 1 minute

Mainstream Media Finally Cops To Dependence on Blogs* – Silicon Alley Insider

Microsoft’s Potential Yahoo Buy Could Lose Alibaba | WebProNews

Fire Eagle, the early days – nice overview by Tom Coates, can’t wait to see what the eco-system looks like by the time there is a developer meet-up in London later on this year

Featured Mac Download: Completely Uninstall Programs with AppCleaner – I need this to clean up my MacBook Pro

Social media monitoring changes – Drew has posted on how he is noticing increasing similarities in the results returned by different social web search services. This homogenity will eventually lead to Google becoming more dominant

Navy SEALs: Mental Strength And Courage – Men’s Health – lessons learned muscle memory through repetition, taking a deep breath and problem solving

(o)|| Tresor – the classic Berlin techno record label and club

Sponsors of Olympic torch caught in Tibet protests – International Herald Tribune – interesting reputation challenges for the sponsors

I, Cringely . The Pulpit . Amish Paradise | PBS

书评 | oprah time | 서평

Oprah Time: Microtrends:The Small Forces Behind Tomorrow’s Big Changes by Mark Penn and E. Kinney Zalesne

Reading Time: 2 minutes

Microtrends is one of them must-read books if you want to recognise where your peers get some of their slideware and buzzwords from. Author Mark Penn has a rich pedigree with this, having been the political wonk who was partly responsible for popularising the ‘soccer mom‘ phrase during the late 1990s; this was to US politics what ‘white van man‘ was in the UK in terms of zeitgeist.

So with a bit of reluctance I gave it a read. I was not looking forward to reading what I assumed would be a book that tries to do for market research what Stephen Levitt’s Freakonomics did for the dismal science and obsesses about US demographics, I mean part of my job is explaining to my colleagues eight time zones away in Portland and Seattle how different and diverse Europe is, rather than a homogenous mass like the congealed contents of a used fondue set.

Penn to his credit make at least some of his observed groups relevant to an international audience by discussing implications for international audiences.

The value of Penn’s book however is not in the segments it digs up, but in the way that it allows the reader (even for a short while) to see the world through different peoples eyes.  Having learned the lesson the hard way at Yahoo!, I try to see beyond my own early adopter web 2.0 otaku nerd world view and think about the man in the street. Penn’s book is a useful device to do this.

Would I use it as a way to find niches to target in client campaigns? Probably not, as soon as the niches were committed to paper they were probably running out of date as the zeitgeist is a fickle and illusive beast.  If you want to read a copy, grab it whilst its hot or not at all.

初 | hygiene | 기본

Links of the day

Reading Time: < 1 minute

Yahoo! Messenger finally lets Mac users make voice calls

Welcome to MClips – Microsoft Italy blogging platform

Marketing, Rowden: Asia leads the way | – Asia leads the way in mobile internet adoption and online marketing techniques according to Saatchi & Saatchi’s head of APAC

Marketing, LV is most desired luxury brand in HK and SG, ASIA PACIFIC, Marketing, Retail, Research findings, | – not that you would guess it at all by walking around Hong Kong’s main shopping areas ;-)

Marketing, The many faces of Japanese women | – Interesting article about Japanese demographics

Privacy Isn’t Phorm’s Biggest Problem – interesting article on Phorms business model and the privacy debate

Britain to overhaul video game ratings system