sarah lacy

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heathkit

When I was a kid my dad used to build electronic things. I recall him building an RDF (radio direction finder) for the boat at the dining room table. The product brand was called Heathkit. Like a piece of Ikea furniture, it came in a box with all the pieces and a nice tome of instructions. Solder this capacitor here, wire this framus there. It was early evidence of the craft economy — where craftsmanship is important.

The craft economy today is most easily understood through the lens of craft beer – a better tasting, more complex, more expensive kind of beer. Spawned by the home brewing phenomenon, it has taken a big chunk out of the mass-produced pasteurized brew business. Two days ago I posted a story about “Frozen Vs. Some Assembly Required” Meals – pointing to the craft economy as seen through a convenience lens. This morning I read a post by Sara Lacy at Pando about two start-ups: PlateJoy or Blue Apron. It’s another lesson in business tailored to the craft economy. She framed the business model as “on-demand,” I’ve scooched it into the craft economy. Either way, it’s part of our future. Check it out.

Peace.

 

 

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Yesterday I watched an interview with Mike Maples, Jr. on Pando. I wasn’t familiar with Mr. Maples but am a big fan of one of his investments Chegg, run by Dan Rosensweig. Talk about content marketing? Pando CEO/Interviewer Sarah Lacy understands content marketing. This is no content factory stuff — filled with blather, key words and juvie likeability — it’s an interview with a person who not only wants to redistribute marketing wealth, he wants to grow the whole pie. Rather than watching The Voice or a cop show tonight, click up this bad boy.

In one segment, Mr.Maples tommy guns why his competitor Sequoia Capital is so great.

“They are killer. Their talent, focus, intensity, their ability to do generational transfer, their aggressiveness, their hustle, intelligence, organizational wisdom and knowledge, and the institutional frameworks that they have…”

This stuff wasn’t from notes. He is crushing big time on Sequoia, but knows exactly what it takes to win. These qualities are success drivers at all companies, not just start-ups. The former traits are personnel/employee related; the latter are company culture and strategy based. Wisdom and knowledge are about learning and sharing – they are not static. Frameworks are about replicable processes and optimized outcomes.

My boil down on branding is about claim and proof. Mr. Maples’ boil down on success is about talent and strategy. Learn from this dude. Peace.

 

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