By James Santagata
Principal Consultant, SiliconEdge

Growth Hacking.

Depending on who you listen to, it's either the fastest growing "new" field of marketing or one of the most over inflated of buzz words.

My take as a "classically-trained marketer" is this:

It ain't nothing new. 

It's just a form or better yet an updated framework for direct response advertising. That being said, I do think that term can be / could be useful as a short hand term for:

"A super-focused, super-aggressive form of Direct Response Advertising where your ass, your paycheck and your company's survival is on the line everyday, and whereby the marketing campaigns that you develop and run must be done so on a compressed time scale with a limited to non-existent budget."  

Other than that, Growth Hacking can be said to be the same "stuff", different pile.

By James Santagata
Principal Consultant, SiliconEdge

It seems like the peddling of the old standby Myths & Memes is on the rise once again in the Valley. As this is often a lagging indicator of both the Valley's, and even the wider Tech Industry's financial state, it tells me that we're in a very frothy if not overheated market since people are now letting their hair down and apparently gleefully throwing themselves onto the politically correct bandwagon.  But they should be careful, lest they find themselves thrown beneath it. 

Still, it's my guess that whatever problems or disasters may rear their ugly heads in the future due to blind belief and adherence to these Myths & Memes, the folks most involved are betting that they'll be able to quickly paper over it with the waves and waves of cash that are flowing so freely now.

But not everyone believed let alone followed these Myths and Memes and amazingly, they didn't fail or turn into a pumpkin or a toad.

What a perfect example of a person who broke every one of these Myths and Memes?

Try Steve Jobs. Yep, Steve Jobs. And Apple Computer under his guidance during his second tour of duty.

The fact is, no one can deny that, under Steve Jobs, Apple was a smashing success. All the metrics are there: market cap, profits, amazing hit product after hit product. iMac, iPod, iTunes, iPhone. You name it.

Wow!

And for the record, I am by no means an Apple fan nor am I a Steve Jobs / Apple Computer apologist.  I'm simply a reality-based thinker and I call it the way it is, not the way I wish it were.

That said, I'm a very serious student of Steve Jobs and I'm not afraid to look at what really made him successful. I can tell you, it wasn't following the Valley Myth and Memes and it wasn't being politically correct.

In fact, Steve Jobs did the exact opposite of what most pundits and social engineers are preaching. And the reason it worked for Steve Jobs is because Steve Jobs and his communication style was perfectly aligned with the way the world and humans work.

What is most interesting, though perhaps very disconcerting to the social engineers among us, is how Steve Jobs did it.
We're told that if a person studies hard at the "right" schools, gets a "good" education and makes the "right" connections they'll be well positioned for success.

Beyond that we are told, especially in the Valley, that an organization will perform best when it is openly transparent (both internally and externally), when there is diversity, when there are women in senior leadership positions and when we have an open environment of respect and perhaps kumbayahism in the office.

Going even further, we are told that we should be investing and building all kinds of new tech that people have never seen. And by "new tech" I mean core tech, not making sexy cases, new form factors or tinkering with some incremental derivative product like the iPod.

And yet, if we look at Steve Jobs and his management style during his absolutely, amazing and record smashing second run we find something that is completely at odds with what the pundits say is necessary for success:

1. No diversity at Apple (as defined by the politically correct sense of skin pigmentation / reproductive organs).
2. No women in senior leadership positions (see also: Apple Vows To Find Women & Minorities For Board Directors).
3. No Indians in senior leadership positions (see: Why Indian presence in Apple's senior management level is next to nil).
4. Few minorities (see: Apple Facing Criticism About Diversity Changes Bylaws).
5. Steve Jobs didn't go to a "top" university.
6. Steve Jobs didn't even graduate from a four-year college.
7. Steve Jobs was not transparent. At best, he could be characterized as a benevolent dictator, at worst a tyrant.
8. Jobs/Apple was not open -- you leak new Apple products, you'd be hunted down & sued (see: Apple Sues To Stop Product Leaks).
9 Jobs/Apple could be downright nasty, even engaging in potentially illegal activity, if the "no poach" collusion allegations are borne out.
10. Steve Jobs even used his money to find a loophole in California vehicle code so that he wouldn't have to get license plates and had an apparent penchant for parking in the handicap spaces.

And yet again, while Steve Jobs just turned a blind eye to all of these supposed business and organizational "requirements" his results were phenomenal. Can we in any way argue with Steve Jobs' success? It seems that few prominent members of the Valley tech community question his success so I guess not.

Next time, we'll dig a bit deeper and explore why Steve Jobs was so successful, time and time again. The results may surprise you.

Lastly, as quick exercise, we should ask ourselves is Apple really lacking diversity? Or is and has Apple always been diverse but in a more mature manner, such as defining "diversity" with regard to value, thought patterns and productivity rather than with regard to skin pigments and reproductive organs?.

It can easily be argued that a man and women studying the same subject matter from Princeton (not to pick on any school) will be more alike than two men, one of which studied electrical engineering and the other who studied marketing at two different schools in two different states or countries.

Think about it. 
Think. Different.

By James Santagata
Principal Consultant, SiliconEdge

“Core competencies are different for every organization. But every organization needs one core competence: innovation.”
   - Peter Drucker

By James Santagata
Principal Consultant, SiliconEdge


Business Is Simply Warfare Without The Pleasantries and Veneer of the Geneva Convention

By James Santagata
Principal Consultant, SiliconEdge


Select, develop, deploy & manage your people right & you can have the advantages of a high-tech economic center right at home.


Simply hearing the words Silicon Valley can evoke an image of cutting-edge innovation advanced by an army of daring, if not slightly mad, entrepreneurs who feverishly seek to develop the world’s next technological marvels.

But what exactly makes Silicon Valley so successful and, more importantly, can it be replicated? China has Zhong Guan Cun, India has Bangalore. Where is Japan's “Silicon Valley”? Japan, the third largest economy in the world, still lacks any type of large, formal tech epicenter like the one in California.

Does this even matter for business success in the 21st century? Many people, including Silicon Valley industry insiders, will immediately and perhaps misguidedly say yes.

A more reasoned and introspective analysis, however, demonstrates that this type of success is not about location but more importantly about talent. And even more specifically: it is not just about talent, but about how that talent is selected, developed, deployed and managed.

To create a Silicon Valley atmosphere, a company needs employees who possess these three skills:

1. Business acumen to identify huge opportunities;
2. Leadership to seize those opportunities; and
3. The ability to select, develop, deploy and manage talent to quickly exploit these opportunities.

Once we understand this, what then are the core skills that we should be focusing on when developing talent that can rise to and perform at the level of Silicon Valley’s?

If we look closely, it’s clear that this boils down to five core skills, all of which can be readily developed in our existing employees:

1. Leadership:
The ability to take risks, to develop a vision and to lead others to the successful path. This is not just for senior leaders, but for all key players so that they can learn how to lead across all levels: from senior management to their peers or to those below
them. And it includes the ability to reframe what are commonly perceived as failures as mistakes and missteps with important lessons to learn. Steve Jobs had success in a variety of diverse areas and products, from the iMac, iPod, iPhone, iTunes and Pixar. This wasn’t
accidental nor was it surprising, as each of these areas was ripe for a true leader to identify and then pluck the low hanging, yet
massive fruit. His move into iTunes alone was pure leadership as he had to overcome the lawsuit Apple had lost to the Beatles record
label prohibiting engagement in music-related businesses. His success with iPod was further made possible by Sony’s reluctance
to move its Walkman franchise forward into developing solid state devices including technologies such as microprocessor chip,
crystalline semiconductors and RAM. 

2. Communication: 
The ability to clearly communicate through a variety of media ranging from one-on-one and group meetings to formal reports and presentations to business emails and video conferences. Very often, the best ideas as well as the pulse of the market comes from those closest to the customer – support engineers, sales and customer service. And yet, most often this information does not get captured and clearly communicated back to product managers and the executive staff (see also Ogushi Matrix Communication
lines).

3. Influence & Persuasion:
The ability to get others to want to support a project or, if they won’t actively support it, to at least make sure that they don’t actively
resist it. Previously we mentioned the need to capture and clearly communicate opportunities and obstacles a company may face
or is facing. Yet, there are plenty of instances where even a clearly communicated issue or opportunity falls on deaf ears, such as
Kodak’s need to move from film-based to digital cameras. There are many reasons for resisting opportunities or ignoring
warnings about obstacles, including that this information or proposed shift in business may benefit the company but specifically
expose or harm one person’s or department’s operations, ego, status or bonuses. For this reason, clear communication is
only a starting point. Beyond this, influence and persuasion must be utilized as well.

4. Negotiation:
The ability to negotiate not only externally but, often more importantly, internally. This is critical during situations such as when a green light is needed for a feasibility study, to request funds and resources for product development or to get approval and buy in for the launch of a product that will potentially cannibalize an existing cash cow product. Influence and persuasion can only take us so far, and at some point it can be expected that we will need to negotiate. This requires the ability to craft a win-win solution as well as to ensure
that the other party sees it that way. It is not only possible but extremely common for a win-win to be misperceived and  subsequently blocked, simply because the other person has become psychologically opposed resulting in a classic “cut your nose off
to spite your face” scenario. In these scenarios everyone loses including employees, managers, shareholders and customers.

5. Assertiveness:
The ability and confidence to speak up and share opinions or ideas or to challenge another’s opinions or ideas in a professionally affirmative manner. Assertiveness (often confused with aggressiveness) is a critical skill that is especially important for those who may have key insights and knowledge, such as engineers or service people, but not the personality or interest in speaking out nor the title or
standing within the company. Instilling this skill in a firm’s employees can unleash great productivity and opportunity while also
identifying problems or obstacles before they become dangerous or expensive.

By developing these 5 core skills sets and Valley Values in your existing talent you will ensure that your employees’ inherent
creativity and innovative nature do not go to waste and that the people with these ideas have the tools and skills needed to
bring this forth to their peers and superiors and ultimately to the market place.

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Apple Computer and Apple Records
Liquid Audio
Beatnik
Lala
Who To Choose: Apple, Sony or Microsoft?
Napster breaks the music industry's business model
The necessity of a new business model and legal consumption of downloaded music
Integrated yet not friction-less: Still a royal pain in the ass

The iPhone - Nokia, et al. sitting on their hands
Command and Control
Psycholgical Aggression
Order of Battle