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Monday, March 12, 2007

Understanding Next-Gen Media Strategy

Susie Wu says:

"...Avatars are the most undervalued asset on the web today"

Contrast Susie's laser-sharp insight with those that came out of Polaris' Digital Media Sessions - which are unfortunately almost corporobotically meaningless ("data, data, data").

Susie is, of course, right. The question is why. Susie says the answer is about emotional connection.

Controlling the emotional intensity of an industry is an incredibly powerful source of advantage in the post-network economy.

But that's a small part of the reason avatars are valuable.

The truth is that the post-network economy is an interaction economy. The avatar is a focal point for interaction - a sticky, context independent, information-rich focial point...which should be enough to explain why they can also be explosive focal points for value creation.

-- umair // 12:41 PM //


"Controlling the emotional intensity of an industry is an incredibly powerful source of advantage in the post-network economy."

Umair, this is an extremely powerful observation and I'm hoping you are willing to elaborate on it a little bit.
// Jeff De Cagna (P.I. Blog) // 3:18 AM

"Controlling the emotional intensity of an industry is an incredibly powerful source of advantage in the post-network economy."

Umair, I posted a comment the other night asking if you could elaborate on this observation. For some reason, it didn't make it up, and so I thought I'd try again. I would appreciate it if you would expand on this statement. Thanks!
// Jeff De Cagna (P.I. Blog) // 11:27 AM

Umair, thanks for linking to my post. I am a big fan of your blog.

I think we are actually making the same point, we're just using different words to describe it.

Whenever I evaluate a new consumer startup, what I am subconsciously thinking is "What is the relationship between this service and the user who uses it? Is it a weak emotional relationship or a strong emotional relationship?" etc.

Because emotional intensity directly correlates with 1) how much attention a user is willing to pay on any given product/topic (Quantity) and 2) the quality of the interaction the user is likely to have with this service. Emotional intensity creates option value for the service provider.

Think about your last romantic relationship. The stronger you feel about someone, the more likely it is that you are going to 1) spend more time with someone and 2) explore the depths of the relationship.

As we are moving into an economy where attention is the most valuable currency, the strength of one's emotional connection with a service is of utmost importance. I'll post more thoughts about this on my blog in a bit.
// Susan Wu // 2:52 PM

hey jeff,

thanks for the comment.

unfortunately, i really can't right now - but hopefully in a few weeks time there will be a paper that makes the thinking much clearer :)

thx for the comment.
// umair // 3:17 PM

Thanks Umair. I hope so as well. I think it is a very clear and powerful insight, so no worries there. I would simply like to better understand the underlying thinking on which it is based.
// Jeff De Cagna (P.I. Blog) // 5:14 PM
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