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PODCAST

Something I Learned Yesterday

In these short, week-daily videos, Greg Krehbiel discusses the business of publishing, filtering the latest trends, developments, and news, through his decades-long experience in the publishing business. It mostly addresses the intersection of publishing, technology, and customer data, although it"s mostly whatever catches Greg"s interest that day. Greg Krehbiel is a long-time professional in B2B and B2C publishing, and brings his unique perspective on technology and customer data issues to the

business marketing

All Episodes

00:04:17

127: New product development

Something I Learned Yesterday ·

2023/10/19

If you're not developing new products, your business is on (or soon will be on) a downward slope. That’s why I created a New Product Questionnaire and a Product Development Worksheet. They provide a framework in which to think about new products. You'll undoubtedly need to adjust it to your situation, but it should help you establish a solid starting point. The New Product Questionnaire is fairly simple. What problem are you solving? Who has this problem? (Who is the market?) How

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00:03:26

126: Strategy vs. Planning

Something I Learned Yesterday ·

2023/10/18

Today’s podcast is simply my summary of a very interesting talk by Roger Martin on Harvard Business Review that my friend Heather Snyder posted on LinkedIn. He raises the question, what is the difference between planning and strategy? Strategy, he says, is an integrated set of choices that position you on a playing field of your choice in a way that you win. For example, to form a strategy we might ask these questions. Why we should be on this particular playing field? How are

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00:05:11

Don't accept a vendor's "no" without learning something

Something I Learned Yesterday ·

2023/10/17

Miscommunication can lead to an incorrect evaluation of a possible solution, and it can cost you money. Here are 5 things to consider. 1. Misunderstanding the Request: The odds that someone has understood a problem and then spoken clearly and precisely about a solution are very low. Often, miscommunication occurs due to different interpretations of tech- or business-related terms. For example, if you ask if a platform “manages paywalls,” the vendor might home in on the fact that they don’t process

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00:04:47

6 big picture issues when evaluating a Customer Data...

Something I Learned Yesterday ·

2023/10/16

If you're considering a customer data platform, here are a few big picture ideas to keep in mind. People like to say the devil is in the details, but I think the devil is more clever than that, so if you want to avoid disaster you need both the bird's eye view and the snail's-eye view. Start with the CDP's origin story. What was it before it was a CDP? It might have been an email service provider (ESP), a marketing automation platform, a tag management system, or some other type of

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00:06:50

Guidelines for creating a successful data product

Something I Learned Yesterday ·

2023/10/12

Today I’m going to summarize what I heard in a Renewd webinar yesterday, because many publishers are thinking about creating a data product. That’s a good idea because data products are often valued by investors more highly than text- and analysis-based products. Before you start down that road, here are some foundational principles and perspectives to keep in mind. Most of this is from the webinar, but of course I have to add my own perspective and spin. Follow a Customer-Centric Approach The

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00:04:26

Reasons to reconsider print

Something I Learned Yesterday ·

2023/10/11

Bo Sacks has distributed a few articles recently on print publications. I’ll link them below. Some publishers are wondering if there might be a resurgence of print. “Resurgence” sounds like too optimistic of a word to me. I think, rather, that people are starting to understand that all the “death of print” and “digital transformation” talk was a little hyped. Print will continue to have an important, but smaller, place in the publishing world. But why? Why will print endure? Print and digital

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00:03:50

Create AI policies now to avoid lawsuits later!

Something I Learned Yesterday ·

2023/10/10

I’ve advocated external-facing guidelines for artificial intelligence so that publishers can protect themselves against bots that scrape their content, train their models on it, and then use their own content to compete with them. But that’s not today’s topic. Publishers also need internal guidelines about how AI can be used within their organization. Bo Sacks distributed an article by Pierre de Villiers that makes this point pretty well. I’ll link to it below. I’m a big fan of checklists, so I

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00:04:09

Paywalls won't solve the value problem

Something I Learned Yesterday ·

2023/10/09

The best paywall in the world won’t create committed, engaged subscribers The prevailing wisdom seems to be that AI will result in an explosion of content on the internet. It’s already trivially easy to post something online, but with AI tools, the sky’s the limit. AI can write and post a thousand SEO-optimized articles before a human can open WordPress. But Bo Sacks recently distributed an article by Matt D’Cruz that makes the opposite claim. “There’s going to be a lot less free content

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00:03:50

Boost creativity by thinking like the devil

Something I Learned Yesterday ·

2023/10/06

Schoolofthought.org has some interesting tools that you should take a look at. They have a collection of logical fallacies and cognitive biases that’s fun to review. They also have a deck of cards with brainstorming tools. I have a few words to say about brainstorming, but that will have to wait for another day. Today I’d like to zero in on two cards from the deck of brainstorming tools. They are “Imagine you’re the devil,” and “No Limits.” What would someone who had no ethical restraints do in

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00:03:51

How to make your subscription irreplaceable

Something I Learned Yesterday ·

2023/10/05

Lock-in effects work, but sometimes they border on being dirty pool Theaudiencers.com comes through with another good article, this time by Lennart Schneider. It’s titled “Lock-in effects: How to make your subscription irreplaceable” A “lock-in effect” is a way to capture a customer, and Lennart is clear that he’s not recommending all of these. Some of them sound like “dark patterns.” He identifies 9. Ecosystem. This is like the Apple vs. Android or Apple vs. Microsoft issue. People are likely

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00:03:10

"Content" is a boring word

Something I Learned Yesterday ·

2023/10/05

What if publishers never used the word “content”? I had a great discussion with Paul Gerbino and Dominic Young on LinkedIn yesterday about the word “content.” Dominic hates the word, Paul loves it, and I think it’s useful, but too general. I started the conversation with this. "Content" is such a bland word. Publishers: How would it transform your business to replace the word "content" with "answers," or "solutions," or "entertainment," or

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00:03:51

What does "digital transformation" mean to you?

Something I Learned Yesterday ·

2023/10/03

My recent LinkedIn connection David Jansson turned me on to theaudiencers.com, which looks like a fantastic website for people in the media and publishing space. I was intrigued by an article titled “The 5 Rs of digital transformation: how Ringier is shaping the long-term success of its media titles,” by Madeleine White, which I’ll review today. Right off the bat I have to disagree with part of this article. It says “growth is all about the funnel” – and then shows an image of “the funnel” – which

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00:05:00

Is there a "perfect" subscription model?

Something I Learned Yesterday ·

2023/10/02

Give up on creating a perfect subscription model, but focus on continual improvement Bo Sacks distributed an article by Peter Houston titled “Is there such a thing as a perfect subscription model.” One of the things I learned in geology is that very few things are always or never, so when you see those words, a red flag should go up. The same is true in publishing and marketing – and, in most things. Also, I’m a big advocate of the 80-20 rule, and one of my mantras is that “perfect is the enemy of

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00:03:32

When configuring a CDP, think about your reporting...

Something I Learned Yesterday ·

2023/09/29

If you’re trying to set up a customer data platform, or any system that collects data, my standard advice is to start with your use cases. That is, what do you want to do? Another way to approach the issue is to ask “what do I want my reports to look like”? Or, “what questions do I want to ask?” Let’s start with profit per customer. You’ll need some basic things, like customer ID, order ID, order amount, and profit margin. But it’s pretty likely that your profit margin will vary by product, so

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00:05:18

Publishing lessons from Hawaii

Something I Learned Yesterday ·

2023/09/28

Lessons from Hawaii 1. Maps. When Europeans first met Polynesians, they were astonished to find them scattered across an enormous ocean, and befuddled about how they were able to traverse such distances. It's still not entirely clear how they did it. The attempts by Europeans to learn Polynesian navigation seem to have been hindered by the fact that Europeans thought of maps and locations in terms of fixed references like longitude and latitude, while Polynesians may have thought in terms of

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00:04:52

The Future of Publishing

Something I Learned Yesterday ·

2023/09/27

For today’s podcast I’m using my “future goggles” – as you can see – to make some predictions about the publishing business. Or, rather, to give you a perspective on how you might forecast the future of publishing. I got the general idea from a Bo Sacks email titled “Publishing 2033.” I’ll provide the link below. The key to imagining the future of publishing is to forget about publishers and think about readers, and how technology will change our habits. Right now, most of us have several types

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00:03:17

Reduce your dependence on platforms if you can

Something I Learned Yesterday ·

2023/09/15

Is Elon among the censors? We’ve all heard about the Twitter files, and allegations of collusion between the government and social media to regulate speech. And now, possibly challenging his pledge to protect free speech, we’re hearing reports that Elon Musk’s X is throttling users who share stories from The New York Times. Only time will tell if this particular story is true, but Lord Acton would predict it or something like it will be eventually. Power to censor speech is simply too compelling

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00:03:51

Can publishers fight back against Skynet?

Something I Learned Yesterday ·

2023/09/14

You won't out-tech them, but that doesn't mean you have to lie down and take it. I have encouraged publishers to fight back against AI in 4 ways. (1) To change their robots.txt file to kindly request the monsters to leave you alone. (2) To enforce that on the server side. (3) To change their terms and conditions to make the lawyers happy and provide the basis for future lawsuit. (4) To start working on their own large language models. My friend Charles Benaiah thinks that’s tilting at

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00:03:41

Souring on micropayments

Something I Learned Yesterday ·

2023/09/13

I like the idea, but it doesn’t seem to work I've noticed that the subject of micropayments tends to annoy people. I'm wondering why. Here are some options. (1) We've heard this old story for decades, and it never seems to work. Stop beating a dead horse. (2) The ad-supported model requires no work on the customer side, even though they hate ads. The subscription model requires some work on the customer side, but it's understandable. The micropayment ecosystem is confusing. Until

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00:04:15

How not to manage Gen Z

Something I Learned Yesterday ·

2023/09/12

I don’t like personality tests and I don’t like generalizations about generations I frequently see articles on LinkedIn and elsewhere about how to manage Gen Z, or (most recently) things like why managers complain about this or that with Gen Z. I don’t like those articles, because I don’t believe that every Gen Z person has all those characteristics, and – in my experience – that’s where this stuff leads. It’s like saying that all men are a certain way, or all Germans are a certain way. There

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233 results

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