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May 29 2024
The Duality of Ideas: Multiplication and Execution


Ideas are the seeds that blossom into groundbreaking products, services, and solutions. The belief that “ideas are like rabbits” is a long embraced one, it celebrates the notion that the more ideas one generates, the greater the potential for breakthroughs. However, Apple founder and innovator, Steve Jobs astutely observed, the mere abundance of ideas can also breed a dangerous “disease” – the misguided belief that a brilliant concept alone is sufficient for success, without the arduous journey of execution.

The metaphor of ideas as rabbits captivates, conjuring up images of rapid multiplication and boundless potential and just as rabbits are known for prolific breeding (breeding like rabbits), ideas can have the capacity to spawn new thoughts, concepts, and perspectives at an astonishing rate in specific circumstances and in the company of specific audiences.

Idea proliferation through ‘brainstorming’ is often celebrated in creative circles, where such sessions and ideation workshops are designed to unleash a torrent of possibilities, each one building upon the last.

Author and entrepreneur James Altucher eloquently captures this sentiment in his book “Choose Yourself,” stating, “Ideas are the multiplicative force that allows a human to combine, recombine, and create new ideas from old ideas.” This concept also resonates with the concept of “idea sex,” a process of combining existing ideas to generate novel ones attributed to Science writer,  Matt Ridley first came up with the concept in 2010 writing a book on the subject called The Rational Optimist as well as speaking at a TED talk under the theory of “Ideas have sex” espoused at the “blue-sky thinking” conference.

Apple’s Steve Jobs also cautioned, that the unbridled multiplication of ideas can lead to a dangerous pitfall – the “disease of thinking that a really great idea is 90% of the work.” So the rabbits metaphor plays in this space again. Overbreeding rabbits can lead to various health issues and diseases for both the mother rabbits and their offspring. Diseases like pregnancy toxemia, uterine cancer, mastitis, exhaustion and malnutrition. For the offspring there is the risk of genetic defects, and weakened immunity.

A Jobs Stanford commencement speech emphasized the immense effort required to transform even the most brilliant idea into a tangible, successful product or service.”There’s a huge gulf,” he proclaims, “between a great idea and its ultimately becoming a phenomenal success in the real world.”

Jobs understood that the path from conception to realization is fraught with challenges, requiring relentless problem-solving, teamwork, and a willingness to make countless tradeoffs and refinements along the way.

Such sentiment echo the words of renowned management consultant Peter Drucker, who described ideas as not dissimilar to babies, in that they need to be born and nurtured. Newborns requires constant care and attention to thrive, an idea must be meticulously cultivated, refined, and executed to reach its full potential.

Jobs warns against the “disease” as a false belief that simply having a great idea is enough – that the mere act of sharing or discussing a brilliant concept is tantamount to success. This misconception can lead to complacency, a lack of follow-through, and a failure to recognize the immense effort required to bring an idea to fruition.

In contrast, Jobs also championed a balanced approach, one that embraced the rapid multiplication of ideas while simultaneously recognizing the necessity of diligent execution. Understanding that true innovation lies not only in the generation of ideas but also in the ability to identify the most promising concepts and nurture them through a rigorous process of refinement, collaboration, and problem-solving.

Guy Kawasaki, author and speaker, states, “Ideas are easy. Implementation is hard.” Akin to “ideas are cheap”. He also emphasizes the importance of execution, noting that even the most groundbreaking ideas are worthless without the dedication and perseverance required to bring them to life. The duality of ideas – their curated multiplication and the necessity of considered execution form the balance that product managers, designers and architects must consider.

So if your thinking is that “ideas are like rabbits” which do you celebrate? The boundless potential of human creativity, or the carefree strewing of concepts without due conisderation for the immense effort required to transform those ideas into tangible successes.

The true path to innovation lies not in the mere abundance of ideas but in the ability to identify the most promising ones and nurture them through a relentless pursuit of excellence, collaboration, and attention to detail per Jobs.

The “disease” of overvaluing ideas be cured, and the full potential of human ingenuity be realized if we accept the tax of execution.

The key message for product managers is to strike a balance between fostering idea generation and ensuring rigorous execution. While the rapid multiplication of ideas is essential for innovation, overvaluing ideas alone can lead to the proverbial falls into the pit.

Execution is King

Here are some ideas that product managers should be considering in this context:

Implement systematic approaches like the SIT (Systematic Inventive Thinking) formula, which provides techniques for acquiring skills and generating original ideas.

  • Subtraction: Removing an essential component from a product or service and finding new uses for it.
  • Multiplication: Repeating or multiplying a component that was previously considered non-essential.
  • Division: Separating a product or service into smaller components and rearranging them.
  • Task Unification: Assigning new tasks or functions to existing components.
  • Attribute Dependency: Linking two independent attributes or components to create a new value proposition.

Invest time and effort in developing and maintaining some sort of strategic product roadmap that translates the visionary product strategy into actionable plans, defining milestones and timelines aligned with the vision of the product(s) and the business.

Set and agree on clear objectives, priorities, and key performance indicators (KPIs) based on customer needs, market research, and the overall product strategy.

Influence and collaborate on the allocation of resources efficiently, budgets, team members, and resource allocation to maximize value and productivity.

Continuously evaluate and refine your product managemnt strategies based on data-driven decision-making, user feedback, and market dynamics.


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Author: Clinton Jones

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Apr 26 2024
In life, generally old keys cannot open new doors


To progress and achieve new goals, we must let go of old mindsets, habits, and behaviours that no longer serve us.

Holding onto our past experiences and some historical knowledge can hinder our growth and keep us stuck in familiar but unfulfilling behavioural and mindset patterns. As one evolves and matures and takes on new challenges, one should adapt one’s approach accordingly.

As the saying suggests, trying to use the same “keys” from the past to unlock the doors of the future can be very frustrating and even futile.

To open new doors of opportunity, work, and endeavour, one must be willing to sometimes embrace radical change and embrace new ways of thinking and acting. This may require completely unlearning some of our old and potentially limiting beliefs about ourselves, those around us, and their and our potential. We should not let yesterday’s experiences and mindset dictate today’s possibilities.

Discarding the “dead weight” of a bunch of old keys that jangle our lives, creates cognitive and emotional space for the new keys we need to succeed. This discard could mean breaking old habits, ending toxic relationships and associations, or adopting a fresh perspective.

This all takes work, but the potential rewards in terms of personal growth and new opportunities often make it very worthwhile. The key is to focus on the new vision you have for your life, and take small daily actions to make it a reality.

Swapping out unproductive habits for ones that serve your goals with growth integral to your mindset, accompanied by a consistent effort can often open doors to a better future.

To embark upon this change is not easy, but it may well be necessary for your growth and to release you from being stuck in a rut or dissatisfied with your current circumstances. If these characteristics encumber your daily life, then it’s a sign that it’s time to let go of the old and embrace the new.

It’s important to take an honest look at one’s life and identify the areas that need improvement. Dead-end job, unfulfilling relationship, bad habits? Once we pinpoint the issues, we can start to develop a plan for change.

Letting Go

One of the biggest obstacles to change is our attachment to the past. Humans by their very nature are mostly nostalgic and sentimental.

Nostalgia is such a common human experience, with most people reflecting on the past as often as once a week, according to some studies.  This involves sentimentally longing or having an affection for the past, typically for a period or place with happy personal associations. This is often triggered by something reminding an individual of a positive experience from the past, such as songs, smells, photographs, or loneliness. Often it is characterized by bittersweet or even painful memories of the past.

The most nostalgic of us do tend to have certain personality traits, such as daydreaming frequently, being sentimental, overthinking, romanticizing the past, and not liking change. Nostalgia peaks during transitional age ranges like the teens through 20s and over 50. This nostalgia can have both positive and negative effects, positively boosting one’s mood, increasing self-esteem, providing a sense of social support, and helping one cope with difficult life transitions. Excessive nostalgia and dwelling too much on the past may have corrosive negative consequences.

We may cling to old habits, relationships, or beliefs because they feel comfortable and familiar. However, this attachment can prevent us from moving forward and reaching our full potential. It’s important to acknowledge that the past is gone and that we can’t change it but what we can change is our perspective on it.

Instead of viewing the past as a burden, we can see it as a learning experience that has shaped us into who we are today. Letting go of the past, we create space for new opportunities and experiences. We free ourselves from the weight of old baggage and can focus on the present moment and the future.

Growth and Rewards

To open new doors in life, we need to adopt a growth mindset.

This means embracing challenges, learning from mistakes, and continuously striving for improvement.A growth mindset allows us to see obstacles as opportunities for growth rather than roadblocks. When we face a challenge, we can approach it with curiosity and a willingness to learn rather than fear and resistance.Developing a growth mindset also requires us to be receptive to feedback and criticism despite it being hard to hear and accept. That feedback can provide valuable insights into areas where we can improve and inform our growth, we can accelerate our progress and open new doors more quickly with new keys.

Change is tied to action, so it’s not enough to simply think about the changes we want to make; we need to take concrete steps to make them happen – one way is with setting clear goals for ourselves. Understanding where we want to go and what we want to achieve. Understanding what we think success looks like. By setting specific, measurable goals, we can create our own personal roadmap for growth to help us stay focused on the path ahead.

Another important action is to develop a support system; seeking out supportive friends, family, or mentors who can make a difference in terms of providing emotional support and perhaps other kinds of support too. These people can provide encouragement, advice, and accountability as we work towards our goals.

Finally, it’s important to celebrate one’s progress and successes along the way; since change is a journey, it’s important to acknowledge the small wins that keep us motivated and inspired and celebrate our achievements, from which we can build momentum and stay focused on the bigger picture.


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Author: Clinton Jones

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Apr 21 2024
To the cloud no more? That is the question.


Cloud computing has undergone a remarkable transformation over the past decade.

What was once hailed as a panacea for companies struggling with the high costs and unsustainability of on-premise IT infrastructure has now become a more nuanced and complex landscape. Businesses continue to grapple with the decision to migrate to the cloud or maintain a hybrid approach, the complexity, costs and risk are essential to understand the evolving dynamics and the potential pitfalls that lie ahead.

The initial appeal of cloud solutions was undeniable.

By offloading the burden of hardware maintenance, software updates, and data storage to cloud providers, companies could focus on their core business activities and enjoy the benefits of scalability, flexibility, and cost optimization. The cloud promised to revolutionize the way organizations managed their IT resources, allowing them to adapt quickly to changing market demands and technological advancements.

However, not all businesses have fully embraced the cloud, especially when it comes to their mission-critical systems. Companies that handle sensitive or proprietary data have often been more cautious in their approach, opting to maintain a significant portion of their operations on-premise. These organizations may have felt a sense of vindication as they watched some of their cloud-first counterparts grapple with the complexities and potential risks associated with entrusting such critical systems to third-party providers.

The recent news from Basecamp, for example, was driven by spiraling costs, irrespective of the cloud provider (they tried AWS and GCP). Thus, Basecamp decided to leave the cloud computing model and move back to on-premise infrastructure to contain costs, reduce complexity, avoid hidden costs, and retain margin. This way they felt that they had more control of the delivery and sustainment outcomes.

The Ongoing Costs of Cloud-First Strategies

Cloud bills, for example, can comprise hundreds of millions or billions of rows of data, making them difficult to analyze in traditional tools like Excel and cloud computing reduces upfront startup costs, including setup and maintenance costs, with 94% of IT professionals reporting this benefit. Accenture for example, found cloud migration leads to 30-40% Total Cost of Ownership (TCO) savings.

As many as 60% of C-suite executives also cite security as the top benefit of cloud computing, ahead of cost savings, scalability, ease of maintenance, and speed.

The private cloud services market for example, is projected to experience significant growth in the coming years. According to Technavio, the global private cloud services market size is expected to grow by $276.36 billion from 2022 to 2027, at a CAGR of 26.71%. 

The cloud of course supports automation, reducing the risk of human errors that cause security breaches and accoridnly the platforms help capture the cost of tagged, untagged, and untaggable cloud resources, as well as allocate 100% of shared costs. For those organizations that have wholeheartedly adopted a cloud-first strategy, the operational budgets for cloud technologies have often continued to climb year-over-year.

Instead of fully capitalizing on the advances in cloud technology, these companies may find themselves having to maintain or even grow their cost base to take advantage of the latest offerings. The promise of cost savings and operational efficiency that initially drew them to the cloud may not have materialized as expected.

As this cloud landscape continues to evolve, a critical question arises: is there a breaking point where cloud solutions may become unviable for all but the smallest or most virtualized cloud-interwoven businesses?

This concern is particularly relevant in the context of customer data management, where the increasing number of bad actors and risk vectors, coupled with the growing web of regulations and restrictions at local, regional, and international levels, can contribute to a sense of unease about entrusting sensitive customer data to cloud environments.

The Evolving Regulatory Landscape & Cyber threats

The proliferation of data privacy regulations, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, has added a new layer of complexity to the cloud adoption equation.

These regulations, along with a growing number of industry-specific compliance requirements, have placed significant demands on organizations to ensure the security and privacy of the data they handle, regardless of where it is stored or processed.For businesses operating in multiple jurisdictions, navigating the web of regulations can be a daunting task, as the requirements and restrictions can vary widely across different regions.

Failure to comply with these regulations can result in hefty fines, reputational damage, and even legal consequences, making the decision to entrust sensitive data to cloud providers a high-stakes proposition.

Alongside the evolving regulatory landscape, the threat of cyber attacks has also intensified, with bad actors constantly seeking new vulnerabilities to exploit.

Cloud environments, while offering robust security measures, are not immune to these threats, and the potential for data breaches or system compromises can have devastating consequences for businesses and their customers.

The growing sophistication of cyber attacks, coupled with the increasing value of customer data, has heightened the need for robust security measures and comprehensive risk management strategies. Companies must carefully evaluate the security protocols and safeguards offered by cloud providers, as well as their own internal security practices, to ensure the protection of their most valuable assets.

Balancing Innovation and Risk Management

In light of these challenges, many businesses are exploring hybrid approaches that combine on-premise and cloud-based solutions.

This strategy allows organizations to maintain control over their mission-critical systems and sensitive data, while still leveraging the benefits of cloud computing for less sensitive or more scalable workloads.

Some companies are also taking a more selective approach to cloud adoption, carefully evaluating which workloads and data sets are suitable for cloud migration.

By adopting a risk-based approach, they can balance the potential benefits of cloud solutions with the need to maintain a high level of control and security over their most critical assets.

As the cloud landscape continues to evolve, it is essential for businesses to carefully evaluate their cloud strategies and adapt them to the changing circumstances.

This may involve regularly reviewing their cloud usage, cost optimization strategies, and the evolving regulatory and security landscape to ensure that their cloud solutions remain aligned with their business objectives and risk tolerance.Regular monitoring and assessment of cloud performance, cost-effectiveness, and security posture can help organizations identify areas for improvement and make informed decisions about their cloud investments.

Collaboration with cloud providers and industry experts can also provide valuable insights and best practices to navigate the complexities of the cloud ecosystem.

As the cloud landscape continues to evolve, it is clear that the path forward will not be a one-size-fits-all solution.

Businesses must be careful in weighing the potential benefits of cloud adoption against the risks and challenges that come with entrusting their critical data and systems to third-party providers.The future of cloud solutions will likely involve a more nuanced and balanced approach, where organizations leverage the power of cloud computing selectively and strategically, while maintaining a strong focus on data security, regulatory compliance, and risk management.

Collaboration between businesses, cloud providers, and regulatory bodies will likely be crucial in shaping the next chapter of the cloud revolution, ensuring that the benefits of cloud technology are realized in a secure and sustainable manner.


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Author: Uli Lokshin

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Oct 15 2023
The Impact of Artificial Intelligence on Business Operations


Artificial Intelligence (AI), today more than ever before, stands out as a transformative force reshaping the way businesses operate.

Like all modern technologies, it has infiltrated many aspects of business, enhancing efficiency, improving customer experiences, and driving innovation. It’s touch, is felt from customer service to data analytics.

AI is revolutionizing traditional approaches and propelling organizations into a new era of possibilities but it is challenged by concerns about bias, transparency and its ability to hallucinate.

Some history

The Turing Test, proposed by British mathematician, computer scientist and codebreaker Alan Turing in 1950, was considered a measure of a machine’s ability to exhibit intelligent behavior indistinguishable from that of a human.

The test serves as a rudimentary benchmark for assessing a machine’s capability to display human-like intelligence in natural language conversation but the latest developments with Large Language Models (LLMs) and how they naively behave may have most broken the fundamentals of this test and we may need to think of new ways to assess AI.

The basic premise of the Turing Test is to assess a machine’s ability to engage in human-like conversation, that’s still relevant, but its applicability and limitations have become more pronounced in the context of LLMs. LLMs don’t actually understand what you’re saying or asking.

Despite all this, one of the most significant impacts of AI on business operations is evident in customer service. The very space where we want a conversation, may be better served by an AI.

Chatterbots

The reason may be quite simple. We’re not actually looking for a social conversation with an AI when we use a chatbot or a virtual assistant, instead we’re looking for information, or answers to solve the thing that has brought us to the chatbot in the first place.

The first “chatterbot” is reputed to be ELIZA, created in the mid-1960s by Joseph Weizenbaum, a computer scientist at the Massachusetts Institute of Technology (MIT).

ELIZA operated by processing user responses to supplied prompts and generating pre-defined, contextually appropriate replies.

Using a combination of pattern matching and simple keyword recognition techniques it simulated a Rogerian psychotherapist.

Although the interactions were relatively basic, ELIZA’s ability to mimic human conversation and provide responses that seemed meaningful and engaging was groundbreaking at the time.

If you’re interested, there is a javascript version of ELIZA originally written by Michal Wallace and significantly enhanced by George Dunlop that you can try out at the CSU Fullerton Psychology Department.

When applications are integrated with NLP capabilities, the application “understands” and processes human language. This feature can be part of augmentation of chatbots and virtual assistants and facilitates interactions with customers, employees, and others. Chatbots and virtual assistants powered by AI-driven RPA can engage in natural language conversations, answer queries, and provide assistance, enhancing customer service and user experience.

AI-powered chatbots and virtual assistants have come a long way and are just starting to revolutionize the way businesses interact with their customers. With instant responses to customer queries, personalized recommendations, routine task handling, they can ensure a relatively seamless customer experience.

The process robots are coming

An area I have dipped in and out of at various points in my work career since Y2K, is robotic process automation (RPA). The goal of the RPA being to automate mundane and repetitive tasks. Tasks that were previously low value and time-consuming for employees. Early RPAs were very prescriptive and simplistically programmed but today they are amore adaptive. One of the earliest examples of RPA-like automation can be traced back to the introduction of screen scraping software in the 1990s.

AI-driven RPA goes beyond basic task automation by incorporating so called cognitive capabilities. With machine learning (ML) algorithms, RPA systems can analyze vast amounts of data, recognize patterns, and make decisions based on historical and real-time information. This “cognitive” automation allows businesses to automate complex tasks that require decision-making, such as data analysis, customer service interactions, and fraud detection.

AI in fraud detection, risk management, and algorithmic trading has machine learning algorithms analyze financial data in real-time, identifying unusual patterns and potential bad actor activities, thereby enhancing security and minimizing financial losses.

RPA integrated with AI can excel in processing unstructured data, such as invoices, forms, and emails. Through Optical Character Recognition (OCR) and machine learning, such systems can extract relevant information from documents more accurately than people and faster! This capability streamlines document-based processes, such as invoice processing and claims management, reducing manual errors and improving overall document handling efficiency.

Automation liberates human resources, allowing employees to focus on more strategic and creative aspects of their roles; the kinds of applications include dataentry, invoice processing, and report generation are now handled efficiently by AI-driven systems, leading to higher productivity and reduced operational costs.

Smart reporting

AI has been transforming data analysis for a while now, by enabling businesses to glean improved insights from vast datasets.

Machine learning algorithms analyze historical data, identify patterns, and predict future trends with remarkable accuracy. This predictive analytics can help a business make better informed decisions, optimize inventory practices, more precisely forecast customer demands, and enhance overall operational efficiency.

AI-driven applications optimizing supply chain operations look to historical sales data, market trends, and weather patterns, for example, to predict demand more accurately.

This multi-threaded predictive capability aids businesses in avoiding stock-outs, reducing inventory holdings, and minimizing waste. AI-powered algorithms are also used to optimize route planning and delivery scheduling, which can all improve the effectiveness and cost profile of logistics operations.

By combining data analytics with AI, businesses automate their data analysis and generate more precise actionable insights. AI-driven analytics systems process vast datasets, identify trends, and provide answers in near real-time. Decision-makers now have timely and accurate information, enabling them to make better informed choices to drive business growth and innovation.

More business focus areas

The examples cited above are probably the areas I have seen benefits more commonly from AI in the business setting, but there are at least almost a dozen more that can be considered.

AI algorithms that analyze customer behavior and preferences, enable businesses to create highly targeted marketing campaigns. The campaigns might include personalized recommendations, content, and advertisements to enhance customer engagement and increase conversion rates.

Healthcare professionals have started to consider the use of AI in diagnosing diseases, analyzing medical images, and predicting patient outcomes. Machine learning algorithms can process vast amounts of medical data, leading to more accurate diagnoses and personalized treatment plans.

Analysing medical images, such as X-rays, CT scans, MRIs, lab slides and mammograms, AI, can process these artefacts at speeds much faster than human medical professionals. Algorithms can quickly identify patterns, anomalies, and potential areas of concern.

Subtle changes in medical images that might not be immediately apparent to human eyes are more easily indetified by AI. This early detection can lead to the diagnosis of diseases at their nascent stages, improving the chances of successful treatment and recovery. This is particularly crucial in diseases like cancer, where early detection significantly improves patient outcomes. In critical cases, rapid analysis can be life-saving.

Intelligent tutoring and educational systems adapt to learner styles, providing customized educational content and feedback. AI also aids in automating the administrative tasks for educational institutions, improving efficiency.

In manufacturing and operations, the use of AI can assist businesses in anticipating equipment failures, reducing downtime and maintenance costs.

In talent acquisition processes, automating resume screening, candidate matching, and even conducting initial interviews can accelerate candidate evaluation. Chatbots powered by AI handle the routine HR inquiries, HR professionals focus on more strategic and higher value tasks like employee engagement and development.

AI is employed in environmental monitoring and conservation efforts to predict natural disasters, monitor pollution levels, and aid in wildlife conservation, contributing to more effective environmental preservation strategies.

Legal assistance tools that are AI-powered can help legal professionals in document review, contract analysis, and legal research. Natural Language Processing algorithms enable these tools to process and analyze large volumes of legal documents efficiently, improving accuracy and saving time for lawyers and paralegals.

Artificial Intelligence (AI) has become a transformative force revolutionizing various aspects of business operations. From customer service to data analytics.

AI-driven technologies have significantly enhanced efficiency, improved customer experiences, and driven innovation across diverse sectors.

However, the rapid integration of AI in business processes has raised concerns regarding bias, transparency, and the ability of AI systems to comprehend human-like conversations, especially in the context of Large Language Models (LLMs).

The traditional Turing Test, once a benchmark for assessing machine intelligence, now faces challenges due to the complex behavior of LLMs, prompting the need for new evaluation methods.

Despite these challenges, AI-powered chatbots and virtual assistants have reshaped customer interactions, providing instant responses and personalized recommendations, thereby ensuring seamless customer experiences. AI-driven Robotic Process Automation (RPA) has automated mundane tasks, liberating human resources and enabling employees to focus on strategic and creative aspects of their roles.

AI has revolutionized data analysis, supply chain optimization, healthcare diagnostics, education, talent acquisition, environmental monitoring, and legal assistance, showcasing its vast potential in diverse business focus areas.

As businesses continue to harness the power of AI, it is imperative to address the ethical concerns and develop innovative solutions, ensuring that AI remains a valuable asset in shaping the future of business operations.


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Author: Clinton Jones

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Sep 16 2023
Inclusion vs Integration


Diverse needs hold significant importance in modern education for a multitude of compelling reasons. First and foremost, contemporary education places a strong emphasis on inclusivity and equity.

Inclusivity entails recognizing and addressing the diverse needs of students to ensure that all individuals, regardless of their backgrounds, abilities, or disabilities, have equal access to a high-quality education.

Such a focus on equity is aligned with the principles of social justice and human rights.

Legal and ethical obligations also play a pivotal role in emphasizing the consideration of diverse needs. Numerous countries have enacted laws and regulations that mandate educational institutions to provide equal educational opportunities for all students.

This includes the Individuals with Disabilities Education Act (IDEA) in the United States, which necessitates the provision of services and accommodations to meet the diverse needs of students. Complying with these legal obligations is an integral aspect of contemporary education.

In addition to legal imperatives, the realities of today’s world further underscore the significance of recognizing diverse needs. Globalization and cultural diversity have made schools more diverse than ever before, with students hailing from various cultural, linguistic, and socio-economic backgrounds. It is essential to understand and address the diverse needs of these students to foster cross-cultural understanding, tolerance, and effective communication in an interconnected global society.

Advancements in educational research and knowledge have also heightened the awareness of diverse needs. Developments in educational psychology and neuroscience have provided educators with a deeper understanding of how students learn. This knowledge has underscored the wide variability in learning styles, cognitive abilities, and neurological profiles among students. Consequently, tailoring instruction to meet diverse needs is crucial for enhancing learning outcomes.

Contemporary educational theories, such as Howard Gardner’s theory of multiple intelligences, acknowledge that intelligence is not confined to a singular dimension. Instead, students possess a range of strengths and abilities. Consequently, education should be adaptable to accommodate these diverse talents and aptitudes.

Preparing students for a diverse and inclusive workforce is another paramount goal of modern education. To thrive in today’s job market, students must develop skills in collaboration, problem-solving, and communication. Embracing diverse needs within the classroom helps students build these essential skills.

Education is not solely concerned with academic development; it also plays a pivotal role in shaping students’ moral and social growth. Recognizing and respecting diverse needs fosters empathy, tolerance, and social responsibility, contributing to the development of well-rounded citizens.

Inclusive education is seen as the gold standard for students with disabilities. It promotes their integration into mainstream classrooms, offering them opportunities for socialization and access to a more comprehensive curriculum. This, in turn, can significantly improve their long-term outcomes.

The expectations of parents and communities have also evolved to expect more. Parents and communities increasingly expect schools to provide inclusive education that caters to the diverse needs of their children which has led to higher expectations for educational institutions to implement them.

In education inclusion and integration are two distinct approaches for accommodating students with diverse needs.

Both approaches aim to provide an equitable and supportive learning environment, but they differ in their philosophies and practices. Additionally, there are nuanced alternatives that blend elements of both approaches.

Inclusion

Inclusion is a philosophy that advocates for the full and active participation of all students, including those with disabilities or special needs, in regular education classrooms and activities. It promotes the idea that every student has a right to be part of the general education setting.

This approach typically involves modifying the curriculum in teaching practice, teaching methods, and classroom arrangements to accommodate the diverse needs of all students. Support services, such as special education teachers or aides, may be provided within the regular classroom to help students with disabilities.

Prioritizing the creation of a diverse and accepting learning environment where students of all abilities learn together is the focus, for inclusion, the goal is to minimize segregation and promote social interaction among students.

Integration

Integration’s philosophy is to emphasize bringing students with disabilities into regular education classrooms on a temporary or partial basis. It may not necessarily involve a commitment to the full inclusion of all students, but rather a blending of students with and without disabilities for specific activities or lessons.

In practice, integrated settings are where students with disabilities may spend some of their time in regular classrooms and the rest in special education classrooms or resource rooms. The degree of participation in the general education setting can vary widely.

Integration focuses on providing students with disabilities access to the regular curriculum and social experiences to the extent deemed appropriate, while still acknowledging the existence of separate special education programs.

Alternative approaches

Inclusive Integration: This approach combines elements of both inclusion and integration. It recognizes that students have varying needs and abilities, so it allows for flexibility. Some students may spend most of their time in regular classrooms (inclusion), whilst others may participate in specific subjects or activities in a more specialized setting (integration).

Differentiated Instruction: involves tailoring teaching methods and content to meet the diverse needs of all students within a regular classroom. Teachers adjust their instruction to accommodate different learning styles and abilities, providing individualized support as needed.

Universal Design for Learning (UDL): UDL is a framework that promotes the design of educational materials, environments, and practices that are accessible to all students from the outset. It reduces the need for separate accommodations by creating inclusive learning experiences.

Co-Teaching: In co-teaching, a general education teacher and a special education teacher work together in the same classroom. This collaborative approach allows for a wide range of support within the regular classroom, catering to diverse needs.

Inclusion and integration represent different approaches to inclusive education, with inclusion being more focused on full participation and integration allowing for varying degrees of participation.

Some alternatives aim to strike a balance between these approaches to best meet the needs of diverse learners in an inclusive education setting. The choice of approach depends on the individual needs of students and the goals of the educational institution.


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Author: Jewel Tan

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Aug 26 2023
Hype Cycle


Have you heard of this thing?

More formally, it is referred to as “The Gartner Hype Cycle”, a graphical representation and methodology developed by the research and advisory firm Gartner and first introduced by Jackie Fenn, a VP at Gartner in the 1995 research report titled “The Hype Cycle”.

The objective is to depict the lifecycle stages that emerging technologies typically go through as they evolve from initial conception to mainstream adoption.

The cycle attempts to provides insights into how technologies are perceived and how they progress in terms of visibility, expectations, and maturity. The Hype Cycle was ultimately developed as a response to the observations of Gartner, that many new technologies were subject to exaggerated expectations followed by disappointment when those technologies failed to deliver immediate revolutionary changes.

Gartner recognized the need for a more structured way to manage these expectations and provide more realistic guidance for the adoption of emerging technologies. In the 25+ years that have passed since its introduction, it has become well-known and widely used as a framework in the technology industry to analyse and discuss the trajectories of new technologies, their adoption patterns, and the challenges they face.

TL;DR The Cycle is an adaptation of a view on technology life cycles and ultimately tries to deal with perceived discontinuities in adoption.

“One of the more interesting features of Gartner’s Hype Cycle is that it takes into account the unbridled and almost euphoric optimism that accompanies the introduction of some technologies and, of course, the inevitable precipitous decline of the next-best thing.” 1

Usage

The Hype Cycle has its critics, but has helped technology leaders, investors, and decision-makers make informed decisions about when and how to engage with emerging technologies based on a more balanced understanding of their potential benefits and risks.

Business leaders could use the Gartner Hype Cycle as a strategic tool to guide decisions about adopting and investing in specific emerging technologies in the absence of their own proofs.

For example, the Cycle provides an overview of various technologies and their maturity levels as part of Landscape Assessment such that it can be used to identify technologies that are relevant to specific industry and business objectives. This helps one stay informed about the latest trends and innovations.

The Hype Cycle can help leaders anticipate the potential impact of emerging technologies on their business in their Strategic Planning; for future technology adoption and integration by considering the expected trajectory of each technology along the cycle.

By understanding where a technology stands on the Hype Cycle, leaders can better assess the associated risks in Adoption Risk Assessments, thereby avoiding being caught up in the “Peak of Inflated Expectations” and instead make decisions based on a balanced view of the technology’s potential benefits and challenges.

When leaders engage in Resource Allocation, they can do this more effectively by considering which technologies are approaching the “Slope of Enlightenment” and “Plateau of Productivity.” These phases indicate that the technology is becoming more practical and can yield tangible results, making it a better candidate for investment.

The Hype Cycle helps leaders create an innovation strategy that aligns with an organization’s goals guiding them in deciding whether to be early adopters or wait until a technology matures further before investing resources.

Being aware of where competitors are in terms of technology adoption can provide insights into potential competitive advantage if a business successfully navigates the Hype Cycle it can gain an edge by embracing transformative technologies at the right time.

When considering technology solutions or partnerships, business leaders can refer to the Hype Cycle to understand the vendor landscape. Businesses can make informed decisions about which vendors align with their technology adoption timeline and objectives.

The Hype Cycle can help leaders educate executive leadership teams, investors, and other stakeholders about the expected progression of technologies and promotes a more realistic understanding of the potential outcomes and timelines.

The Hype Cycle encourages leaders to think long-term trends and consider these relative to short-term implications of technology adoption. This perspective is crucial for creating sustainable strategies.

Extra considerations

By recognizing that technologies go through different phases, leaders can adjust their expectations accordingly. This minimizes disappointment when a technology doesn’t deliver immediate transformative results.

The Hype Cycle was specifically designed to track the adoption of technologies, as mentioned. It might not capture the nuances of non-technological innovations or concepts that don’t fit the typical technology lifecycle. Different types of innovations may follow different adoption trajectories; for example, consumer products might have their own adoption patterns that are influenced by factors like fashion trends and lifestyle choices.

Some innovations might be deeply rooted in cultural or societal changes that don’t fit the linear progression of the Hype Cycle. The cycle might not adequately account for cultural shifts and their impact on adoption. Innovations in fields with strong regulatory frameworks (such as healthcare or finance) might also be influenced by legal and compliance factors in ways that the Hype Cycle might not fully capture.

Innovations that cater to niche markets or localized needs might not exhibit the same wide-ranging adoption patterns that technology trends often do, and ideas that are incremental improvements or evolutionary changes to existing solutions might not experience the same hype-disillusionment cycle as radical and transformative innovations. The Hype Cycle involves subjective perceptions and market trends, which might not be as relevant for innovations driven by other factors, such as scientific discoveries.

Industry specific implications

The Hype Cycle has been used to analyse the adoption of new medical technologies, healthcare IT solutions, and digital health innovations and as such it helps healthcare organizations understand the stages of acceptance and integration for technologies like telemedicine, electronic health records, and medical wearables.

In educational technology (EdTech) it has helped educators and educational institutions assess the potential impact and adoption of new teaching tools, e-learning platforms, and educational software. The financial services sector has used the Hype Cycle to evaluate the adoption of financial technologies (fintech) such as blockchain, robo-advisors, and mobile payment solutions.

In automotive the Hype Cycle is often applied to emerging technologies like autonomous vehicles, electric vehicles, and connected car systems. Similar analysis has appeared in the adoption of renewable energy technologies, smart grid solutions, and sustainable practices within the energy sector. The Hype Cycle has been applied to emerging trends in environmental conservation and sustainability, such as circular economy practices, green technologies, and eco-friendly product innovations.

Retailers use the Hype Cycle to understand the adoption of technologies like augmented reality (AR) for shopping experiences, Internet of Things (IoT) devices for inventory management, and contactless payment methods. Media and entertainment in trends around virtual reality (VR) and augmented reality (AR) applications, streaming platforms, and content delivery technologies.

Applicability is also found in aggrotech, travel, tourism, real estate and even the adoption of technologies by government and the public sector.

The hype cycle is an adaptable framework that has proven valuable in understanding the adoption and maturation patterns of innovations across a wide range of industries but the applicability may need to be tailored to suit the specific characteristics of each industry.

Extra Reading


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Author: Flaminio

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Aug 20 2023
Mastering Remote Work Success


Shifting to remote work has had a significant impact on B2B audiences and attendance of webinars. Work-from-home accelerated by the pandemic brought several changes in how people engage with media and webinars and other online events in particular.

Imagine you’re a software company hosting a webinar for B2B clients. Instead of a generic topic, you decide to address a specific pain point your clients face – data security.

Your webinar perhaps offers insights into the latest data breach trends, real-life case studies of companies that suffered breaches, and actionable steps to strengthen data protection. Attendees leave with a comprehensive understanding of potential vulnerabilities and practical solutions they can implement.

Sounds pretty compelling doesn’t it?

If you’re a software company and you’re not running regular webinars, you’re missing a trick.

For marketing agencies hosting webinars on content strategy the standard title of “Effective Content Strategy Tips” is likely more compelling when rephrased as “Unlocking the Power of Content for greater ROI”; this re-hook captures attention and conveys the value attendees can ultimately expect. So while content hasn’t changed necessarily, the way it is positioned may change your signup rates.

Would you attend a medical technology webinar on telehealth where there is no expert on the agenda? Probably not, having an SME (Subject Matter Expert) on the agenda could make all the difference in terms of credibility. Medtech companies usually target presenting professionals of repute, who have been at the forefront of their field, like virtual healthcare. The SME’s reputation will likely draw in a better-sized audience interested in hearing insights from a recognized expert.

Management consulting firms that conduct webinars on leadership development ask attendees to share their top leadership challenges through live polls. This interactivity with the audience in real-time, makes participants feel their concerns are being addressed directly and keeps the audience engaged. Polls are always a great frame-up for speakers too!

If you run an e-commerce platform then prospects and existing customers want to hear stories from the trenches – they want to hear other customers’ experiences. Combining slides, video content, and successful customer interaction scenarios combined with a live chat with customer support teams could create a multi-faceted experience that keeps attendees engaged.

Trying to engage a global B2B audience is tough with time zones. Instead of hosting a single webinar consider multiple sessions at different times to cater to different time zones. Hold a session during European business hours and another during Asian business hours, to increase your international reach.

You’d think the day of the week doesn’t matter; selecting a Wednesday for a webinar on say streamlining logistics processes is an astute move when considered in the context of knowing that midweek is generally when businesses are in a “working mode” and are more likely to allocate time for professional development.

A one-hour webinar is tidy, but your speakers will fill all the time you allocate. A two-hour webinar is a bit long and will likely see audiences drop off after sixty minutes anyway. Settle on a 45-minute session where you cover key strategies, present a real-life success story, and host a brief Q&A, ensuring participants’ attention is maintained throughout the event.

The webinar invitation is underestimated in terms of its impact. Invitations highlight the message you want to convey and depending on where you received your mailing list from, could be just what existing customers are looking for, or might spur prospects into action, point out that you plan to showcase your company’s understanding of customer and prospect-specific needs.

Something you can leverage as part of the early signup is an incentive. Mention this on the landing page, in the invitation, and in the various calls to action that you might send to customers and prospects. Tempt them with details of a white paper, a discount, a private consultation, or a tchotchke for early signup.

Running a webinar solo, even with an expert in tow, may not tell the whol story you want to tell. Consider finding a partner to join the webinar with you. This could be a reseller, an integrator, a promoter, or an organization with adjacent and vested interest. This will diversify the content and you likely harvest sign-ups from their stable of contacts too!

Observers love social proof, this can come in the form of customer or beneficiary testimonials that showcase the positive impact of past webinars, your product, or services. The value derived from webinars should be spoken about to encourage signups and build audience trust and demonstrate the value participants could gain.

After a webinar o always send attendees a follow-up email. The email should include a link to the webinar recording, a summary of key takeaways, and perhaps even something exclusive.

Provided you recorded that webinar, it could have a half-life beyond your wildest expectations. Once you’ve held the live session, post and promote the past event online in order to harvest more viewers and contacts.

Each of these strategies, when thoughtfully executed, contributes to a successful B2B webinar campaign that holds the potential for attracting a willing and engaged audience.

By focusing on delivering genuine value and respecting the audience’s time and needs, your company can build strong connections and foster lasting relationships.


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Author: Flaminio

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Aug 19 2023
Real-Time Data: Enhancing Customer Experience for Your Business


In today’s fast-paced world, customers demand immediate gratification and personalized experiences.

To meet these expectations, businesses must understand their customers’ needs and preferences to create memorable experiences that drive customer loyalty. In this article, we explore various ways that businesses can utilize real-time data to improve their customer experience.

Keeping Customer Data in the Cloud

Storing customer information in the cloud is a convenient and efficient way for businesses to access real-time data. By tracking customer activity, purchase history, and preferences, businesses can gain valuable insights into their customers’ behavior and needs. This information can help businesses personalize marketing campaigns, tailor promotions, and ultimately enhance their overall customer experience.

Inventory Management

In addition to improving customer satisfaction, real-time data can also assist businesses with inventory management. By tracking stock levels and sales patterns, businesses can optimize their inventory and ensure they have the right products available when customers need them. This not only reduces stockouts but also increases sales and ultimately leads to a better overall customer experience.

Real-Time Price Adjustments

Real-time data also provides businesses with the ability to adjust prices in real-time, which is particularly advantageous in the retail industry. With price fluctuations based on demand or supply, monitoring market trends and consumer behavior enables businesses to optimize profits and meet customer expectations. By utilizing real-time data for pricing, businesses can create a competitive edge in the marketplace and build customer loyalty.

Single Customer View

To provide personalized experiences, businesses must understand their customers fully. Using a single customer view, businesses can consolidate customer data from multiple sources into one central location. This provides a holistic view of the customer, including their behavior, preferences, and activity across all channels. With this information, businesses can provide personalized recommendations and tailored promotions that meet the customer’s needs.

Geolocation Services

Geolocation services, such as GPS and beacons, offer businesses an excellent opportunity to engage with customers more effectively. Location-based data enables businesses to send personalized promotions and alerts to customers when they are near their stores, which helps drive traffic and improve the overall customer experience. By leveraging location-based data, businesses can create targeted marketing campaigns that resonate with their customers, ultimately leading to improved customer satisfaction.

Personalizing the Customer Experience

In today’s competitive marketplace, personalization has become a requirement for businesses that want to succeed. Real-time data provides businesses with the ability to create personalized experiences that resonate with their customers, including tailored marketing campaigns, personalized recommendations, and customized promotions. By utilizing real-time data for personalization, businesses can enhance customer loyalty, improve customer retention rates, and ultimately increase profits.

Improve Customer Service

Real-time data can also help businesses improve their customer service. By tracking customer behavior and preferences, businesses can anticipate their needs and provide proactive support. For example, if a customer has purchased a product, they might need help setting it up. By anticipating this need and offering support, businesses can enhance their customer experience and build loyalty.

Leveraging real-time data can be a game-changer for businesses looking to enhance their customer experience and stay ahead of the competition. With cloud-based storage of customer information, a single customer view, and personalized promotions, businesses can engage with customers more effectively, improving overall satisfaction and loyalty. By providing proactive support and anticipating customer needs through data analysis, businesses can take their customer service to the next level.


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Author: Flaminio

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Jul 14 2023
A question of choice


The question of “choice” has been extensively explored in various fields such as psychology, behavioral economics, marketing, and decision-making research. Understanding how people choose products and what factors influence their decisions is of great interest to businesses, policymakers, and academics alike.

  1. Decision-making process: Research suggests that decision-making is a complex process influenced by numerous cognitive, emotional, and social factors. People often go through multiple stages in their decision-making journey, including problem recognition, information search, evaluation of alternatives, and finally, the actual choice.
  2. Rationality vs. heuristics: Traditional economic theory assumes that individuals make rational choices based on objective information and maximize their utility. However, numerous studies have shown that people often rely on mental shortcuts or heuristics to simplify decision-making, leading to biases and suboptimal choices.
  3. Cognitive biases: Various cognitive biases affect how people perceive information and make decisions. For example, the “availability heuristic” causes people to overestimate the likelihood of events based on how easily they can recall related instances. The “anchoring effect” occurs when an initial piece of information (an anchor) influences subsequent judgments.
  4. The paradox of choice: Studies have shown that an abundance of options can lead to decision paralysis and increased dissatisfaction with the chosen option. Having too many choices can overwhelm individuals, making it difficult for them to settle on a decision.
  5. Emotional factors: Emotions play a significant role in decision-making. People may choose products based on how they want to feel or how they perceive the product will enhance their emotions (e.g., happiness, status, security).
  6. Social influence: People are often influenced by the choices and opinions of others. Social proof, where individuals follow the actions of others in ambiguous situations, and peer recommendations can sway decision-making.
  7. Framing and presentation: The way choices are presented can significantly impact decision-making. For instance, whether a product is framed as a “gain” or “loss” can influence how people perceive its value and desirability.
  8. Branding and marketing: Effective branding and marketing strategies can influence consumer choices by creating strong associations between products and desirable attributes or emotions. Advertising and endorsements can sway consumer preferences.
  9. Habit and routine: In some cases, people may choose products out of habit or routine, without consciously considering alternatives. Habitual decision-making relies on automatic processes rather than a deliberate evaluation of options.
  10. Personal values and identity: Consumers often make choices that align with their values, self-concept, and identity. A product may be chosen because it represents a person’s ideal self-image or reflects their personal beliefs.

People’s choices and decisions about products are influenced by a complex interplay of cognitive, emotional, social, and situational factors. Researchers continue to delve deeper into understanding these dynamics to help businesses create more effective marketing strategies and to aid policymakers in promoting informed decision-making among consumers.


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Author: Uli Lokshin

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May 23 2023
Give Your Customers a Personal Experience by Leveraging Customer Intent


As a business owner or marketing professional, you have to understand the concept of customer intent and how it can be best used for personalized customer experience.

By understanding what it is, businesses can create more personalized marketing offers and tailor their strategies to customers on an individual level. Today, Jones Associates shares a quick post that opens up the doors for you to use customer intent in your marketing endeavors.

What Is Customer Intent?

Customer intent simply means your customers’ motivation behind a certain action. Their intent is what they want to accomplish. For example, if someone searches for women’s shoes, they likely want to buy women’s shoes. You can utilize Google Trends to get an idea of popular searches, but your webmaster can give you more information specific to your site. Intent does not always translate initially into a purchase. Sometimes, your customers’ intent is simply to gather information, such as pricing or size and availability.

How To Leverage Customer Intent

There are many different ways that you can get to know your customers’ underlying motivation.

To fully understand customer intent, you have to do research. You might send surveys or create a focus group. You can also do what’s known as social listening, which is simply the act of monitoring and analyzing social media conversations. You can also utilize data culled from your website to get a snapshot of your customers’ journeys. For example, if they put a pair of shoes in their shopping cart, you know that their intent is, ultimately, to purchase shoes.

If you extrapolate this to an ecommerce store, obviously the site has to be user-friendly with customizable content and an easy-to-use payment section, as well as the ability to analyze sales and inventory data to better streamline each customer’s experience. Luckily, there are options for commerce software that allow you to do just that.

Tailored Content Converts

Grazitti Interactive says it best, “Custom content is the future of marketing.” Why? Because customers don’t want to feel like they are nothing but an open wallet. Customizing your content helps set you apart from the competition and helps your customers throughout their buying journey. Nine out of 10 users rate custom content as more helpful than generic information. Think of it this way: when you reach customers with the info and insight they want, you become a more trustworthy source that shows that you truly know what they need.

Customer Retention Matters

Custom content is not only important when targeting new customers. Constant Content explains that your customized marketing materials also reinforce your image and create a stronger following of loyal customers. Everyone wants more customers, but don’t ever lose sight of the fact that simply increasing your customer retention rate by 5% can boost your revenue by up to 95%. This is not only accomplished through increased sales but also because happy customers tell their friends and family.

Ultimately, offering your customers curated content based on their actions and intent is one of the best ways to offer real value to those that support your business. Remember, custom-tailored content converts more customers, and it’s widely considered more helpful than generic pop-ups and other content. To get the most out of your efforts, make sure to listen to your customers, use data to inform your business decisions, and keep organized and accurate records of your findings.

If you’re looking for a global management consultant who can help you meet and exceed your goals, contact Jones Associates today to get started.


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Author: Uli Lokshin

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Apr 25 2023
Incentivizing Consumers to Self-Serve Zero-Party Data and Consent


Privacy remains a big deal and there are several reasons why consumers may be hesitant to allow organizations to master their personal data.

Organizations keep records on consumers for various reasons, among them, personalization, service, marketing, compliance and fraud prevention.

They may use your data to personalize your experience with their products or services; using your browsing and purchase history to recommend products that you are more likely to be interested in.

Keeping records of your interactions with customer service teams enables them to provide better support in the future and ensure that needs are met quickly and efficiently.

Marketing campaigns may be annoying but when they are personalized there may be a change in perception. Analysing behaviour and preferences, marketeers can create more relevant and targeted advertising that is more likely to result in a conversion.

Especially in financial services, organizations need to keep records on consumers to comply with legal and regulatory requirements. For example, they may need to keep records of your transactions for tax or accounting purposes but also to minimize the likelihood of money laundering or illegal use of financial instruments and infrastructure.

In exchange for goods, services or funding, they may use consumer data to prevent fraudulent activity.; monitoring behaviour, usage profiles and transactions, they can identify suspicious activity and take action to prevent fraud.

On the flipside, consumers may feel that their personal data is sensitive and should be kept private.

They may worry that if an organization masters their personal data, it could be used for nefarious purposes or sold to third-party companies without their consent.

Consumers may also be concerned that if an organization masters their personal data, it could be at risk of being hacked or stolen by cybercriminals, resulting in potential identity theft, personal financial loss, and other undesirable consequences.

One of the reasons is that consumers feel that if an organization masters their personal data, they lose control over it; worrying that the data will be used in ways they do not approve of, or that they will not be able to access or delete their data as they see fit.

In particular, consumers worry that their personal data could be used to discriminate against them based on their race, gender, religion, or other personal characteristics. Personal data that is used to make decisions about who to hire, who to offer loans to, or who to market products to are undesirable uses of personal data, for consumers at least.

Consumers have long held feelings that if an organization masters their personal data, it could also lead to unwanted intrusion into their personal lives accompanied by constantly being targeted with ads or other forms of marketing, based on their behaviour being monitored and analysed in ways that feel intrusive or uncomfortable and an invasion of privacy.

Zero party data

An opt-in approach with first-party data can help to address some of the concerns that consumers may have about their personal data being mastered.

First-party data refers to the information that consumers willingly provide through interactions with a website, a product, or a service. An opt-in approach means that organizations only collect and use the consumer’s data with the explicit consent of the consumer. This can give consumers greater control over their data, and can help to build trust between consumers and organizations.

Those privacy concerns can be addressed through opt-in meaning consumers must explicitly agree to allow the collection and use of the data in specific ways. This can give consumers greater control over their personal information and can help to ensure that their data is being used only for legitimate purposes.

By limiting the data that is collected to only what is necessary for specific purposes, the opt-in approach with first-party data helps to reduce the exposure risk associated with prospective data breaches. Organizations that collect first-party data are often also more invested in protecting that data, as it is valuable for building and maintaining the customer relationship.

An opt-in approach also gives consumers more control over the personal information allowing them to choose which data to continue to share, and supporting opt-out of specific data and its collection at any time.

To reduce the risk of discrimination, organizations are required to obtain explicit consent before collecting data on personal characteristics and though data is typically used for personalization and targeted advertising, the consumer can decide how it should be used especially in relation to important decisions about the consumer.

An opt-in approach with first-party data also helps to reduce the feeling of intrusiveness. Consumers now have control over what data is collected and how it is used, the personalization and customization can enhance the user experience rather than detracting from it.

If an organization is considering implementing a customer master data management solution, it’s important to understand how this approach can address consumers’ concerns about their personal data.

Through increased transparency the CMDM provides greater transparency into the data that an organization collects and how it is used; this in turn builds trust with consumers, as they can see exactly what information is being collected and why.

By centralizing the customer data in a CMDM and implementing robust security measures, a customer master data management solution reduces the vectors and edges that provide risk in the event of data breaches. This can also provide reassurance to consumers who are concerned about the security of their personal information.

A CMDM also enables organizations to provide more personalized experiences to customers which in turn helps to build stronger relationships with customers, increases loyalty, and ultimately drives revenue growth.

An opt-in approach gives customers more control over their data, the CMDM can demonstrate that the organization respects the privacy of its customers. This is often a important differentiator in the competitive marketplace, where consumers are increasingly concerned about their data privacy.

CMDM also helps with compliance. Organizations need to comply with data privacy regulations, such as GDPR and CCPA. CMDM’s like that offered by Pretectum, can help to avoid legal and reputational risks associated with non-compliance by providing reassurance to customers and regulators that consumer data is being handled in a responsible and compliant manner.

Overall, a customer master data management solution can help to build trust with customers, enhance data security, deliver better customer experiences, and demonstrate respect for privacy and compliance with regulations.

Communicating with customers about how their personal data is being collected, used, and protected is increasingly important in good customer relationship management.

Consumers expect organizations to be transparent about the data they collect and how it is being used. They expect clear communication on the purpose of the data collection, and what benefits the customers can expect from it. They also expect to provide customers with easy-to-understand information about their data rights and options for managing the data.

Organizations would reassure customers that their personal data is being stored and protected securely, explaining the measures they have put in place to safeguard against data breaches, such as encryption, firewalls, and access controls.

Using an opt-in approach to data collection, means that customers have control over the data that is collected and can choose to opt out at any time. The benefits of opting in are of course more personalized experiences or access to exclusive offers.

Emphasizing respect for privacy of customers and a commitment to protecting personal data go hand in hand and would also explain compliance with relevant data privacy regulations. The responsible organization also highlights any certifications or standards they have achieved in in relation to governance and compliance regulation adherence.

The benefits that customers expect from the data collection might seem obvious such as an enhanced overall experience, but providing examples of how the data is being used to personalize products and services, improve customer service, and offer tailored promotions and discounts is important communication.

Overall, effective communication with customers about the implementation of a customer master data management solution is most critical to building trust and addressing concerns.

Transparency on intent and behaviours, emphasizing data security and privacy, using an opt-in approach, highlighting customer benefits, and complying with relevant regulations, organizations can reassure their consumers that their personal data is being handled responsibly and ethically.

In response, consumers should engage in self-service zero-party data and consent inquiries because it allows them to have greater control over their personal data and the experiences they have with an organization.

By providing preferences and consent, consumers can receive more relevant and personalized experiences, products, and services.

Ecommerce sites could show recommendations based on customer stated interests and preferences, health apps could provide workout plans tailored to a user’s fitness level and selected goals.

Reduced clutter in inboxes may make interactions with an organization more efficient and enjoyable and when accompanied by the ability to decide what information is shared with an organization and how it is used, feelings of more control of personal data and confidence that it is being handled responsibly may follow.

Keeping the interest alive

If the data is collected but not used, it should be securely stored and deleted after a reasonable period of time to ensure compliance with relevant data privacy regulations and businesses can incentivize consumers to provide their data in the context of self-service zero-party data and consent inquiry by offering exclusives, discounts, rewards and previews.

Offering exclusive content, such as whitepapers, eBooks, or reports only accessible to those who provide their data can be a powerful incentive, especially for customers who are interested in a particular topic.

Personalized discounts or coupons to customers who provide their data especially in retail could encompass discounts on next purchases based on stated interests or style preferences.

A free cup of coffee, for example, is obvious at a coffee shop but consider how Waitrose did the same for loyal card holders and how other retailers do the same for their loyalty scheme members. The offer of a free drink after a certain number of visits, with additional rewards for sharing preferences and feedback is an obvious option but the others are a little more subtle.

Giving customers early access to new products, services, or features if they provide their data like AMEX customers in association with events or event tickets is a great way to build excitement and loyalty among customers. Capital One and other financial institutions incentivize in similar ways.

Game or challenge e vents that encourages customers to provide their data like PokĂŠmon Go, a 2016 augmented reality mobile game offers participants rewards for completing certain challenges. Additional rewards for sharing preferences and data is common with many card loyalty schemes as well as social apps.

In the end, it’s important to ensure that any incentives offered are aligned with the interests and preferences of customers, and that they are relevant and valuable.

Organizations today should ensure that they are transparent about their data collection practices and are respecting the privacy of their customers at all times.

Give customers the opportunity to self serve and drive first party data into the DNA of your business.


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Author: Uli Lokshin

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Feb 25 2023
The “on the side” hustlers


In recent years, the trend of remote work has gained popularity, especially in the technology industry.

The advent of modern technology has seen certain kinds of employees no longer being required to be physically present in an office to perform their job functions.

This flexibility is praised by many as having benefits but also comes with a set of challenges, not just related to the intermingling of work and home life but also the shift of some of the real estate costs and costs typically associated with office-bound workers.

Benefits particularly lauded by those working remotely, are the avoidance of long commutes and of course health and safety concerns in times of pandemic.

One particular challenge for employers is the potential for employees to engage in “moonlighting”, which can be a significant concern for certain employers, especially in the technology industry. For the uninitiated, moonlighting refers to the practice of working a second job in addition to one’s primary job.

The origin of “moonlighting” dates back to the early 1800s, when it was commonly used to describe the practice of working at night by the light of the moon.

In the early 1900s, the term began to be used more broadly to refer to working a second job in addition to the primary job. Moonlighting became increasingly prevalent in the United States during the Second World War when workers were encouraged to take on additional jobs to support the war effort.

After the war, moonlighting continued to be a common practice, especially among blue-collar workers who were looking to earn extra income to support their families.

In the 1960s and 70s, moonlighting gained even more widespread acceptance as a way for employees to pursue their passions or supplement their income. However, during this time, moonlighting also became a great source of controversy, with some employers expressing concerns about conflicts of interest and decreased productivity.

With the rise of the “gig economy” in recent years, moonlighting has become even more prevalent, especially in industries like technology, where employees have in-demand skills that can be used for side projects and freelance work.

For employees, it’s a way to earn extra income or pursue their passions. For employers, it can create a conflict of interest and pose a significant perceived and actual risk to their business. In the tech industry, where employees have access to sensitive and confidential information for example, moonlighting poses the risk of unintentional or deliberate data breaches and this in turn jeopardizes a company’s reputation and introduces avoidable potential security risks.

An employee working on a project for a competing company may unintentionally share confidential information, leading to a data breach. Policies on personal use of equipment often mitigate this but things might also be said in conversations and in other work-related circumstances.

There are several reasons why tech workers may be particularly more prone to moonlighting. Firstly, the nature of their work often involves flexible hours and remote working arrangements, which can make it easier for them to take on additional work.

Secondly, the relative shortage of competent tech workers who are in high demand at a specific price point, and the skills they possess can be valuable to other companies.

From the employer’s perspective, it could be argued that there is the potential for decreased productivity, missed deadlines, and poorer quality of work as well as potential legal and previously cited reputational risks.

To mitigate the risks associated with moonlighting, employers often take contractual, policy, and control steps. Firstly, they may include moonlighting clauses in employee contracts, they may prohibit employees from taking on additional work without prior approval.

Monitoring and tracking systems may also be considered on work assigned equipment like keyboard and screen monitors to ensure that employees are not engaging in unauthorized moonlighting or behaviors. These systems not only monitor employee activity but also flag suspicious behavior, such as accessing unauthorized websites or sharing confidential information.

It’s a difficult balancing act, employees value the flexibility and freedom to pursue side projects, and a blanket ban on moonlighting can lead to increased staff turnover and decreased job satisfaction.

Employers can consider a more nuanced approach, such as allowing employees to engage in moonlighting as long as it doesn’t create a conflict of interest or compromise the company’s security though exactly how this is measured may be difficult to establish.

Complete prohibition of moonlighting altogether may seem like an easy solution but can also create some interesting disbenefits.

Employees disallowed from the pursuit of side projects or engaging in freelance work may feel very stifled and demotivated in their primary job. This may result in decreased job satisfaction and productivity, ultimately causing harm to the quality of their work and commitment to the business.

Prohibition can also lead to talent loss as employees not allowed to pursue side projects or freelance work may be more likely to seek employment elsewhere, where they have more flexibility and autonomy. Employers who prohibit moonlighting may find themselves struggling to attract and retain top talent as a result of this restrictiveness.

Side projects and freelance work can provide valuable indirect learning experiences that help employees develop new skills they can bring back to their primary job.

The prohibition of moonlighting can also create legal risks for employers. In some states and countries, laws protect employee rights to engage in lawful off-duty activities, which may include moonlighting. Employers who prohibit moonlighting without a clear and compelling reason may be at risk of legal action from employees.


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Author: Uli Lokshin

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