Monday Inspiration (September 2023): The end of the Googleverse, why we have no time and a strategic analysis of... Barbie

It’s hard to believe that summer's nearly over. In the UK it seemed to have come and gone very quickly (although this week has seen a last minute resurgence!). And it’s not just the season that’s gone in a flash. The news has moved quickly, too.

In July and August there was a lot of talk about the launch of Meta’s Threads and how this could replace Twitter (which created news of its own when it rebranded to X in July). But reports of Twitter/ X’s death have been greatly exaggerated and Threads lost ~80% of its users after an initial spike in June:

But why hasn’t Threads taken off in the way that some predicted - or hoped? I think Ian Leslie summarised it well in a recent FT article:

1. People prefer X because of the toxicity. The drama and conflict is what brings people back
2. X has an established userbase. It feels like everyone is on X. Why risk going elsewhere and missing out on the conversation?

?What else caught my attention in August? Here are some of my highlights:

The end of the Googleverse | The Verge

For many of us Google has been a ubiquitous presence in our (digital) lives. And for marketers, Google has had an even greater influence on the way we think about showing up and people. For almost two decades Google has reigned supreme, but with the emergence of AI is Google’s dominance under threat??

This article goes all the way back to the beginning to remind us of where Google started and why it became so powerful (PageRank). It explores the role Google has played in shaping our digital culture but also some of its weaknesses that may threaten its future. I like the parallels with Alta Vista, which itself was once the leading search giant but lost out to a more innovative rival when it lost focus on what it was really for.

Three theories for why you have no time | The Atlantic

How often have you heard yourself or someone else complain (or boast) about how busy they are? It feels like nobody has any time - we’re all so swamped, overwhelmed or burned out to stop and take a breath.?

Yet despite technological advancement and new tools and equipment (from computers and smartphones, to video conferencing and... AI) we’re busier than ever. But why is this the case? Derek Thompson offers three reasons:

1. Better technology means higher expectations - from bosses, colleagues, customers and ourselves. And higher expectations creates more work
2. A lot of modern overwork is driven by class and status maintenance. Consider the parents who dedicate so much extra time tutoring their children or layers working extra hours to impress their boss
3. The working week is fixed and predetermined. Technology only frees people from work if businesses, h government or the economic system allows it

Barbie: a strategic analysis | Lawrence Freedman

Last month I talked about my ‘Barbenheimer’ experience and my admiration for Barbie in particular. I’m not alone, and it’s been interesting to read so many different takes on the film.

I especially liked this one from the British historian Sir Lawrence Freedman. Although better known for his foreign policy and strategic analysis (he is currently providing in-depth commentary of the Russia/ Ukraine war on Substack), Freedman’s assessment of Barbie is a fun yet informative review of Ken’s patriarchal revolution at the heart of Barbie!

P.S. The Marketing Meetup has a great line-up of speakers over the next few months. I would definitely encourage anyone interested in marketing to sign-up and join!