To the palm of their hand: Delivering in an asynchronous AI-driven notification world

Intro

Part of the Menlo Creek mission is to share some of the learnings gained over years working with marketing, communications, events, and products teams, and their 'voices', from Jr Product Managers to Senior Marketing professionals, to the C-Suite executives. Let's just say, many of them are working under the same models, built on the same assumptions, and measuring the same variables that have served for decades.

I think it's time to update the playbook, based on the way content is discovered and consumed in 2021. The Menlo Creek Manifesto provides a structured way to highlight the current condition and direction, define some best practices, and create an easy plan to take advantage and put the power of the world's attention-hungry algorithms to work for you.

Artificial Intelligence (AI) has been described as the most significant technology since the internet by luminaries from Andy Jassy to John Chambers. Today I heard an Indeed commercial on Malcolm Gladwell's Revisionist History podcast, touting their better AI-based match-making algorithm that efficiently analyzes huge quantities of resumes and delivers more relevant options to both the hiring manager and the candidate. Applied AI is changing our world application by application by application.

A big thanks to all that contributed during this sausage-making process, and the current state of what is intended to be a living document is published on the Manifesto page. But i've been challenged to shorten the story.

This is that version. Six minutes of video, a few hundred words.

(If you'd like to watch the full-length video, or audio only)

In Three Parts

1) The Situation

• An Increasing proportion of content is consumed asynchronously
• An increasing proportion of content discovery is via AI Push (notifications vs User Pull (search)
• Consumption is bifurcating
• One is greater than 1% of 100

2) What can we learn from modern creators

Conte's Law #1 - Publish don't Finish

Conte's Law #2 - The Funnel is your Friend

Casey's Law #3 - Getting to 10M followers is easier than getting to 10K followers

3) Take Action

• Optimize for asynchronous consumption
• Feed the AI
• Train the AI

4) Results - Put the AI to work

All the systems are working to optimize attention with better interest matching. Help the AI deliver your content to the people that matter, at the moment, in the format, on the platform, that they're using at the moment. Might say SEO 2.0, but there's no "search" involved in this discover (beyond training the AI).

As mentioned, much more on the website.

Thanks to all who continue to listen, and help me refine the structure.

Feedback is always welcome.

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References and Links

10 Million, Casey Neistat, YouTube, Aug 2018

#13 Menlo Creek Manifesto in 10 minutes or less, Spotify, July 2021 (Full-length audio only)

Casey Neistat, YouTuber , YouTube, Twitter, Wikipedia,

Jack Conte, Founder, and CEO, Patreon, LinkedIn, Wikipedia, Twitter, YouTube

Logistics First Events to Audience First Events Graphic, Jeff Frick, Menlo Creek Media, 2021

Optimizing for Attention, with better interest matching Graphic, Jeff Frick, Menlo Creek Media, 2021

Menlo Creek Manifesto, MenloCreek.com, 2021

Menlo Creek Manifesto in 10 min or less - Turn the Lens Episode 13, YouTube, July 2021 (Full-length video)

Nothing Works | Jack Conte, Patreon, Aug, 2019

PatreCon: Work to Publish by Jack Conte, YouTube, Nov 2016

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