Facebook doesn't view publishers as valued partners and never has, despite so many helping it grow and engage a worldwide audience, handing over tons of invaluable data along the way, not just from engagement on Facebook itself, but from their own websites too. All for free! Facebook has transformed that invaluable data into billions of dollars of advertising revenue every year while steadily throttling publishers' ability to reach their own audiences without becoming paid advertisers themselves. It's an objectively and diabolically brilliant model that I simultaneously admire and despise.
As broadcast and cable TV fragmented into hundreds of channels serving various overlapping demographics in search of the occasional mainstream hit, and streaming competitors leveraged nostalgia and cheap licenses to fund their own original mix of niche and mainstream content, YouTube was quietly "democratizing" video content the same way Blogger and WordPress did years ago, to similar effect.
For an allegedly liberal industry, publishers do a much better job of packaging and peddling the worst aspects of conservative punditry (along with celebrity memoirs and coloring books), while truth, history, and “diverse” perspectives and experiences are often dismissed as having limited commercial potential regardless of their cultural value. Many are sitting on a treasure trove of great content and access to a roster of truly creative people with timely and compelling insights and ideas that could literally change the world, but we’ll most likely just see a few anthologies cranked out to modest acclaim, with minimal marketing and zero cultural or financial impact.
I was excited to attend my first FOLIO: Show in ages, and after a slow start that included HTC'S awkward plea for VR content and some uninspired Facebook examples, things picked up with some great presentations from National Geographic, Harvard Business Review, The Foundry, and Revmade. While I didn't come across anything particularly new, there were some solid takeaways that I found helpful and heartening.
Over the years, I've worked with salespeople across a variety of industries and the best ones were always those who combined deep knowledge of our markets and products or services (backed by actual data) with an innate ability to identify their client's or (prospect's) real needs. They didn't rely on fancy media kits or elaborate PowerPoint decks, nor discounts or hefty expense accounts—all valid tactical tools to be used, or not, as each situation calls for—and personal relationships were just the icing on the cake they got to have and eat, too because they instinctively grasped Kaushik's underlying concept: understand a client's needs and challenges better than they do themselves, and then help them understand how to achieve their goals.