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Tuesday, February 9, 2010

Jeff Jarvis Discusses Customers in a Googly World

Jeff Jarvis at BRITE '09BRITE 09 offered me a chance to listen to Jeff Jarvis, CUNY professor, author of and the new book What Would Google Do? and furious consumer behind Dell Hell back in 2005 when Dell hadn't yet realized the importance of customer focus and service in a 'Googly' world. Jarvis is now a Dell fan.

In a 'Googly' world, customers are your ad agency.

You see, in the Google economy, your worst customer is your best friend - if you listen - and your customer is your ad agency. The more public you are, the more Google juice you have, and the more Google juice you have, the more likely you are to be found on Google.

Brands, by the way, are your people and your customers. Brands stand out by simplifying, helping people do things better and getting out of customers' way.

Additional observations:
+ Google facilitates search and discovery; the more we are able to see the world as Google does, the better we will be able to connect with customers.

+ Small is the new big. It is successful when it is part of bigger networks. Mass markets are dead; we have never liked being lumped into masses. They have been replaced by a mass of niches.

+ Google commodifies everything. Standing out means managing abundance rather than scarcity.

+ We are all in different industries: transportation rather than cars, information rather than newspapers...

+ When you start to trust people, they trust you back. That requires listening. When you hear customers, they make suggestions and co-create solutions rather than complain.

+ Google is transparent in its habit of releasing betas. In so doing, Google acknowledges that it is far from perfect. Betas demonstrate humility and imperfection and a willingness to collaborate for improvement.

There's more. I recommend that you listen to the 20 minute video presentation of Jeff Jarvis video at BRITE 09 and review the Slideshare of What Would Google Do, the PowerPoint presentation. Last, but not least, here is a link to the book What Would Google Do?

What do you plan on doing differently?

By the way, Jeff Jarvis is scheduled to return to BRITE '10 which takes place March 31 - April 1, 2010. That's something to look forward to!

Other BRITE 09 Presentation Posts:
+ BRITE 09: Innovating During Downturns & Surviving the Worst
+ Links of Note: BRITE '09 Conference
+ Steve Rubel on Digital Trends - BRITE '09

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