Monday, June 4, 2018

The Full Monty: Anticipation – June 4, 2018

Our level of online connectedness means we're less patient than ever; the greatest threat from A.I. isn't robots – it's us; going driverless in California; content can build and support social proof; if you want more customers, stand for something; Amazon's Trojan horse is in your kitchen; what platforms have the attention of teens; Instagram needs the same level of scrutiny as Facebook; Microsoft commits to developers; programmatic ad buying in podcasts; when it comes to audience growth, remember the denominator; the first cyberattack is older than you thought; coming IPOs in the on-demand economy; the biggest threat to our data security is our own ignorance and laziness; CFOs look askance at marketing because of vanity metrics; why we don't answer the phone any more;  plus the podcast of the week, wants and offers in the Community section and more in the Anticipation edition of The Full Monty from Brain+Trust Partners for the week of June 4, 2018.

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The Full Monty, a Brain+Trust Partners publication, exposes you to virtually everything you need in business intelligence at the top of every week. Links are below with commentary in italics. Please sign up for our email updates to make sure you don't miss a thing.


Top Stories
Artificial Intelligence / Autonomous
Communications / Marketing / Business Strategy
Retail Apocalypse
Privacy / Security / Regulatory
Measurement / Analytics / Data
Mental Nourishment
Speaking Engagements


The Top Stories section continues to highlight an issue that's reflected in a few links. For a deeper discussion, listen to the The Full Monty podcast, with new episodes each Wednesday. If you'd like the facial expressions that go along with it, our YouTube channel should suffice.

Top Stories

The entire online world waited, and we got what we were waiting for last week: Mary Meeker's annual Internet Trends Report. It contained most of what we have come to expect: a look at usage and growth, and which technologies should be on our radar. This year, China is ascendant and it looks as if mobile and Internet growth has plateaued.

But what that means in practical terms is that consumer habits in the world are becoming more similar. With the power of information and near-immediate access to goods and services, we're expecting and demanding more.

So in the age when Amazon can deliver a package within hours and Uber and Lyft apps show us how many minutes until we're picked up, why is it that we're still impatient? In short, because technology ruined it for us. The "Buy It Now" buttons on Amazon and eBay have created a new level of expectation, just as the "request a ride" button has put certainty into what was once a crapshoot of taxi-hailing. But rather than the effect staying with those verticals, it has crept into everything.

McDonald's mobile order and pay service is great, but you can't submit the order until you've arrived at the restaurant (and it is fast food after all - how much time are you really saving?), which can annoy people. And don't even think that buying a car is universally as easy as an Amazon order –although places like Paragon Direct (client) are solving for that.

We're even impatient with the streaming media we watch, using two screens to "multitask" when we've got our favorite shows on. It has led to a decline in the number of commercials that we watch, and forced providers to eliminate the ability to fast forward through ads. So, the consumer just puts her attention on a different device for 30, 60, or 90 seconds.

We need to dig deep within to find at least one of the Seven Virtues – namely, Patience. It is associated with the traits of forgiveness and mercy. Think of how much happier we and the brands we use might be if we were a little more patient and magnanimous in our expectations.

Artificial Intelligence / Autonomous

The latest in AI, machine learning, bots, and blockchain, mobility, and autonomous everything.

Aʀᴛɪꜰɪᴄɪᴀʟ Iɴᴛᴇʟʟɪɢᴇɴᴄᴇ / Mᴀᴄʜɪɴᴇ Lᴇᴀʀɴɪɴɢ

Aᴜᴛᴏɴᴏᴍᴏᴜs / Mᴏʙɪʟɪᴛʏ

Communications / Marketing / Business Strategy

Industry developments and trends, including advertising & marketing, journalism, customer experience, content, and influencer relations.

Sᴛʀᴀᴛᴇɢʏ / Mᴀʀᴋᴇᴛɪɴɢ / Cᴏɴᴛᴇɴᴛ

Jᴏᴜʀɴᴀʟɪsᴍ / Cᴏᴍᴍᴜɴɪᴄᴀᴛɪᴏɴs / Rᴇᴘᴜᴛᴀᴛɪᴏɴ

Retail Apocalypse

Humans are a transactional species, and the practice — if not the very notion of what retail is  is undergoing a historical metamorphosis. 


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News to know about relevant social, virtual, and augmented reality platforms that may affect your business.
  • Pew Research has released its Teens, Social Media and Technology 2018 report. It found that YouTube, Instagram and Snapchat are the most popular online platforms among teens (no surprise). Fully 95 percent of teens have access to a smartphone, and 45 percent say they are online "almost constantly" (no surprise there either). Also, there is no clear consensus among teens about the effect (positive/negative) that social media has on the lives of young people today.

Fᴀᴄᴇʙᴏᴏᴋ / Iɴsᴛᴀɢʀᴀᴍ / WʜᴀᴛsAᴘᴘ


  • No significant Twitter news

Aʟᴘʜᴀʙᴇᴛ / Gᴏᴏɢʟᴇ / YᴏᴜTᴜʙᴇ

  • Google launched an app for discovering recommendations of locals. Neighbourly is available in Mumbai on Android, but is widely seen as a test market. People still care deeply about local activities and news, and having hyperlocal social proof is a solid move.



The latest in the world of streaming video, audio, and the advertising, pricing and bundling models related to them.



  • Exclusive audio content for subscription podcast publishers is difficult for both the producers and consumers of such content. Primarily because there is no easy way to deliver that kind of content through Apple and Google, the two dominant podcast platforms.
  • DoubleClick Bid Manager is opening up to digital audio ad buying on a global scale. Advertisers can buy digital audio ad inventory programmatically on Spotify, TuneIn, SoundCloud and Google Play Music.
  • When you're thinking about the growth of your podcast's audience, focus on the denominator. That is, don't preach to podcast listeners – sell the content, not the medium.
  • Program of the Week: Our pick this week is the Waking Up Podcast. Join Sam Harris—neuroscientist, philosopher, and best-selling author—as he explores some of the most important questions about the human mind, society, and current events. Do you have a program to recommend? Add yours to our Google Sheet:



A place for subscribers of this newsletter to help each other. Do you have a special request or need? Email us and each week, we'll pick one to feature. And hopefully the power of the crowd will work. As Marcus Aurelius wrote in Meditations, " men. Short is life."

This week, the request comes directly from my own team: do you or any leaders on your team need a current state of the industry deep-dive? What's hot in digital and social, and what's coming next? Brain+Trust Partners can help with an executive briefing. Gather as many or as few of your team as you like and book us for an hour, a half day or a full day and we'll share our perspective, shaped by years of brand-side experience and partnerships with technology companies.

Can we help you with anything? Send an email to fullmonty [AT] scottmonty [DOT] com with your request and we'll see if we can get it into a future issue of the newsletter.

Privacy / Security / Regulatory

Business disruptions in the legal, regulatory, and computer security fields, from hacking to the on-demand economy and more.

Pʀɪᴠᴀᴄʏ / Sᴇᴄᴜʀɪᴛʏ / Hᴀᴄᴋɪɴɢ

    Rᴇɢᴜʟᴀᴛᴏʀʏ / Oɴ-Dᴇᴍᴀɴᴅ Eᴄᴏɴᴏᴍʏ

    Measurement / Analytics / Data

    The future is not in plastics, but in data. Those who know how to measure and analyze it will rule the world.

    Mental Nourishment

    Other links to help you reflect, improve, or simply learn something new.
    • We walk around with them in our pockets you probably even have one in your hand right now. And yet we've discarded over 100 years of manners and behavior, as society has crept to this moment. From The Atlantic: Why Doesn't Anyone Answer the Phone Anymore?
    • A tale of deception and greed in a city filled with equal amounts of each, as well as the cultured elite. And it stands in parallel to how social media profiles can make us seem like something we are not: How Anna Delvey Tricked New York's Party People. A fascinating long read.
    • A look at the psychology of money: the paradox of wealth is that people tend to want it to signal to others that they should be liked and admired. But in reality those other people bypass admiring you, not because they don’t think wealth is admirable, but because they use your wealth solely as a benchmark for their own desire to be liked and admired.
    • The summer travel season is upon us, so these 13 brilliant tech hacks for your next trip should be useful. 
    • Disengagement isn’t a motivation problem – it’s biological. Our brains are built to get excited about new things. Here are three ways you can trigger your brain to release dopamine even when you’re doing something boring.
    • Why everyone loves macaroni and cheese, or a people's history of mac and cheese.
    • Just because we can all use this from time to time: 20 habits that will make you happier. Aside from eating more mac and cheese, that is.

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    Top image credit: Miranda by John William Waterhouse, 1875 (public domain, Wikimedia Commons)



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