Randy Falco, AOL

He's the TV guy who's now running AOL, and he's been pretty quiet since taking over. Here's coverage of a keynote he recently gave, from iMedia, and an interview. He sounds like he's learning pretty quick…. "First, respect the consumer– don't interrupt his or her experience," Falco said. "In…

Stage-Falco

He’s the TV guy who’s now running AOL, and he’s been pretty quiet since taking over. Here’s coverage of a keynote he recently gave, from iMedia, and an interview. He sounds like he’s learning pretty quick….

“First, respect the consumer– don’t interrupt his or her experience,” Falco said. “In an on-demand world, ads that are unrelated or interruptive are deadly.

“Second, open a dialogue with your customer. Learn to listen as well as talk,” Falco said. “They want to be heard.

“Third, be willing to give up some control. I know this involves some risks, but I believe that consumers will reward those brands that come across as genuinely more open and willing to listen.

Author: John Battelle

A founder of NewCo (current CEO), sovrn (Chair), Federated Media, Web 2 Summit, The Industry Standard, Wired. Author, investor, board member (Acxiom, Sovrn, NewCo), bike rider, yoga practitioner.

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