(image) I love being part of naming something. It’s probably the flat out most fun you can have legally with your clothes on – but for many folks, including entrepreneurs, it’s the source of endless consternation.
It doesn’t have to be. Here’s how I think about coming up with a name for something – a company, a new product, even a project you might be working on.
Rule #1: Don’t Overthink It. A name means nothing till those using it make it mean something.
2015. My eleventh year of making predictions. Seems everyone’s gotten onto this particular bus, and I’m now late to the party – I never get around to writing till the weekend – when I have open hours in front of me, and plenty of time to contemplate That Which May Come.
There are several keys to getting predictions right. First, you need to pay attention to long term secular trends – big changes that have been in the works for a while. Second, you need to call the timing – will those trends break into the mainstream this coming year? Last year, for example, I predicted that 2014 would be the year that the Internet would “adopt the planet as its cause.” I think I was right on the secular trend, but utterly wrong on the timing.
Third, you need to pay attention to patterns that have yet to emerge, but have a high probability of breaking out in the near term. A good example of this is my declaring that Twitter would become a major media platform three years ago.
A caveat before I think out loud, quite possibly getting myself into a running battle I know I can’t win: I’m not a public market stock investor, I’ve never been one, and take the following ruminations at the price they’re offered: IE, free.
A year or so ago Chas Edwards, a colleague, pal, and member of the founding team at Federated Media, came to my office for a catch up. I had heard he was cooking up a new venture, but I didn’t know the details.
Little did I know what Chas and his new partner Douglas McGray had up their sleeve – a new *print* magazine built specifically for California.
But…print is dead, right? Apparently not. Chas and MacGray have a thesis that California is ready for a well-written, beautifully designed print publication, and all that was standing in their way was the cost of circulation, a major impediment in today’s market. They solved that issue with a clever hack of today’s newspapers – California Sunday is distributed free inside selected California newspapers. In essence, they’re piggybacking the launch of their brand, adding a valauble new product to what is a staid and attenuated newspaper brand.
It’s rare I write about things not directly related to the Internet industry, but the film Take Me To The River, a multi-year project helmed by my friend and colleague Martin Shore, is certainly worthy of a detour. If you love music, any kind of music, this film is a must.
Martin first told me about this project more than five years ago, back then, it was going to be an album bringing together R&B legends with emerging rap artists from the Memphis area. But as he began to produce the tracks, a film emerged, one that not only tells the extraordinary musical stories, but also the story of America itself, an America that still struggles with issues of race and inequality.
It’s hard to describe what it’s like to attend a NewCo till you’ve been to one, but this video, below, should certainly help. It comes right on the heels of NewCo’s SF schedule going up, which for those of you who’ve never been is like announcing the lineup at Bonnaroo for those of us in the NewCo world. In SF, companies opening their doors include Medium, Carbon Lighthouse, ACT, IFTTT, the melt, Lit Motors, Salesforce, Bloomberg, OpenTable, Scoot, NextDoor, and 100+ more.
Here’s a post announcing the schedule going live – companies fill up fast, and the only way to ensure you’ll get in is to get a VIP or Reserved ticket. But if you can’t pop for the $90 (Reserved) or $295 (VIP, including kickoff party), never fear. NewCos are always free to the public after Reserved and VIPs pick their schedules.
Once upon a time, print was a vibrant medium, a platform where entrepreneurial voices created new forms of value, over and over again. I’ll admit it was my native platform, at least for a while – Wired and The Industry Standard were print-driven companies, though they both innovated online, and the same could be said for Make, which I helped early in its life. By the time I started Federated, a decidedly online company, the time of print as a potent cultural force was over. New voices – the same voices that might have created magazines 20 years ago, now find new platforms, be they websites (a waning form in itself), or more likely, corporate-owned platforms like iOS, YouTube, Instagram, Tumblr, and Vine.
Now, I’m acutely aware of how impolitic it is to defend print these days. But my goal here is not to defend print, nor to bury it. Rather, it’s to point out some key aspects of print that our industry still has yet to recapture in digital form. As we abandoned print, we also abandoned a few critical characteristics of the medium, elements I think we need to identify and re-integrate into whatever future publications we create. So forthwith, some Thinking Out Loud…
Let’s start with form. If nothing else, print forced form onto our ideas of what a media product might be. Print took a certain form – a magazine was bound words on paper, a newspaper, folded newsprint. This form gave readers a consistent and understandable product – it began with the cover or front page, it ended, well, at the last page. It started, it had a middle, it had an end. A well-executed print product was complete – a formed object – something that most online publications and apps, with some notable exceptions, seem never to be.
Before a long flight today, I noticed that The Circle is now in paperback – it’s prominently featured in the JFK terminal bookstores. It reminded me that I enjoyed the novel, even if I found it somewhat disappointing. And it further reminded me that I tend to wait before consuming popular culture interpretations of what I consider to be my story – or perhaps more accurately our story. They so rarely seem to get it right. Of course, I understand there’s no “right” in the first place – so perhaps what I mean is…I feel like I’m going to be disappointed, so I avoid anything that might attempt to interpret the man-machine narrative in a way that maybe, just maybe, might prove me wrong.
About a year ago I wrote a piece outlining the kinds of companies we were looking for as we began the first full year of the NewCo festival circuit. Back then, NewCo was called “OpenCo,” and we were just starting to understand our mission of identifying and celebrating a major trend changing businesses everywhere. In a way, we were exploring a story that had yet to become fully expressed, and that post was my first attempt at declaring the narrative.