Marketing technology thought readings 10

I participate in digital spaces by capturing, marking, and commenting on content around the internet. This is a recurring post of three links that I think others will find valuable for their thought lives.

  1. How Starbucks is turning itself into a tech company by Jennifer Van Grove of VentureBeat. I’m not a big coffee drinker in the sense that I try many different combinations. I have to put some cream and sugar for sure. (Sorry Black!) But I admire the Starbucks brand and the business they’ve created where they can charge a premium price for a cup of coffee and run a business with a hoard of loyal customers. I use Starbucks as a place for business meetings and I do enjoy the barcode app that stores a payment balance with them. This article does a great job showing how Starbucks has adapted and innovated to continue to create customer touch points as the world changes with different digital devices. A classic business school case study.
  2. Why I Like People with Unconventional Resumés by Claudio Fernández-Aráoz of Harvard Business Review.  I truly believe this is a big topic for recruiters and HR professionals who label themselves as “talent acquisition”. So many times the conversations I hear are about trying to exactly match candidates backgrounds with a job description. In fact, it’s part of the logic for the programs that scan resumes for keywords. The big idea here is to find people that can adapt, think, and remain flexible. Those are the people that perform best. Do you seek them for your team(s)?
  3. Wi-Fi and Amtrak: Missed Connections by Ron Nixon of the New York Times. As I read this article, my first thought was that Amtrak should have tested this more before releasing it to their customers. But as I think on it more I like their approach. They have released a service to their customer base and put it in the market. No, it’s not perfect. It’s a work in progress and I expect they’ll improve it through incremental improvements. I see so many projects die from “analysis paralysis” or projects that don’t get approved because the scope is too big too fast. So here’s a shout-out to incremental improvements and taking steps in the right direction.

Let me know what links you shared, tagged, or commented on this week.