The Problem of Fish and the Pond in Java

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The Problem of Fish and the Pond
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Suresh Vittal makes a very compelling argument for getting a handle on context in all things at all times. Suresh is a
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principal analyst at Forrester Research whose research agenda includes: Enterprise marketing technologies, Database marketing strategies, Customer analytics, and Technologies that make customer insight operational. He says it s good to know if the individual in uencer you are tracking is a valuable member of a network. But how valuable is that network he asks. Authority tells you how in uential this individual is and how much in uence this person wields over his or her network. But frankly if the network isn t very valuable, should you assign the same degree of importance to this individual s in uence as you would somebody else It s a problem of a heavy hitter with a very loud voice in a very small pond or a very loud voice in completely the wrong pond. Or he ips the argument back on its head, a very loud voice in a very small pond happens to include one or more really big sh. You need to take into context the tone and the relevance, the authority and the value of that overall network to your brand when assigning in uence. A few tools, if any, allow you to do all of this.
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The underlying problem with measuring how much a person talks or how many people talk about a given subject is that you can only tell that they are talking and what they are talking about. You just don t know how they feel.
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In Hollywood, Oscar Wilde is right. The only thing worse than people talking about you is people not talking about you. In Hollywood, there s no such thing as bad press. In business, talking is good only if they are saying good things about you.
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The meaning coded into words can t be measured in bytes. It s deeply compressed. Twelve words from Voltaire can hold a lifetime of experience. Mark Horowitz, Visualizing Big Data. Wired, June 23, 2008. www.wired.com/science/discoveries/magazine/ 16-07/pb visualizing It s great that your name is being mentioned by friends and fans but it s also being mentioned by those who are neither. It s your job to note if those people are saying sad things, mad things, or bad things. It s your job to listen and respond and hopefully change their mind and change their tune. It would be better if they repeat and reinforce those characteristics you want them to associate with your brand and your products. It would be nice if they propagate the notion that your company stands for luxury, value, quality, excitement, status, or fun. You pray that you can change their dissatisfaction to support.
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Wouldn t it be nice if they were talking about you in the glowing terms enjoyed by brands like Apple, HarleyDavidson, and Disney Wouldn t it be nice if they were advocating your goods and services to others It s more important than nice it s critical. People believe other people far more than they believe the one selling the snake oil.
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Humans are emotional creatures. We pay attention to the emotions of other humans. We respond in terms of ight, ight, or mate. Everything else is psycho- and socialconditioning cobbled on top so we can get along better in ever-increasing numbers in ever-decreasing spaces. The marketing professional is tasked with tapping into this lizard-brain, gut-reaction, psychological quagmire and captivating us through their powers of persuasion. Some have gotten very good at it. Some have used higher-order statistical analytics to target us with just the right message at just the right time. But they can t compete with my brother Doug. The most compelling discount offer, the most heartfelt celebrity endorsement or the most powerful, massive, and expensive marketing campaign cannot survive an ever-soslight frown on my brother Doug s face when I m shopping for dress shirts. Doug has exquisite taste in dress shirts. On the one hand this is a shame as I ve seen some really great shirts I wanted to get him as gifts but simply would not presume to choose on his behalf. He has style, he has taste, and he dresses in an elegantly casual way that communicates breeding and panache without any pomposity or arrogance whatsoever. Sartorially speaking, if Doug says it s good, it s golden. Whether he tells
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