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No Breaks
1.
No Breaks By Ari
Kogan
2.
The Internet…
3.
It’s quite impressive.
4.
The human race’s
collective knowledge, stored on myriad servers across the globe.
5.
Instant communication is
easy. Language and distance barriers have turned to rubble.
6.
It has fostered
the largest human network in history.
7.
Yes, the web
is a platform with unfathomable power and limitless potential.
8.
So the real
question is…
9.
How does one
effectively take advantage of it?
10.
Never before has
it been so easy to get a message out to such a broad audience.
11.
Any schmuck can
slap together a web page.
12.
This poses a
problem for content creators.
13.
How do you
get your idea, message, or product to rise above the ever growing cesspool of unoriginal and mundane content?
14.
To solve that,
there are a few essential things to know about the web.
15.
1) The web
has no safety nets.
16.
It’s not going
to wait up as you fine tune your big idea.
17.
It’s constantly evolving,
constantly shedding layers.
18.
Facebook might be
the standard for networking right now, but as soon as something better comes along…
19.
It’ll join MySpace
and Friendster in the graveyard of forgotten web services.
20.
So in short…
21.
You have to
beat everyone else to the punch, because there usually isn’t room for two at the top.
22.
But here’s the
good news…
23.
2) There’s always another
“Big Idea”
24.
You just have
to think critically enough to find a void that needs to be filled.
25.
Kodak refused to
accept the arrival of digital cameras, and missed out on creating Flickr.
26.
Don’t be Kodak.
27.
Keep your mind
open and empty, because opportunity rarely goes hand in hand with convention.
28.
But enough sappy
motivational shit.
29.
What makes a
big idea big?
30.
3) A Big
Idea solves a problem.
31.
It reduces the
number of steps needed to complete a task.
32.
It provides a
service that didn’t exist before.
33.
An Example…
34.
This is
Craig Newmark.
35.
Craig set up
an email distribution list to friends announcing various local events in San Francisco.
36.
This proved to
be extremely popular, as more and more people jumped on the bandwagon.
37.
It expanded to
other types of postings, and soon became a full time job for Craig and nine of his friends.
38.
And just like
that, Craigslist was born.
39.
Craigslist is in
many ways a perfect example of a Big Idea.
40.
Look at that
site. It’s boring as hell!
41.
In fact, since
its inception in 1996, the site has only undergone one minor cosmetic change.
42.
And that happened
over eleven years ago.
43.
So why does
it remain in the top 50 most visited sites in the world?
44.
Simple: it provides
such an effective classifieds service that any upgrade would just be superfluous.
45.
So remember, just
because we have the technology to add fancy bells and whistles to a site…
46.
Doesn’t mean it’s
a good idea.
47.
4) Understand how people
access the web.
48.
We’re long past
the point where it’s acceptable to bog down a site with fancy flash animations.
49.
Today, one type
of device has proven to be the standard moving forward.
50.
Desktop?
51.
Desktop? Laptop?
52.
Desktop? Laptop? MOBILE.
53.
It seems improbable,
right?
54.
After all, who
would want to access the web on a 3.5” screen?
55.
Well, in the
USA alone, there are over 100 million smartphone users.
56.
That’s just under
a third of the population.
57.
In fact, experts
predict that within the next few years, mobile web access will eclipse wired internet access.
58.
Does that mean
everything will need to be redone to fit on a 3.5” screen?
59.
NO!
60.
The point isn’t
to make mini-me versions of what already exists.
61.
To do that
is to assume that a small screen is a disadvantage..
62.
To do that
is to assume that a small screen is a disadvantage.. WHICH IT ISN’T!
63.
Some of the
things smartphones can do is absolutely mind bending compared to a desktop computer!
64.
We don’t need
a 27 inch monitor for most everyday tasks.
65.
If I wanted
to do a vector tracing, or edit footage for a movie, you bet I’ll use that screen.
66.
But surfing the
web rarely requires that kind of real estate.
67.
And if you
disagree, you’re forgetting rule #1…
68.
The internet doesn’t
care what you have to say!
69.
It is the
most malleable platform for human communication in history.
70.
Whatever the masses
demand, so the internet provides a platform for.
71.
And for the
foreseeable future, the masses demand light, agile mobile web access.
72.
And any content
provider unable to accommodate that had better start finding another line of work.
73.
So…
74.
The recipe for
success on the web is fairly strait forward.
75.
Of course, in
reality it’s not that simple.
76.
After all, most
online presences completely miss the forest for the flash animated banner ad trees.
77.
But if you
only remember one thing, remember this:
78.
Standards change.
79.
Five years ago,
Myspace was the world’s most visited social networking site, valued at around half a billion dollars.
80.
About a year
ago, Justin Timberlake bought it for $35 million.
81.
Industry standards have
targets on their back.
82.
Think Facebook is
untouchable?
83.
Think again.
84.
But if you’re
trying to get a foot in the door, don’t think for too long…
85.
The web won’t
wait up.
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