Kenny Tomlin, Founder & CEO, Rockfish

2. “History doesn’t repeat itself,
but it does rhyme.”
Mark Twain

6. 1. Both launched their companies based
on innovations in infrastructure.
2. Both launched with a single product that
was in high demand.
3. Both used transparent pricing.
4. Both used personalization in marketing.
5. Both brands grew rapidly through
WOM.

7. Anytime there is significant
innovation occurring in
infrastructure that transforms
how people are connected, it
ultimately becomes disruptive to
commerce

8. Infrastructure
Late 19th to early 20th Century
20th Century
Late 20th to early 21st Century

9. Infrastructure Platforms
Late 19th to early 20th Century Late 19th to early 20th Century
20th Century 20th Century
Late 20th to early 21st Century Late 20th to early 21st Century

10. Infrastructure Platforms Applications
Late 19th to early 20th Century Late 19th to early 20th Century Late 19th to early 20th Century
20th Century 20th Century 20th Century
Late 20th to early 21st Century Late 20th to early 21st Century Late 20th to early 21st Century

11. 1. Innovation at the infrastructure level
creates new channels for connecting with
consumers

12. 1. Innovation at the infrastructure level
creates new channels for connecting with
consumers
2. Innovation at the platform level creates
highly valuable companies that produce an
entirely new business ecosystem around
them

13. 1. Innovation at the infrastructure level
creates new channels for connecting with
consumers
2. Innovation at the platform level creates
highly valuable companies that produce an
entirely new business ecosystem around
them
3. Innovation at the application level quickly
shifts consumer demand as
• Their access to knowledge and information expands
• Their social network expands
• Their awareness of options and pricing expands

14. Infrastructure Platforms Applications
Mo So Lo
Early 21st Century Early 21st Century Early 21st Century

16. Infrastructure Platforms Applications
Mo So Lo
Early 21st Century Early 21st Century Early 21st Century

17. They Keep Us Connected
Facebook will serve more than 1 billion
active monthly users worldwide
Twitter is accessed by more than
100 million active monthly users
Foursquare is following Twitter’s growth
trajectory with more than 12 million
registered users

18. Infrastructure Platforms Applications
Mo So Lo
Early 21st Century Early 21st Century Early 21st Century

19. 1. The majority of businesses
operate at the application level.
• Easily displaced
• Infrastructure innovation viewed as
disruptive
• Leadership team turnover

20. 1. The majority of businesses
operate at the application level.
• Easily displaced
• Infrastructure innovation viewed as
disruptive
• Leadership team turnover
2. Brands need to innovate at the
platform & application level.

22. 1. Data & Technology

23. 1. Data & Technology
2. AOR

24. 1. Data & Technology
2. AOR
3. CMO+

25. 1. Data & Technology
2. AOR
3. CMO+
4. Innovate