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3rd October 2023 | 5 Minute Read | Alice De Souza

The Strangest Items You Need in Your Event Kit

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26th August 2023 | 10 Minute Read | Rajhev Rajkumar

Software ate the world. Almost. Now AI is eating software.

The authors, Paul Kedrosky &amp; Eric Norlin, also illustrate, through a practical example, why “it’s possible to write almost every sort of code with such technologies, from microservices joining together various web services (a task for which you might previously have paid a developer $10,000 on Upwork) to an entire mobile app (a task that might cost you $20,000 to $50,000 or more).”&nbsp;They conclude that “for the first time in decades, the technology industry could return to its roots, and, by unleashing a wave of software production, truly create more value than its captures.”

Cheaper, faster, better: software that delivers value

Our Top 5 Marketing Campaigns of Chinese New Year: Year of the Rabbit 

International Women's Day: Inspirational Women in Tech

AI will disrupt software development by decreasing dev costs and increasing dev output. This will radically disrupt software businesses as well as companies supporting the development and sale of software talent. Furthermore, changes to the nature and speed of software product development will affect the way marketers support product research, positioning, marcomms, pricing and so on. I’d love to know how you think it will affect you.&nbsp;A good friend’s son recently completed his Masters degree in Cyber Security. If you’d asked me a year ago about his chances of gainful employment on reaching this milestone I would have bet my house, my car and my private plane that he would be knocking back job offers left, right and centre. Show him the money, money, money.&nbsp;The reality couldn’t be more starkly different. He can’t get even the faintest sniff at a role for love or money. The word on the street is that there’s a whole layer of entry-level software development roles that can be filled by AI at a lower cost and with less training, etc, etc. Remember STEM? Ha ha ha. If only little Johnny had left school at grade 10 and become a plumber. He’d be more likely to own that private plane that I can only dream about.&nbsp;

Hold the phone. What does the future of programming have to do with B2B marketing? Actually quite a lot, in my mind. You know, a butterfly flapping its wings and causing cyclones kinda theory. But stick with me and disagree if you must when we get there.&nbsp;Emad Mostaque, the CEO of Stability AI, who comes across as smart enough to literally have an LLM in his head, said in this interview that there will be no programmers in the next five years. While Emad is thought to be prone to exaggeration by some, this excellent piece by SK Ventures isn’t far off in predicting a world where the cost of software drops to approximately zero.&nbsp; It’s worth reading just for the reminder it provides of the range of factors to be considered in making such a hot take: why software hasn’t eaten the world; software supply and demand and technical debt; technology’s declining cost curves for CPUs, storage and bandwidth; the effect of cost-disease on selected goods and services; the impact of LLM’s on jobs in terms of how Predictable they are (does the same cause lead to the same effect) versus how Grammatical (rules-based) they are; and so on.&nbsp; &nbsp;

The future of programming

Wow. Some nice words there. Roots. Unleashing. Wave. Value. Nice VC-type talk.&nbsp;But is there an implied reckoning of sorts for tech talent and related industries?&nbsp;<ul><li>Entire businesses supporting the development and employment of tech talent could disappear or be severely impacted, from universities to online courses to publishers to online talent matching platforms to recruiters</li><li>Countries like the Philippines and India with huge pools of offshore talent supporting software development, customer services and other grammatical + predictable types of work will need to consider and deliver major reskilling and retooling of their workforce to keep large swathes of the population from becoming unemployed</li><li>While this is a great feel-good list of benefits of AI for Saas products, I think existing software companies will face unprecedented disruption in terms of market dynamics such as competition (new, more capable and agile AI-powered companies coming out of nowhere with better pricing or features, or an offering serving certain customer segments far more effectively and so on), and major shifts to customer landscapes (entire segments going out of business or requiring far fewer seats or not requiring professional services support)</li><li>Additionally, companies will have to cope with the changes to how they manage rapidly evolving product roadmaps and much faster product and dev lifecycles, ever-changing dev resourcing pools, be that AI and/or some form of human oversight, IP, which LLM’ they align with, quality control, security, product/feature launch velocity as well as related impacts to marketing, sales, and other functions. &nbsp;</li></ul>

The software giveth, and the software taketh

While there have been countless articles written about the positive transformational impact of AI on marketing (personalisation, analytics, predictability, etc.), how will these significant changes to how software is developed impact marketers? As a light touch (rather than a deep dive) some areas would include:&nbsp;<ul><li>Managing how your ICP (Ideal Customer Profile) is changing especially where your customers have a skew toward being techie themselves</li><li>Effectively managing your product positioning and communicating/differentiating your USP and value prop in an ever-changing competitive space</li><li>Aligning your product marketing to much faster launch velocity and changing dev lifecycles</li><li>Communicating value and managing pricing in a “zero-cost” world Building effective marketing research practices to suit faster dev cycles</li><li>Communicating “black box” value where a significant part of the benefits your product can deliver is because of hard-to-explain AI&nbsp; Having the skills to manage martech with fewer if any tech resources &nbsp;</li></ul>

And what exactly does all of this have to do with marketing?

How will it affect the market context in which you work (suppliers, customers, partners, etc.) as well as how you work better with other departments and functions and how will it impact the practice of marketing in general? DM’s are open ;-)

What are the other ways in which marketing will be impacted by low-cost, high-speed software development? I’d love to hear your thoughts on this specific factor.

Despite the gloomy take above, this article makes a case for why humans will continue to surpass AI when it comes to some of those good old soft skills, like creativity and innovation and collaboration and communication and so on.&nbsp;It's worth a read for more info on the crucial skills software developers will need as well as a more detailed overview on how AI has impacted software development and some of the popular tools that have been disintermediating developers.&nbsp;It also references a new software dev process for the age of AI by the Director of AI at Tesla, Andrej Karpathy, called Software 2.0. On a more positive note, this article ends with the following call to arms.&nbsp;“Artificial intelligence will radically reshape software development and force software developers to acquire new skills in order to stay relevant. Those who will adapt most successfully to the coming era will get to enjoy an abundance of work opportunities, but the process will require a different mindset than many software developers have today.”&nbsp;&nbsp;

But wait. Back to software development. Will it cease to exist as a career?

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20th February 2023 | 5 Minute Read | Written by Alice De Souza

This year, Asahi made a creative statement on modern Japanese society with their limited edition packaging. At first glance, the classic bottle is instantly recognisable – but look closer and you'll find an intricate origami rabbit that speaks to both progress and tradition in proud harmony.

5. Asahi

Nike always delivers the goods when it comes to cultural moments and this year is no exception, with the release of their limited edition 'Dunk Low' trainer. From its fluffy swish to the intricately designed soles, it's a fitting tribute that celebrates both nostalgia and progression - from 2011’s Year of the Rabbit-themed design to what we see now. Not only is it aesthetically pleasing but also symbolic of what many are hoping for in this new year; big leaps and boundless potential.

4. Nike

TikTok has done it again - this Chinese New Year, they've proved to be a source of education for young people through their collaboration with actor Andy Lau. The film features an endearing tribute to traditional red envelope giving (Hongbao) but re-centered it around well wishes rather than money. The film demonstrated how communication is valued over commercialism and concluded with a clever reveal of the TikTok logo – reinforcing that in modern times there's no better way to reach the youth than via video platforms like theirs.

3. TikTok

Here we have a brand that was set to take all the success last year, the Year of the Tiger. &nbsp;But instead of endless pursuits for 2023, it seems that Tiger Beer celebrated the achievements of 2022 - a momentous one at that! With an inspiring message they encouraged us to take time out and recognise our achievements so far; each step forward made up their clever connection to the future ahead; The Year of the Rabbit.

2. Tiger Beer

BMW made a huge splash this year with an engaging and unexpected campaign that cleverly took advantage of AI translator mishaps. In particular, the Chinese word Bao Ma - meaning 'precious horse' in English - is often mistranslated as "BMW". This basis for their film revolved around a printing house boss whose new years greeting cards were mistakenly translated to ‘Lucky money into BMW to success’ creating wonderful comedic chaos. Through an ingenious use of accidental language hacking, BMW were able hone in on joy and how it is capable bringing people together during special occasions.&nbsp;

1. BMW

As the dust settles on Chinese New Year it has, yet again, proven to be an opportune moment for brands to showcase their creativity. From eye-catching product packaging to captivating ad campaigns honouring the spirit of celebration, companies were able to leverage Chinese culture in remarkable ways. Here are some shining examples from this year – let these inspiring works serve as an early testament regarding successful marketing strategies during festive periods throughout 2023.

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In the realm of event planning, readiness for the unexpected is our mantra. From eleventh-hour schedule shifts to those unforeseeable wardrobe hiccups, our team are always primed for action. Whilst the trusty clipboard and walkie-talkie are undisputed essentials, it's the quirkiest items that often emerge as our unsung heroes. As the marketing manager, I am quite separate from the day-to-day of events but I recently stumbled across a treasure trove of these unusual but incredibly practical items in the team event kits. Naturally, I couldn't resist the opportunity to transform this discovery into a valuable piece of content. So, join me as I embark on a journey into the fascinating world of event preparedness, where these offbeat yet oddly practical items earn their rightful place in your event kit. Or if you’re more of a visual learner - check out the videos on our <a href="https://www.instagram.com/p/CwRxJQsKYry/">Instagram</a>.

Picture this: the entrance to your event venue is a hive of activity. Attendees are streaming in, and you want the atmosphere to flow seamlessly. Enter the humble doorstop! Forget about someone having to stand there holding the door for hours. With a doorstop, you can keep those entrances open, allowing your guests to come and go without interruption and noise.

1. A Doorstop - Because Who Needs Door Holders?

You might be wondering why a pair of stockings deserves a place in your event kit. Well, it's not for fashion emergencies but for those ladder-induced mishaps. A quick fix with a bit of clear nail polish or spare stockings can save the day for any speakers facing a wardrobe malfunction.&nbsp;

2. Stockings - For Those Ladder-Induced Emergencies

Imagine a scenario where you're faced with a tech hiccup or a signage issue, and time is running out. Fear not, for the combination spanner is here to save the day! This versatile tool tightens loose ends and connects dots, whether it's fixing a wonky display stand or adjusting equipment on the fly. It's the ultimate multi-purpose problem solver for event planners.

3. Combination Spanner - The Swiss Army Knife of Event Mishaps

Who would have thought that a humble needle and thread could be an event planner's best friend? Yet, they are the unsung heroes, always ready to mend any outfit crisis that might arise.&nbsp;

4. Needle and Thread - Stitching Together Event Success

Believe it or not, mints are the guardians of our client interactions. In the hustle and bustle of event planning, keeping your breath fresh throughout the day can make a big difference in those crucial face-to-face moments. After all, a confident smile and fresh breath can be the secret ingredients to winning over clients and colleagues alike.

5. Mints - The Guardians of Client Interactions

In the world of event planning, being prepared for anything is key. So, don't be afraid to add some unconventional items to your event kit. Who knows when a doorstop, stockings, combination spanner, weighing scales, needle and thread, or mints might just save the day and turn your event into a resounding success?