May 2014 – Riffs on technology, marketing & culture

Quick Read: If data is the new oil, how do we go about extracting and refining it – at scale? Introducing Digital Fracking and a few notable examples.

Fracking, at its core, is an aggressive, invasive technique for extracting valuable raw materials out of hard to reach out places.

$fracking-broomfield_73213_990x742$ (Fracking. Image Source)

While this term has traditionally been used in the context of oil mining, this can equally be applicable to data, to arrive at the concept of Digital Fracking. A few examples first:

Have you read this recent story of a brilliant entrepreneur who’s been making money off you without you even noticing? He is Luis von Ahn, the Carnegie Mellon Professor who pioneered innovative interventions to extract value from what normal people normally do online. Some extracts from the story,

The ESP Game

A tremendous number of unlabeled images are floating around on the web, which impairs everything from the accuracy of image searching to the blocking of inappropriate content. So, in 2005, Von Ahn launched a fun game called the ESP Game.

The concept is simple – The program would randomly pair each player with another user on the web, and show them a series of images. Both players were instructed simply to “type whatever the other guy is typing.” The more overlap you produced, the better your score was.

Result: Within just four months, it had lured 13,000 bored web surfers into producing 1.3 million labels for roughly 300,000 images (source). And was subsequently acquired by Google and relaunched as Google Image Labeler (2006 – 2011).

reCAPTCHA

Most of us would know what a CAPTCHA is. Essentially, it is a program that protects websites against bots by generating and grading tests that humans can pass but current computer programs cannot. By showing a distorted string of letters for example.

Now did you hear of reCAPTCHA? Most of us would have at least been subjected to it albeit unwittingly.

Launched by Von Ahn, the brilliant twist of reCAPTCHA is that this test isn’t just verifying your humanity. As this article says, it’s also putting you to work on decoding a word that a computer can’t. The first word in a reCAPTCHA is an automated test generated by the system, but the second usually comes from an old book or newspaper article that a computer scanner is trying (and failing) to digitize. If the person answering the reCAPTCHA gets the first word correct (which the computer knows the answer to), then the system assumes the second word has been translated accurately as well.

In 2009, Google acquired reCAPTCHA and put the program to work on a tremendous scale, digitizing material for Google Books and the New York Times archives etc.

(Source: Google reCAPTCHA page)

And then more recently Von Ahn came up with Duolingo – a free language learning program that is again a crowdsourced text translation platform at its core.

As he says, “It’s just taking something that people do anyways, and trying to extract value out of it.” See his amazing TEDx video where he explaine these in greater detail.

Drug Side Effects

Researchers estimate more than 90 percent of drug side effects go unreported. And it can take years for the FDA to detect a pattern of problems that leads to changes in how a drug is prescribed. While on the other side of the spectrum, hundreds of millions of people are waking up every morning and writing about their personal experiences on forums and social networks.

Armed with an insight on this gap, two start ups – Treato and Epidemico have begun treading the path of fracking the social networks and online medical forums to mine data on drugs and their potential side effects for pharma companies and patients.

(Treato)

Today, major pharma companies pay Treato and Epidemico for more detailed analyses of what patients are saying about their drugs: how they’re using the medication, what reactions they experience, or why they switch from one pill to another. (source)

Extracting Value From Online Reviews

And then there’s HugDug (a recent project by Seth Godin) – a brilliant intervention that has been able to hit a sweet spot between two disparate concepts – affiliate marketing and generosity. I keenly look foward to HugDug achieving scale and becoming a truly unique example of Digital Fracking by extracting value from tons of reviews lying out there.

As Von Ahn says “Look how many hours have gone into building the Panama Canal or the Pyramids – and with all the people that are on the web now, you can get a lot more hours.”

And to that point, the most important question that’s answered by the concept of Digital Fracking is this: How do you extract those hours – At scale?

(Feautured Image, Source)

Quick Read: Straddling categories can sometimes help redefine competition and build a unique position in the market place.

“If I should have a daughter, instead of Mom, she’s gonna call me Point B … “

began Sarah Kay, in a talk that inspired two standing ovations at TED2011.

Sarah Kay is called a genius. She has invented a new medium, a new way of sharing an idea. It’s called Spoken Word Poetry. Arguably others have done spoken word poetry before, but not like this.

Mixing in the magic of her poetry, presence, and exuberant energy her art form straddles two categories – poetry and theatre. This unique combination has helped her redefine her ‘comparison set’ – not poets and not theatre artistes, but someone at the intersection of both to become a truly unique voice to reckon with.

Today she is the founder and co-director of Project V.O.I.C.E., founded in 2004, a group dedicated to using spoken word as an educational and inspirational tool. Her TED talk has been loved so much that Seth Godin has published her poem ‘B’ by himself.

Why Do We Love Some Comic Strips More Than Others?

Most of us have our favorite four paneled comic strips that we enjoy and share on a regular basis. Why do we love them so much? Is it because they resonate with us at a deeper level? Is it because they have that spark of insight – a blinding flash of the obvious? Or is it because they remind each one of us that we are not alone?

(Source: Calvin and Hobbes)

Seth is a cartoonist, illustrator and book designer based in Guelph, Ontario. Based on his research on Charles Schulz’s Peanuts, his insight is that most of the best known four paneled comic strips have one thing in common – they straddle the art forms of graphic design and poetry and occupy a truly unique space of artistic expression. He calls such comic strips Visual Haiku and elaborates..

It seemed so clear that his four-panel setup was just like reading a haiku; it had a specific rhythm to how he set up the panels and the dialogue.Three beats:doot doot doot— followed by an infinitesimal pause, and then the final beat:doot. Anyone can recognize this when reading a Peanuts strip.These strips have that sameness of rhythm that haikus have — the haikus mostly ending with a nature reference separated off in the final line. (source)

(Source: Peanuts)

What Sets Brita Filters Apart?

Ever heard of Brita Filters? A leading company in portable household water filtration, its products are distributed in more than 60 countries world wide. But what sets it apart is how it straddles categories and redefines competition. As per this HBR article..

Brita filters compete against other filters when they are placed in the kitchen appliances section at big-box stores, for instance. But Brita changes both its comparison set and the economics of the consumer decision when the filters are placed in the bottled-water aisle at supermarkets. Here Brita filters have a competitive cost advantage, delivering several more gallons of clean water per dollar than bottled water. Of course, not all buyers of bottled water are buying solely for the criterion of cost (some are buying for portability, for example), but for those who are, Brita is an attractive choice.

As the article goes on to say, in choosing how to position products, there’s a tendency to pay attention to the size and growth of the market and overlook the intensity and identity of the competition. Such times, all it might take is to challenge our playing field (the category) and see new niches emerge for tapping into a new consumer base.

Opportunity – it seems – could sometimes be rife at the intersections.

For artistic forms of expressions or water filters.

(Featured image: Calvin and Hobbes by Bill Watterson May 05, 2014)