2007

Of course I couldn’t have been the only one obsessed about 5th Element’s Leeloo. It’s just that it only occurred to me today to look for likeminded people. Indulge,

Aw, so young yet so fetishful already.

I wonder how widespread is the concept. Please leave a comment with your answer. A simple yes or no will suffice. Though if you have a strong opinion about them I’d be glad to hear it. Also interesting to hear would be how you heard about them—quality management class? invented them on your own? late night Wikipedia? serendipity?

For marketing-minded friends.

Your mission, if you choose to accept it, is to produce an ordered list of all the reasons you can think for Starbucks’s use of cash cards. (They’ve just been introduced in Mexico, though they’ve been around in the US for some 6 or so years). Something like:

One-line items are enough, we’re aiming for breadth. Keep it simple.

Remember, this is about why Stbx does this, not why customers buy the cards (which is another mystery onto itself).

Submissions will be accepted until Sunday midnight, September 23th and should be sent to ely.parra@gmail.com. I, elzr.com, shall decide the winner based on the following criteria:

Submissions are accepted in English, Spanish, or French. English is of course preferred but the choice of language will have no bearing on the judgement.

The winner will be announced at elzr.com/posts/Marketing-Challenge on Monday, September 24th. All lists shall be published in said post. The prize will be 25 dollars in Starbucks card credit.

You’re encouraged to resend this challenge to anyone who might have interesting thoughts on the subject. Anyone may participate. (Though Stbx card credit will probably not be very valuable for those living in countries where the local Starbucks don’t accept it yet, not to mention countries without Stbx.)

It may prove a fun marketing challenge. Happy listing!

Resolution:

Julio Sangabriel

# For creating Customer Databases  for CRM efforts.
# Offers a gigantic opportunity for Conjoint Advertising
# It makes easier for Customer tracking.
# Psicologicaly customer believe it to be easier to buy if they have a shop card… (which is no ttrue… you can still buy In SB the same easy way) and thus they buy in SB.
# It gives one or more channels for contacting directly the customers.
# It Will become customizable (people will start making them as they see fit)
# It Gives the people a sense of belonging and exclusivity.
# It Makes people believe to be VIP for having a club card from the most expensive coffee in the world.
# Creates Fashion.
# World Control… haha

Adolfo Rodriguez Navarro

# Crear lealtad- le permiten al consumidor sentirse mas involucrado con la compañia y de paso aseguran que el dinero que tiene planeado gastar en cafe solo lo use en ella.
# Abrirse a nuevos mercados- Al ser usada como gift card, la gente que la recibe que antes no consumia el producto se ve alentada a hacerlo, asi que los que la regalan terminan funcionando como agentes de starbucks.
# Financiamiento a traves del consumidor РPara que pedir creditos si tus clientes te pagan por servicios no demandados a un peque̱o costo para ti?
# Dinero gratis- tarjetas que se pierden, personas que dejan de usarla, gift cards que nunca son usadas, al final ellos se quedan con el dinero sin dar nada a cambio.

So the winner is… Julio Sangabriel! I particularly enjoyed his #1, #2, #3, #5, #6 (it becomes an always-with-you embodiment of the brand). I must confess that the reason I started this challenge was because upon reading this Economist article on algorithms
, I had the epiphany that Julio’s #3, customer tracking, was Stbx’s true reason. It was not an opinion of anyone with whom I bounced the idea (nor did they thought it remotely important once I told them about it) so I can attest to it’s originality. Adolfo’s, I particularly enjoyed #2 and #3—I had thought myself of something like his #4, that is, credit lost-and-found money, thinking of it as finance money is an intriguing possibility.

I rather like this challenge-making thing, it’s like outsourcing thinking! Besides, it’s just nice to give things away.

Thanks a lot to those who participated and the many more who told me they thought this an interesting challenge (I was frankly afraid people would thought it stupid).

‘Till the next challenge! %(p)(But if you come up with more reasons—it is so much easier once you have somewhere to start—, then by all means add them in the comments.)%

Inspired by Accelerando

The test.

Think of 7 English words that begin with the letters ca (fex, cabbage). Write them here:

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Logged in to your Flickr account, click on the YOU drop down menu and select Your Account.

Select the Privacy & Permissions tab.

Click the Edit link next to What license will your photos have.

You’ll now be presented with easy instructions to both select a Creative Commons license default for your future photo uploads and to change the license of all your existing photos. Creative Commons licenses are copyright licenses for you to legally let others use your work on your terms. You can, for instance, require attribution, that no derivatives of your work be made, that your work only be used for noncommercial purposes, and that if others build upon your work they release it under the same terms you did.

So this is an easy way to free your photos, on your terms; to explicitly build the creative commons from which we all build upon. Expect thank you emails—from some website that needed a photo to illustrate an obscure Italian dish, from some gal who used your photo of your city in a brochure.

”...begins with a single step,” no? That’s the classic form in English of a Chinese proverb usually attributed to Lao Tzu. It’s wisdom could be said to lie in counteracting our natural inability to grasp incrementalism.

Interestingly, there’s a variant of the proverb I had never heard before—“The journey of a thousand miles begins beneath one’s feet.”—which can lead one to a totally different interpretation: wherever you are, whatever your goal, you have to begin where you stand. The place to start is here, can be nothing but here.

(And for a further remix, “On a journey of a hundred miles, ninety is but half way.”)

Que magnifico ensayo este de Gabriel Zaid sobre la palabra civil. Que meticulosa recopilacion de tantas hebras de significado. Que claridad y que erudicion—de la buena.

It’s watermelon season here in town. Which means the cheapest, sweetest sandias of the year. The green bellies crack open at the slightest cut, roar, and out bulges sweet, sweet candy-cotton. I tell you friends, it’s a good time to be a frugivore^WP mammal.

...Is how Peter Drucker^WP drives it home. “It” here was not originally the free market, though what a great defense for it it makes, no? Drucker was illustrating, rather, his brave belief that strong people always have strong weaknesses, that it is foolish to concern oneself with what a man cannot do instead of what he can, that the man who “leaves least to be desired” is invariably the mediocrity, that one builds on strengths, not on weakness. Moreover, that making strength productive and weaknesses irrelevant is “the unique purpose of organization.” A great short book, The Effective Executive^AM.

Had to resize a photo just now on my macbook and I still don’t know how. Decided it would be easier to find and finally use one of the many online photo editors now available. It was. Which speaks volumes about why the web is the next platform.