PPPPro Tips for Future-Proofing (Four Ps #221)
Disrupting Disruption, Ubiquitous Technology, Roblox' Dark Side & Girls of the Future
It’s been incredibly challenging to stay focused this week.
With the horrific stories and images coming out of Israel, the mix of emotions is hard to contain just private, personal thoughts with friends and family. The grief, outrage, and collective mourning have permeated all aspects of our lives.
I met my wife 18 years ago this week. In Judaism, 18 signifies “chai.” Life. The life we build for ourselves. The lives we create, shape, impact, connect, transform. Today, this week, we are reminded to treasure life. No matter what you do, where you are, or with whom you do it. Life. Honor it. Protect it. Love it. Live it.
So I’ve got your temporary distraction here… a deep-dive into the oceans of disruption… from technology and business to safety and the next-gen leadership.
THE PROFESSIONAL: Disrupting… Disruption?
Just about every entrepreneur and member of the C-suite has read Clayton Christensen's The Innovator's Dilemma. At least they keep it prominently displayed on a bookshelf or in Zoom meeting backgrounds. The book was long a guiding principle for innovation, positing that established companies focusing on sustaining innovations to optimize existing products or services are better positioned to lead the way.
However, as artificial intelligence and the business landscape are moving at an unprecedented pace, newcomers are disrupting disruption while corporate giants like Google, Microsoft, Amazon, Meta, and others lean in and invest heavily to catch up... or scoop up these innovators.
Artificial Intelligence…
has the power to disrupt entire industries, making traditional distinctions between sustaining and disruptive innovations blur, just as we did when we made the switch from landlines to smartphones. AT&T adapted. MCI/Worldcom and many others crumbled.
is rewriting the rules of the game. It's not just another innovation; it's a paradigm shift for emerging and established organizations as well as experienced and eager employees. Entrenched operating models are focused on growth, targets, market dynamics, earnings reports, shareholders, and profits.
isn't a destination; it's a journey. AI is not just about a better product; it's about an entirely new way of doing business. It requires a shift from a static strategy to a dynamic one, reminiscent of the fluidity we see in nature, like schools of fish all changing direction at the same time upon detecting a predator.
requires employees not just to embrace adaptive innovation to thrive, but to open themselves up more than ever to reinvention. That might mean s admitting you don't know the best way to improve an output. Maybe it means taking a lower role for less money to get ahead long-term. Maybe it's changing careers entirely.
will collectively create a $4.1 trillion economic effect on the labor force, and 44% of the labor force will be affected by AI due to changes in input costs, automation of tasks and a shift in the way companies obtain, process, and analyze information.
A friendly acquaintance in my network, let's call her "Kim," had previously scoffed at the idea of AI. Then a year ago, she was enthusiastically tapped to lead her company's AI division. Good on the organization for realizing that they must not only embrace AI but also nurture it. Kim was a great choice. She'd previously led PR and Influencer teams at a mid-sized agency and then the social strategy team at a large enterprise/brand company. She was a good manager who worked her way up the corporate ladder. She's hungry, curious, smart, and focused.
But she was let go in June, 10 months later, at the peak of AI hype mania. Why? In talking with Kim last month, her post-mortem realization that AI is not just one singular technology (like a microchip) hit hard. That's how many organizations, including Kim's, are treating it. But AI is a catch-all for thousands of different innovations happening at once, with millions and billions of use cases: Content assets. Advertising. Website creation. Insights. Presentations. Training. Sales. Localization. Comprehension…
That transformation from skeptic to enthusiast to struggling senior exec mirrors the journey of many established organizations. This challenge is also an opportunity that goes beyond sustaining vs. disruptive innovation. It's not one person's job to lead, but everyone's job to innovate... and therein lies the problem.
Few organizations work that way whereas newer startups can build that approach from scratch. Startups armed with AI can enter markets with agility and precision, previously reserved for incumbents. It's a tale of David and Goliath... except David was drawn in Midjourney, has seven fingers on each hand, and wields a powerful AI chatbot, not a slingshot.
THE PRACTICAL: Ubiquity of Technology
Pretty soon, none of what I just wrote will even matter... AI (and blockchain) integrations are happening at a rapidly accelerated rate with large enterprise companies, and while the headlines and stories are very much hitting the mainstream, most of the great work is happening “behind the scenes” so that the end user doesn’t realize they’re engaging with AI-enhanced tools or web3 platforms.
I've been calling this a move towards “ubiquitous technology,” which is the successor to pervasive computing. In reference to metaverse and AR/VR headsets, Zoe Scaman recently used the term "ambient computing. But the idea is that the technology seamlessly blends into our surroundings and daily routines, becoming so integrated that it's almost invisible.
Imagine ubiquitous technology as the air we breathe in the digital age – it's everywhere, yet we often don't notice it until it's gone. In essence, it's technology that becomes so seamlessly integrated into our daily lives and culture that we take it for granted. This phenomenon occurs when technology transcends being a mere tool and becomes part of our identity and interactions.
Like those aforementioned mobile phones a decade or two ago. Now, they're an extension of our hands, connecting us to the world, providing instant information, and even influencing our behaviors and relationships. Social media, not just a platform, is a way we express ourselves, connect with others, and even shape public discourse. Both were considered novelties.
Now as technology becomes ingrained in culture, it's less susceptible to wild swings of hype and disillusionment. Instead, it evolves steadily, adapting to our needs and expectations. In the hype cycle, we often see technology as a raging torrent, with extravagant promises and inflated expectations. But as it becomes ubiquitous, it's like that river finding its calm, meandering course, integrating with the landscape. This steadiness helps us move beyond the tumultuous phases of hype and plateau.
THE PERSONAL: The Side of Roblox That' Is Not a Game
That ubiquity is both exciting and terrifying. As a parent, I often feel behind the times when it comes to knowing what my kids are doing with this technology. But I'm still further ahead than most parents in my proactive curiosity. So here's a word of caution.
If I was a brand marketer, I would be VERY cautious with Roblox. More so than others are letting on. I've spent many hours (and dollars) learning and engaging, and it's evolving. But for now, prudence is just as important as chasing audiences. Yes, the Roblox community is massively engaged and spends a ton of time on the platform. But I believe that Roblox is not doing enough to account for the risks and dangers posed to children minimizing their accountability and putting FAR too much of the onus on parents.
Potential Exposure to Predators: Kidnappings can happen through any platform, but Roblox is marketed to and primarily used by children and teenagers. Yes, the Roblox community is aging up, but there's still a risk that adults with malicious intentions can interact with kids on the platform. I know several instances where this was reality, and the details are so much worse than you can imagine.
User-Generated Content: Roblox allows users to create and upload their games and content. This UGC has a TON of inappropriate material, such as simulated sex acts, graphic images, and inappropriate language. And they're smartly circumventing filters and AI moderation by using misspellings and symbols to express hate. Parents may not have full control over what their children encounter in these user-generated games. Sure, nefarious things happen on other platforms, but T&Cs of many other popular communities prohibit children under the age of 13, whereas Roblox specifically markets TO them.
Chat Function: The chat function in Roblox can be a source of concern, as it provides a means for users to communicate with each other. The default setting allows for kids to accept friend requests from strangers. They're actively building IRL meet-up and dating features knowing that children are active on the platform. While the platform has some self-policing mechanisms and moderators, there's a massive risk of children (data shows more so with boys than girls) interacting with strangers who may have harmful intentions.
Age Verification and Access Control Challenges: Although Roblox has introduced age verification measures and age-appropriate content ratings, there are still challenges in ensuring that younger children are protected from potentially harmful content and interactions. Some children may find ways to access features meant for older users. And most kids over the age of 5 are smart enough to turn off the parental security features.
Brain Damage: Spending more than 90 minutes playing video games has a massively negative impact on children. Google it. Studies have shown that excessive gaming, especially before age 21 or 22, may physically rewire the brain, with gamers having less gray matter in certain brain regions compared to non-gamers, potentially leading to addiction-like behaviors, diminished dopamine levels, and cognitive deficits.
In-Game Purchases: Roblox has its in-game currency called "Robux," and kids are incentivized to make purchases within the game. If your credit card is tied to their account, parents might not even be aware of these purchases, and some children (not naming names, Wurst Children) have reportedly spent large amounts of money on Robux without their parent’s knowledge.
From a marketing perspective, is this worth it? There are plenty of other platforms where you can reach engaged, ADULT audiences. Are you really willing to sacrifice the health and safety of kids to see better interactive and engagement numbers?
THE POLITICAL: Girls Are the Gamechangers
Last week, a rare occurrence happened. Our doorbell rang (no one visits anymore). But instead of looking atmy Ring camera app first, I committed to the gamble of opening the door). After all, it was only one of two options: either a neighborhood kid collecting donations for a charity... or a political canvas crew reminding me to vote.
It was the latter. Of the three women who stood on my porch, one was a teenage girl, the other her mom, and the third was one I recognized as the president of our local Democratic Club. And as dinner got cold, I spent nearly 15 minutes talking with them. Of course, I'm going to vote. Of course, I know when and where early voting begins. Of course, I know local elections are just as important as national elections. And while I am quite nervous about the future of GenAlpha males for reasons listed in the previous "P," I was quite encouraged to hear from the high schooler about what she and her friends are seeing and hearing, and how many of them care.
If you read Teen Vogue like I do, this shouldn't come as a surprise. Last month, they shared key findings from a Change Research poll showing that young women voters are far more politically active and engaged. Here's why that's a good thing:
Left In: Young women, along with trans, nonbinary, and gender-nonconforming individuals, tend to lean further to the left on the political spectrum compared to young men.
Go For Joe: They're more likely to approve of the job Joe Biden is doing as president. In a 2024 election that could be a rematch of Biden and Trump (indictments notwithstanding), young women overwhelmingly support Biden.
No Choice: There's a notable gender divide on the issue of abortion. A majority of young women and those in the "other" category support legalizing abortion in all cases, highlighting a commitment to reproductive rights. Girls' healthcare is women's healthcare is human healthcare.
Cultural: The article also reveals differences in dating interests and pop culture consumption between young men and women. In a summer of Swifties and Barbie, these differences are important as they influence the kind of content that resonates with young voters, reflecting their values and interests.
Student Debt and the Economy: The student debt crisis remains a major issue for young voters, and a significant proportion of them worry about their ability to afford basic expenses. This economic anxiety is crucial because it underscores the pressing need for policies that address the financial challenges faced by young adults.
Getting Engaged: Girls 100 years ago had one path: marriage. Now engagement of a different kind is empowerment. Civic participation is vital for the democratic process, as it ensures that the voices of young voters, particularly young women, are heard and accounted for in political decisions.
Finally, wishing everyone in and around Israel love, safety, comfort, and peace.
Not the forum to weigh in, but there is never an excuse for violence, hate, or terror. The past is the past, but the future is what we make it… and the only way to stop the cycle… is to stop the cycle.
By the way, did you see I'm working on a new project?
And I’ll be at Advertising Week NY next week… See you there?
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