The new Robert Scoble Services agenda

November 2, 2005 By

Oh, Dave, I couldn’t say “clone the Google API” in public! But you did. So I’ll riff on it. I agree with it. I’ll even repeat it. Clone the Google API. Clone the Google API. Clone the Google API. Without the limits. Without the limits. Without the limits.

Here’s my riff:

See, there are two diseases at Microsoft:

1) We look at the world only through a businessperson’s eyes.
2) We have no clue about the power of influentials.

The first one makes us look like greedy, rapacious, businesspeople. And, generally, we are. Let’s just get that on the table here, OK? We would like to see our stock price go up. We would love to make a boat load of money. And be able to do even more to change the world. I don’t know why we try to run away from that, but the more we try to run away from the fact that we’re trying to make a profit here the less credible we’ll be.

The thing is, if we want to be in the advertising world, we need to be in the audience thrilling business. That’s not going to be easy for us. Why? Cause thrilling an audience is a different skill than identifying, strategizing, and executing a business plan (er, making a boatload of money). That’s why when you’re at a baseball game they try to hide the business guys off in some box somewhere. Or, why, during a rock concert they don’t let executives who wear ties out on stage. Unless it’s to write a check to some charity.

So, if we want to gather an audience together, we must think differently. We must do things that thrill audiences. We CAN NOT chase Google’s tailpipes. Audiences NEVER go for copies. Ever see all those copies of Star Wars? I saw a few. They all sucked. Not because they did anything wrong, but they were copies and we all knew it.

We need to go in new directions that Google isn’t going in.

And, in fact, that’s what Google is doing to us. Larry Page told me last week that teams inside Google often try to create projects to copy Microsoft. And he kills them. Why? Cause he knows that he will never get a big audience by copying something we do.

We also need to get out of the greedy mode. We need to share. Why will someone put Virtual Earth on their Web site? Well, let’s look at why Chris Pirillo puts a Google AdSense component on his site. THEY PAY HIM.

That tells Chris that, while Google might be a greedy group of businesspeople too who are trying to make a boatload of money, they SHARE WITH HIM some of that money!!!

We’ve gotta get that. That’s the whole key to having a successfull Internet advertising business.

This leads me to the second point.

2) We don’t know how to thrill influentials. Google does. Maybe by accident. Maybe by plan. I don’t care anymore. They found a way to bring us a little better search with advertising that sucked a lot less. That’s really why they are on fire.

How did they do it? They didn’t do it by doing committee meetings. By doing focus groups. By studying millions of users. They did it by understanding the leading edge of users and serving them well. They did NOT serve my dad well in the early days. It took me two years to switch my dad from AltaVista to Google. They DID serve ME well, though. On every user study I’ve seen I’m way off the end of the bell curve. But Google groks people like me. They serve people like me. And they romance people like me in a way that no other company does.

Hint: Google is still not doing things for my dad. They are doing things like Google Talk. For me. Things like Google video. For me. Not for the mass markets, but for the influentials.

So, when you see Microsoft not supporting Firefox out of the gate, you are seeing that we don’t get the role of influentials in gathering audiences.

Now, we’re not out of this game yet. It might be the end of the third quarter. Or the beginning of the fourth. We might be down 48-3. But, if we play a different game than Google we have a shot.

It’ll take doing things that Google can’t do. 1) Being transparent. 2) Supporting an open attention system. 3) Changing the search game by opening up its APIs. 4) Investing in gadgets and services that don’t have any monetization strategy other than to thrill audiences (er, influentials first).

If we do those four things then you’ll know we’ve really gotten this services thing. If not, well, I don’t want to even consider the possibility that we won’t. Those are my four agenda items for the next year.

And, yes, this little technical evangelist seven levels down from the CEO who makes less than $100,000, will bet his career on these four things. They are that important.

Oh, anyone see that Robert Scoble Services spells RSS? Heh!

Filed Under: Blog Tips, Google Calendar, learning, Microsoft Office, streaming, Web

Jake

Well, between Christmas 2003 and now, Apple has gone from a $10 stock to a $60 stock. Microsoft has gone from a $24 stock to a $26 stock.

Surprisingly, from 1989 to now, Apple has gone from a $10 stock to a $60 stock. Microsoft has done much better, going from a 50 cent stock to a $26 stock.

Owning Apple between 1989 and 2003 was a dead money experience (which, is of course, a money losing experience). How the iPod changed things.

Lately, Microsoft has been dead money. Will that change?

Can you set out to thrill the influential? The gadflies?

First, I don’t think you can do it by plan – see your comments on design by committee.

Second, does it pay? Are the influential really about influence or about seeing their own name in ink? They will knife you as soon as it benefits them.

Third, isn’t this approach like the political parties serving to the activist wings of their parties? Can it get much uglier?
http://jmonk.blogspot.com/ Paul Roundy

It could be that many of the senior MS leaders have forgotten about what is exciting about technology. They seem to want to tel us what is exciting about it rather than listen to people about what is really exciting. And while they think they are, probably aren’t very influential anymore.

But I think the problem goes beyond just influencers. I think much of Microsoft lives in its own world in everything they do; they don’t relate to normal people or normal business anymore either. They design collaboration tools around their way of collaborating, not the way smaller businesses do. I’m not sure who designs their licesning programs; obviously Gates and Ballmer have never had to wade through an EA or they wouldn’t let the licensing mess out the door.

They should rethink how they use focus groups too; these groups are giving MS the wrong impression about what is really going on in the marketplace and what is really needed.
http://jmonk.blogspot.com/ Paul Roundy

It could be that many of the senior MS leaders have forgotten about what is exciting about technology. They seem to want to tel us what is exciting about it rather than listen to people about what is really exciting. And while they think they are, probably aren’t very influential anymore.

But I think the problem goes beyond just influencers. I think much of Microsoft lives in its own world in everything they do; they don’t relate to normal people or normal business anymore either. They design collaboration tools around their way of collaborating, not the way smaller businesses do. I’m not sure who designs their licesning programs; obviously Gates and Ballmer have never had to wade through an EA or they wouldn’t let the licensing mess out the door.

They should rethink how they use focus groups too; these groups are giving MS the wrong impression about what is really going on in the marketplace and what is really needed.
Orbit

if your expecting a Giant titan to move stock price like they did in the late 90s you must be kidding. They will grow slowly because they are a mature company. Apple reliance on a mp3 player is laughable when they are a computer company.. It’s like a car company only sells its car by special employee programs..your selling the employee price programs not the car.
Orbit

if your expecting a Giant titan to move stock price like they did in the late 90s you must be kidding. They will grow slowly because they are a mature company. Apple reliance on a mp3 player is laughable when they are a computer company.. It’s like a car company only sells its car by special employee programs..your selling the employee price programs not the car.
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http://blogs.opml.org/kosso kosso

having a cool open api and the ability to create cool gadgets that people could get paid for creating and sharing is totally the way to start bubbling up the best ideas, instead of trickling down.

that’s where the love affair will start.

the toys and widgets will hold out their hands for a folksonomic fandango, which will be sexy and fun.

the creators will get the number.

but the influencers will know who was responsible for the introduction. and those people the best man, or maid of honour at the wedding.

if this plan works, I think you’d better dust off your tux, Robert – or buy Maryam a hat

good luck!
http://blogs.opml.org/kosso kosso

having a cool open api and the ability to create cool gadgets that people could get paid for creating and sharing is totally the way to start bubbling up the best ideas, instead of trickling down.

that’s where the love affair will start.

the toys and widgets will hold out their hands for a folksonomic fandango, which will be sexy and fun.

the creators will get the number.

but the influencers will know who was responsible for the introduction. and those people the best man, or maid of honour at the wedding.

if this plan works, I think you’d better dust off your tux, Robert – or buy Maryam a hat

good luck!
Goebbels

1) Being transparent.

Yeah, you’re really good at that. Ha, ha, ha!!

2) Supporting an open attention system.

Yeah, you’re really good at that. Ha, ha, ha, ha, ha, ha!!

3) Changing the search game by opening up its APIs.

Ha, ha, ha… Wooo, do I need to say it? My ribs hurt!

4) Investing in gadgets and services that don’t have any monetization strategy other than to thrill audiences (er, influentials first).

Bwahahahahahahahaha!!!! Ha!!! Ha, ha, ha, ha, ha, ha!!!

I thought that was supposed to be a list of things Google can’t do, not things Microsoft can’t do?

Ha, ha, ha!!
Goebbels

1) Being transparent.

Yeah, you’re really good at that. Ha, ha, ha!!

2) Supporting an open attention system.

Yeah, you’re really good at that. Ha, ha, ha, ha, ha, ha!!

3) Changing the search game by opening up its APIs.

Ha, ha, ha… Wooo, do I need to say it? My ribs hurt!

4) Investing in gadgets and services that don’t have any monetization strategy other than to thrill audiences (er, influentials first).

Bwahahahahahahahaha!!!! Ha!!! Ha, ha, ha, ha, ha, ha!!!

I thought that was supposed to be a list of things Google can’t do, not things Microsoft can’t do?

Ha, ha, ha!!
Christopher Coulter

See, there are two diseases at Microsoft (just for start’ers):

1) Not looking at the world thru a businessperson’s eyes (i.e. Software Assurance trainwreck and the monocultural thrust and the lack of a predictable Road Map). You say they do, I say they don’t (which is the problem).

2) Listening to edge-market self-appointed so-called influentials with blogs and extra loud megaphones. Focusing on the blog crybaby’s and various web creatures will never get the quality middle-market feedback you really need.

You are so Googlejuiced that you think copying a Google API is the solution. Wrong answer. This Google talk is pointless, the web is not a pure platform, just work on SQL/ERP/Vista/Office 12/CRM 3, ship those before you try and ‘bull in China shop’ in a overglutted Search Engine market. If you need to work on the web, work on taking on Salesforce.
Christopher Coulter

See, there are two diseases at Microsoft (just for start’ers):

1) Not looking at the world thru a businessperson’s eyes (i.e. Software Assurance trainwreck and the monocultural thrust and the lack of a predictable Road Map). You say they do, I say they don’t (which is the problem).

2) Listening to edge-market self-appointed so-called influentials with blogs and extra loud megaphones. Focusing on the blog crybaby’s and various web creatures will never get the quality middle-market feedback you really need.

You are so Googlejuiced that you think copying a Google API is the solution. Wrong answer. This Google talk is pointless, the web is not a pure platform, just work on SQL/ERP/Vista/Office 12/CRM 3, ship those before you try and ‘bull in China shop’ in a overglutted Search Engine market. If you need to work on the web, work on taking on Salesforce.
http://magusxp.dyndns.org/dottext Magus

Hey Scoble, have you ever seen http://msdn.microsoft.com/msn/ ? The APIs are out there, and are a lot better documented and nicer to use than Google’s.
http://magusxp.dyndns.org/dottext Magus

Hey Scoble, have you ever seen http://msdn.microsoft.com/msn/ ? The APIs are out there, and are a lot better documented and nicer to use than Google’s.
Matt

Please DON’T clone the Google web search API, far as I know it still embeds HTML in the returned results. WTF? I might as well screen scrape!
Matt

Please DON’T clone the Google web search API, far as I know it still embeds HTML in the returned results. WTF? I might as well screen scrape!
Anona

Microsoft should look at the collective mirror one morning and realize that it no longer is a very smart company. Don’t make this very complicated. Don’t deceive yourselves by thinking that MSFT is full of smart people, it’ll just step it up when the time comes. The time is now and MSFT has to move in so many directions simultaneously. But it doesn’t have the intellectual capital or the common sense to pull it off. Manage the downfall intelligently.
Anona

Microsoft should look at the collective mirror one morning and realize that it no longer is a very smart company. Don’t make this very complicated. Don’t deceive yourselves by thinking that MSFT is full of smart people, it’ll just step it up when the time comes. The time is now and MSFT has to move in so many directions simultaneously. But it doesn’t have the intellectual capital or the common sense to pull it off. Manage the downfall intelligently.
http://insideconversation.typepad.com/ Lee White

All I can say is that anyone that has some passion around this post should be reading Seth’s Blog. This post could be a review of “Purple Cow”, I think Robert hit Seth’s theme dead on.
http://insideconversation.typepad.com Lee White

All I can say is that anyone that has some passion around this post should be reading Seth’s Blog. This post could be a review of “Purple Cow”, I think Robert hit Seth’s theme dead on.
Dmad

Interesting post, Scoble. But it is still reflective of the echo chamber in which you like to live. Jonathan Jesse’s comment was more to the point. Does the average Joe give a crap about Web 2.0 or why Google does what it does? No. MS will make more money when they start to reach more people that want to use a computer to make their lives easier, not because it their crap supports Firefox, Web 2.0 or some other technogeek thingy that the majority of the population could give a rat’s ass about. The majority of consumers likely don’t know or don’t care what a blog, a podcast, or the like is. The influencers are the everyday Joe’s that talk to other everyday Joe’s and say “hey, this is cool”. Take even HDTV. My wife doesn’t care about the technology behind HDTV or even Tivo. All she knows it that Tivo makes her life easier and HDTV makes watching it more enjoyable. Same goes for the computer. As long as it does the 4 or 5 tasks she wants to do very well, without needing a PhD to figure out how, or if she can discover something new with new software that is easy to use and makes her life easier, she will buy it. As will every average Joe. They are the ones that will drive the stock price up. Not the geeks in the echo chambers.
Dmad

Interesting post, Scoble. But it is still reflective of the echo chamber in which you like to live. Jonathan Jesse’s comment was more to the point. Does the average Joe give a crap about Web 2.0 or why Google does what it does? No. MS will make more money when they start to reach more people that want to use a computer to make their lives easier, not because it their crap supports Firefox, Web 2.0 or some other technogeek thingy that the majority of the population could give a rat’s ass about. The majority of consumers likely don’t know or don’t care what a blog, a podcast, or the like is. The influencers are the everyday Joe’s that talk to other everyday Joe’s and say “hey, this is cool”. Take even HDTV. My wife doesn’t care about the technology behind HDTV or even Tivo. All she knows it that Tivo makes her life easier and HDTV makes watching it more enjoyable. Same goes for the computer. As long as it does the 4 or 5 tasks she wants to do very well, without needing a PhD to figure out how, or if she can discover something new with new software that is easy to use and makes her life easier, she will buy it. As will every average Joe. They are the ones that will drive the stock price up. Not the geeks in the echo chambers.
Dmad

as for your “going for copies” comment. I think you are a bit short sighted there. I mean, hell, didn’t the public go for a copy of the MAC OS in Windows? . Didn’t they go for a copy of Lotus 123 with Excel? Didn’t they go for a copy of WordPerfect with Word? Seriously, if the copy is cheaper, faster, better, they will go for it. Why were the so successful in the automotive business? If it provides the same basic functionality, but is a better experience and is cheaper, or higher quality, they will go for a copy. Your StarWars example misses the point. MS is historicaly a very good copier of technology. Just ask Apple or Lotus, or WordPerfect.
Dmad

as for your “going for copies” comment. I think you are a bit short sighted there. I mean, hell, didn’t the public go for a copy of the MAC OS in Windows? . Didn’t they go for a copy of Lotus 123 with Excel? Didn’t they go for a copy of WordPerfect with Word? Seriously, if the copy is cheaper, faster, better, they will go for it. Why were the so successful in the automotive business? If it provides the same basic functionality, but is a better experience and is cheaper, or higher quality, they will go for a copy. Your StarWars example misses the point. MS is historicaly a very good copier of technology. Just ask Apple or Lotus, or WordPerfect.
http://martin-english.com/whatsup magoo

See http://www.metafilter.com/mefi/46342 for one xample of non innovative MS Live is
http://martin-english.com/whatsup magoo

See http://www.metafilter.com/mefi/46342 for one xample of non innovative MS Live is
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Jimbo

The simple answer? Create things that make life easier, do it with elegance and simplicity, and do it cross platform.

Personal bugbear: If MS was able to bottle the anger its version of Media Player for Mac generates (which doesn’t play V10 files, even though Flip4Mac software does), it could power half the eastern seaboard.
Jimbo

The simple answer? Create things that make life easier, do it with elegance and simplicity, and do it cross platform.

Personal bugbear: If MS was able to bottle the anger its version of Media Player for Mac generates (which doesn’t play V10 files, even though Flip4Mac software does), it could power half the eastern seaboard.
http://scobleizer.wordpress.com/ scobleizer

>Does the average Joe give a crap about Web 2.0 or why Google does what it does? No.

You’re right, but the average Joe will use sites that fit into the Web 2.0 model like Zvents.

Does the average Joe care about why Google does what it does? No. But they will use it and they will click on the ads. Why? Cause guys like me told them to. At least that’s true of my dad and brothers and many many others.
http://scobleizer.wordpress.com/ scobleizer

>Does the average Joe give a crap about Web 2.0 or why Google does what it does? No.

You’re right, but the average Joe will use sites that fit into the Web 2.0 model like Zvents.

Does the average Joe care about why Google does what it does? No. But they will use it and they will click on the ads. Why? Cause guys like me told them to. At least that’s true of my dad and brothers and many many others.
http://netweb.wordpress.com/ Stephen

“But they will use it and they will click on the ads. Why? Cause guys like me told them to. At least that’s true of my dad and brothers and many many others.”

You actually ask/suggest to your family to click the ad’s online. Or do you just not bring up the subject?And what about Google ad’s on the main search page?
http://netweb.wordpress.com/ Stephen

“But they will use it and they will click on the ads. Why? Cause guys like me told them to. At least that’s true of my dad and brothers and many many others.”

You actually ask/suggest to your family to click the ad’s online. Or do you just not bring up the subject?And what about Google ad’s on the main search page?
peter

“Does the average Joe give a crap about Web 2.0 or why Google does what it does? No.”

You’re missing the point Robert is making.

The people who create the environment necessary for the average Joe to try new tech stuff are the early adopters/influencers. Without these people, the tech never gets adopted by the average Joe. Why? Because Average Joe is a risk-adverse, group-oriented, run with the pack creature.

Average Joe requires an environment in which s/he feels safe trying new things: “Hey, everyone else is doing this, I can too”

The influencers help create that environment. They take on the risk of the new and shout that it’s ok to venture outside the cave.

Average Joe will eventually hear, but is unlikley to do any shouting. It isn’t in his nature…
peter

“Does the average Joe give a crap about Web 2.0 or why Google does what it does? No.”

You’re missing the point Robert is making.

The people who create the environment necessary for the average Joe to try new tech stuff are the early adopters/influencers. Without these people, the tech never gets adopted by the average Joe. Why? Because Average Joe is a risk-adverse, group-oriented, run with the pack creature.

Average Joe requires an environment in which s/he feels safe trying new things: “Hey, everyone else is doing this, I can too”

The influencers help create that environment. They take on the risk of the new and shout that it’s ok to venture outside the cave.

Average Joe will eventually hear, but is unlikley to do any shouting. It isn’t in his nature…
http://seansantry.com/ Sean

“So, if we want to gather an audience together, we must think differently.”

As a long-time Apple user, I feel I need to correct your word usage here. It’s “we must think DIFFERENT.”
http://seansantry.com Sean

“So, if we want to gather an audience together, we must think differently.”

As a long-time Apple user, I feel I need to correct your word usage here. It’s “we must think DIFFERENT.”
http://scobleizer.wordpress.com/ scobleizer

I didn’t tell him to click on the ads. I told him to use Google. His clicking on the ads is just due to the usefulness of those ads to him.
http://scobleizer.wordpress.com/ scobleizer

I didn’t tell him to click on the ads. I told him to use Google. His clicking on the ads is just due to the usefulness of those ads to him.
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http://theroxylandr.wordpress.com/ theroxylandr

What a long post… Windows is garbage no matter what, pretty much all you need to know
http://theroxylandr.wordpress.com/ theroxylandr

What a long post… Windows is garbage no matter what, pretty much all you need to know
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http://edico.blogspot.com/ Stefan Constantinescu

I have to come back and say this is the best post on your blog in a long time. Reading it a second time, still got the same feelings in me again as if it were the first.

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