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A Reading List

I thought I’d assemble a reading list of blog posts and other stuff I’ve written or said recently, for Andreas Weigend‘s Social Data Revolution class at the UC Berkeley School of Information, in which I participated a few days ago. So here goes. All this is stuff published roughly since The Intention Economy came out:

From this blog —

From the ProjectVRM blog —

From Linux Journal —

From HBR —

And from elsewhere —

 

Annotated Tab Pile

 What if Age Is Nothing but a Mind-Set? – NYTimes.com. At one level, yeah. But age also kills 100% of its victims. Believe me: I’ve been studying this for many decades.
 Why women leave tech: It’s the culture, not because ‘math is hard’ – Fortune. Of course. But women are still taking over. Trust me. We need it, too.
 Surveillance Self-Defense | Tips, Tools and How-tos for Safer Online Communications. Important stuff you’ll ignore. Trust me on that too.
 Don’t punch the monkey. Embrace the Badger. One of Don Marti’s good ones.
 Identity as a weapon. T.Rob thinking well and deeply.
 Promise Theory — What Is It? | Linux Journal. Never heard of it before, which is a good thing. Read on.
 Taylor Swift and the Economics of Music as a Service. A harbinger of things to come. Here’s the thing: streaming is getting to be how most of us use music. It pays the artist shit, and it costs the streamers more dearly than ever. But there’s an answer:
 EmanciPay – Project VRM. I can think of no other way. Maybe the world will come around to seeing the wisdom of this approach.
 Airwave Auction Set For 2016: FCC – Business Insider. Auctioning spectrum is like auctioning colors or insisting the world is a cone. But normative, so there ya go.
 Why Podcasting Is Bigger Than You Think – Edison Research. Huge, in fact. Bigger than most radio stations.
 State of the Internet | Brought to you by Akamai Always interesting and useful.
 Passwords are Obsolete — Medium Always have been. Now we need to prove it with pudding.
 Samir Saran: The ITU and Unbundling Internet Governance – Council on Foreign Relations Context: the ITU is about telecom, not Internet. Just remember that.
 Never say never: why TV networks are suddenly ready to unbundle — Tech News and Analysis. Well, not really. Some of them, a little. But unbundling is inevitable. The questions are when and how.
 The latest malvertising incident and why you should care. Lots of ads online are personal now. And they’re not all about giving you a “better experience.”
 SSRN-id2511947.pdf. The full text of the above.
 Eisenhower’s military-industrial warning rings truer than ever | Technology | The Observer. And it’s been ever for a long time already, which means things are now extra extra bad.
 Men’s Basketball: Dwight Durante Was a 5-8 Sensation | Catawba College Athletics. I watched this guy destroy other teams, back in the decade. Amazing player. He was the best 3-point shooter in a time when all those shots were still worth only 2 points.
 Goodbye, Organization Man – NYTimes.com. He’s actually been gone for a long time.
 As Online Viewing Soars, Internet TV Will Soon Be the Only TV | WIRED. Which I’ve been saying for years. But the inevitable seems to be approaching asymptotically.

I was going to sort these into an outline; but I don’t have the time or the energy. I had some reason for keeping all of them open for awhile, though. So here ya go:::

Music & broadcasting

Hiking the Uncanny Valley

 Hatsune Miku – Wikipedia, the free encyclopedia. It’s been weird here in Japan for a while.
 Hatsune Miku Live Party 2013 in Kansai [720p] – YouTube. Same weird, live, to a happy throng.
 KIDS REACT to Hatsune Miku – YouTube. And how American kids react to it.

Social stuff

Saving or shaving The Net

 Comcast could soon take over half of America’s Internet.
 Computer Society

 Milestones in AT&T History| History| AT&T

Stuff worth writing or rewriting about

Handbaskets to hell

Other stuff I haven’t sorted out yet

Cavalcade of Tabs

Playing with One-Tab, which works on Chrome and Firefox. Sorting them into just two sets, which may overlap:

The World

The Internet

Radio

Christopher Lydon at the AthanaeumThere’s a challenge going around Facebook: to name ten books that have changed your life.

So I’ve thought about my own, and kept a running list here in draft form. Now that it’s close enough to publish, methinks, here they are, in no order, and not limited to ten (or to Facebook) —

  • War and Peace by Leo Tolstloy. I’ve read and re-read it many times, though not in the last two decades. I got turned onto it by this broadcast on WBAI in New York, back in 1970.
  • Leaves of Grass, by Walt Whitman. I sound my barbaric yawp across the roofs of the world. More here.
  • Annals of the Former World, by John McPhee, who gets my vote for the best nonfiction writer of all time. I’ve read and love all of McPhee’s books, but his geology series — Basin and Range, In Suspect Terrain, Rising From the Plains and Assembling California — turned me on in a huge way to geology, the Earth and the long view of time. All are collected, with one more added, in Annals, which won a Pulitzer in 1999. The best of the series, by the way, is Rising From the Plains, just for the stories of its lead characters, geologist David Love and his parents, living the pioneer life in central Wyoming early in the last century. Great stuff.
  • Rabbit Run and the rest of the Rabbit series, by John Updike. While many of Updike’s subjects bore or annoy me (and his frequent descriptions of sex, all as clinically detailed as a Wyeth paintings, fail as porn), the quality of his writing is without equal, imho.
  • The Bible. I was raised on it and read lots of it, back in my early decades. So I can’t deny its influence. The King James is my fave, having a beauty that others lack.
  • Personal Knowledge: Toward a Post-Critical Philosophy, by Michael Polanyi. Less famous than his brother Karl, and nearly quote-proof. (The one exception: “We know more than we can tell.”) But deep. Studied the crap out of him in college, thanks to the obsessions of one philosophy professor.
  • Metaphors We Live By, by George Lakoff. All of George’s books changed me. My vote for his best is Moral Politics: How Liberals and Conservatives Think. Explains convincingly a shitload about politics and much else.
  • The Book of Knowledge and Grollier encyclopedias. We had those in our house when I was a kid, and I read them constantly.
  • Moby-Dick, by Herman Melville. Call me hooked. Typee rocks too.
  • Nature and other essays (notably Self-reliance) by Ralph Waldo Emerson. Hit me between the eyes in my college years. Trust thyself: every heart vibrates to that iron string. Accept the place the divine providence has found for you, the society of your contemporaries, the connection of events… Without Emerson, there would have been no Linux for me. Also no ProjectVRM, and probably no Cluetrain either. Also from that century, Hawthorne and Poe.
  • Websters New Collegiate Dictionary. Meaning the one my parents gave me when I went away to high school at age 15 in 1962. It’s one of the most worn and marked up books I have.
  • Huckleberry Finn, and many other works of Mark Twain. Read most of them in my teens.
  • Our Dumb World, by The Onion. The funniest book ever written. Please update it, Onion folks.
  • Dave Berry Slept Here: a Sort of History of the United States, by Dave Barry. His funniest book.
  • Mr. Sammler’s Planet, by Saul Bellow. My vote for Bellow’s best. Conquered people tend to be witty.
  • Invisible Man, by Ralph Ellison. Blew my mind.
  • How Buildings Learn, by Stewart Brand. Explains so much I never saw or knew before, especially about infrastructure and code.
  • Black Like Me, by John Howard Griffin. I also saw him speak when I was in college. Very moving.
  • Left Hand of Darkness, by Ursula K. LeGuin.
  • Dune, by Frank Herbert. I like the original better than any of the later sequels and prequels.
  • The Foundation Series, by Isaac Azimov. I only like the original trilogy, which blew my mind when I read it, many years ago. Likewise…
  • The entire James Bond series, by Ian Flemming. Knocked them off in a college summer session. Pure escapism, but it helped my writing. Flemming was good. Bonus link: Alligator, a parody of Bond novels by Christopher Cerf and Michael Frith of the Harvard Lampoon. In it MI5′s front is a car dealership. If any actual customers show up, they are taken to the back and then “politely, but firmly, shot.”
  • The Cluetrain Manifesto. Co-writing it changed my life. Simple as that.
  • Many books by Thomas C. Hinkle, which I read as a child hiding away from the bitter and humiliating experiences of failing to compete in academics, sports and everything else at school. The books weren’t great literature, but they were great escapes. All were adventures involving heroic animals on the prairie, where both Hinkle and my mother grew up. (He was from Kansas and she was from Napoleon, North Dakota, about which it was said “It’s not the end of the world, but you can see it from there.”) When I got older my interest in prairie settings transferred to…
  • Crazy Horse: The Strange Man of the Oglalas and Cheyenne Autumn, by Mari Sandoz, who wrote in the anglicized idioms of Sioux and Cheyenne. Amazing stuff. Honorable mentions in this same vein: Black Elk Speaks, by John Niehardt and Bury My Heart at Wounded Knee, by Dee Brown. Not sure why, but there has always been a warmth in our family toward native Americans. And maybe that’s why I also like…
  • The Tales of Alvin Maker, by Orson Scott Card. The natives in this one have a heroic transcendence (as do others). Got turned on to these by our youngest son, who has read at least ten times the number of books in his short life than I’ve read in my long one.
  • The Poltergeist, by William G. Roll. I worked for Bill at the Psychical Research Foundation, which hung off the side of Duke in the late ’70s. His work opened my mind in many ways. Great times there too.
  • Other authors that run in the credits of my life: Camus, Sartre, Malraux, Conrad, Yates, Kipling, Tennyson, Woolf, Aldous Huxley, Rilke, Thomas Mann, Kafka, Solzhenitsyn, Hesse, Wallace Stevens, Jeffers, Steinbeck, Delmore Schwartz, Card, e.e. cummings, Cheever, Flannery O’Connor, E.L. Doctorow, Stanley Elkin, William F. Buckley, James Baldwin, Truman Capote, Salinger, Mailer, Barth. (Thanks to Interleaves and Robert Teeter for listing Harold Bloom‘s Western Canon, which helped with the list above.)

Ah, and the photo at the top is of our good friend Christopher Lydon, taken while he was giving us newcomers a tour of the Boston Athenæum, which we immediately joined and will love forever. Besides being a great lover of books, Chris is a broadcasting legend whose Radio Open Source is a treasure that spills weekly onto the Net and WBUR.

Link pile

Closing some tabs here….

Tech

Privacy and all that

Thinkings

Journalism

Radio

 

Cavalcade of tabs

IIW. Coming up. Be there. Make it yours.

Just discovered a cache of unmoderated comments going back a month or more. Just approved all of them. They are here, here and here.

The myth of interference is a great 2003 piece in Salon by David Weinberger, starring David Reed, more relevant than ever. The good doctor also has a great summary post on the current Net Neutrality fracas.

Groundtruth and Airwaves: Sensor Networks and Emerging Technology for Environmental Journalism Symposium, April 30, 1pm – 5pm, Banatao Auditorium, Sutardja Dai Hall, University of California, Berkeley. Via WeTheData.

On the Aereo case, currently being argued before the Supreme Court:

On flying solo in a silo’d world:

Google Glass smells bad. Dave nails it. A sample: 1. We love technology. 2. But we want to be creative with it, not be owned by it. From my comment there: Nobody rationalizes better than a genius who won’t listen.

A simple remedy for the Comcast+TWC problem, by Bob Frankston.

Climate change is the fight of our lives – yet we can hardly bear to look at it, By Naomi Klein. “Being conusmers is all we know.”

A long and amazing list of Boston area pirate radio signals, from Bamlog.

Video and/or audio of what I said yesterday will be up somewhere soon.

Used Uber for the first time, here in Santa Barbara. Smooth, easy, cheaper than a cab and a lot more fun. +1.

Heartbleed as metaphor, by Dan Geer.

How Urban Anonymity Disappears When All Data Is Tracked, by Quentin Hardy.

Journatic and the future of crowdsourced journalism, by Aaron Shaw.

On Distributed Communication Networks. By Paul Baran, September 1962. Possibly the oldest founding design document for the Internet.

My nephew Stephen Crissman is featured in this post. This one too. And here’s a plug for his koozies business.

Today’s tabs

Market intelligence that flows both ways. It’s about the real Internet of Things. Not the Compuserve+Prodigy+AOL variety in development today. Unless we build on open source and standards, the IoT won’t be near as big as Business Insider says it will be.

What I’ll be doing this coming Wednesday.

Marketing in the age of VRM and customer engagement.

Liking “your favorite brand” might mean you can’t sue them.

Nice props from Darren Herman of Mozilla for VRM and The Intention Economy.

Many friends and colleagues made the latest Knight News Challenge cut.

A Dutch guy’s soul sells for 350 euros.

Surveillance marketing pays.

Which passwords to change for Heartbleed. Bonus link.

How the cloud should work.

Crypticide I: Thirteen Years of Crack. “Because I want that password algorithm — the traditional, 8-character Unix password-hashing algorithm —  “dead.”

Defending Bitcoin.

U.S. No longer a democracy. From a Princeton and Northwestern study. Mostly reported, for brand-name reasons I suppose, as a “Princeton study.”

The Open Data 500.

Birth and death of Javascript.

Past, present and future of music streaming.

The problem of attention.

Problems with bid data ethics.

How goods flow in Europe.

We live in an oligarchy now.

What happens to the ebook market inside Amazon’s monopoly.

Designing conversations with algorithms. From the NYTimes Lab blog. Creeps me a little, but I like stuff like this: “The second principle here is agency, meaning that a system’s design should empower users to not only accomplish tasks, but should also convey a sense that they are in control of their participation with a system at any moment. And I want to be clear that agency is different from absolute and granular control.”

One of the best weeks for New Yorker cartoons.

Tags: , , , , , , ,

Inmoz her blog post explaining the Brendan Eich resignation, Mitchell Baker, Chair of the Mozilla Foundation, writes, “We know why people are hurt and angry, and they are right: it’s because we haven’t stayed true to ourselves.” In Mozilla is HumanMark Surman, Executive Director of the Foundation, adds, “What we also need to do is start a process of rebirth and renewal. We need to find our soul and our spirit.”

That spirit is embodied in the Mozilla Manifesto. But it goes deeper than that: all the way back to Mosaic, the ur-browser from which Firefox is descended by way of Netscape Navigator.

Neither Mosaic nor Navigator were instruments of the advertising business. They were boards we rode to surf from site to site across oceans of data, and cars we drove down the information superhighway.

But now all major browsers, Firefox included, have become shopping carts that get re-skinned at every commercial site they visit, and infected at many of those sites by cookies and other tracking files that report our activities back to advertising mills, all the better to “personalize” our “experience” of advertising and other “content.”

Economically speaking, Firefox is an instrument of advertising, and not just a vehicle for users. Because, at least indirectly, advertising is Firefox’s business model. Chrome’s too. (Apple and Microsoft have much smaller stakes in advertising, and offer browsers mostly for other reasons.)

This has caused huge conflicts for Mozilla. On the one hand they come from the users’ side. On the other, they need to stay in business — and the only one around appears to be advertising. And the market there is beyond huge.

But so is abuse of users by the advertising industry. This is made plain by the popularity of Adblock Plus (Firefox and Chrome’s #1 add-on by a huge margin) and other instruments of prophylaxis against both advertising and tracking (e.g. Abine, Disconnect, Ghostery and Privowny, to name a few).

To align with this clear expression of market demand, Mozilla made moves in February 2013 to block third party cookies (which Apple’s Safari, which doesn’t depend on advertising, does by default). The IAB (Interactive Advertising Bureau) split a gut, and began playing hardball. Some links:

That last item — an extensive bill of particulars — featured this sidebar:

The link goes to An Open Letter to the Mozilla Corporation.

So Mozilla looked for common ground, and they found it on the advertising side, with personalization. Near as I can tell, this  began in May 2013 (I’m told since I wrote this that work began earlier), with Jay Sullivan‘s Personalization With Respect post. In July, Justin Scott, then a Product Manager at Mozilla Labs, vetted A User Personalization Proposal for Firefox. The post was full of language straight out of the ad industry songbook: “favorite brands,” “personalized experience,” “increased engagement,” “stronger loyalty.” Blowback in the comments was fierce:

JS:

I don’t care what publishers want, or that they really like this new scheme to increase their marketing revenue. Don’t add more tracking.

I’m beginning to realize that Mozilla is working to make Firefox as attractive to publishers as possible, while forgetting that those eyeballs looking at their ads could be attached to people who don’t want to be targeted. Stop it. Remember your roots as a “we’ll take Mozilla’s code, and make a great thing with it”, and not as “Google pays us to be on the default toolbar”.

Dragonic Overlord:

Absolutely terrible idea.

The last thing the internet needs is more “personalization” (read: “invasion of my privacy”). All your marketing jargon does nothing to hide the fact that this is just another tool to allow advertisers, website owners, the NSA, and others to track users online habits and, despite any good intentions you might have, it’s rife with the potential for abuse.

Tracy Licklider:

Bad idea. I do not want it. I think you misstate the benefits of the Internet. One of the most salient benefits of the Internet is for web sites, advertisers, and ISPs who are able to build dossiers about individuals’ private lives/data, generally without most users being aware of the possibility and generally without the users’ consent.

One of the main reasons Firefox has succeeded is that it, unlike all the other browsers, was dedicated to users unfettered, secure, and as private as possible use of the Internet.

User:

If this “feature” becomes part of FireFox you’ll loose many users, if we wanted Chrome like browser we wouldn’t have chosen FireFox. We chose FireFox because it was DIFFERENT FROM Chrome but lately all I see is changes that make it similar and now you want to put spyware inside? Thanks but no thanks.

A follow-up post in July, by Harvey Anderson, Senior VP Business and Legal Affairs at Mozilla, was titled Up With People, and laid on even more of the same jive, this time without comments. In December Justin posted User Personalization Update, again with no comments.

Then in February, Darren Herman, Mozilla’s VP Content Services, posted Publisher Transformation With Users at the Center, introducing two new programs.  One was User Personalization. (Darren’s link goes Justin’s July piece.) The other was something called “directory tiles” that will appear on Firefox’s start page. He wasn’t explicit about selling ads in the tiles, but the implication was clear, both from blowback in the comments and from coverage in other media.

Said Reuters, “Mozilla, the company behind the Firefox Internet browser, will start selling ads as it tries to grab a larger slice of the fast-expanding online advertising market.”

Romain Dillet in TechCrunch wrote, “For the last couple of years, Mozilla and the advertising industry have been at odds. The foundation created the do-not-track feature to prevent targeted advertising. When users opt in, the browser won’t accept third party cookies anymore, making it much harder to display targeted ads around the web. Last year, Mozilla even chose to automatically block third-party cookies from websites that you hadn’t visited. Now, Mozilla wants to play ball with advertisers.”

The faithful didn’t like it. In Daring Fireball, John Gruber wrote, “What a pile of obtuse horseshit. If you want to sell ads, sell ads. Own it. Don’t try to coat it with a layer of frosting and tell me it’s a fucking cupcake.”

Then Mitchell issued a corrective blog post, titled Content, Ads, Caution. Here’s an excerpt:

When we have ideas about how content might be useful to people, we look at whether there is a revenue possibility, and if that would annoy people or bring something potentially useful.  Ads in search turn out to be useful.  The gist  of the Tiles idea is that we would include something like 9 Tiles on a page, and that 2 or 3 of them would be sponsored — aka “ads.”  So to explicitly address the question of whether sponsored tiles (aka “ads”) could be included as part of a content offering, the answer is yes.

These sponsored results/ ads would not have tracking features.

Why would we include any sponsored results?  If the Tiles are useful to people then we’ll generate value.  That generates revenue that supports the Mozilla project.   So to explicitly address the question of whether we care about generating revenue and sustaining Mozilla’s work, the answer is yes.  In fact, many of us feel responsible to do exactly this.

Clearly Mozilla wants to continue down the advertising path, which many of its most passionate users don’t like. This position makes sense, given Mozilla.com‘s need to make money — somehow — and stay alive.

By becoming an advertising company (in addition to everything else it is), Mozilla now experiences a problem that has plagued ad-supported media for the duration: its customers and consumers are different populations. I saw it in when I worked in commercial broadcasting, and I see it today in the online world with Google, Facebook, Twitter… and Mozilla. The customers (or at least the main ones) are either advertisers or proxies for them (Google in Mozilla’s case). The consumers are you and me.

The difference with Mozilla is that it didn’t start out as an advertising company. So becoming one involves a change of nature — a kind of Breaking Bad.

It hurts knowing that Mozilla is the only browser-maker that comes from our side, and wants to stay here, and treat us right. Apple clearly cares about customers (witness the success of their stores, and customer service that beats all the competition’s), but its browser, Safari, is essentially a checkbox item. Same goes for Microsoft, with Explorer. Both are theirs, not ours. Opera means well, but it’s deep in fifth place, with a low single-digit market share. Google’s Chrome is a good browser, but also built to support Google’s advertising-based business model. But only Mozilla has been with us from the start. And now here they are, trying their best not to talk like they’ve been body-snatched by the IAB.

And it’s worse than just that.

In addition to the Brendan Eich mess, Mozilla is coping with losing three of its six board members (who left before Brendan resigned). Firefox’s market share is also declining: from 20.63% in May 2013 to 17.68% in February 2014, according to NetMarketShare.com. (Other numbers here.)

Is it just a coincidence that May 2013 is also when Jay Sullivan made that first post, essentially announcing Mozilla’s new direction, toward helping the online advertising industry? Possibly. But that’s not what matters.

What matters is that Mozilla needs to come back  home: to Earth, where people live, and where the market is a helluva lot bigger than just advertising. I see several exciting paths for getting back. Here goes.

1) Offer a choice of browsers.

Keep Firefox free and evolving around an advertising-driven model.

And introduce a new one, built on the same open source code base, but fully private, meaning that it’s the person’s own, to be configured any way they please — including many new ways not even thinkable for a browser built to work for advertisers. Let’s call this new browser PrivateFox. (Amazingly, PrivateFox.org was an available domain name until I bought it last night. I’ll be glad to donate it to Mozilla.)

Information wants to be free, but value wants to be paid for. Since PrivateFox would have serious value for individuals, it would have a price tag. Paying for PrivateFox would make individuals actual customers rather than just “users,” “consumers,” “targets” and an “audience.” Mozilla could either make the payment voluntary, as with public radio and shareware, or it could make the browser a subscription purchase. That issue matters far less than the vast new market opportunities that open when the customer is truly in charge: something we haven’t experienced in the nineteen years that have passed since the first commercial websites went up.

PrivateFox would have privacy by design from the start: not just in the sense of protecting people from unwelcome surveillance; but in the same way we are private when we walk about the marketplace in the physical world. We would have the digital equivalent of clothing to hide the private parts of our virtual bodies. We would also be anonymous by default — yet equipped with wallets, purses, and other instruments for engagement with the sellers of the world.

With PrivateFox, we will be able to engage all friendly sites and sellers in ways that we choose, and on terms of our choosing as well. (Some of those terms might actually be more friendly than those one-sided non-agreements we submit to all the time without reading. For more on what can be done on the legal front, read this.)

(Yes, I know that Netscape failed at trying to charge for its browser way back in the early days. But  times were different. What was a mistake back then could be a smart move today.)

2) Crowdsource direct funding from individuals.

That’s a tall order — several hundred million dollars’ worth — but hey, maybe it can be done. I’d love to see an IndieGoGo (or equivalent) campaign for “PrivateFox: The World’s First Fully Private Browser. Goal: $300 million.”

3) Build intentcasting into Firefox as it stands.

Scott Adams (of Dilbert fame) calls it “broadcast shopping”. He explains:

Shopping is broken. In the fifties, if you wanted to buy a toaster, you only had a few practical choices. Maybe you went to the nearest department store and selected from the three models available. Or maybe you found your toaster in the Sears catalog. In a way, you were the hunter, and the toaster was the prey. You knew approximately where it was located, and you tracked it down and bagged it. Toasters couldn’t hide from you.

Now you shop on the Internet, and you can buy from anywhere on the planet. The options for any particular purchase approach infinity, or so it seems. Google is nearly worthless when shopping for items that don’t involve technology. It is as if the Internet has become a dense forest where your desired purchases can easily hide.

Advertising is broken too, because there are too many products battling for too little consumer attention. So ads can’t hope to close the can’t-find-what-I-want gap.

The standard shopping model needs to be reversed. Instead of the shopper acting as hunter, and the product hiding as prey, you should be able to describe in your own words what sort of thing you are looking for, and the vendors should use those footprints to hunt you down and make their pitch.

There are many ways of doing this. More than a dozen appear under “Intentcasting” in this list of VRM developers. Some are under wraps, but have huge potential.

Intentcasting sets a population comprised of 100% qualified leads loose in the marketplace, all qualifying their lead-ness on their own terms. This will be hugely disruptive to the all-guesswork business that cherishes a 1% click-through rate in “impressions” that mostly aren’t — and ignores the huge negative externalities generated by a 99+% failure rate. It will also generate huge revenues, directly.

This would be a positive, wealth-creating move that should make everybody (other than advertising mill-keepers) happy. Even advertisers.  Trust me: I know. I co-founded and served as Creative Director for Hodskins Simone & Searls, one of Silicon Valley’s top ad agencies for the better part of two decades. Consider this fact: No company that advertises defines themselves as “an advertiser.” They have other businesses. Advertising might be valuable to them, but it’s still just a line item on the expense side of the balance sheet. They can cut or kill it any time they want.

“Buy on the sound of cannons, sell on the sound of trumpets,” Lord Nathan Rothschild said. For the last few years advertising has been one giant horn section, blasting away. If online advertising isn’t a bubble (which I believe it is), it at least qualifies as a mania. And it is the nature of manias to pass.

Business-wise, investing in an advertising strategy isn’t a bad bet for Mozilla right now. But the downsides are real and painful. Mozilla can reduce that pain by two ways:

  1. Join Don Marti, Bob Hoffman (the Ad Contrarian) and others (myself included) who are working to separate chaff from wheat within the advertising business — notably between the kind of advertising that’s surveillance-based and the kind that isn’t. Obviously Mozilla will be working on the latter. Think about what you would do to fix online advertising. Mozilla, I am sure, is thinking the same way.
  2. Place bets on the demand side of the marketplace, and not just — like everybody else — on the supply side.

Here on Earth we have a landing site for Mozilla, where the above and many other ideas can be vetted and hashed out with the core constituency: IIW, the Internet Identity Workshop. It’s an inexpensive three-day unconference that runs twice every year in the heart of Silicon Valley, at the Computer History Museum: an amazing venue.

Phil Windley, Kaliya Hamlin and I have been putting on IIW since 2005. We’ve done seventeen so far, and it’s impossible to calculate how far sessions there have moved forward the topics that come up, all vetted and led by participants.

Here’s one topic I promise to raise on Day One: How can we help Mozilla? Lots of Mozilla folk have been at IIWs in the past. This time participating will have more leverage than ever.

I want to see lots of lizards and lizard-helpers there.

[Later...] Darren has put up this insightful and kind post about #VRM and The Intention Economy (along with @garyvee‘s The Thank You Economy). I’ve also learned that lizards will indeed be coming to both VRM Day and IIW. Jazzed about that.

 

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