Co-Inpetto started as a recruitment cabinet for IT professionals and business consultants in 1999. It was the year that the internet got introduced in the business world. The stories of passionate professionals, I loved them, I collected them carefully.
Strict permission marketing principles from Seth Godin served as back-office:
- Ask first.
- Agree with candidates about the right job, the right time, and the right channel to contact them.
- Work with that agreement.
A new exciting world was opening up. The beauty and the mystery of databases and the internet were unpacking themselves to engage with clients and candidates attentively. But a fork came in the road.
If you genuinely believe in the value of creativity in business and society, you had to avoid the social-media-hip-hop. Collaborative innovation to get the appropriate digital infrastructure and do better was (and still is) a far better option (1). During the years, legislation came at our side.
Seth Godin joked about the GDPR as if his thinking became law. Next week starts the next edition of The Marketing Seminar of Seth Godin. I highly recommend jumping in.
The battle between Apple and Facebook about privacy is part of the end game for Facebook’s business model. Now it is our turn.
We have the keys in our hands to make markets AND marketing better. And you will be part of that shift. Enriched data and tokens will become part of the hard bucks in markets AND marketing. The features of the decentralized internet will help them fuel. That’s a big deal.
(1) In the podcast with Kate Raworth at The Center of Human Technology, you can learn more about Big Tech’s negative externalities, click here.