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Hello,
Courage. That’s what Tim Cook says matters most to him as Apple’s CEO. “Do you have the courage to admit that you’re wrong? And do you change?” he asks rhetorically, in reference to the company’s infamous flops like the Power Mac G4 “Cube” and the iTunes social network Ping.
Then last week, Apple’s Phil Schiller cited courage as the guiding light in the decision to remove the headphone jack from the latest iPhone model. Below, we discuss the bold move to drop an industry standard and what it means for consumers and business leaders alike.
Also in this Download: holding algorithms accountable, finding a voice, creating products from pollution, and biking into the future.
Andrew Benett Global Chief Executive Officer Havas Creative Group
What: Apple killed the headphone jack with the newly announced iPhone 7.
So What: This is yet another example of Apple showing (rather than asking) people what they want—in this case, an improved listening experience and a nudge toward a wireless future. While change can be hard, the time has come to move on from a technology that's nearly 140 years old. To bring your industry into the future, start by looking critically at your products and services to see what both you and your customers are simply accepting as the status quo. What: Until very recently, LinkedIn’s algorithm appeared to favor men. Meanwhile, Facebook has had to address its own bias issue.
So What: Have you ever been frustrated by surge pricing? Algorithms are increasingly shaping our life experiences, and consumers have a right to know how brands are subtly (and not so subtly) influencing them. So it’s no surprise that it’s quickly becoming the standard for businesses to build algorithmic accountability directly into their products, services, and brand messaging. And the benefits of radical transparency don’t hurt, either.
What: Amazon Echo is getting ready to talk back to users with push notifications.
So What: Notifications are about to become a new playground for brands. As voiceenabled interfaces like Echo enter the mainstream, you’ll need to reconsider your content ecosystem to ensure you are communicating with your consumers in a way that makes their lives easier. It’s also time to ask: What does your brand sound like? What: Brands like Dell, L’Oréal, and IKEA have partnered with Newlight Technologies, a company that's developed AirCarbon, a revolutionary plastic made from greenhouse gases that curbs global warming.
So What: Research shows that 75 percent of consumers believe companies have an ethical obligation to operate in ways that do not harm the environment (and they’ll pay more for it). Striving to make your business as sustainable as possible will help you be a hero in a world that’s growing more environmentally conscious.
What: Ford is expanding into buses and bikes by acquiring crowdfunded shuttle service Chariot and investing in Motivate, the largest operators of bikesharing programs in the US.
So What: When introducing the Model T, Henry Ford famously said, “If I had asked people what they wanted, they would have said faster horses.” Now, driven by megacities and the sharing economy, Ford is transforming its business model from a car company into a mobility company—and it's not taking the easy route. How will your company flex to the ways of the new world?
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