Marketing Conspiracy Theories

Seth Godin on the marketing of conspiracy theories:

People don’t embrace them because they’re true, they embrace them because they are more satisfying, they show agency and intent, and they provide a level of solace by implying external causes to significant events.

At the heart of the marketing of a conspiracy theory is that it must be non-falsifiable.

A key tenet of science is that every useful and productive thesis and theory must be able to be proven wrong. For example, if you say, “I have ESP, but it only works if no one is testing or tracking my results,” then of course it can’t be disproven. If you say, “Columbus set off on his journey because a voice came to him in the middle of the night and told him what to do but he never wrote it down nor told anyone,” then we must either take your word for it or move on. No room for science here.

Which is how they market conspiracy theories. Take a look at the many theories about 9/11 or the 12 men in Geneva who run the world or the Kennedy assassination or UFOs and what you’ll see each time is that as soon as anything appears to disprove part of the theory, the theory changes. What is being sold is doubt, not proof. Doubt is something people often want to buy, particularly if it gives them comfort.

Google TV Cost Logitech “Dearly”

Logitech CEO Guerrino De Luca, as reported from hip new techno land The Verge:

De Luca suggested that Google TV was far from ready at launch, going so far as to call it “beta” software on one presentation slide, and that the company made a massive misstep by believing that it would revolutionize television right out of the gate.

It’s fascinating to me that anyone would think Google TV would revolutionize television right out of the gate, much less a CEO of a major technology firm (yeah, yeah, I know it’s Logitech).

Anyone interested in how technology firms can disrupt the current TV market should begin and end with Steve Jobs’s discussion of the lack of a viable go to market strategy. As he explains, that’s the primary obstacle to overcome. It’s not the vision or the technology. It’s getting a product to consumers that they’re willing to pay for in an environment where set-top boxes are provided for free or at very low cost. Without fixing that, you’re just adding another box.

Don’t Give Your Users Shit Work

Brilliant essay by Zach Holman:

Some people still like shit work. They can spend an hour moving Twitter accounts to special Lists, and then at the end of it look back and say “Boy, I spent an hour doing this. I really accomplished a lot today!” You didn’t. You did shit work.