Book – The Icarus Deception

icarusThough the concept of not being ordinary to survive is not new, the idea that this is topic deserving the entire book is interesting.

The “comfort zone” is no longer matches the “safety zone” – any individual needs to become an artist of his or her craft to survive… It is understandable, but most likely, the “safety zone” does not exist anymore, risk is too high, and the alternative is worse…  The concept of mismatching comfort zone and safety zone is an insight.

Some of the book’s critics pointed out that this new book does not actually state anything revolutionary. My guess, the revolutionary part is that even if the concept is so obvious, the masses of us (people in general and marketers in particular) do not nececerely folowing the advice…

Though yes, uniqueness is important now not only in marketing but also in individual surviving.  However, I must admit my favorite SG book is still Meatball Sundae 🙂

MN Search – Local Search

Ha!  The complexity of the world is increasing – even local search, which just barely appeared a few years ago developed into an its own discipline.  Quite complex discipline based on the event…


As local search becomes more important and interconnected, reviews take central stage.

  • 72% of consumers trust online reviews
  • 52% of consumers are more likely to use local business if the reviews are good

Google+ also becoming more important (and not only for my secret hope of promoting work White Papers there 😉  ).  A good introduction of local search can be found at Conversion Point blog


Book – Anti Fragile

anti-fragileFascinating book – intellectually dense, useful for the understanding of the world, and wonderfully entertaining.  The book describes state of our world as a system, which is in large scale anti fragile, but is built on fragile sub systems and individual elements.

As we can not predict future events, or stressors of the system, we can classify different systems as anti-fragile (which improve after experiencing the stressor – evolution and adaptation of the species) or fragile (which are damaged after experiencing a stressor – bunking system).  Improvements from the volatility is called convexity, and damage from volatility is called concavity.

Anti-fragile systems typically have fragile individual components.  For examples, as individuals we are fragile, but as species we are anti-fragile and capable of benefiting from volatility.

Whatever we can do to increase optionality on the individual and societal level, it will be beneficial respectively to the individual and the society.  Unfortunately, as inherently fragile individuals, our ability to increase our individual anti fragility is limited 🙂

The WSJ article “Learning to Love Volatility” is a short explanation of the concept of volatility and anti fragility.