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In this episode of The Difference Engine, we sit down with a pivotal figure in the tech world who helped shape one of the most iconic brands in history. Apple.
Andy Cunningham had a seat at the table for one of the most exciting periods in the tech industry’s history. The birth of Silicon Valley, The emergence of the groundbreaking Macintosh in 1984 and the rise, fall and rise again of Steve Jobs. If it was happening, Andy was there.
During this time she worked closely with Steve and other industry heavyweights, developing her skills and becoming one of the world leaders in tech positioning. As the founder of Cunningham Communications Inc. she has been influential in the success of numerous high-tech companies in Silicon Valley.
In 2017 she released Get to Aha! Discover Your Positioning DNA and Dominate Your Competition, a book that shares the winning framework she uses to transform markets and industries. Her expertise has been a guiding force for many businesses looking to carve out their unique space in competitive markets.
In our conversation today, we explore Andy's journey in the tech industry, her experiences working at Apple and her insights into effective brand positioning. We'll discuss the pivotal moments in her career and the invaluable lessons she's learned about category and beyond.
What to look forward to:
00:13 Andy Cunningham Introduction
01:40 What makes Silicon Valley special?
05:54 Apple, the Macintosh and Steve Jobs
17:20 Tech positioning today
23:07 Utilising the DNA of your business
34:24 Andy’s category philosophy
There is more information on how to design your category on our blog
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Paul Maher
Jonathan Simnett
If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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Jason Lemkin is not afraid to admit to his errors. In fact, a few weeks ago he eagerly shared them with a room full of people in East London. The founder of SaaStr revealed his top 10 go-to-market mistakes at this year’s SaaStr conference. So, who should you avoid hiring? Which cuts should you steer clear of? And what single word on someone's LinkedIn profile should raise a red flag?
In addition, we'll delve into the recent acquittal of long-suffering tech tycoon Mike Lynch and analyze the repercussions of eBay's acquisition of Skype.
What to look forward to:
00:35 A conclusion to the Mike Lynch saga
06:45 Top ten go-to-market mistakes according to SaaStr
22:37 When Categories Collide - eBay and Skype
There is more information on how to design your category on our blog
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Paul Maher
Jonathan Simnett
If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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All eyes will be on Paris next month as they welcome athletes and fans from all over the world for the 2024 Olympic Games. However, the international sports day isn’t the only event drawing significant foreign investment into France. The 7th Choose France showcase announced €15 billion of industry investments, promising an estimated 10,000 jobs.
Could this influx of capital be the driving force behind France’s sprint to category gold?
Also in today’s episode, We’ll analyse the failed Apple advert. Are they losing touch with their audience? We’ll show you how a decent Category strategy can improve your chances of securing funding and we’ll go back in time to see what we can learn when categories collide.
What to look forward to:
00:33 Is France heading for tech Category leadership?
10:02 Apple apologises for ad that ‘missed the mark’
16:55 How does a decent Category strategy improve your chances of securing funding?
28:11 When categories collide: Avago & Broadcom
There is more information on how to design your category on our blog
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Paul Maher
Jonathan Simnett
If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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We are living in the age of regulation. Going forward, category creators will have to dance to the tune of the CRA, NIRS2, GDPR and numerous other weighty rulebooks. But, can we learn to love the music? Embrace the constraints? Turn the rules to our advantage and waltz our way to success.
Also in today’s episode, We’ll analyse the emergence of `Storytelling` as, apparently, a new tech marketing discipline and look into our crystal ball to see how the line between VCs and PEs will become increasingly blurred.
What to look forward to:
00:30 Governments demand WhatsApp enforce age restrictions.
08:57 The emergence of `Storytelling`
12:41 What rules should you follow?
20:48 The age of casino PE
There is more information on how to design your category on our blog
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Electric vehicles are expected to make up 25% of all new passenger car registrations this year, with projections indicating that by 2030, EVs will capture two thirds of the market share. As consumer choices change, so does the whole transport ecosystem. This technological shift demands new fueling stations, tyres, job roles and even road design.
So, are electric vehicles just an automotive upgrade or a whole new category?
Also in today’s episode, We’ll analyse the aftermath of when categories collide, peer down our microscope to discover the unintended consequences of thinking small and learn how AI changing the design of every category blueprint?
What to look forward to:
00:30 How is AI changing the design of every category blueprint?
12:03 What does the rollout of EVs tell us about building Categories?
21:21 The unintended consequences of thinking small
27:04 When categories collide - Microsoft & Nokia
There is more information on how to design your category on our blog
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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“I wish upon you ample doses of pain and suffering”
These are the encouraging words of Nvidia founder Jensen Huang. For Jensen, suffering is the whetstone on which one sharpens their character. It is the shaper of greatness. But, what about the lucky ones? The painless people whose lives have avoided such sore turns. Can they achieve such heights? One of the UK’s greatest entrepreneurs, James Dyson, shows us how we can invite agony into our lives.
Also in today’s episode, we’ll have an intimate look at Tory flasher William Wragg and the political Luddites, before turning away from tech and looking to art for a lesson in category design.
What to look forward to:
00:42 Pain and Suffering Part 1 - Huang-ing in there
07:49 Pain and Suffering Part 2 - Rolling the Dyson
15:38 William Wragg and the political Luddites
19:31 The rise of impressionism is a masterclass in category
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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Throughout this series, we have been surveying the battlefield of the AI war. From an elevated outpost, we have analysed and reported on the tactical moves of both Microsoft and Google. Data centres, acquisitions, and an arms race of innovation have all weaponised in their attempts to wrestle control of tech’s future.
But who just won the latest battle?
As Winston Churchill said "Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning."
Stick with the Difference Engine to find out exactly how the AI war is unfolding, as it happens.
Also in today’s episode, we look at the attention economy and the rise of the SuperApp. And, EU lawyers fire their first shots in the AI war.
What to look forward to:
00:49 Who won the second battle of the AI war?
08:05 The attention economy and the rise of the Super-app.
16:15 EU lawyers enter the AI battlefield.
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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In this episode of The Difference Engine we talk to a captain at the helm of the category ship.
Vincent Peters brings a wealth of experience to the table, having held prominent leadership positions at renowned companies such as TIBCO, Qlik, Siebel Systems, and Oracle. Not only has he navigated the global landscape of tech leadership, but he's also delved into entrepreneurship, co-founding Curo Technologies, which was later acquired by Adobe.
At Productsup, Vincent spearheads a category-leading Product to Consumer (P2C) commerce platform that revolutionizes product content management and fosters crucial connections between brands, retailers, marketplaces, and consumers.
In our conversation today, we'll delve into Vincent's motivations for category design, his experiences leading a category-defining company, and the invaluable lessons he's learned along the way.
There is more information on how to design your category on our blog
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Paul Maher
Jonathan Simnett
If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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Throughout history, certain inventions have reorganised the world. From the printing press to the steam engine, these technologies have triggered paradigm shifts that alter the fundamental structure of societies. Anuj Nayar believes that we are right at the beginning of another global transformation. One that will recategorise every industry in the world.
Anuj Nayar has over twenty-five years of global expertise in media, payments, and consumer technology. He has cultivated a distinguished career at industry-leading companies such as Apple, PayPal, and LendingClub—innovators that reshaped entire industries.
In this episode we discuss the shifting sands of digital transformation and how AI will impact democracy. We’ll ask if San Francisco still has what it takes to be the globe’s innovation powerhouse and find out why Anuj has a burner phone.
What to look forward to:
00:28 Introduction to Anuj Nayar
01:40 Digital transformation. A golden opportunity for category creation?
09:31 Has Silicon Valley still got it?
13:02 Grind my gears! The rise of spam texts
16:30 Crystal ball. AI’s next step and political predictions
There is more information on how to design your category on our blog
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Paul Maher
Jonathan Simnett
If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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Let’s play a game of spot the Difference.
In episode 10 we sang the category praises of Microsoft after learning about their £2.5 billion data centre building project in West London. Now, we’re turning our attention to Google. They have announced a similarly large data centre project on a 33 acre site just north of London. However, our praise for Google is much less forthcoming. Instead, the move has left us asking: Does Google actually get category?
So, what’s the difference? Why is Microsoft’s UK data centre a great category play? While Google’s represents a big missed opportunity.
In today's episode, we review Google’s latest category misstep and teach you how to land the perfect first lightning strike. We’ll also shine a light on LinkedIn’s descent into drivel and take a trip to an orchard to learn about the difference between branding and category design.
What to look forward to:
00:55 Google misses another opportunity to make a category play
06:57 LinkedIn’s descent into drivel
12:08 The 7 components of a successful first strike
22:58 Never confuse category with bloody branding
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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‘The UK’s biggest miscarridge of justice’. This is what the The Criminal Cases Review Commission called the Post Office Horizon scandal. But who is to blame? Is it Fujitsu’s fault? Or do the rotten roots of run deeper? In this episode we look into the distribution of UK tech contracts and the consequences sector stragulation.
We also look into our crystal ball to predict Google’s massive category pivot. Are they moving away from the voice assistant market and instead incorporating it into Bard. We’ll also be teaching you how to successfully steer your own pivot by implementing a FroTo.
What to look forward to:
00:53: The lessons from Fujistu and the Post Office
06:46: Are Google undertaking a massive category pivot?
11:04: What is a FroTo?
17:12: The UK tech exodus
21:17: Keeping your team with you on a category journey
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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‘If you haven’t got an AI component in your offer, we ain’t gonna fund you’.
This is what we heard at the most recent Saastr conference. AI is undoubtedly the new hot ticket with 83% of company executives claiming that AI is a strategic priority for their business. So is it; go AI or go home?
In today’s episode, we’re going to take a look at how you should (and shouldn’t) use AI. We’ll also be breaking down remote working and its influence on category, what people really mean when they talk about the year of efficiency and how you can build a strong ecosystem to maximise your company's growth.
What to look forward to:
00:51 How to incorporate AI into your category
06:07 How do you build an ecosystem?
12:00 Remote working. Is it your friend or foe?
16:43 What does the year of efficiency really mean?
20:45 iPhone 15 and Apple’s dying category
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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Pat Morrissey has been at the epicentre of category creation throughout his career. His impressive curriculum includes industry heavyweights Salesforce, Simpplr and Business Objects. Currently, he is the Chief Customer Office at Hirevue, a game changing AI hiring platform that owns the category of Human Potential Intelligence. Over 1,150 companies are currently using Hirevue’s game-changing platform to get the best people into their perfect job roles.
In this episode, we talk about why AI is revolutionising how companies hire, the secrets behind Salesforce’s double-digit growth, and top tips for people embarking on their category journey.
What to look forward to:
00:28 Introduction to the legend that is Pat Morrissey
01:39 How did Salesforce become a category leader?
12:53 How can AI help you hire/ get hired?
19:59 Learn and Earn! Pat Morrissey’s top category design tips
26:12 Tech VCs. Category friend or Category foe?
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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Why did Starling Bank decide to switch its concentration from consumer banking to B2B? We talk about the bold choices that led to this change and the comparable action taken by industry titans Ocado.
If you want to play with the big boys you need to be able to adapt. Just look at Starling bank. CEO Anne Boden is overseeing their pivot from from B2C to B2B. So what are the bold choices that led to this change and what can we learn from the comparable action taken by industry titans Ocado.
Could your category lead be just a pivot away?
In today's episode, we address the significance of changing the language used when talking about AI and the need for businesses to stand apart from the competition, especially in light of the possible saturation of the AI market. We also look at the value of creating strong ecosystems and the methods and tactics used by Mark Benioff's Salesforce to create successful businesses.
What to look forward to:
00:00 Starling's Evolution
06:57 Microsoft's Investment in Data Centres
11:33 Why are ecosystems so important?
20:15 AI Explosion and Categorisation
26:15 Analysing category leaders like Mark Benioff
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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‘Europeans can’t do category design.’ We hear this a lot, particularly from our friends across the pond. However, the company behind London’s record breaking $11 billion IPO might disagree. Wise (formerly known as TransferWise) has successfully built and dominated a category within the retail banking space. And, they’re from the UK.
So what’s their secret? Why has Wise succeeded where so many other Europeans have failed?
In today’s episode, we take a look at what we can learn from Wise. We’ll also be checking the tech recession’s temperature and asking what options are available to your business. Could it be time for a new category?
What to look forward to:
00:50 Wise words - What can we learn from a European category king
06:20 The techcession rages on… to the techpocalypse
10:25 SaaS - Time for recategorisation?
14:25 How to pull off the perfect ‘lightning strike’
22:45 Is it the year of increasing efficiency? Or just the year of increasing margin?
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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WeWork founder Adam Neumann was never short of ambition. He set his sights on becoming the world’s first trillionaire and expanding his desk rental business to Mars. However, earlier this month Adam came crashing back down to Earth. Nearly $40 billion of value floated away into the stratosphere as WeWork entered chapter 11.
So what was behind WeWork’s spectacular meltdown?
In today’s episode, we take a look at the real reason WeWork didn’t work and why Zoom is telling its staff to return to the office. We’ll also be sharing one of the secrets to Elon Musk’s success. Blueprints. Listen to find out exactly how you can write one.
What to look forward to:
00:58 The real reason WeWork didn’t work
04:14 Is Elon Musk is bothered by Tesla’s latest quarterly results?
07:40 What is a Blueprint?
13:19 Is the drought in IPOs a good thing?
18:20 Do Microsoft and Oracle have a shared destiny?
22:50 Zoom demands its staff return to the office.
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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I reckon you’re using some of ARM’s technology right now. Their designs are found in 95% of the world's smartphones including Apple, Android and Samsung. But it doesn’t stop there. If you’re in an electric car, using your passport, or even walking under a streetlight you’re likely benefitting from ARM’s product - a best in class semiconductor chip. To put it frankly, ARM is everywhere. And now they’re even on the Nasdaq Global Select Market.
So what does ARM's listing say about the current IPO landscape?
In today’s episode, we tell you why the US is strong arming European tech, who is unfit for their new quantum office, and how can you profit from the death of SaaS. We also review the latest Sifted Summit and the state of big tech’s people shakeout.
What to look forward to:
00:50 US strong ARMs European tech
05:37 Unfit for office - Who is leading the UK’s quantum strategy?
10:57 SaaS is dead. How do you profit?
17:39 The Sifited Summit - What did we learn?
20:10 Apple takeover embedded finance
25:10 How long will Big Tech’s people shakeout rumble on for?
There is more information on how to design your category on our blog
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Welcome aboard project HS2. Calling at broken promises, lost billions and total political turmoil. Ever since its announcement in 2009 HS2 has been pummeled by a litany of set backs, protests and management disasters. The knockout blow came in July of this year when the government’s infrastructure watchdog labelled HS2 “unachievable” citing “major issues with project definition”.
So was HS2 doomed before it even left the station? And was definition really its downfall?
In today’s episode, we look at why HS2 was a high speed fail and tell Air BnB to keep an eye out for leaches. We review the latest CogX conference, Microsofts deal with OpenAI and the birth (and death) of Meta’s Twitter competitor, Threads.
What to look forward to:
00:54 Why was HS2 a high speed fail?
03:58 How to write a POV
08:01 The Air BnB copycat
10:35 CogX festival - London’s biggest echo chamber
13:41 Will Microsoft blow its chance for category leadership
16:11 The birth (and death) of Threads
There is more information on how to design your category on our blog
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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Is Microsoft and OpenAI a marriage made in heaven?
Microsoft has its fair share of category leaders. Xbox, Azure, Teams, the list goes on. But for every win, there's a less successful skeleton lurking in their closet. Do you remember the Zune music player? Probably not. This was Microsoft's challenge to the iPod which had the questionable feature of being able to ‘squirt’ songs to other Zune devices…
It didn't take off.
But, which way will Microsoft’s relationship with OpenAI go? Destined for success or another damp squib?
In today’s episode, we ask if Microsoft has made the right bet. We tell you why size matters in your category team. And, our crystal ball predicts big changes for the BBC.
What to look forward to:
00:27 Has Microsoft made the right bet?
04:45 How big should category leadership teams be? And who do you need to kick out?
10:18 Why marketing is still not category
15:20 Our prediction: Free-to-air BBC will disappear. But why?
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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Are Apple going to change the world? Again?
Three months ago an iPhone 1 in its original packaging sold at auction for $145,416. A whopping 300 times its original price! That’s how much a moment of tech history (in its original packaging) is worth. This legendary device and its many iterations have changed the world. So, will Apple Vision Pro do the same? Should you keep one in its original packaging?
In today’s episode, we look at Apple’s next big step. We tell you how to unearth new talent in your organization. And, Captain Hindsight has a thing to say about flipping flip phones.
What to look forward to:
00:27 The impact of Apple Vision Pro.
05:40 Flip phones are back! But for how long?
10:18 How category can help you unearth new talent!
16:10 Generative AI: Will it be creative arts’ worst nightmare?
There is more information on how to design your category on our blog
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Paul Maher
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If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.
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