16, 2002 Volume 2 Issue 6
E-Books, and other stuff of the future
... and of fiction
The future I do not predict.
Yet, I do follow history. It was part of my major at the university
- guess that part of my formal education stuck.
Combining the two - mixing predictions with what really happens
- is an interesting study. Frequently those who think far out are
far out of it.
And then there is fiction. Buck Rogers. Dick Tracy. The Jetson's.
1984. Space Odyssey 2001. Star Wars. Grand stories, yet, still fiction.
Since the late 1950's and early '60's, beginning with main frame manufactures,
and continuing for at least two decades, through the introduction
of the personal computer, paper has been going away. The stuff we
write on, mark on, draw on, print on ... it is going to disappear.
We are going paperless. We were told that over and over. Yet, it hasn't
happened. And it won't - at least not anytime soon. You see, it was
- and still is! - fiction.
You've heard me quote a comment heard at a COMDEX show in Las Vegas
in the middle 1980's ... "The day of the paperless office
is the same day as the paperless bathroom".
It just isn't going to happen. Certainly not in my lifetime - most
likely not in yours either.
So, what is going to happen that may truly affect us in marketing?
Let's take another look at E-books. Did that a while back - it's time
Not sure about you, yet when I read I like to have freedom to move
about. To change positions; to sit up, lay down, stand for a while,
roll over. And read in different locations, too ... like at my desk,
in an airplane, on the sofa while watching a football game, beside
the pool, maybe in bed.
And as wonderful as technology is, so far it doesn't allow me all
these reading options. Yet, the times are a changing ... and soon
my wishes, and yours, too ... are very likely to happen.
A few weeks ago USA WEEKEND ran an article titled "Novel
Ideas". Some of them certainly are. i.e, a book you read
in English, Spanish or both ... at the same time, going back and forth
between the two languages, if you wish. Plus, the option of viewing
the illustrations in a 3-dimensional format. Some far out stuff.
Electronic paper is another new product in the wings. Flexible sheets,
bound together, holding words and pictures, which you "turn"
as you read. They're also re-useable - you download off your computer
another book, after finishing the first.
James Iuliano, President & CEO of E Ink Corp, talking about electronic
paper, says it could lead to "one book becomes all books."
Interesting concept. Wonder how you write in the margin? Or underline?
Highlight? All things I do with almost every book I read. Certainly
every business book.
Book publishers seem to be upbeat about E-books. Not sure if it hype
or reality ... as with rare exception, there are no numbers. Yes,
a Stephen King novel got 500,000 hits when it went online in 2000.
Yet, if I remember correctly, his second E-book got yanked after the
first chapter or two did zilch. Or was it the paying audience
wasn't what it needed to be?
No matter, I'm all for technology. One of my granddaughters is a big
reader. She'll do whatever it takes to consume a book. The other is
not - and I think if knowledge was available to her in an E-format
she just may jump in. Microsoft has a product that may be just right
for her - me - you; it's called a Tablet PC.
Dick Brass, Veep for Emerging Technology at Microsoft says this; "It's
about half an inch think, weights less than 3 pounds, and you can
hold it in your hands for a long time." Not sure if it's the
"curl up and get comfortable" end product or not. Time will
tell. Well, the marketplace will tell!
Just as E-books will evolve, other technology is coming along that
will change how we do what we do, too. Business2.0 of
last month had a most interesting chart. The title was Headlines
From Tomorrow: 2002-2020, by Bob Parks. Here are a few things
from that look into the future;
... by 2007, from Chrysler, a car that runs on Borax laundry soap
... in 2004, at Boeing, an aircraft wing, made of a lighter steel,
that's as sharp as the knifes sold on the Home Shopping Channel
... 2005, soldiers will wear sensors on their uniforms to detect
... in 2012 Japan develops an alternative fuel, from the ocean
... weather forecasting in 2015 will get better with the use of
qubits, a tiny particle capable of holding 1 and 0 at the same
time (not sure how this does what it does, yet it sounds good!)
... in 2010 a cloned horse with a normal life expectancy will be
... by 2015 human cloning will be happening - yet people will not
have a normal life expectancy, as the horse does
... in 2010 colon cancer will become avoidable
... Honda, in 2010 generates electricity using "waste"
heat - enough to power a car satellite phone , radio and full entertainment
... 2008 is the year of the unplugged - wireless becomes of age
to deliver audio and video via DVD, thanks to Sony
... in 2020 Palm XXVII goes nuclear, with nickel-63 power, a color
screen, and a half life of 102 years - yet, the calendar feature
runs only until 2040!
Much of this will prove to be fiction, too. Some serious research
will uncover things not thought of - yet useful. And many "dreams"
will not be fulfilled.
A while back I enjoyed a chat with a husband / wife research team
from the pharmaceutical field. I asked them what they were specifically
looking for. Never will forget the answer; "Whatever we find".
Whatever you find - EnJoy. See you next week.
Again, I'm back on the speaking circuit - ready and roaring
to go. And is it fun! Have had several truly outstanding sessions
this spring past. With some grand folks.
So, a reminder of my special BONUS;
...when you invite me to speak at your special event, conference,
corporate meeting or association gathering, you get your choice
of 100 FREE copies of either my book Power Direct
Marketing, or the audio/booklet direct mail package
titled Magic Marketing Minutes!
For details E-mail @ Ray@RayJutkins.com,
fax +1+928+244-6148, or phone me at 1+928+785-9400. Oh, and
there is no fine print!
Being a Genius
How to Think Like Leonardo da Vinci introduced me to Michael
J. Gelb as an author.
I liked that book very much. Anyone involved in the creative process
would gain a thing or more with a read. Leonardo was a genius.
Gelb now has another book that caught my fancy. His latest is
Discover your Genius ... How To Think Like History's Ten Most Revolutionary
What is a surprise is his selection of who have been the geniuses
of the world ... the "Ten Most Revolutionary Minds". Not
just to me - to everyone I talk to. Thing is anyone could put such
a list together ... Gelb did. Here it is.
First, Leonardo is not on this new list. Because of the previous book.
Instead, Gelb chooses Plato first. This is not a surprise ... what
is interesting is why Plato and not Socrates or Aristotle. There is
a reason - you have to read the book to understand. My university
major in philosophy made this a special section.
Brunelleschi is an interesting choice. Yes, I knew the name - not
the man. Or really what he did. He did several most interesting
things - way ahead of his time. A lot like Leonardo - yet, a specialist.
Who shook up the leaders of his day with his unusual approach to architecture
Aside ... every genius shakes up the society they live in. They are
out of step with what is thought, felt, done at the time. They are
"the madman". Or looked at as "odd". Certainly
For the most part these out of the ordinary thinkers are not making
a financial killing doing what they're doing. For many they're doing
it because it's more important they contribute than they live.
Onward. Much of what I've read and heard about Christopher Columbus
is myth. Frequently based on incomplete data. Since Columbus is credited
with the "discovery of America", those of us living in this
part of the world may think we know this man. Most of us do not. These
words about Columbus certainly open a different door than I would
have thought. You may find it entertaining as well.
As Columbus sailed the seas of the earth, Copernicus looked into space
with his thinking and theories. Shook up the astronomers of the time
- and before it was over proved his ideas were right. Although math
plays a major part in astronomy, you don't need a degree to understand
what Copernicus brought to this world.
The list includes only one lady... something that is certain to gain
Gelb a bit of flack. The lady is Queen Elizabeth I. I'll over look
the male/female issue - as today is not what this book is about. It
is about history. And great thinkers who accomplished outstanding
things in their lifetime ... things that affected the world after
they were gone. The good Queen was one who met that standard.
Shakespeare. Almost nothing more to say. Lots of fiction about this
character, too ... yet, it doesn't really matter. This man knew how
to write to influence. To make a point. To tell a story. Many, in
fact most of his writing, offers a life and living value ... even
We in the United States of America know a bit about Thomas Jefferson.
Beginning late in the 18th century he became a major influence
on the creation of this country. A read of these words before your
next tour of Monticello will put a different perspective on what TJ
left for the rest of us.
Evolution has been debated only because of Charles Darwin. If it wasn't
for Darwin most of us would not know the word. If you've visited the
Galapagos Islands off the coast of Ecuador in South America you've
been where it started. Before your return trip (if you've been once,
let me guarantee you you'll want to return!) read this section.
A man who really lived what he preached was Mahatma Gandhi.
He is my favorite in this group of ten. I have a collection of quotes
... several from Gandhi. Because he did and said things in a way that
was different than the world in which he lived. He participated in
this world almost as a religious messiah. What a teacher!
Number ten is Albert Einstein. A true genius, yet, a down to earth
kind of guy. The "absent minded professor" image followed
him, because of his actions, re-actions or no action. He thought differently
than most around him - and thus was "strange."
This is a good book. Not to be read in a single sitting. Or any special
order - certainly front to back is not mandatory. If you jump from
section to section it won't matter. As each man/woman brought something
different. And we're all better for having had them on earth.
... from Monday, December 17, 2001 B.C.
I'm ready to share this "new" concept with you.
And I'm ready to do it today. To book an hour or two or three to give you
this different, interesting, meaningful, warm and true action presentation.
To your club. Your company. Your organization. Your association. Any group you
A true and "live" message. It shares putting things in perspective.
i.e., first things first. You know, like many of us (including me!) don't do.
At home or the office.
This presentation is about how each of us, in our business lives and personal
lives, will get more out of life when we re-arrange our thinking. When our actions
mirror what we know we should do. Many think one way - act another. This set
is about how to do what we know we should - and do it every time.
Interested? E-mail me ... Ray@RayJutkins.com
and let's make it happen. Look forward to hearing from you. Soon.
It's summer in Arizona. Meaning hot. And I love it!
This issue of The Works of Marketing with Ray includes a "hot"
Anonymous proverb from Japan. It "sounds" like summer ...
this E-zine ... and me. I really believe this from Anonymous;
"To teach is to learn."
"Quotes with Direction" has been a part of my web site collection
from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/.
There's a new batch up every 4 weeks.
Magic Marketing Minutes
Each week I'll share with you a different direct mail marketing tip.
If you're not using direct mail, maybe you should!
No matter, many of these ideas work for other media, too. Read, and give 'em
a try. If you are making direct mail a part of your marketing - EnJoy!
How Can You Use Admail?
Admail is such a part of our everyday life that we rarely think about
it seriously. Let's think about it seriously for the next 60 seconds.
There are really 4 basic things you do with Admail:
||The first is Fund Raising. If you
are The Heart Association, The Red Cross, Save The Children
or similar -- you may use Admail as part of your fund raising
||You may use Admail to Generate Leads
for a sales staff. If you have an inside or an outside sales
staff, if you work direct or through distributors or dealers
or some kind of a network, you may need to supply leads for
sales people. Admail is a marvelous tool, aimed at the right
audience to generate leads for your sales team.
||Traffic Building. People traffic
building. Anyone with any kind of a retail outlet needs people
traffic. If people don't come through your front door, you soon
go out of business. Admail is an extremely effective tool to
reach into your neighborhood. So, invite your marketplace to
visit you. Use Admail for traffic building.
||And, Mail-Order. We all know what
mail-order is. You receive a catalog or a solo mail piece. You
call a toll free number or fill out the application. You provide
a credit card or some other means of payment and soon a specific
product or service you ordered comes through the mail.
4 things you do with Admail:
For more marketing tips, visit http://www.rayjutkins.com/mmm/.