Nicework Reads – Week 42: 2019

Reading Time: 3 minutes

Here’s what we’ve been reading and listening to at Nicework.

Patagonia founder Yvon Chouinard talks about the sustainability myth, the problem with Amazon—and why it’s not too late to save the planet

“You want the truth? It’s hopeless. It’s completely hopeless.” That’s what Patagonia founder and chairman Yvon Chouinard told the L.A. Timesabout the plight of the earth amid climate change. In 1994. Regardless, Chouinard and his company have spent decades—and millions of dollars—fighting for environmental causes around the world while investing in more sustainable business practices. What’s more, Patagonia has embraced and promoted the B Corporation movement, while Choui­nard led such efforts as 1% for the Planet, a collective of companies that pledged to donate 1% of sales to environmental groups and has raised more than $225 million since 2002. Meanwhile, over the past 46 years, Patagonia has become a billion-dollar global brand, making it the ultimate do-good-and-do-well company.

The Greatest, Fakest World Record

At the event, branded the INEOS 1:59 Challenge, the performance was heralded as a radical, historic leap, his “Neil Armstrong moment,” as one announcer said. Indeed, Kipchoge himself—a soft-spoken 34-year-old Kenyan who dulls the pain of distance running by smiling mid-competition—has repeatedly equated his feat to reaching the moon. That comparison is audacious on the scale of human achievement, but in the galaxy of running, it might actually be an understatement. Running’s original moon landing, the sub-four-minute mile, took place back in 1954. Yesterday, Kipchoge launched running to Mars.

The Trust Manifesto: If you could reinvent the internet now, what would it look like?

“Does my phone listen to my conversations?” is a very 2019 question, and one that ten, even five years ago, would not have been part of our lexicon. But today, type ‘does my phone listen to me’ into Google and get ready to scroll through over two billion results.

These are the questions that Damian Bradfield, WeTransfer’s CCO, poses in his new book The Trust Manifesto, What you Need to do to Create a Better Internet. With it, he aims to demystify the dangers of data misuse and explore the challenges that every internet user today faces. And if you’re still unsure where the online ends and the offline begins and why that matters anyway, well, the comic strip below says it all.

What Brands Can Learn from Retailers About Data Insights and Personalization

The term “consumers” typically refers to individuals in the discovery phase, prior to their entering a store, where the point of an advertisement is to evoke an emotion. “Shoppers” are at the point of sale and are concerned with price, promotion and making a purchase based on a rational, informed decision.

While the lines continue to blur between national awareness plays and shopper marketing transactional activity, brands that succeed in today’s omnichannel world are the ones adopting a shopper-first approach. In short, they need to think like retailers do—that is, leveraging the right data to achieve optimal performance.

Here’s some interesting stuff that we’ve been listening to:

Ep.04 Fire to the Phoenix – 13 Minutes to the Moon

“You heard ‘fire’. Then you heard a scream.” The Apollo 1 tragedy and what happened next

It Could Happen Here

In this nine-part series I walk the listener through exactly how a second American Civil War could happen. Using hard facts, historical anecdotes and my own experiences reporting from two real civil wars, I’ll leave you believing it COULD happen here. Each episode reveals more of our possible future, covering the mix of protests and terrorism that might spark such a conflict and walking through how the government would try to stop it.

Got a moonshot for your brand? We’ll make sure it’s an Apollo 11, instead of an Apollo 1.

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