At the same time, we’ve spent the past couple of years watching content site after content site “pivot to video”. Why? Not so much because video is great — it can be great, but often isn’t the ideal format for content — but more because, to quote Willie Sutton, “that’s where the money is.” That is, large content sites have reached the bounds of monetization at scale for text. The real money in advertising, as everyone knows, is in video — because it’s the form on which television has survived and thrived.
I know you’ve written about the voice interface, AirPods, etc. But you know you want to go further down that rabbit hole.😉 Spend some time thinking critically about voice. Mind-bending realizations therein. For example…
- End-to-end audio: “I call the solution ‘end-to-end audio’ [with] voice as the primary medium: not only should voice dictation be prominently featured as the default for all inputs, but that input should remain in audio format, end-to-end… In other words, messaging should be voice dictated, captured as an audio recording, and delivered as an audio file… The text is abstracted away by default, and it’s succeeded by audio.”
- The voice interface is inevitable and opportune: “The voice interface will need new paradigms to accommodate common consumer behaviors like skimming, browsing, pausing, and re-reading. Some of these habits have already started changing (a lot of people are getting acclimated to the voice medium thanks to podcasts and audiobooks); others will adapt or evolve (I mentioned “the formation of new habits”); and a few require a radical rethinking of the user experience.”
- Audio ergonomics and the new competitive advantage: “Like mp3's beating video to the punch a generation ago, culminating with iTunes’ proliferation, we’re just not equipped for a visual-first experience yet today.”