Gary Vaynerchuk once said:
“We’re living through the biggest culture shift of our lives, the internet has dawned the second wave of industrial revolution”.
The fascinating part is that the bell curve of innovation is running at such an accelerated speed that another great wave of innovation is taking place within the same generation, and probably for the first time ever.
At a historical scale, this is even more significant when you realize that it took centuries for people to start using tools, even more centuries to start using basic machinery… Hell, it even took hundreds of years to make the jump to electricity from candles and torches.
At now look at us, our grandparents used to go watch a movie in a big screen once a month and that was considered a luxury that not everybody could afford.
In our parents generation, everybody had a television set at home and that was already an enormous advancement from the prior generation.
Back then, there were only a handful of channels, but when that thing just came out… It seemed like the mother of all inventions.
Then came the VCR player and everyone could go to the store and pick any movie they wanted to watch, and they could enjoy it on their own time.
Today you can do that with a simple click.
Hell, you can do that from your home while chilling on your couch and eating pizza.
Most impressive of all is that not only the devices got cheaper and more accessible, but the content creation tools got cheaper and more accessible as well.
So much so that, even your next door neighbor could be filming videos and uploading them on YouTube as we speak.
But the biggest jump in innovation came with the emergence of the internet, the second wave of innovation as Gary said.
And now we’re at the dawn of the third wave, and the experiences of living through something so revolutionary as the internet are still fresh in mind.
Which means that blockchain companies have a plethora of lessons from the internet era.
Let me give you one example:
When PayPal came around, they didn’t just start handing out flyers in the street trying to attract customers, they looked for people who were already on the internet, and more importantly people who were already comfortable with making monetary transactions online.
So they did their research and got their targets from eBay.
The same goes for Airbnb for example, they found their targets on Craigslist.
Why? Because they already knew that these were the perfect audience since the they all had properties they wanted to rent out. These were the types of audience who are actually in need of the very service that Airbnb provides.
And then once you get the base audience, it’s easier to build your snowball from there.
So maybe to emulate the success of some internet giants from the early days of the internet, Blockchain entreprises should to take a page or two from their recipe book.
In the past months, there have been millions of users actively closing their Facebook accounts which makes them the ideal audience for any blockchain social website. You know that these people have been longing for a competition for a long time, you just have to present it to them.
The same opportunity occurs with YouTube as well, given the fact that content creators are being de-monetized faster than a factory worker under a soviet regime.
For any blockchain video streaming service, this is a gold mine.
Especially nowadays where you have the tools to analyze users via influence, follower count, true reach… You could even figure out exactly how much they make in donations in Patreon and factor in the “need” aspect in the equation.
This gets even more valuable if we’re talking about a platform that rewards content creators with cryptocurrency.
All you need to do is target the right people, make them happy, involve them in a mutually beneficial situation and their followers will follow.
As Malcolm Gladwell wrote in his book The Tipping Point:
“There are exceptional people out there who are capable of starting epidemics. All you have to do is find them.”