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News: Is the best way to solve climate change to “do nothing?”

• August 28, 2021
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When it comes to climate change, it might seem that a book entitled “How to Do Nothing” would not only be irrelevant, but also downright obscene and even dangerous. Not to mention that after more than a year of pandemic living, many people are understandably fatigued at the prospect of continuing to keep their lives

When it comes to climate change, it might seem that a book entitled “How to Do Nothing” would not only be irrelevant, but also downright obscene and even dangerous. Not to mention that after more than a year of pandemic living, many people are understandably fatigued at the prospect of continuing to keep their lives empty of social activities.

Yet, messing with our notions of action and contemplation is precisely the plan that Jenny Odell has laid out in her lapidary work, a meditation that is, ironically, a call to action.

Odell is a Bay Area star, who has been an artist in residence at a variety of institutions from the Internet Archive to Recology, San Francisco’s trash pickup and processing company. Her artistic work centers on attention, of focusing on the details that envelop us in this world and what we can learn from them. It’s an activity that leads her to birdwatching and long walks in Oakland’s public parks such as the Morcom Rose Garden.

Her book, it might be helpful to note, is subtitled “Resisting the Attention Economy” and Odell has made it her mission to help wean a generation, and well, a population off the spasmodic negativity that emanates from our social media platforms. In fact, she has a more ambitious goal: to wean people off the notion that productivity is the only value to life — that action is the only useful metric by which to measure ourselves. She wants to direct our attention to more important things.

“I fully understand where a life of sustained attention leads. In short, it leads to awareness,” she writes in the introduction. The key word here is sustained — and that’s also the connection with sustainability and the climate more broadly.

We don’t lack for information, data or opinions. In fact, we are overwhelmed with the dross of human thought. Some studies have shown that modern knowledge workers read more words per day than ever before in history — but they’re reading social media posts, emails, Slack messages and other ephemera that are each nibbling and collectively devouring our attention. What’s left is, for many of us, not much of any thought at all. The world is more frenetic and chaotic than ever before, but in the process, we have traded a deeper understanding of ourselves and our place in this world for an incessant deluge of media. Odell wants us to take that imbalance and level it.

For her, that means practicing a more sustained form of attention. That’s a skill most of us have little practice with (a deficit we may not even be aware of, ironically), and indeed, sustaining attention might even mean regularly refusing to engage with the world around us. That’s a good thing in her analysis. “At their loftiest, such refusals can signify the individual capacity for self-directed action against the abiding flow; at the very least, they interrupt the monotony of the everyday.”

Controlling our attention, directing it, and filtering out the noise of contemporary life results not in further atomization and narcissism, but rather a more collective sense of being. “When the pattern of your attention has changed, you render your reality differently. You begin to move and act in a different kind of world,” she writes. Suddenly, the trees and flowers that were once backdrops to our walks to brunch become complex and elegant life in their own right. We deepen our camaraderie with our friends and colleagues in ways that we never could with an emoji in Slack. We build up the potential to work together to solve problems.

Our sustained attention also allows us to notice the details of what is changing around us, the subtle variations of our environment that come from a warming planet. “Things like the American obsession with individualism, customized filter bubbles, and personal branding—anything that insists on atomized, competing individuals striving in parallel, never touching—does the same violence to human society as a dam does to a watershed.” We can’t fix what we don’t see, and with our fragmented attention, we really don’t see much.

The irony of course is that while technology products dissolve attention — building them takes an extraordinary amount of it. While some startup founders strike it rich on a whim and others are injected with product ideas from friends or VCs, the vast majority learned to sustain their attention on a market or customer for sometimes extraordinarily long periods of time in order to notice the gaps in a market. A founder recently told me that he had been working with customers in his market for more than a decade before he eventually understood a need that wasn’t being fulfilled with existing solutions.

What’s missing in the tech and startup community today is connecting that user empathy and focus on product-market fit to the attention we need in all the other aspects of our lives today. Odell analyzes it a bit more negatively than I would: we actually have these skills and in fact, use them quite specifically. We just don’t use them broadly enough to bring our minds to look at our friendships, communities and planet in a deeper light.

Doing nothing allows us to see what matters and what doesn’t. When it comes to solving big problems, particularly some of the most intractable like climate change, it’s precisely doing nothing that allows us to see the right path to doing something.

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How to Do Nothing: Resisting the Attention Economy by Jenny Odell
Melville House, 2019, 256 pages

See Also

• Reader, Come Home: The Reading Brain in a Digital World by Maryanne Wolf
• Nervous States: Democracy and The Decline of Reason by William Davies
• Breaking Bread with the Dead: A Reader’s Guide to a More Tranquil Mind by Alan Jacobs

News: Bill Gates offers direction, not solutions

• August 28, 2021
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Bill Gates has solved many problems in his (professional) life, and in recent decades, he’s been dedicated to the plight of the world’s poor and particularly their health. Through his foundation work and charitable giving, he’s roamed the world solving problems from malaria and neglected tropical diseases to maternal health, always with an eye toward

Bill Gates has solved many problems in his (professional) life, and in recent decades, he’s been dedicated to the plight of the world’s poor and particularly their health. Through his foundation work and charitable giving, he’s roamed the world solving problems from malaria and neglected tropical diseases to maternal health, always with an eye toward the novel and typically cheap solution.

It’s that engineering brain and mode of thinking that he brings to bear on climate change in his book “How to Avoid a Climate Disaster: The Solutions We Have and the Breakthroughs We Need” (yes, it’s italicized on the cover — we really do need them). Gates describes a bit of his evolution from software mogul to global health wizard to concerned climate citizen. If you look at challenges like neglected tropical diseases, for instance, climate change abundantly affects the prevalence of mosquitos and other vectors for infection. No one can avoid climate change when analyzing food security in developing nations.

With this early narrative, Gates is attempting to connect perhaps not with climate change skeptics (it’s hard to connect with them on a good day anyway), but instead to build a bridge to the skeptical-but-ready-to-rethink crowd. He admits that he didn’t think much of the problem until he saw its effects first hand, opening the door to at least some readers who may be ready to undertake a similar intellectual journey.

From there, Gates delivers an extremely sober (one could easily substitute dry) analysis of the major components of greenhouse gas emissions and how we get to net zero by removing 51 billion tons of CO2-equivalent emissions per year, which in chapter order are energy production (27%), manufacturing (31%), agriculture (19%), transportation (16%), and air conditioning (7%).

Gates is an engineer, and it shows and it is marvelous. He places a great emphasis throughout the book on understanding scale, of constantly trying to disentangle the numbers and units we hear about in the press and actually trying to understand whether a particular innovation might make any difference whatsoever. Gates offers the example of an aviation program that will save “17 million tons” of CO2, but points out that the figure is really just 0.03% of global emissions and isn’t necessarily likely to scale up more than it already has. With this framing, he’s borrowing the approach of effective altruism, or the idea that charitable dollars should flow to the projects that can provide the biggest verifiable improvement to quality of life for the least cost.

Unsurprisingly, Gates is a capitalist, and his framework for judging each potential solution is to calculate a “Green Premium” for their use. For instance, a carbon-free cement manufacturing process might cost double the more normal carbon-emitting one. Compare those added costs with the actual savings these substitutions would have on greenhouse gas emissions, and voila: you have an instant guide on the most efficient means to solving climate change.

The answer he comes up with tends to be quite portable in the end. Electrify everything, decarbonize electricity, carbon capture what’s left, and be more efficient. If that sounds hard, that’s because it is, and Gates notes the challenges in an aptly-named chapter entitled “This Will Be Hard” which begins with the line “Please don’t let the title of this chapter depress you.” I’m not sure you needed to buy the book to figure that out.

Gates ends up being an end-to-end conservative figure throughout the book. It’s not just his general approach of protecting the status quo, which is obviously latent in solutions which are essentially substitutable tweaks to our way of life and shouldn’t be surprising given the messenger. It’s also the surprising conservatism of his views on the power of technology to solve these problems. For a person who has quite literally invested billions in clean energy and other green technologies, there is surprisingly little magic that Gates proposes. It’s probably realistic, but considering the source, it can feel like pessimism.

Read in concert with some of the other books in this group of climate change reviews, and one can’t help but feel a sort of calculated naiveté on the part of Gates, a sense that we should just keep playing our cards a little while longer and see if we get a last-minute royal flush. There are early signs of solutions, but most aren’t ready for scale. Some technologies are already available, but would require prodigious outlays to retrofit cars, homes, businesses, and more to actually impact our emissions numbers. Then there’s everyone outside of the West, who deserve access to modern amenities. It’s all so easy, and yet, so out of reach.

The book’s strengths — and simultaneously its weaknesses — is that it is apolitical, fact-laden and ready to be read by all but the most ardent climate change skeptics. But it also acts as a gateway drug of sorts: once you understand the scales of the problem, the scopes of the solutions, and the challenges of Green Premiums and policy implementation, you’re left with the feeling that there is no way we are going to do this in the next few years anyway, so what’s really the point?

Gates ends the book by saying that “We should spend the next decade focusing on the technologies, policies, and market structures that will put us on the path to eliminating greenhouse gases by 2050.” He’s not wrong, but it’s also an evergreen comment, in a world that won’t be evergreen for much longer.

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How to Avoid a Climate Disaster: The Solutions We Have and the Breakthroughs We Need by Bill Gates
Alfred A. Knopf, 2021, 257 pages

See Also

• Drawdown: The Most Comprehensive Plan Ever Proposed to Reverse Global Warming by Paul Hawken
• All We Can Save: Truth, Courage, and Solutions for the Climate Crisis edited by Ayana Elizabeth Johnson and Katharine K. Wilkinson
• Climate of Hope: How Cities, Businesses and Citizens Can Save the Planet by by Michael Bloomberg and Carl Pope

News: Can the world really just fall apart?

• August 28, 2021
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Books on climate change, as diverse as the library is, tend to fall into a couple of categories. There are the field guides and observational accounts that chronicle the destruction of our world and make it legible for readers worldwide. There are the policy and tech analyses that splay out options for the future, deliberating

Books on climate change, as diverse as the library is, tend to fall into a couple of categories. There are the field guides and observational accounts that chronicle the destruction of our world and make it legible for readers worldwide. There are the policy and tech analyses that splay out options for the future, deliberating tradeoffs and offering guidance to individuals and governments on their decisions. There are the histories that look at missed opportunities, and the geological histories that show what our world was really like over the eons.

Then there’s the much darker category of dystopia.

Dystopic visions of the future are engaging precisely because they are visions. That makes them easy fodder for climate fiction (“cli-fi”) novels or even video games like Final Fantasy VII, a stream of work that has accelerated much in the way that carbon has in the atmosphere. Yet, it’s a field that almost uniquely remains focused on the imagination, of “what if” scenarios and running those contexts to their narrative conclusions.

What makes “How Everything Can Collapse: A Manual for our Times” a rare read is that it is both dystopic and non-fiction.

The book, which was translated into English last year and first published in French in 2015, argues for a hard acceptance of what the authors Pablo Servigne and Raphaël Stevens dub “collapsology.” Less a movement like the Extinction Rebellion and Deep Adaptation communities that have risen up in the Anglophone world, collapsology is centered around a multi-disciplinary and systematic inquiry into the state of our world, our civilization, and our society.

In this, they spurn the American frame of progress and technological advancement to solve challenges, as well as humanity’s innate hopeful desire to see a better world going forward. Instead, they want to understand what’s really happening today, and whether the stresses, shocks, and crises that smash into our consciousness on a regular basis are really just a mirage or a phenomenon far more profound.

It shouldn’t be hard to glean what their answer is. Servigne and Stevens walk through earth systems like energy and food production and more as they scout for tipping points, physical limits, and the other impassable barriers to society’s exponential development. What they find is troubling, of course. Exponential human population growth over more than a century has led to practically insatiable demand for every resource and alimentation that the planet has in stock.

That’s a story many of us are familiar with, but where it gets interesting is when they start to systematically explore what that demand has done for efficiency. Perhaps the most striking example they offered was the history of petroleum and Energy Return on Energy Invested, or the amount of oil and gas it takes to drill for that very resource. ERoEI, they note, has declined from 35:1 in 1990 to a factor today of about 11:1. Fuel is getting harder to find — and that means we use more fuel to drill for less fuel. It’s a negative feedback loop — and worse, an exponential one — and there’s little reason to expect these trends to reverse.

These sorts of negative feedback loops are everywhere in earth systems today if you look closely for them. The permafrost is melting in the Arctic, the Amazon rainforest today emits more carbon dioxide than it absorbs, higher temperatures are making it more difficult and more expensive to grow food. All this at a time when the human population is expected to add several billion more individuals this century.

As with any system, there are lock-ins where components can’t adapt because they are connected to other systems. We can’t replace gas because the entire financial and industrial system is predicated on an abundant and relatively affordable form of energy. We could try to limit the use of automobiles and trucks, but few people (in the West at least) live anywhere near the farms or mining sites where the key sustaining goods of our society come from. Those ears of corn and bags of potatoes are going to have to travel to us, or we to them, but either way, traveling is going to take place.

In the authors’ collective minds, collapsology is about coming to terms with the reality of the systems all around us and just reading the dials. It’s about accepting tipping points, discontinuities, and other non-linear paths in these systems and projecting what they mean for our own lives and those of others. It’s a call to reality, rather than a call to arms. Just look, the authors practically say.

While the first half of the book is mostly centered around exploring systems and how they inter-connect, the second half of the work explores us as humans, and debating collapsology as a phenomenon. Is it too negative? Why do we have psychological barriers that prevent us from seeing the fragility of our ecosystems and our planet? How will art and movies and books adapt to our new context? How are we going to respond to the challenges that are about to confront us in a much more visceral way? The answers — when they are available — are interesting if not always novel.

It’s fascinating to see a bit of a cultural counterpoint to the American sensibility. In some ways, collapsology is just the latest manifestation of French existentialism, updated for the twenty-first century. The book doesn’t provide solutions, nor does it necessarily argue that progress must happen or even that it could happen. Instead, it just observes the human condition, and the conditions around humans. Humans are diverse, and they are going to react to the cataclysm in the diverse ways one would come to expect.

The book offers no solution and paints a dreary future that’s just on the cusp of dystopia. But the title is fascinating, since it posits a conditional rather than an assurance. The world “can collapse” not that it “will collapse.” A reader will be forgiven for thinking the latter is the case the book is making, but ultimately, Servigne and Stevens believe that the only way to avoid collapse is to fully see the world in all its complexity. Collapsology then is really anti-collapsology, or deeply understanding the brittleness of our systems before the limits are reached. That’s a refreshingly intellectual point of view, if not necessary a salve to the fears we read and see and feel every day.

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How Everything Can Collapse: A Manual for our Times by Pablo Servigne and Raphaël Stevens. Translated from French by Andrew Brown.

Wiley, 2020, 250 pages

Originally published as “Comment tout peut s’effondrer: Petit Manuel de collapsologie à l’usage des générations présentes”

See Also

• Upheaval: Turning Points for Nations in Crisis by Jared Diamond
• “The Vulnerable World Hypothesis” by Nick Bostrom
• Deep Adaptation by Jem Bendell
• The Uninhabitable Earth: Life After Warming by David Wallace-Wells

News: Now that summer is forever, here are 6 books on climate change to sharpen your intuitions and models

• August 28, 2021
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The climate is finally hitting a climax. Decades of discussions and reports by scientists have yielded pathbreaking works by writers like Elizabeth Kolbert, and today, climate fiction and non-fiction are even becoming global bestselling works. Everyone wants to read about collapse, dystopia, the aftermath — it’s in the very air we breathe after all, what

The climate is finally hitting a climax. Decades of discussions and reports by scientists have yielded pathbreaking works by writers like Elizabeth Kolbert, and today, climate fiction and non-fiction are even becoming global bestselling works. Everyone wants to read about collapse, dystopia, the aftermath — it’s in the very air we breathe after all, what with the IPCC just reporting once again that all numbers point hotter, redder, and closer to us than ever.

The shelves of climate change books extend ever farther, and yet, one can’t help but feel that not much is changing about such a dynamic topic. There are always more details to unravel of course: another species that’s meeting the end of its precarious existence, a river that no longer flows, a town losing its last sparks of civilization. Yet, we know the tropes and the typical plots at this point (or just deny any of it is happening so it doesn’t matter anyway). The most challenging problem on the Earth today is, frankly, getting a bit repetitive.

The upshot is that there are still original works, works that push the edges of our understanding, reformulate some of the old tropes, and can deliver a forceful punch that unmoors our thinking and forces us to confront the familiar destruction with a new empathy.

I wanted to find the most intriguing books for engineers and technologists who are interested in more systematic ways for understanding what is happening to our planet. Not so much on point solutions (although we have one book on that), but rather books that can develop our thinking about how to understand the changes that are by now inevitably coming.

And so, I picked out and reviewed six books that I think represent a strong canon by which to develop our intuitions about climate change, not just as an environmental problem, but as an economic, social, and personal one as well. They range from systems-thinking analyses and prototypical non-fiction to personal reflections and an atmospheric novel. Each in its own way can help us come to terms with what will be the most challenging collective mission in our lives.

• “Can the world really just fall apart?” on How Everything Can Collapse: A Manual for our Times by Pablo Servigne and Raphaël Stevens. Translated from French by Andrew Brown.
• “Bill Gates offers direction, not solutions” on How to Avoid a Climate Disaster: The Solutions We Have and the Breakthroughs We Need by Bill Gates
• “Is the best way to solve climate change to ‘do nothing?’” on How to Do Nothing: Resisting the Attention Economy by Jenny Odell
• “How national security is being redefined by climate change” on All Hell Breaking Loose: The Pentagon’s Perspective on Climate Change by Michael T. Klare
• “Air conditioning is one of the greatest inventions of the 20th Century. It’s also killing the 21st,” an interview with Eric Dean Wilson on his new book, After Cooling: On Freon, Global Warming, and the Terrible Cost of Comfort
• “On the future of walls, or The Wall” on The Wall by John Lanchester

Call it beach reading, while that beach is still there.

News: Data scientists: don’t be afraid to explore new avenues

• August 28, 2021
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While there has been an uptick in fully remote jobs thanks to the pandemic, extending the scope of your job search will provide more opportunities that match your interest.

I’m a native French data scientist who cut his teeth as a research engineer in computer vision in Japan and later in my home country. Yet I’m writing from an unlikely computer vision hub: Stuttgart, Germany.

But I’m not working on German car technology, as one would expect. Instead, I found an incredible opportunity mid-pandemic in one of the most unexpected places: An ecommerce-focused, AI-driven, image-editing startup in Stuttgart focused on automating the digital imaging process across all retail products.

My experience in Japan taught me the difficulty of moving to a foreign country for work. In Japan, having a point of entry with a professional network can often be necessary. However, Europe has an advantage here thanks to its many accessible cities. Cities like Paris, London, and Berlin often offer diverse job opportunities while being known as hubs for some specialties.

While there has been an uptick in fully remote jobs thanks to the pandemic, extending the scope of your job search will provide more opportunities that match your interest.

Search for value in unlikely places, like retail

I’m working at the technology spin-off of a luxury retailer, applying my expertise to product images. Approaching it from a data scientist’s point of view, I immediately recognized the value of a novel application for a very large and established industry like retail.

Europe has some of the most storied retail brands in the world — especially for apparel and footwear. That rich experience provides an opportunity to work with billions of products and trillions of dollars in revenue that imaging technology can be applied to. The advantage of retail companies is a constant flow of images to process that provides a playing ground to generate revenue and possibly make an AI company profitable.

Another potential avenue to explore are independent divisions typically within an R&D department. I found a significant number of AI startups working on a segment that isn’t profitable, simply due to the cost of research and the resulting revenue from very niche clients.

Companies with data are companies with revenue potential

I was particularly attracted to this startup because of the potential access to data. Data by itself is quite expensive and a number of companies end up working with a finite set. Look for companies that directly engage at the B2B or B2C level, especially retail or digital platforms that affect front-end user interface.

Leveraging such customer engagement data benefits everyone. You can apply it towards further research and development on other solutions within the category, and your company can then work with other verticals on solving their pain points.

It also means there’s massive potential for revenue gains the more cross-segments of an audience the brand affects. My advice is to look for companies with data already stored in a manageable system for easy access. Such a system will be beneficial for research and development.

The challenge is that many companies haven’t yet introduced such a system, or they don’t have someone with the skills to properly utilize it. If you finding a company isn’t willing to share deep insights during the courtship process or they haven’t implemented it, look at the opportunity to introduce such data-focused offerings.

In Europe, the best bets involve creating automation processes

I have a sweet spot for early-stage companies that give you the opportunity to create processes and core systems. The company I work for was still in its early days when I started, and it was working towards creating scalable technology for a specific industry. The questions that the team was tasked with solving were already being solved, but there were numerous processes that still had to be put into place to solve a myriad of other issues.

Our year-long efforts to automate bulk image editing taught me that as long as the AI you’re building learns to run independently across multiple variables simultaneously (multiple images and workflows), you’re developing a technology that does what established brands haven’t been able to do. In Europe, there are very few companies doing this and they are hungry for talent who can.

So don’t be afraid of a little culture shock and take the leap.

News: OnePlus Buds Pro review: Much better

• August 27, 2021
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What does a company have to do to differentiate wireless earbuds in 2021? The near ubiquity of good hardware has made this an increasingly difficult question to answer. I’ve probably tested around 10 different sets of buds over the last year or so, and honestly, they were all pretty good. Companies like Nura and Nothing

What does a company have to do to differentiate wireless earbuds in 2021? The near ubiquity of good hardware has made this an increasingly difficult question to answer. I’ve probably tested around 10 different sets of buds over the last year or so, and honestly, they were all pretty good.

Companies like Nura and Nothing are taking interesting approaches to the category, but for hardware makers who also sell their own handsets, sometimes being the best pair of headphones for a specific mobile device is enough.

OnePlus is in something of a void between the two worlds. The company makes its own phones, of course, but doesn’t pull in numbers approaching goliaths like Samsung and Apple. Fittingly, the OnePlus Buds Pro walk that line — serving as a solid pair of buds that play nicely with its own devices, while sprinkling in a few — at the very least — interesting additions that somewhat differentiate them from a crowded field.

OnePlus’s work in the category has been — to this point — unexceptional at best, and downright lackluster at worst. I was very much unimpressed when the company finally entered the fully wireless category last year, after a tethered play in the space. The sub-$100 price point was nice, but they otherwise felt like a set that could have flown maybe three or four years ago, when the pickings were far slimmer.

The Pros are, mercifully, better in practically every respect. That has to be a bit of a relief for the company, as one of its co-founders launched his own new headphones within a month of their product. At $150, the product comes in at a $50 premium over both the Ear (1) and its standard buds. It’s a fair price for what you’re getting here, however, taking a broader look at the current landscape.

I should note, that for this review, I took the headphones for a spin with a non-OnePlus Android phone I had handy, as well as an iPhone. That requires the use of the HeyMelody OnePlus/Oppo app, which is, in a word, lacking. But it gets the job done with some key features. There’s a fit test to ensure that you have a good seal, and OnePlus Audio ID, which helps you create a custom sound profile.

The latter is a rudimentary version of what Nura offers with an old-school sound test that runs you through a number of different tones, asking whether you can hear the playback. It’s a bit of a slog, but it ultimately makes a difference. The result was a fair bit fuller and richer when I finished. Unfortunately, there’s not a lot of EQ customization beyond that. That said, I really don’t have a lot to complain about on the sound side of things, beyond an over reliance on bass.

The noise canceling, which can either be controlled on the app or via the headphones’ stems, is also effective. A long (three-second) click of the stems, meanwhile, will pop up one of the buds’ most unique features: Zen Mode Air. It’s a clever if unnecessary addition in an era when every tech company is thinking about mindfulness. The feature pipes white noise into your eyes. The default is “Warm Sunrise” — kind of a meadow soundscape with chirping birds and insects. There are four other preloaded sounds, including campfires and the beach. It’s not a feature I ever thought I’d need, but in year where everything is stressful basically all of the time, I kind of dig it.

On the design side, companies have one of two choices these days. You can either embrace the AirPod or try something defiantly different. It’s pretty clear with a glance which direction OnePlus went. It’s a bit less pronounced on the matte black pair the company sent for review, but the white versions are unmistakable. The metal stems appear to be tossed in so as to not make them infringingly close to the market leaders.

From a comfort perspective, they’re tough to beat. I’ve had them in for extended periods and gone running with them in and have no complaints. I guess there’s something to the AirPods design, after all. Battery life is pretty stellar, with five to seven hours on the buds (depending on ANC usage) and a combined 28 to 38 (ditto) with the slim case factored in. The case also supports wireless charging — an increasingly ubiquitous feature at this price point.

OnePlus clearly wanted to hew close to its budget roots by launching with the $99 buds first. But I think there’s something to the Google approach of showing what you can do with a more premium model and then dropping the budget take. There’s a strong case to be made that these were the headphones OnePlus should have released a year or two ago. But, hey, better late than never.

News: Making a splash in the marketing world

• August 27, 2021
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“There are three common blunders that most SaaS marketers make time and again when it comes to clarity and high-converting content,” says Konrad Sanders, founder and CEO of The Creative Copywriter, “1. Not differentiating from competitors. 2. Not humanizing ‘tech talk.’ 3. Not tuning their messaging to prospects’ stage of awareness at the appropriate stage

“There are three common blunders that most SaaS marketers make time and again when it comes to clarity and high-converting content,” says Konrad Sanders, founder and CEO of The Creative Copywriter, “1. Not differentiating from competitors. 2. Not humanizing ‘tech talk.’ 3. Not tuning their messaging to prospects’ stage of awareness at the appropriate stage of the funnel.”

In an oversaturated market, how can you differentiate yourself? This week in marketing, Sanders took the time to answer that, break down B2B SaaS marketing, and tell us how marketers can do it right. Anna Heim, Extra Crunch daily reporter, interviewed Robert Katai, a Romanian marketing expert, as part of our TechCrunch Experts series. If there’s a growth marketer that you think we should know about, fill out our survey and tell us why!

Marketer: One Net Inc.
Recommended by: The Good Ride
Testimonial: “Exceptional SEO expertise. My e-comm startup relies 100% on SEO traffic and three years ago we were delisted from Google because we didn’t understand about duple content. One Net fixed our site and optimized it for Google, which allowed us to get back into the SERPs. Bottom line is: They saved our business.”

Marketer: Natalia Bandach, Hypertry
Recommended by: Jean-Noel Saunier, Growth Hacking Course
Testimonial: “Natalia is someone with an out-of-the-box approach to growth drivers and experimentation, full of creative solutions and many ideas that she quickly tests through experimentation. Rather than focusing on one area, she tries to verify what makes the most sense to a business and designs experiments that are crucial not only short but also long term. She is an ethical growth manager, likes to know that the business brings real value and is ready to pivot in every direction, [which] she does fast, however, with a focus on the team’s well-being, professional growth and always avoiding burnout.”

Help TechCrunch find the best growth marketers for startups.

Provide a recommendation in this quick survey and we’ll share the results with everybody.

Marketer: Avi Grondin, Variance Marketing
Recommended by: Adam Czach, Explorator Labs
Testimonial: “They have a hands-on approach and worked with my team to not only drive results, but educate us on how we can grow our company further.”

Marketer: Nate Dame, Profound Strategy
Recommended by: Amanda Valle, Adobe
Testimonial: “They offered a robust content research, management and writing platform, which is enabling us to manage, produce and collaborate around our content better.”

Marketer: Oren Greenberg, Kurve
Recommended by: Michael Lorenzos
Testimonial: “He’s the most well-versed growth marketer I’ve met with a wide range of expertise and an uncanny ability to zoom in and out for business context and tactical implementation.”

(Extra Crunch) Are B2B SaaS marketers getting it wrong?: Konrad Sanders, a content strategist in addition to being the founder and CEO at The Creative Copywriter, wrote about SaaS marketing for Extra Crunch. He dove into what SaaS marketers are getting wrong, how to stand out in the crowded industry and the importance of how to approach each section of your funnel. Sanders says, “By creating content for every stage of the funnel, you’ll address your prospects’ concerns at the appropriate point in the buyer journey and increase the chances that when they do come to make a purchase, it’s with you.”

Romanian marketing expert Robert Katai explains how to get the most out of your content: This week, Anna profiled Robert Katai. Katai told her all about Romania’s startup scene and his views on repurposing content. When speaking about using content for carousels on Instagram and LinkedIn, he says, “The first slide should grab attention — it can be a question. The second slide can be a link to the interview so that even if people don’t click it, it will be on their minds. Then you can have slides with insights.” Read the full interview to find out what the third slide should be!

Tell us who your favorite startup growth marketing expert to work with is by filling out our survey.

News: Daily Crunch: In latest tech crackdown, China plans severe algorithm restrictions

• August 27, 2021
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Hello friends and welcome to Daily Crunch, bringing you the most important startup, tech and venture capital news in a single package.

To get a roundup of TechCrunch’s biggest and most important stories delivered to your inbox every day at 3 p.m. PDT, subscribe here.

Hello and welcome to Daily Crunch for Friday, August 27, 2021. What a week! In the last 24 hours we’ve had big news from around the world, including China’s latest regulatory push, Apple making modest concessions regarding the App Store and, of course, startup news aplenty.

Oh, and Canva CEO Melanie Perkins is coming to Disrupt. — Alex

The TechCrunch Top 3

• China to crack down on algorithms: The push to more closely regulate and control China’s domestic technology market continued Friday with a government body announcing a draft set of rules for algorithms. The new rules come as China seeks to limit corporate data collection and more. Irony, of course, is dead.
• Corporations can’t get enough startup equity: That’s our takeaway from digging into the recent, record results from the corporate venture capital (CVC) world. CVCs are taking part in more, bigger startup funding rounds. We dug into the why and the how of the latest data.
• Apple makes smallest App Store concession: Per a settlement today, TechCrunch reports that Apple will now allow apps to “share information on how to pay for purchases outside of their iOS app or the App Store.” Apple called the change a clarification, which was interesting. Apple’s grip on the App Store is still tight, but we may be seeing indicators that its hold is slipping modestly.

Startups/VC

Up top, let’s talk about a16z, the venture capital conglomerate. Sure, it has crypto funds and main funds and other funds aplenty. But today the group announced a $400 million capital pool just for seed deals. The fund size indicates that a16z is either expecting to pay lots for seed equity or that it is going to make a host of bets. We’ll see.

• Rivian files to go public: In case you were looking for yet another EV company to add to your personal investments, good news! Rivian has filed privately to go public! Frankly, we’re excited by this deal; Lordstown this is not. The company recently closed $2.5 billion in external capital, bringing it to more than $10 billion in total. We want to know what all that funding has bought the firm in terms of results.
• Forbes is also going public: Via a SPAC, we should note, but yes, Forbes the media-and-magazine company is taking advantage of the boom in blank-check combinations to take itself public. We dug into its deck to see what the company has coming up and how heavily COVID-19 impacted its results.
• Toast is also going public, but your humble servant failed to get a post up on the matter by the time it was newsletter o’clock. More to come on TechCrunch.com.
• Payroll API startup Zeal raises Series A: The embedded fintech space is busy, and competitive, which makes what Zeal is building rather interesting. Is there a big enough market for just a payroll API product? A few years ago I would have quibbled, but if the OKR startup world has taught me anything, it’s to not underestimate how much demand there is in the world for software.
• Sitenna wants to help telcos place 5G antennas: Coming in the next batch of Y Combinator-backed startups, Sitenna is looking for a piece of the capital wave that will push 5G mobile connectivity into our lives. The startup is neat, so read the post, but also keep in mind that demo day for YC is next week, so we’re heading into a very heavy news cycle over the next few days.
• Sastrify raises $7M: Based in Cologne, Sastrify wants to help companies buy and manage their SaaS spend. Why does the world need this? Well, now that all software is a subscription fee, not overpaying and generally knowing what one is paying for is a big deal. And big deals plus some founder work equals a startup. Notably, Sastrify is already cash-flow-positive despite its youth.

The pre-pitch: 7 ways to build relationships with VCs

Many founders must overcome a few emotional hurdles before they’re comfortable pitching a potential investor face-to-face.

To alleviate that pressure, Unicorn Capital founder Evan Fisher recommends that entrepreneurs use pre-pitch meetings to build and strengthen relationships before asking for a check:

This is the ‘we actually aren’t looking for money; we just want to be friends for now’ pitch that gets you on an investor’s radar so that when it’s time to raise your next round, they’ll be far more likely to answer the phone because they actually know who you are.

Pre-pitches are good for more than curing the jitters: These conversations help founders get a better sense of how VCs think and sometimes lead to serendipitous outcomes.

“Investors are opportunists by necessity,” says Fisher, “so if they like the cut of your business’s jib, you never know — the FOMO might start kicking hard.”

(Extra Crunch is our membership program, which helps founders and startup teams get ahead. You can sign up here.)

Big Tech Inc.

• Peloton’s bad week: What happens when you have a lackluster earnings report — by Wall Street’s standards — and then get “subpoenaed by both the U.S. Department of Justice and Department of Homeland Security”? Well, your share price goes down, and you hope that Monday will wind up much better than how Friday went.
• Tesla wants to sell power: This is a fun one. Per an application, the world learned that Tesla wants to sell power in Texas under the rubric of being a retail electric provider, meaning that it may “purchase wholesale electricity from power generators and sell it to customers,” per TechCrunch.
• Twitter tried to bring back the old times: By having its service stutter and go down for folks today. Remember the good old times, when Twitter broke all the time? Personally, I miss the Fail Whale. Twitter, we reckon, does not.
• To close us out, Venky Adivi from Canonical has some thoughts on open source software and the U.S. government. Spoiler: The news is mostly good.

TechCrunch Experts: Growth Marketing

We’re reaching out to startup founders to tell us who they turn to when they want the most up-to-date growth marketing practices. Fill out the survey here.

Read one of the testimonials we’ve received below!

Marketer: Natalia Bandach, Hypertry

Recommended by: Jean-Noel Saunier, Growth Hacking Course

Testimonial: “Natalia is someone with an out-of-the-box approach to growth drivers and experimentation, full of creative solutions and many ideas that she quickly tests through experimentation. Rather than focusing on one area, she tries to verify what makes the most sense to a business and designs experiments that are crucial not only [in the short term] but also [in the long run]. She is an ethical growth manager, likes to know that the business brings real value, and is ready to pivot in every direction, [which] she does fast — however, with a focus on the team’s well-being, professional growth and always avoiding burnout.”

Community

Join Danny Crichton on Twitter Spaces on Tuesday, August 31st at 1 p.m. PDT/4 p.m. EDT as he talks with Azeem Azhar about his upcoming book, “The Exponential Age: How Accelerating Technology is Transforming Business, Politics and Society,” which will be released on September 7, 2021.

News: TikTok bans viral ‘milk crate challenge’ over safety concerns

• August 27, 2021
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TikTok has banned the popular ‘milk crate challenge’ from its platform due to concerns that users participating in the trend could be seriously injured. The challenge saw TikTok users stacking milk crates into a pyramid and then attempting to climb across the unstable structure. A spokesperson from the company told TechCrunch in an email that

TikTok has banned the popular ‘milk crate challenge’ from its platform due to concerns that users participating in the trend could be seriously injured. The challenge saw TikTok users stacking milk crates into a pyramid and then attempting to climb across the unstable structure.

A spokesperson from the company told TechCrunch in an email that “TikTok prohibits content that promotes or glorifies dangerous acts, and we remove videos and redirect searches to our Community Guidelines to discourage such content. We encourage everyone to exercise caution in their behavior whether online or off.”

In most videos depicting the trend, TikTok users are seen tumbling to the ground as they try to climb up one side of the makeshift pyramid and down the other. The ban comes after several healthcare workers took to social media to voice their concerns about the trend and the danger it poses to those participating in it.

Searching for the trend’s hashtag on the app now brings up a “no results found” notice. The search results page notifies users that “this phrase may be associated with behavior or content that violates our guidelines. Promoting a safe and positive experience is TikTok’s top priority.” However, some videos depicting the trend are still visible on the app if users search for incorrect spellings of keywords associated with the challenge, such as ‘milk craate’ or ‘milk cratee.’ It’s worth noting that although these videos don’t have a significant amount of views, they’ve still managed to slip through the cracks of the ban and remain on the app.

TikTok’s rise to popularity has seen numerous dangerous challenges go viral on the platform over the past few years. In 2019, a popular ‘throw it in the air’ trend involved TikTok users forming a circle where nobody is allowed to move and then putting a phone on the floor to record them throwing an item up in the air on top of themselves to see who the object hits on its way down. Last year, a popular ‘skull-breaker’ trend that went viral on the app prompted criminal charges after a teen was hospitalized as a result of the challenge. The trend involved tricking a person to fall backwards on their head.

Dangerous trends like these, including the most recent milk crate challenge, have forced TikTok to take action to prevent its users from putting themselves in harmful situations.

News: Extra Crunch roundup: Pre-pitch tactics, Warby Parker S-1, Israel’s fintech ecosystem

• August 27, 2021
• by:   
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Forget what you’ve heard: There are *many* shortcuts to success.

Forget what you’ve heard: There are many shortcuts to success.

Tapping into someone else’s experience is a tried-and-true method, which is why two-time Y Combinator participant Chris Morton wrote a guest post for Extra Crunch with advice for founders hoping to be accepted by the famed accelerator.

Morton, who has also reviewed thousands of YC applications, shares his thoughts on when to submit an application, what to do if you miss the deadline and whether you’ll need to relocate if accepted.

“Remember that your application should be good enough to get an interview, not win a prize,” says Morton. “Go back to work instead of spending more time perfecting an application.”

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Full Extra Crunch articles are only available to members
Use discount code ECFriday to save 20% off a one- or two-year subscription

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In an interview with reporter Anna Heim, Romania-based marketer Robert Katai discussed some of the methods he uses to help clients refine their content and branding strategies.

“Today, content creation is free — everybody can do it. The hard part is how you distribute and amplify that.”

Katai also shared his impressions of Romania’s startup ecosystem, suggestions for maintaining top-of-mind status with customers, and reinforced the often-overlooked need to continually repurpose content to grab mindshare.

Like our other growth marketing interviews, there’s no paywall.

Thanks very much for reading Extra Crunch this week! I hope you have a fantastic weekend.

Walter Thompson
Senior Editor, TechCrunch
@yourprotagonist

Why global investors are flocking to back Latin American startups

Latin America’s increasingly dynamic venture capital scene has been making headlines of late. To learn more about why investors are so enthusiastic, senior reporter Mary Ann Azevedo spoke to several who are actively engaged with the region:

• Shu Nyatta, managing partner, SoftBank
• Ethan Choi, partner, Accel
• Julie Ruvolo, director of venture capital, LAVCA
• Bill Cilluffo, partner, QED Investors
• Ana Cristina Gadala-Maria, principal, QED Investors
• Ross Darwin, principal, Owl Ventures

“I am not surprised by all the activity,” Mary Ann writes. “However, I am a bit taken aback by the sheer number of rounds, the caliber of firms leading them and the sky-high valuations.

“It seems that the region is finally, and deservedly, being taken seriously. This is likely just the beginning.”

Corporate venture capital follows the same trend as other VC markets: Up

Corporations are not remaining on the sidelines of the fiery 2021 venture capital game, Alex Wilhelm and Anna Heim note in The Exchange.

After parsing data from CB Insights and Stryber and chatting with a handful of investors, Alex and Anna concluded that the corporate venture capital market looks a lot like other VC markets.

“Perhaps this should not be a surprise,” they write. “We’ve seen non-venture funds flow into the later stages of startup land, pushing VCs toward earlier-stage and more venture-y deals. Why would CVCs be immune to the same trend?”

Ramp and Brex draw diverging market plans with M&A strategies

Corporate spending management startup Brex raised a $300 million Series C and acquired Buyer just a week after rival Brex announced it had acquired Israeli fintech Weav.

Ryan Lawler and Alex Wilhelm dug into the Ramp-Brex rivalry, and what those acquisitions say about their diverging strategies.

“From a high level, all of the recent deal-making in corporate cards and spend management shows that it’s not enough to just help companies track what employees are expensing these days,” they write.

“As the market matures and feature sets begin to converge, the players are seeking to differentiate themselves from the competition.”

Boston’s startup market is more than setting records in scorching start to year

Alex Wilhelm and Anna Heim interviewed VCs and corralled data to present a detailed picture of Boston’s startup funding scene.

“Boston is benefiting from larger structural changes to at least the U.S. venture capital market, helping close historical gaps in its startup funding market and access funds that previously might have skipped the region,” they write.

“And local university density isn’t hurting the city’s cause, either, boosting its ability to form new companies during a period of rich investment access.”

Europe’s quick-commerce startups are overhyped: Lessons from China

Half of the companies offering instant grocery delivery in Europe were founded last year as the pandemic reshaped most aspects of our existence.

To date, they’ve raised about $2 billion, but Picus Capital’s Alexander Kremer says startup lessons from China suggest that “instant delivery is not the magic bullet to crack the dominance” of old-school grocery players.

“If the performance of online grocery platforms in China (a market five to seven years ahead of Europe in terms of online retail) is anything to go by, a range of B2C business models would be more likely to displace the traditional grocery retailers.”

D2C specs purveyor Warby Parker files to go public

For The Exchange, Alex Wilhelm examines the S-1 filing from Warby Parker, “a consumer hardware company with two main sales channels, largely attractive economics, falling losses and rising adjusted profitability. You could even argue that it handled the pandemic well, despite COVID-19’s negative impact on its operations.”

But how are its growth prospects?

Dear Sophie: Can I still get a green card through marriage if I’m divorcing?

Dear Sophie,

I received a conditional green card after my wife and I got married in 2019. Recently, we have made the difficult decision to end our marriage. I want to continue living and working in the United States.

Is it still possible for me to complete my green card based on my marriage through the I-751 process or do I need to do something else, like ask my employer to sponsor me for a work visa?

— Better to Have Loved and Lost

Using AI to reboot brand-client relationships

Marketing automation can help boost key metrics, but it can also be a disservice to brands by perpetually devaluing goods and services, ShareThis’ Michael Gorman writes in a guest column.

Companies with a narrow focus on driving conversions are missing the bigger picture: AI can help create richer experiences that identify consumer actions and intent while also improving customer experiences.

“We live in a world rich with data, and insights are growing more vibrant every day,” he writes.

Israel’s maturing fintech ecosystem may soon create global disruptors

Fintech startups based in Israel raised more than $1.8 billion in 2019, but in Q1 2021, companies in the category raised $1.1 billion.

Facilitating a wide range of services, more than a dozen fintech unicorns have already emerged in a country that has a population slightly smaller than Los Angeles County, many of them started by entrepreneurs who lacked financial backgrounds.

“So what is it about Israeli-founded fintech startups that stand out from their scaling neighbors across the pond?” asks Flint Capital’s Tel Aviv-based investor, Adi Levanon.

Forbes jumps into hot media liquidity summer with a SPAC combo

For The Exchange, Alex Wilhelm takes stock of Forbes’ SPAC combination during a week when POLITICO was snatched up for more than $1 billion by Axel Springer and just a few months after BuzzFeed went public via a blank-check company.

“Is it the most exciting debut? No,” he writes.

“But it does highlight that with enough sheer gumption, one can take a magazine business into the digital age and keep aggregate revenue growing. That’s worth something.”

Are B2B SaaS marketers getting it wrong?

Technical jargon is one of the most annoying aspects of technology marketing.

Sadly, it tends to perpetuate itself: Marketers are terrified of making a wrong move, so they tend to copy what everyone else is doing.

If you want to attract customers and drive higher conversions, cut the jargon.

“Do everything you can to be immediately understood and you’ll have a much better chance of cutting through the noise and pushing clear and persuasive benefits in a way no prospect can resist,” advises Konrad Sanders, CEO of The Creative Copywriter.