![]() Target: Because not everyone cares about what your organization does or makes, we must learn early to focus on those that matter: the people who need what you make, and desire your solution.And difference can be produced by pulling on one of at least seven distinct levers: Simply put, we will pay more for what we perceive to be difference. In the marketplace differentiation is everywhere.īut why? Why is differentiation so critical to marketing? Writing for the Harvard Business Review in 1980, Theodore Levitt forcefully pointed out that there is no such thing as a commodity-in consumer or industrial goods. If our Northernmost neighbors can find room for multiple ways to describe the most plentiful stuff they know, surely we, dear marketer, can find ways to separate our products and services from everyone else. (See this article in the WashPost, doubters). The Inupiaq of Wales, Alaska, use 70 terms for ice ranging from “utuqaq,” ice that lasts year after year “siguliaksraq,” the patchwork layer of crystals that forms as the sea begins to freeze to “auniq,” ice that is filled with holes, like Swiss cheese. ![]() Why there’s “aqilokoq” for “softly falling snow” and “piegnartoq” for great sledding, to “matsaaruti” for wet snow that can be used to ice a sleigh’s runners, “pukak,” for crystalline powder snow that looks like salt. Yes, Eskimos really do have more than 50 different words for snow. And yes, dear readers, although we know that you know that we know there is a difference between the two, confusion about the difference is undeniably rampant. * At Mortar Machine Intelligence means the various flavors of machine learning (ML) and artificial intelligence (AI). ![]() But hey, there’s still time.įrom the cloud to advanced hearing loss to empty shopping carts, and eliminating cancer, we’re hoping machine intelligence can continue to make our lives easier and yes, maybe, curb suffering. It’s not quite the mean, machine-driven apocalypse that James Cameron presented in Terminator. ![]() Varian goes on to say their breakthrough will “ inspire healthcare professionals worldwide to reimagine cancer care”. Of Sunday’s launch of Ethos ™ therapy, Varian said their innovation “ marks the moment when artificial intelligence and adaptive therapy combine to create the world’s first application of Adaptive Intelligence”. Our most recent project, e-commerce disruptor CommerceIQ is built around using AI to unify Advertising and Sales on. Our friends at global hearing aid giant Phonak (the parent of Mortar’s client Advanced Bionics) built AI into their new Marvel hearing aids, delighting the hard-of-hearing (the sound from the new devices is apparently incredible!) and resulting in a massive spike in earnings(and, of course, exciting implications for Cochlear Implant recipients-but we can’t talk about that yet. (See the Rise Above the Noise video here). We featured ExtraHop’s use of ML to stop threats outside the corporate firewall in their 2019 campaign. Apptio snatched up Cloudability earlier this year. We kicked off 2019 with Cloudability and machine learning (ML) in the cloud. The launch of Varian’s Ethos ™ therapy today marks Mortar’s fifth foray into machine intelligence* this year.
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