The passage of time itself is distorted: a couple of long sessions in cold water, hard winds, and big waves can make two days seem like two weeks. Mark has a theory: that the sense-deprivation involved in cold-water surfing can throw the body into a state resembling insulin shock, which causes a similar distortion of time. Mark also has a rule: “For every hour you surf in San Francisco in winter, add one hour of sleep.” The rule has an exception: for Dead Man’s, which has an especially ferocious current, Mark says, “Add two.”
For a long time I’ve had this idea running around in my head that truly successful product companies find ways to “productize” everything they do. Products, after all, are far more scalable than process, which requires constant training and reminding (as new people come on board you need to train them on your process). We talk to clients about this idea when it comes to creating social content and using Percolate, and we try to live what we preach as well.
While tomorrow is my first day with Percolate; on reflection Percolate and its amazing people have been intersecting with my life for the past 3 years and what Percolate intends to do has been around my life for the past 10.
Percolate Moving Day Portraits
Today we packed stuff up at Percolate HQ ahead of our move this weekend.
Plenty of good times have gone down since we arrived at 481 Broadway a little over a year ago. For this moving day post, I’ve broken down our time on Broadway by the numbers:
Percolate HQ was based at 481 Broadway for 458 days, that’s a wonderful 659,520 minutes between me and you (March 12th 2012 - June 7th 2013).
We survived 1.5 sweltering summers and one fairly mild winter. The whole gang of us worked remotely after Sandy for about 9 days.
Our team size has grown 490%, from 10 to 49. We’ve been lucky to add some amazing people across design, engineering, talent, communications, brand strategy, account management and sales.
We’ve evolved our software product to help more brands create content at social scale. In software release terms, we’ve gone from version 2.1 to approaching a fine looking 4.0.
We had our second hackday, and launched 6 clubs; Yoga, Running, Space, China, Artz and Cooking. We even started a new monthly happy hour for Community Managers, called Speakeasy.
Our next adventure is a trip round the corner to Percolate’s new home on Grand St. The good news is we’ve got room for you too.
The shift in marketing approaches can’t compare in historical magnitude to the changes brought about by the automobile and the industrial age, but the analogy provides an instructive framework for thinking about how to solve big questions. While history looks in awe at Ford’s imagination for modernizing transportation, his real innovation came through his use of systems that augmented humans’ ability to produce new goods. Instead of looking to the past for an answer, he created an entirely new system to build the future.
If you are a brand thinking about the challenges of the age of social media, start by asking yourself, “What is different now than in the past and what are the tools that we have at our fingertips?” If the answers make you feel as if you are treading into territory never documented before, that’s a good thing. As many have noted, the biggest mistake we make in a new medium is mirroring the process of an old one.
The awkward self-quote from an article I wrote in AdAge. Outside of hiring and meeting clients this is what I spend most of my day thinking about.
RSS is the file-system of news, in a post-file system world
There are too many complaints about society having to move fast to keep up with the machine. There is a great advantage in moving fast if you move completely, if social, educational, and recreational changes keep pace. You must change the whole pattern at once and the whole group together—and the people themselves must decide to move. (Margaret Mead Time Magazine 1954)