Smart actions built within the digital books/magazines.

Valley of the Boom reminder in National Geographic magazine.

Whilst reading National Geographic digital magazine, I spotted this advert to the Valley of the Booms. Sounds a fascinating story and would love to watch it. NatGeo programme has high production values and I like the story they tell.

I am reading this on the 4th. The programme airs on the 13th. Any programme 7 days out cannot be searched on my TV box. 🙁

I get Google Assistant to put a reminder on the 10th to get me to record this series on the TV box. This itself is a 4-5 step process. This is when a light bulb goes on!

Would it not be awesome for the reminder to happen directly via the magazine? It is digital after all. A hyperlinked title Valley of the Boom. Click it and it adds a reminder to your calendar (this can be device and OS agnostic). It should work for any digital device across different OS platforms. An overengineered but an ideal solution would be to add to the series on record directly to my content provider in this case SKY. If this was available via Netflix, then it could be added to List on Netflix.

It is magical when you make it dead simple for your audience to engage with your work.

If any content provider wants to reach more audience, this is the way to improve the viewership. Create an unbroken, silky smooth experience from a simple prompt to an intended action, in this case, an advert in a magazine leading straight to recording the series via the available distribution channel.

Evolution is playing catch up

Being an avid investor and a marketing professional I see this our behavioural biases is play every day. These biases are as a result of evolution.

The key here is evolution took millions of years to design human. The pace at which we were changing was slow. Since last 150 years or so the rate of change is unprecedented.

This is where disconnect happens. We no longer live in a society where we hunt and gather. Yet our preprogrammed instsict is based on these very conditions.

Thus what we are supposed to do based on the present situation is way different to how we react based on how we have evolved.

What’s the point?

Email from Barron’s asking to download their app.

Barron’s was kind enough to remind that I could their publication via mobile apps. I appreciate their kind gesture. But what’s the point? I already have downloaded their app on my phone as well as on my tablet.

This benign message was an irritant rather than a reminder which was the message’s original purpose. This could have been easily avoided.

New user

Enrol in the onboarding programme

Cross check new user email with new app download and log in details

If there is a match between the email used to sign up and email used to log in to the apps, do not send the app download reminder email.


I agree this is not a big deal but going that extra mile is what matters. 🙂 Elegant design looks obvious and most of the times go unnoticed.

Biotech Mafia

Most of us are aware of the PayPal Mafia. The early team of PayPal which went on to start other influential organisations of our times. Reid Hoffman found LinkedIn. Elon Musk delivered Tesla and SpaceX. Peter Thiel was an early investor in Facebook and numerous other unicorns, also founded Thiel Fellowship. There are other members as well, but not that well known in the mainstream media i.e. Jawed Karim, Max Levchin to name a few.

Whilst reading from Alchemy to IPO I came across the Biotech Mafia. The team who founded Hybritech (manufacturing monoclonal antibodies) went on to start Gen-Probe, Amylin Pharmaceuticals, Nanogen.

I believe, when there is a birth of a new industry this scenario of, founding members of one of the early companies going on to star numerous other successful companies, would be common.

History may not repeat itself. But it rhymes.

Professor James Eayrs, 1972

Never normalise an exception.

Just like real pornography tries to make specific sexual fantasies seem more common than they are, financial pornography tries to make specific financial outcomes seem more common than they are.  The goal of both is to make the exceptions look like the rule.