Many tech companies are starting out in the BtoC (business to consumer) field and later on move on to BtoB (business to business). The transformation comes natural. The companies grow and focus their target groups according to their long-term market strategies. There is however a danger here. Since it is always easier and safer to talk to people with your own background, they have a tendency to focus on high tech groups (“Geeks”). The geeks might be very sophisticated technology-wise, but they are a relatively small market segment. Thus, in my opinion, the tech companies often make moves in directions that turn out to be blind alleys for their brand and corporate development and expansion.
Let’s take an example: If Audi would move into BtoG, every Audi owner would know the German language and have the skills to start working as an engineer in the Audi factory. Car manufacturers know that blind alleys are good for parking cars, not brands, and that geeks are the best in the world for inspiring and developing technology, but not as the only target group on the market.
Even before sharks are born they have to compete to survive. Some shark species can have as many as 25 babies. To survive, these sharks have to cannibalize their babies and as a consequence only one of the 25 survive.9 Modern science has revealed that predators often practice cannibalism for practical reasons. Their own species is easy to find and have the nutrition they require.
Cannibalism is also common in the business world. In a market that has reached saturation point, one company will be bought up by another competing one and will be called a merger. Oracle swallowing up MYSQL is a form of survival in the competitive marketplace.
The nutrition you need the most can be best be found in the same spices. – Professor Volker Rudolf, Department of Ecology and Evolutionary Biology, Rice University.
This week, together with my friend (and entrepreneur) Per Nilsson, I went to the 33 List – an entrepreneur competition with the purpose to spot new tech talent. An excellent evening arranged by magazines Ny Teknik and Affärsvärlden. There was a lot of talent, energy and knowledge both on and off stage.
Here are my personal favorites among the top 33 tech entrepreneurs in Sweden – the ones with that WOW magic:
Bad business spread like fire online, Monsanto vs. Mother Earth:
Monsanto and Co. are at it again. These profit-hungry biotech companies have found a way to gain exclusive control over the seeds of life – the source of our food. They’re trying to patent away varieties of our everyday vegetables and fruits like cucumber, broccoli and melons, forcing growers to pay them for seed and risk being sued if they don’t. Avaaz.org
In just 36 hours more I think they will reach over 2 million people to sign up. Thanks to Carin B-A for sending this.
I have to admit that Coca-Cola is a stronger brand than Detective Marketing, but now are they tapping into our graphic flavor (source: 
Change is what’s constant.
The more leadership you give, the more fellowship you get.
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