Category Archives: Strategy

Lyft Love

Jul 7, 2013

If you know me, you know I love Lyft, the community-powered transportation system.  Basically, it’s an app you use to connect with a network of drivers, cars garnished with giant and furry pink moustaches. You open Lyft, request a driver, then the nearest driver’s photo, name, car, and estimated minutes to your location pop up on your phone.  Boom.  Done.

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You get a text when the Lyft arrives, and once you’re at your destination, you fist-bump, hop out, and pay later via the app. There’s a suggested donation, but you can adjust up or down, depending on how rad your driver was, then rate them on a 1-5 scale.  I’ve always upped the donation.  Lyft drivers are some of the most interesting, friendly people I’ve met in this town, and in LA, that means a lot.

But in Los Angeles, cab drivers aren’t adjusting to the competition.  They’re trying to shut the service down, going to City Hall and insisting Lyft be held to standards of taxi services.  Never mind that Lyft is in complete compliance with city car service requirements, and each driver and incident is insured for one million dollars.
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Cabs in Los Angeles are a broken system.  From personal experience, I know.  Imagine a totaled vintage Jaguar.  Destroyed by a United cab driver.  Realize the driver has no insurance– and that his cab company refuses to accept responsibility by using a workaround, similar to Walmart’s aggressively assholish part-time wage slavery:  if cab drivers are employed less than a certain amount of hours, they are part-time.  The cab company then does not have to cover them.  Insurance is then the drivers’ responsiblity.  Many of the taxi drivers you see in Los Angeles are uninsured and part-time, who risk lives and propery damage, recklessly crossing lanes and tailgating cars.

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The LyftLove community came out to support Lyft this week, sharing stories, meeting the founder, writing letters to Mayor Garcetti, and some of us… like me… spoke on film to cement our support for the service.  The very idea that cabbies– aggressive drivers who refuse to take passengers’ desired routes, complain about credit cards, and often take hours to arrive on weekend nights– have the audacity to insist a superior business model be destroyed simply because it’s improved upon their outdated model, is laughable.  If it weren’t so serious.  So I’ve turned into a Lyftvangelist.

Keep Lyft Alive is a blog featuring stories on how Lyft has affected Angelenos.  From elderly parents being able to safely complete errands, to safe partying, to the simple act of human connection, Lyft is a true community service. Did I mention you pay what you want?

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Lyft uses resources we already have (people with cars), connects them at a fair rate, and is safer and more secure than taxis or public transit.  If I need to leave a situation, I know a Lyft driver will be there immediately and take me anywhere I need to go. After my 24 hour airport ordeal trying to get from Miami to Los Angeles, Ryan, the driver picking me up at LAX handed me a krispy, bottled water, and charged me half of what a taxi would have.  It was relief incarnate.  When I’m going out, I refuse to risk a DUI.  I use Lyft.  If my friends drunkenly insist on driving, I can call them a Lyft and then pay for it once they get home safe.

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Lyft drivers will even pick people up from bus stops when they’re not active with a fare. The drivers are some of the most interesting, friendly people I’ve met in this town, and in LA, that means a lot.

If it’s not working (taxis), fix it (Lyft).  Live, learn, and optimize.

xo,

suzymae

Edit:  Just realized I’m gracing a  #WhyILyft promo, so here’s what it’s all about:  Your Lyft stories can inspire change! Head to Twitter and Instagram to tell your story using ‪#‎WhyILyft‬ to show policymakers how Lyft benefits you and your community.

#whyilyft-suzymae

Transmedia branding: the Why and the How

Jul 7, 2013

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Working as a strategist and artist at the intersection of creativity and commerce, I had the honor of speaking with Ron Martino and Josh Wattles at a fan-focused Transmedia LA event.

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Hal Hefner, Noah Nelson, Jay Bushman and Michael Annetta organize the thousand-plus-strong Los Angeles group, setting up events the first Monday of each month, often at Busby’s East.  The venue is perfect– panelists get to speak from couches under a large screen to a crowd of people perched on balconies, seated in rows, and sprawled across couches.

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I set up the evening with an explanation of why branding is so important for transmedia creations: the world is growing increasingly complex.  In an overwhelming landscape, consistency and familiarity breed trust, gain attention, and create fans.

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The incredibly intelligent Ron Martino from deviantART (aka techgnotic) spoke about his success in managing fans, discussing deviantART’s excellent “artist-generated-content” illustrated story, Odyssey.  You must read this story to understand the quality of storytelling and attention to narrative detail a large group of disparate artists and writers can generate within a well-defined structure.

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Josh Wattles provided a legal perspective, discussing how deviantART is managing the rights of artists within a group-created project.  Short answer- there is no short answer.   This is why transmedia is the future.  It’s a complex, wide-open minefield of opportunity.  That’s entropy for you.  As I said in my deck and many times before: the fastest to adapt are the first to succeed.

Whether you enjoyed the talk in person and want the deck, or missed the event and need to catch up on the insights, the full interactive PDF is below.  I’d love to hear what you found useful or intriguing– hit me up on Twitter!

Live, learn, and optimize,

suzymae

Major thanks to everyone who came out to support, especially Hal for organizing, Ron for the collaborative preparation, and Jon Hrubesch for permission to use his beautiful image, “Stargate Control,” in the deck.  Altered iPhone images (hey, it was dark in there!) via A Beautiful Mess.

Is college education a part of America’s future?

Jun 6, 2013

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You know, I saw a bus ad yesterday saying “65% of tomorrow’s jobs require higher education.

If over half the country’s future jobs require a degree, how is it “higher” education? Isn’t it then just standard education?

And why are people now “required” to take out loans for an educational system that’s gotten worse over time, yet is more expensive?

Where did this number come from, anyway? What statistics and studies have led a college to believe a generation of people facing a culture in decline, a lack of trust in “job-creators,” and a desire for entrepreneurship are going to blindly follow the pattern our parents did?

I’m not buying it.  Forbes isn’t either.  I love that “Sheepskin Psychosis,” a critique of America’s higher education system, was written in 1964.  Imagine how far ideals have fallen since then.  While I’d like my doctors to have degrees and excellent educations, America’s future is underserved by its educational system.

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My friend Melissa McManigal, producer extraordinaire, sent an article from LinkedIn my way, with an insightful message:

“I think it is a fascinating topic.

 First of all, I believe that higher education is a racket.  It is a “for profit business”, just like everything else.  This is not to discount the invaluable experience of my university years, but I have always maintained that half of the value at least was real life and the other half academic.  

To encourage people to “go for broke” at the suggestion that they “might” stumble upon a better career path, well… I see a lot of wise young people weighing the practicality of university and choosing other paths.

However, note that it takes someone with a Masters (at Google) to tell people that less formal education is “acceptable”.  If it were someone with no university education making that statement, would it be received in the same way?”

Read the interview with Laszlo Bock here:

“Google famously used to ask everyone for a transcript and G.P.A.’s and test scores, but we don’t anymore, unless you’re just a few years out of school. We found that they don’t predict anything. What’s interesting is the proportion of people without any college education at Google has increased over time as well. So we have teams where you have 14 percent of the team made up of people who’ve never gone to college.”      

     Laszlo Bock, Google’s senior vice president for people operations. LinkedIn, June 20 2013

Update:  I put together a primer on college application and opportunity for my sister years ago when she was considering schools.  Including commentary from working professionals and a basic description of how to apply for school, I welcome any high school student on the fence to check it out.  Any choice you make should be informed: