Structured Serendipity
the promise of consistent, reliable delight
Consistent, reliable delivery of novel experiences, wrapped in the comfort and structure of expected experiences.
People want the surprise of the new rooted in the comfort of the familiar.
You can now use company lists and retargeting lists to build LinkedIn Predictive Audiences.
Full list of audience sources that can now be used as seeds for Predictive Audiences:
- Contact list
- Company List
- Conversion
- Lead Gen Form
- Retargeting
And yes, this feature uses AI. 🤖
So as your building your thing, refining your process, engaging your audience…How much has to be new and how much can be repeated (to the delight or unawareness of the audience)?
Repetition begets routine begets habit
Newness begets surprise begets delight
One without the other is hard to sustain
The combination creates a flywheel
Property incentivizes us.
Prices guide us.
Profits lure us to new changes and losses discipline us.
Pete Boettke on what’s pretty much the core of marketing.
Incentives matter
Part of the abstract from the paper The Rank Length Effect:
The same ranked items elicit more positive judgments when the rank length is longer (vs. shorter), although the differences in judgments between the ranked items are smaller. This effect is driven both by consumers’ tendency to narrowly focus on the rank list and by the manner in which they map the rank list onto their mental number line. The rank length effect extends to willingness to pay, and choice.
Translation: ranking well is more impressive if the list is longer (Top 25 vs Top 10).
Performance PR professionals take note.