The Online Marketer

Know thyself and your target market

Filter posts by category

Know Thyself

Humanoid Robots

How the Optimus Will Reshape Small Businesses, Society, and the Future

Pushing Boundaries

Elon Musk has always been a visionary, pushing the boundaries of what’s possible, from electric cars to space travel. But at the recent Tesla Optimus launch, his declaration that humanoid robots could become the “most desirable purchase for billions of people” left me awestruck.

Watching these robots walk among people was an “aha” moment for me — it made me realise how close we are to a massive technological shift that will impact every aspect of life, including how we run small and medium businesses.

This epiphany stood in stark contrast to a conversation I had with friends, where many seemed unaware of the rapid advancements in robotics.

It got me thinking about how humanoid robots, specifically those like Tesla’s Optimus, will reshape businesses and society in the coming years.

Much like innovations of the past, such as television and smartphones, the introduction of intelligent robots into everyday life could be the next big leap — and one that will define a new era.

The Evolution of Robotics: From Factory Lines to Homes

Many years ago, while setting up a stand for the Border Kei Chamber of Business at the South African International Trade Exhibition (SAITEX), I had the opportunity to collaborate with Daimler Chrysler.

One of the main exhibits was a “hands-on” C-Class Mercedes-Benz — a symbol of teamwork between workers and management. Alongside it, they shipped one of their industrial robots to demonstrate the precision involved in the car’s manufacturing process.

I vividly remember a technician programming the robot to move around the car, showing off its capabilities. However, this robot was just a machine following a predetermined path — it couldn’t “think” or interact with its environment.

Fast forward to 2024, and we now stand on the brink of a revolution with humanoid robots that are not just task-based machines but adaptive, intelligent entities.

Tesla’s Optimus isn’t just a fancy piece of tech for showrooms; it’s a robot that can think, speak, and learn.

It can observe tasks and adapt to new situations — a far cry from the factory robots of yesteryear. These humanoid robots will soon become integrated into our homes and businesses, and the implications of that are profound.

The Role of Humanoid Robots in Small and Medium Businesses

For small and medium businesses (SMBs), humanoid robots could represent both a challenge and an opportunity. In the early stages, these robots will likely assist with manual, repetitive tasks that consume valuable time and resources.

Imagine a robot like Optimus taking over stock management, filing paperwork, or handling customer service queries. Instead of spending time on administrative tasks, business owners can focus on strategy, growth, and customer experience.

Robots like Optimus will enhance the customer experience by delivering consistency and personalisation that could be difficult to achieve with human staff alone. They’ll provide real-time assistance, whether it’s greeting customers at a store, processing payments, or even offering product recommendations based on a customer’s preferences.

There’s no denying that a shift this massive will disrupt certain roles.

Receptionists, basic administrative assistants, cleaners, and even some manual labor roles such as stock packers may be replaced.

But if history has taught us anything, it’s that every technological leap — from the steam engine to the internet — has initially seemed daunting, only to create new industries and opportunities down the line.

The Societal Impact: Facing the Fear of Unemployment

One of the most immediate reactions to humanoid robots entering the workforce is the fear of mass unemployment. If these robots can mow the lawn, do the laundry, assist children with homework, and even cook meals, where does that leave human workers?

This is reminiscent of the fears that arose during other technological revolutions, such as the introduction of electricity by Nikola Tesla, or the fear that television would lead to the collapse of social interactions.

It’s easy to focus on what might be lost — jobs, roles, traditions — but we must also consider what might be gained.

The widespread adoption of robots like Optimus will likely shift the nature of work, but it won’t eliminate work altogether. Roles that require emotional intelligence, creativity, and human connection will remain, while new opportunities will arise in areas like robot maintenance, AI training, and programming.

Think about the shifts we’ve already witnessed in society. When cell phones were first introduced in South Africa in 1994, Vodacom predicted there would be demand for around 400,000 units. Instead, demand far exceeded expectations, and today, mobile technology is indispensable. Similarly, as online shopping has eclipsed traditional retail stores, new markets have emerged, from e-commerce giants to delivery services.

The introduction of humanoid robots will follow a similar trajectory. While it may seem like robots will eliminate jobs, they will also create new industries and roles we can’t even imagine yet.

Embracing Change: A Historical Perspective on Technology

Every major technological leap has been met with resistance. When television arrived in South Africa in the 1970s, people poured their savings into buying the latest sets. The same happened with the introduction of cell phones and fiber optic internet, which replaced older technologies like landlines. And yet, each of these shifts ultimately improved our lives, creating new conveniences, industries, and jobs.

Humanoid robots will likely follow a similar path. Initially, they will seem expensive and even intimidating. But as costs decrease (Musk predicts about the price of a car) and the technology becomes more mainstream, we’ll wonder how we ever lived without them. 

In the same way that streaming services have replaced DVDs, and smartphones have replaced landlines, robots will become everyday companions — helping with household chores, assisting in businesses, and even providing companionship.

As society adjusts, we’ll see major shifts in the workforce. Domestic workers, for example, may find their roles evolving, with a greater focus on managing and interacting with these robots.

Receptionists and personal assistants might transition into new roles, overseeing robot operations or taking on more creative tasks that require human intuition.

Change Is Inevitable, and Often Beneficial

Every significant technological advancement has triggered fears of unemployment and societal collapse. Yet, in each case, these fears have proven largely unfounded.

Yes, change can be uncomfortable — even painful at times. But, as history has shown, each leap forward leads to better opportunities, higher living standards, and a more connected world.

Humanoid robots like Tesla’s Optimus will undoubtedly bring about major changes. But rather than focusing on the jobs that might be lost, we should look ahead to the new possibilities they will create. Whether it’s improving efficiency in small businesses, freeing people from mundane tasks, or opening new industries, robots will likely be key drivers in shaping a more prosperous future.

After all, the world we live in today, with its smartphones, fiber-optic networks, and e-commerce platforms, is unimaginably better than the one our grandparents inhabited. Humanoid robots are just the next chapter in this ongoing story of progress.

So if your mind doesn’t believe this is possible or imminent, Elon Musk says Optimus will be available in 2025. 

Musk certainly has the track record for delivering.

The world will change forever.

The Online Marketer
Get Some More Exclusive Content

Digitally First but Physically Enhanced

The Online Business Model has usurped the Physical Business Presence as the primary business presence. Physical businesses now support the online versions.

This transitioning has been fraught with difficulty but has been terribly exciting. Successful transients are alive with possibilities…

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Humanoid Robots Read More »

Know thyself and your target market
Building Business Processes

How Innovation Keeps Your Business Relevant

The Hidden Cost of Cutting Marketing

Values, Costs and Consequences

I recently stumbled upon Burak Buyukdemir’s satirical “Corporate Playbook for Creating an Innovative Culture” on LinkedIn. The slide stack humorously underscored how innovation is often nothing more than a corporate buzzword, despite claims to the contrary. It got me thinking: why do businesses so often shy away from true innovation, especially when facing challenges? This resistance to embracing something new could well be the reason marketing is often the first cost to get trimmed during tough times.
 
Marketing is much more than flashy ads and catchy slogans. It’s about creating an environment where your brand connects meaningfully with your audience. Innovation in marketing goes beyond technology—it’s about how you position your business, build relationships, and differentiate from competitors. But when financial stress hits, marketing seems like the easiest thing to cut, even though that might be a costly mistake.

The Innovation Dilemma: Coffee and Culture in a Tile Business

Let’s talk about Wesley, who started a flooring business specialising in tiles. Wesley knew his product well, but he also understood something bigger—business isn’t just about selling tiles; it’s about creating an experience for the customer. His big idea? Serve great coffee to clients, a small touch that made his showroom a place where people wanted to linger. This wasn’t just coffee—it was a symbol of value, a gesture that made customers feel welcome and special.
 
It wasn’t long before his business became known as a hub for innovation and excellent customer service. The coffee wasn’t just a drink; it was part of the brand’s culture, fostering a sense of belonging and reciprocity, as outlined in Robert Cialdini’s principle of reciprocity. Clients would come in, sip on excellent coffee, and end up buying tiles—not because of a hard sell, but because they felt valued.
 
Then the accountant got involved. Looking at the books, the R10,000 a month spent on coffee seemed like an unnecessary luxury. With three branches, that bill was tripling, and the cost-cutting began. Coffee disappeared. Sure, the savings were immediate, but the business suffered in more subtle ways. That warm, welcoming culture had cooled, and with it, the innovation that had set Wesley’s tile business apart.
 
In trying to save a little, Wesley risked losing a lot—because the small things that create an environment for customer loyalty and innovation often go unnoticed until they’re gone.

The Florist Who Lost Their Digital Shop Front

Another client of mine, a florist, was in a similar bind. Work was scarce, and they were considering a drastic pivot into a completely different industry. They had given up their physical store and were relying solely on word of mouth to keep business flowing.
 
Without a physical shopfront, they had neglected to create a strong digital presence—a virtual shopfront that would attract new clients and keep their brand alive in the minds of past customers.
 
It took a gentle nudge to remind them of the importance of visibility, whether physical or digital. Six weeks after launching a focused online marketing campaign, their business was back on track. It wasn’t a reinvention, just a return to what worked—adapted to the times.

The Risk of Drastic Cuts: Innovation Stifled, Business Declined

Cutting marketing spend during tough times may seem like a logical decision. After all, it’s easy to see it as an optional extra rather than a necessity. However, when you cut marketing, you’re not just saving money—you’re cutting off your connection to your clients, stifling innovation, and risking long-term damage to your brand.
 
Take another client I’ve been working with, a small business that supplies used car spares. Recently, they’ve faced some challenges, and their owner, in a bid to save costs, asked if we could cut back on our work together. Now, my services to them are quite affordable for regular newsletters and marketing advice. It’s not a massive expense in the grand scheme of things, but to them, it felt like a cost they could do without.
 
Here’s the irony: these newsletters and marketing efforts have helped them maintain their position as the leading supplier in the area. Reducing or cutting out marketing is like turning off the lights in a shop—customers can no longer find you.

The Parallels with Business Values

There’s a valuable parallel here with the core values of a business. Just as businesses are reluctant to compromise on their ethical standards or quality of service, they should also be cautious about compromising on innovation and communication. Cutting marketing isn’t just trimming the fat; it’s cutting into the muscle that keeps your business moving forward.
 
It’s the same with values. If your business values quality, transparency, or customer service, these should be reflected in how you present yourself to the world. Imagine a high-end brand cutting costs by using cheaper materials—customers would notice, and the brand’s reputation would suffer. The same goes for marketing. If you stop communicating your message, your reputation could falter, and regaining that lost trust can be incredibly difficult.

The Small Business Perspective: Innovation Isn’t Optional

For small and medium businesses, innovation isn’t just a luxury; it’s a necessity. In a world where online promotion, AI, and other technologies dominate, staying relevant means continually evolving. The good news? You don’t need a massive budget to be innovative.
 
Look at what I’ve done for small businesses with limited resources. A used car spares supplier reconnects with their clients through a well-crafted newsletter. A florist rebuilds their business with a stronger online presence. These aren’t grand, sweeping changes; they’re small, consistent efforts that pay off over time.

Why Process Innovation is a Smarter Alternative

Instead of hacking away at your marketing budget, consider an alternative: business process innovation. Improving your internal operations not only saves money but can lead to more effective and efficient delivery of services, freeing up resources for essential areas like marketing.

Businesses often think of innovation as something flashy or tech-driven, but sometimes the most impactful innovations come from improving the day-to-day processes that drive your operations. Process innovation means optimising how work is done, eliminating inefficiencies, and finding smarter ways to deliver your products or services.

The great thing about process innovation is that it’s accessible to businesses of any size. You don’t need a huge budget to make your business more efficient. In fact, small and medium-sized businesses often have an advantage—they can be more agile and quicker to adapt than larger corporations bogged down by bureaucracy.
 
Think of it this way: If your business is a ship, process innovation is like upgrading the engine so it runs faster and more efficiently, while marketing is like raising the flag that lets people know you’re coming. You need both to steer your business in the right direction.

Consider the Implications

As we move further into an era dominated by digital transformation, the need for small and medium businesses to embrace innovation is more urgent than ever. But innovation doesn’t always have to be cutting-edge technology. Sometimes it’s as simple as great coffee or a newsletter that keeps your clients engaged.
 
As you evaluate your marketing strategy, consider this: What is the cost of not innovating? How can you create an environment that fosters creativity and connection with your audience, even when times are tough?
 
You may find that the investments that seem “nice to have” are actually the ones that keep your business thriving. So, before you cut back, think about the long-term impact of losing your visibility, your culture, and your connection to the people who matter most—your clients.
 
Now is the time to reimagine your marketing strategy and consider how small, thoughtful innovations can keep you ahead of the curve.
The Online Marketer
Get Some More Exclusive Content

Digitally First but Physically Enhanced

The Online Business Model has usurped the Physical Business Presence as the primary business presence. Physical businesses now support the online versions.

This transitioning has been fraught with difficulty but has been terribly exciting. Successful transients are alive with possibilities…

How Innovation Keeps Your Business Relevant Read More »

Know thyself and your target market
Know Thyself

The Evolution of Media Consumption

Media's Impact on Business Engagement

Witnessing the Seismic Shifts in Media

In the ever-evolving landscape of media, it’s fascinating to witness the seismic shifts that have occurred over the years. Just recently, I found myself engrossed in an 8.5-hour YouTube video by Lex Fridman discussing the groundbreaking implantation of the first Neuralink into a human being. The sheer length of this content piece is a testament to how media consumption has changed. This morning, as if to underscore the rapid pace of information dissemination, Elon Musk tweeted about an upcoming live conversation with former President and presidential hopeful Donald Trump.

The Changing Face of News Consumption

Growing up, my experience with news was vastly different. It was a time when media consumption was neatly packaged into a strict half-hour evening segment, supplemented by brief updates throughout the day. Media houses were the gatekeepers of information, while advertisers played kingmakers, influencing which newspapers thrived. However, the advent of on-demand programming, pioneered by services like Netflix, disrupted traditional media models, leading to plummeting revenues and a decline in network quality.

On-Demand and Social Media: Disruptors of Traditional Media

The rise of social media brought about a new wave of opinion pieces, driven largely by influential thought leaders. Concurrently, the ‘sound bite’ culture flourished, providing entertainment and content in compact forms. Platforms like TikTok pushed YouTube to introduce ‘Shorts,’ catering to audiences craving quick, digestible content. Meanwhile, figures like Joe Rogan and Lex Fridman bucked the trend, offering extended media pieces, leaving us with a gap in mid-length content summaries.

The Dichotomy of Content Length Preferences

Yet, despite the brevity trend, Fridman’s marathon session racked up over 2.5 million views. This begs the question: What does this shift in media consumption mean for businesses today?

Adapting Business Strategies for Diverse Media Consumption

Businesses must now navigate a complex media environment where audience preferences for content length vary widely. The key takeaway is adaptability. Companies need to be flexible in their content strategies, offering a mix of short-form content for those seeking quick engagement and long-form deep dives for audiences who prefer comprehensive analysis.

Mastering Multi-Platform Engagement for Business Success

Moreover, the ability to leverage various platforms effectively has become crucial. A tweet can spark a conversation, a YouTube video can educate and engage, and a podcast can build a community. Businesses must not only produce content but also curate and distribute it across the right channels to reach their target demographics.

Embracing Change in the Digital Media Landscape

The transformation of media consumption patterns presents both challenges and opportunities for businesses. To stay relevant and maintain a connection with their audiences, companies must embrace the diversity of media formats and tailor their communication strategies accordingly. Whether through a tweet, a short video clip, or an extensive discussion, the goal remains the same: to engage meaningfully with consumers in this dynamic digital age.

Explore marketing mastery and media's role in business engagement

Visit us for more insights on marketing strategies and the impact of media evolution on business engagement.
Dive in now!

Digitally First but Physically Enhanced

The Online Business Model has usurped the Physical Business Presence as the primary business presence. Physical businesses now support the online versions.

This transitioning has been fraught with difficulty but has been terribly exciting. Successful transients are alive with possibilities…

The Evolution of Media Consumption and Its Impact on Business Engagement Read More »

Know thyself and your target market
Know thyself

Thought Leadership:

Punching Above Your Weight in Business

Thought Leadership is survival

In today’s competitive business landscape, thought leadership is not just a buzzword; it’s a necessity. For small and medium-sized businesses (SMBs), the ability to punch above their weight can be the difference between thriving and merely surviving. If you’re not changing perspectives, leading the conversation in your industry, being an influencer, or driving the industry forward, then what are you doing? Nobody should settle for being second best.

Catherine de' Medici’s Influence on French Cuisine

To understand the power of thought leadership, let’s take a historical detour to the 16th century. Catherine de’ Medici, an Italian noblewoman who became the Queen of France, profoundly influenced French cuisine. Her introduction of forks and refined dining transformed French society, setting new standards for elegance and sophistication. This historical example offers valuable lessons for modern leadership.

Parallels to Modern Leadership

  1. Innovation and Change: Just as Catherine introduced forks to French dining, modern leaders must introduce innovative ideas and practices to their industries. Innovation is the lifeblood of thought leadership. Without it, businesses risk becoming stagnant and irrelevant.
  2. Cultural Transformation: Catherine’s influence extended beyond the dining table; she transformed French culture. Similarly, thought leaders today must aim to create cultural shifts within their industries. This involves challenging the status quo and inspiring others to follow suit.
  3. Setting Standards: Catherine set new standards for dining etiquette and culinary excellence. Modern thought leaders must also set high standards in their fields, whether through quality, ethics, or customer service. Setting the bar high encourages others to elevate their own practices.
  4. Influence and Reach: Catherine’s impact was far-reaching, influencing not just the French court but society at large. Thought leaders today must leverage various platforms to extend their influence, from social media to industry conferences. The goal is to reach a broader audience and drive meaningful conversations.

Modern Parallels and Comparisons

  • Steve Jobs and Apple: Much like Catherine, Steve Jobs transformed the tech industry with his visionary leadership. His focus on design and user experience set new standards and changed how we interact with technology.
  • Elon Musk and Tesla: Musk’s relentless pursuit of innovation in the automotive and space industries mirrors Catherine’s transformative influence. His work has not only advanced technology but also inspired a new generation of entrepreneurs.
  • Oprah Winfrey: Oprah’s influence in media and philanthropy showcases how thought leadership can extend beyond business to impact society positively. Her ability to connect with people and drive important conversations is a testament to her leadership.

Small Business Thought Leadership Examples

1. Local Expertise: Small businesses can leverage their deep understanding of local markets to position themselves as thought leaders. For instance, a local bakery could share insights on sourcing organic ingredients from nearby farms, thus promoting sustainability and supporting the local economy.
 
2. Niche Specialization: By focusing on a specific niche, small businesses can become go-to experts in that area. A boutique marketing agency specializing in social media strategies for eco-friendly brands can share case studies and success stories, showcasing their unique expertise.
 
3. Community Engagement: Engaging with the community through events, workshops, and social media can help small businesses build a loyal following. A local gym could host free fitness classes in the park, sharing their knowledge on health and wellness while fostering community spirit.
 
4. Collaborations: Partnering with other small businesses or influencers can amplify your reach and credibility. For example, a small coffee shop could collaborate with a local artist to host art exhibitions, creating a platform for both to share their stories and attract a diverse audience.
 
5. Newsletter Service: Utilizing a newsletter service like MailJam can help small businesses spread their ideas and insights to a broader audience. Regular newsletters featuring industry trends, tips, and company updates can establish the business as a thought leader and keep the audience engaged.
 
These strategies can help small businesses punch above their weight and drive their industries forward by embracing thought leadership principles.

One Woman Changes Everything

The lessons from Catherine de’ Medici’s influence on French cuisine are clear: innovation, cultural transformation, high standards, and broad influence are key components of thought leadership. For SMBs, embracing these principles can lead to significant competitive advantages.
 
As you reflect on these historical and modern examples, consider how you can apply these lessons to your own business. Are you challenging the status quo? Are you leading the conversation in your industry? Are you setting new standards? If not, it’s time to start. The future belongs to those who dare to lead. 
 
By understanding and implementing these strategies, SMBs can not only punch above their weight but also drive their industries forward. So, take the leap, embrace thought leadership, and watch your business soar.

Are you ready to lead

Reflect on your current business practices and identify areas where you can introduce innovation and set new standards. Engage with your industry through a newsletter service, social media, blogs, and events to extend your influence. Remember, the goal is not just to participate in the conversation but to lead it. Your journey to becoming a thought leader starts now.
Are you ready to take the first step?

Digitally First but Physically Enhanced

The Online Business Model has usurped the Physical Business Presence as the primary business presence. Physical businesses now support the online versions.

This transitioning has been fraught with difficulty but has been terribly exciting. Successful transients are alive with possibilities…

Thought Leadership Read More »

Connect with your target market, Know thyself and your target market
copilot
Scroll to Top
copilot