:: Rice in the Water ::

Major consumer trends are a gold mine. Only problem is you need to spot them. This is why two TV campaigns in the past month made me happy. Two communication players got it.

Pelephone did this with "I'm meeting your mother at the drive-in" and Kavi Zahav did it with "How long you put rice in the water?". Both understand that while the phone is a communication platform, the very essence of communication has changed. People don't use it because they have to, they don't use it because they want to. They use it because they can.

Now, why is this important?

Because, when most people pitch their Wadi Start-Up they will usually look for either a need, or explain how their offering is exactly what people want. And most of they time they miss the point.

The most exciting companies are about what can be done. Needs and wants come later. Can you make an all optical router? Can you stream software? Can you live-mirror a database? Can you store Gigas on a coin? Can you have access to all the music in the world? Can you do it.

Can libka get an answer? Can I talk junk on my mobile? Can we afford to call China to get a stupid answer? And what can your company offer the world?

Wadi Writer #1 (Gray)

WadiList@mail.com

Links:
http://www.pelephone.co.il
http://www.goldenlines.co.il

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