Seth Godin’s Newsletter

* The end of dumb pipes [ ]

The phone company didn’t care what sort of conversation you were having. The call was the call. Same is true for cable–what you watched didn’t matter to them.

The reason retail banks are so frustrating to many customers is that because they began with a geographic focus, they’re dumb about who their customers are. They underserve or overserve in random ways. And in trying to serve everyone, they end up doing a lousy job of serving anyone.

But there’s no longer a reason for a provider to be dumb. They can optimize for you and your needs. They know what you’ve done and they should be able to guess what you might want next. Not to do this to you, but with you and for you.

“You can pick anyone and we’re anyone” is a lousy slogan.

How do you make your pipe smarter than that?

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