Marc Ross Daily: What do you mean I'm funny?

MRD July.png

What do you mean I'm funny?

Marc Ross Daily
September 26, 2018
Curation and commentary from 
Marc A. Ross

Reporting from Alexandria, Virginia 

Marc Ross Daily  = Business News at the Intersection of Globalization, Disruption, and Politics

What's a Caracal?
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TOP FIVE

✔️ Trump faces laughter at UN

✔️ NAFTA’s fate hinges on a four-letter word: Milk

✔️ Democrats poised for major gains in midterm

✔️ OpenTable is looking to leverage its scale and experience

✔️ HBD: Serena Williams

ROSS RANT

You've got to win the politics to set the policy to ensure profits.
 

GEOECONOMICS

Bloomberg: Trump faces laughter at UN, then unleashes global grievance list

@politico: Trump bragged about his presidency and world leaders laughed

NYT: Trump boasts of achievements and scorns globalism in UN speech

Trump, speaking before the General Assembly, doubled down on his “America First” foreign policy.

But when he spoke of his accomplishments, the crowd broke into murmurs and laughter, a jarring moment for a leader who usually speaks to adoring crowds.


‘People actually laughed at a president’: At US, Trump suffers fate he always feared: WP reports, the president had long accused American leaders of being taken advantage of by foreign counterparts. But on Tuesday, he was the one who suffered the indignity.

FT: Donald Trump tells UN that OPEC is ‘ripping off’ the world

Not the comms outcome I think the White House envisioned, but I could be wrong.

Welcome to the Festivus presidency .......


@ianbremmer: Trump focus on sovereignty, Monroe Doctrine and non-interference in domestic affairs of other countries is not actually US policy.  But it is what China wants from the post-American world order.

Brazil: The far-right candidate in Brazil's presidential election who was almost stabbed to death at the start of the month expects to leave hospital next week and rejoin the campaign.

FT: Brazil election: top contenders from left to far-right. Who’s who in the country’s most unpredictable presidential race in years. https://on.ft.com/2MXhfi1

Brazil is boosting soybean production to take advantage of China's tariffs on the US.

4: Just four countries -- Brazil, Venezuela, Mexico, and Colombia-- account for nearly a quarter of all murders around the world every year. 

#MurderAmerica

WSJ: NAFTA could go ahead without Canada, US official says 

NAFTA’s fate hinges on a four-letter word: Milk
: NYT reports, Canada’s dairy protections have become a key sticking point in Nafta talks and a potential roadblock to a trilateral deal with the United States and Mexico.

In Mexico's shale patch, cartel violence scares off drillers: Reuters reports, the oil and gas fracking boom has lured scores of drillers to the Eagle Ford region of South Texas, the second largest U.S. oil patch, as new production technology opened access to billions more barrels.

China: Hong Kong has banned a political party for the first time since Britain handed back its former colony to Chinese rule in 1997. The order to ban the Hong Kong National Party is effective immediately.

Caixin: China blasts 'protectionist' US in lengthy white paper

Policy document aims to clarify Beijing strong opposition to US tariffs.

@dealbook: The worsening trade war between the United States and China has intensified pressure on companies to leave China and set up factories in places like Cambodia.


FT: China state groups gobble up private companies

Growing trend of nationalization sparks warnings of risk to economic vitality.

Trump's Asian tech tycoon pals feel strains of trade war: Nikkei reports, US confrontation with China rattles plans of SoftBank, Foxconn, and Alibaba.

ADB trims Asia's 2019 growth forecast over US-China trade war.

David Fickling: China’s claims on trade with US don’t add up: Beijing says its current relationship with the US plays to comparative strengths, but the future is another matter. https://bloom.bg/2NJoZJC

Mattis looks for 'way ahead' after China scraps military talks: VOA reports, Defense Secretary Jim Mattis said on Monday he was seeking a way ahead for military ties with China after Beijing postponed military talks in protest at last week's U.S. decision to impose sanctions over China's purchase of Russian weaponry. 

US reaffirms Asia-Pacific naval focus: IHS Jane’s 360 reports, the United States is continuing to make the Asia Pacific – expanded by the Pentagon to include the Indo-Asia Pacific – the naval priority, even as the US Navy resurrects forces to address growing Russian concerns across the Atlantic Ocean. 

@AP: BREAKING: Federal prosecutors say a Chinese citizen in Chicago has been arrested for spying on US engineers and scientists, including defense contractors, on behalf of the Chinese government.

Ji Chaoqun, 27, is charged with one count of knowingly acting in the US as an agent of a foreign government without prior notification of the attorney general, a statement from the US attorney's office in Chicago said. He allegedly worked at the direction of high-ranking intelligence officials with the People’s Republic of China and was given the task of providing information about eight people for possible recruitment.

There was no answer at a number for the Chinese consulate in Chicago on Tuesday evening.


Mongolia: The currency (togrog) is tumbling amid higher imports.

Maldives vote seen as rebuff to belt and road: Caixin reports, president's surprise election defeat reflects concerns that country was becoming too dependent on China.

OTD: In 1907 New Zealand became a dominion

Bolton: US troops staying in Syria until Iran leaves: Defense News reports, the U.S. will keep a military presence in Syria until Iran withdraws its forces, a top Trump administration official said Monday. 

Reuters: Iran says Trump should stop interfering in MiddleEast if he wants cheap oil

France: Emmanuel Macron's approval ratings continue to sink. 

AFP: Macron makes multilateralist appeal at UN in rebuttal to Trump's isolationism

Ireland
: The economy continues to outperform the rest of the Eurozone.

Poland: Unemployment rate hit the lowest level in at least a couple of decades.
 
Has anyone seen Roman Abramovich? The last days of Londongrad: Bloomberg reports, the Russian billionaire has avoided Britain for months and is preparing his finances to skirt the threat of American sanctions.

UK: Jeremy Corbyn, the Labour Party leader, gives his keynote speech on the closing day of the annual party conference in Liverpool.

Britain has recorded Europe’s biggest fall in teenage drinking, with regular alcohol use down 80 percent since 2002, according to research by the World Health Organisation. 

FT: Chequers plan would spell ‘end of Europe’, says Le Maire

French minister warns EU cannot support blueprint that would weaken bloc.

Brigadoon Detroit | Salon Dinner = October 11, 2018

Dinner will be held at The Apparatus Room @ Detroit Foundation Hotel with a discussion on the creation of new urban mobility solutions as well as mobility trends seen globally.

More info here: http://bit.ly/2MEXICM

AMERICAN POLITICS

Under pressure, GOP speeds up vote to confirm Kavanaugh: WSJ reports, the Senate Republican leadership is moving to expedite the final stages of Judge Brett Kavanaugh’s nomination to the Supreme Court after Thursday’s planned hearing featuring the woman who has accused him of sexual assault when they were teenagers

Today: Trump chairs the UN Security Council briefing on "counter-proliferation." 

WSJ: Federal reserve readies third rate increase of 2018

15 of 17 candidates
: Fifteen of the 17 candidates Trump has endorsed in open Republican primaries for the House, Senate or governorships won their races.

Election 2018: A Reuters/Ipsos opinion poll found enthusiasm among Democrats is soaring ahead of elections on Nov. 6 that will determine whether Republicans maintain control over the US Congress.

FYI - voter enthusiasm is my favorite election metric. Either you vote or you don't vote. Pretty simple GOTV strategy.

With growing support from women, Democrats poised for major gains in the midterm, new poll shows: LAT reports, boosted by growing support among women living in suburban areas and by widespread antipathy toward Trump, Democrats are poised to make major gains in November's midterm election, a new USC Dornsife-Los Angeles Times poll shows.

CEO’s confident about the economy but fear effects of Trump’s trade war: CEOs are confident about economic prospects but fear the uncertainty created by the Trump administration’s trade war, Axios reports. The 141 CEOs surveyed in the Business Roundtable’s most recent economic outlook survey anticipate 2.8 percent GDP growth for 2018, up from the 2.7 percent estimate last quarter, though more than half fear that tariffs on Chinese goods will have a negative effect on capital investment decisions. The CEO’s economic outlook index declined slightly from the second quarter but is still the 5th highest in its 16-year history. Eighty-seven percent of CEOs surveyed expect their company sales to increase within the next 6 months, a slight increase from the last quarter.

Business Roundtable said almost two-thirds of US chief executives were cutting back on investment or hiring as a result of Trump's trade taxes. 

Amazing: This Election 2018 campaign ad is simply amazing. Six siblings tell voters to not vote for their brother. Watch it here: http://bit.ly/2N2erA6

ENTERPRISE

OpenTable is looking to leverage its scale and experience in restaurants to become a data-fueled recommendation engine for diners and a source of quality intelligence for restaurant operators.

They work with 47,000 restaurants and seat 26 million diners per month.

They charge restaurants $249 per month, plus $1 for every seat booked on OpenTable and $0.25 for every booking through the company’s own website. 


Walmart patent aims to use biometric shopping handles to track customers' heart rates, temperatures, and stress levels.

Big Data > Big Oil

Dunkin' Donuts officially changes it branding to just ... Dunkin'

"Updated branding is one more step in company’s journey to transform into beverage-led, on-the-go brand"

General Electric stock fell to a nine-year low as investors continued to worry about a recent gas turbine failure in Texas.

FT: Daimler chief Dieter Zetsche to step down

Recode: Uber drivers and other gig economy workers are earning half what they did five years ago


Bloomberg: Starbucks plans ‘significant changes’ to company's structure

Starbucks is planning an organizational shake-up, including corporate layoffs that will start at top levels, as the coffee chain tries to reverse stagnant sales and rekindle investors’ interest.

IKEA will put its vegetarian hot dog on the menu at all US stores.

Arby's is going to buy Sonic for $2.3 billion.

Walmart to require blockchain tracking of leafy greens: Walmart and Sam's Club will require that its suppliers of leafy green vegetables use blockchain technology from IBM to allow it to track shipments by Sept. 30, 2019, for safety reasons. 

CNN Money: The newest influencer on Instagram is ... Goldman Sachs?

The investment bank's official account will feature content designed to endear the Goldman brand to a new generation.

Hulu vs. Netflix:

Hulu reported 20 million US subscribers in May, compared with 58 million for Netflix at its latest quarter-end. 

Netflix also has 77 million international subscribers; Hulu has yet to venture abroad. 


CBS named Richard Parsons, a former Time Warner chief, as its interim chairman following the ouster of Les Moonves.

FT: SurveyMonkey takes valuation hit ahead of IPO

Survey group priced at 40% below the $2 billion appraisal it hit in fundraising 4 years ago. 

TRENDS + BUZZ

How meditation can make you more creativehttp://bit.ly/2N4G5g5

I prefer loud EDM to spur creativity or a good walk or skiing down a steep hill.

The internet will be split in two by 2028, former Google CEO predicts: China and the US could lead two different versions of the internet in future.

I said this four years ago.

Intranet = China
Internet = USA


Straws: Caesars, like other Vegas resort operators, begins saying goodbye to single-use plastic straws.

It's all about wellness: CB Insights reports, the $3.7 trillion global wellness economy is exploding, and it's not just affecting food and personal care. Wellness is transforming everything from how gyms operate to the way retailers design clothing to how smart cities are designed. 

Vampire facials: The treatment involves taking the client’s blood and reinjecting the plasma back into their face. Yes, this is happening.

WEF: The future of jobs 2018 http://bit.ly/2N4UOY4

As technological breakthroughs rapidly shift the frontier between the work tasks performed by humans and those performed by machines and algorithms, global labor markets are likely to undergo major transformations. 

CULTURE

Scrabble dictionary adds ‘OK,’ ‘ew’ to official play: AP reports, Scrabble players, time to rethink your game because 300 new words are coming your way, including some long-awaited gems: OK and ew, to name a few. http://bit.ly/2MY0VO0

AP: $18 million worth of cocaine found in bananas given to Texas prison

LAT: Armed with only a martini and a long memory, former Vegas mayor talks mobsters, 'rats' and Trumphttps://lat.ms/2N1FPhD

SPORT

Soccer: Manchester United are beaten on penalties by Derby and are out of the Carabao Cup. Derby County beat Manchester United 8-7 in a dramatic penalty shootout to settle a pulsating Carabao Cup tie at Old Trafford and send the Championship club through to the fourth round.

Telegraph: Jose Mourinho left stunned as Derby send Man Utd crashing out of Carabao Cup on penalties at Old Trafford

Man U are in full meltdown and we are still in September. Fortunately, I am a Juventus fan.

Tom Fordyce: Tiger Woods comeback: A tale of implausible redemption it is hard to resist https://bbc.in/2N2zDWz

Lacrosse's biggest star is starting a new outdoor league: Bloomberg reports, lacrosse star Paul Rabil is starting a new outdoor league with a group of sports and media investors led by the Raine Group, setting up a battle with the existing league to secure the best players, according to people familiar with the matter. The six-team Premier Lacrosse League, or PLL, will begin to play next summer, according to the people, who requested anonymity because contracts with players, broadcast partners and venues aren’t complete. The league has secured the participation of a number of well-known players, including those on Team USA and Canada, they said.

The Sports & Fitness Industry Association identifies 2.17 million lacrosse participants in the US, an increase of 35 percent from 2012. Moreover, 57 percent of them have an annual household income of at least $75,000, making the group attractive to advertisers.

HBD: Serena Williams, seven-time Wimbledon women’s singles champion, 37

Marc Ross Daily: Venezuela, New Economic Order, Smartphones, US Senate, Google, NBA

Venezuela, New Economic Order, Smartphones, US Senate, Google, NBA

Marc Ross Daily
September 25, 2018
Curation and commentary from 
Marc A. Ross

Reporting from Alexandria, Virginia 

Marc Ross Daily  = Business News at the Intersection of Globalization, Disruption, and Politics

What's a Caracal?
https://goo.gl/wDfPU6

Subscribe herehttps://goo.gl/bSQKwA

TOP FIVE

✔️ Chinese hospital ship stops in turbulent Venezuela

✔️ China and America may be forging a new economic order

✔️ France bans smartphones in schools through 9th grade

✔️ Dems must defend 26 of the 35 in-cycle Senate races

✔️ Google CEO to meet with top GOP lawmakers

ROSS RANT

42 days until Election Day
59 days until Thanksgiving
98 days until New Year’s
152 days until Brigadoon Sundance 2019

GEOECONOMICS

Chinese hospital ship stops in turbulent Venezuela: AP reports, a Chinese navy hospital ship docked near Venezuela’s capital on Saturday as the OPEC nation’s deepening economic crisis garners the attention of the US and other world powers. 

#MonroeDoctrineWarning

Taiwan weapon sales: China has reacted with anger to the news that the United States is ready to approve a $330 million arms sale to Taiwan.

The Chinese government refused the USS Wasp a port visit to Hong Kong next month.

China and America may be forging a new economic order: It’s not a Cold War. But the dispute between the world’s two largest economies is taking the world into unknown territory. http://bit.ly/2xCHbKO

Axios reports the Trump administration is planning to launch a major, "administration-wide," broadside against China.

"We're not just going to let Russia be the bogeyman. It's Russia and China."


CNBC: China reveals its new party line: We're trying to save the world from the US

China accused the US of "trade bullyism practices" that have become "the greatest source of uncertainty and risk for the recovery of the global economy."

Reuters: China says US putting 'knife to its neck', hard to proceed on trade

Navarro: China engages in so many 'egregious practices,' it's tougher to get a trade deal

@ProSyn: Codependency never ends well in personal relationships. Judging by the ever-escalating trade war between the US and China, the same is true of economic relationships |  Stephen S Roach #TradeWars

India and Pakistan ratchet up war rhetoric over Kashmir: DW reports, the Indian and Pakistani governments have accused each other of sabotaging peace talks in the latest spat over militancy in the Kashmir region. But where did it all go wrong for the proposed foreign ministers' meeting? 

Robots on an asteroid: JAXA, the Japanese space agency, announced it successfully landed two unmanned rovers on an asteroid, Ryugu.

NAFTA: Trade watchers call September 30 the "AMLO deadline" for Trump's efforts to renegotiate the North American Free Trade Agreement.

Crypto: The Swiss Bankers Association issues new guidelines that make it easier for cryptocurrency companies to open corporate bank accounts.

France unveils billions in tax cuts as support for Macron ebbs: WSJ reports, the French government unveiled billions in tax cuts Monday as it seeks to revive flagging public support for President Emmanuel Macron and his efforts to overhaul France’s economy.

France bans smartphones in schools through 9th grade: NYT reports, France’s education ministry hopes that its smartphone ban, which took effect at the beginning of September and applies to students from first through ninth grades, will get schoolchildren to pay more attention in class and interact more, and several studies suggest such correlations.

Brigadoon Detroit | Salon Dinner = October 11, 2018

Dinner will be held at The Apparatus Room @ Detroit Foundation Hotel with a discussion on the creation of new urban mobility solutions as well as mobility trends seen globally.

More info here: http://bit.ly/2MEXICM

AMERICAN POLITICS

Today: Trump will address the 73rd Session of the United Nations General Assembly — his major speech for the week.

WP: 'I'm not the president of the globe': Trump goes it alone as he faces world leaders amid trade war against China

Trump to emphasize dangers from Iran in his UN address — and then Iran will fire back: LAT reports, Trump will claim foreign policy successes and turn his wrath on Iran when he addresses the UN General Assembly early today. Later, Iran's president will take the podium — and fire back.

Trump cuts a lonely figure at the UN: WP reports, on his return to the UN General Assembly, President Trump will surprise few world leaders with his sharp rhetoric. His speech today is expected to underscore a now-familiar message: American sovereignty and supremacy are not to be challenged, nor is Washington’s right to act unilaterally on the world stage.

Election 2018: Dems must defend 26 of the 35 in-cycle Senate races in the current election cycle. 

Base to GOP: Walk on Kavanaugh and we walk in November: Inside Sources reports, the conservative base—the GOP’s only hope to hold back a #BlueWave in the midterms—has a message for Republican Party leadership: You walk away from Judge Kavanaugh now, and we’ll walk away from you in November.

Republicans vow to back Kavanaugh amid new allegation: WP reports, Republicans rallied around embattled Supreme Court nominee Brett Kavanaugh, vowing to push his confirmation through the Senate even as a new allegation of sexual misconduct emerged.

Your holiday gift spending just got more expensive: Americans will find yet more taxes have been thrust upon them. From today, $200 billion of goods partially made in China will be subject to a pre-Christmas tax (of 10%).

@TheRickWilson: GOP pollster to me: "Your tweet about the trade war is deeper than you know. GOPers kept telling us in [focus groups] that they trusted Trump had a "secret plan to make these deals" because he's a master negotiator etc.  Now reality is setting in."

Another rate hike: Federal Reserve officials are expected to inch up their benchmark interest rate again Wednesday as they seek to head off inflation amid the continuing strong growth of the economy.

In 2015, public pension plans accumulated $5.5 trillion in liabilities and set aside only $3.7 trillion in assets.

Florence: Moody's Analytics said Hurricane Florence has caused around $44 billion in damage and lost output, nearly equal to the damage caused by California's Northridge earthquake in 1994.

Google CEO to meet with top GOP lawmakers: WSJ reports, Google Chief Executive Sundar Pichai plans to appear at a private meeting of top GOP lawmakers on Friday and again at a public hearing this year, responding to new scrutiny of the company’s work with China, its market power and alleged bias in its search results.

ENTERPRISE

Ticketmaster facing class-action lawsuits over ticket resales: Toronto Star reports, a Canadian law firm says it will expand a class action suit against Ticketmaster after a Star/CBC investigation revealed the company actively recruits scalpers to resell its tickets at inflated prices. A US firm is also planning a class action suit against the ticket giant.

Dell is exploring the possibility of going public via IPO.

Salesforce is working with Apple in a technical collaboration aimed at bringing more of its services natively to the iPhone and iPad.

Tech has grown to be ~26% of the S&P 500

Porsche will stop manufacturing diesel vehicles and focus more on EVs and hybrids.

NYT adds day tours to grab piece of booming tours and activities sector: The newspaper business continues to go through an evolution in the digital era, all while the travel industry is thriving and demand grows for tours and activities. City Tours probably won't be the biggest revenue generator for the Times anytime soon, but it could do a lot to make the publisher cooler and more relevant.

Look for Brigadoon Concierge - coming soon!

Walmart is using 17,000 Oculus Go VR headsets in its stores to help train workers.

Bye, Weight Watchers: The brand is changing its name to WW, which "shifts the focus from dieting to wellness." The new tagline is "Wellness that Works."

Google at 20: How two 'obnoxious' students changed the internet: It is two decades since Larry Page and Sergey Brin moved their fledgling startup out of their dorms. With threats to its power growing, how long can the company dominate? http://bit.ly/2PY5xpd

Unfriend: Instagram Co-Founders are stepping down from Facebook.

@talan: Instagram was founded in 2010 and at first was a location check-in app called Burbn. Mr. Krieger, an enthusiastic user of Burbn, met Mr. Systrom at a Stanford University fellowship program and they decided to work together.

LAT: Snapchat is partnering with Amazon to let users shop through their smartphone cameras

H&M tests new store to get back in vogue. In H&M’s hometown of Stockholm, the chain founded in 1947 is testing new concepts that mark a break with its past.

Lululemon, the brand that invented athleisure, plans its second act: The Canadian activewear giant made yoga pants a status symbol. Here’s how the brand is planning for a post-athleisure industry drowning in activewear. http://bit.ly/2N1ZHRF 

TRENDS + BUZZ

Reinvent or die: In the oncoming wave of AI, internet of things, blockchain and what-have-you, incumbents stand a good chance of prevailing—as long as they "move fast and at scale." That's according to McKinsey's Daniel Pacthod, Kevin Sneader, and Anand Swaminathan, who write for Fortune that legacy companies must "reinvent or die."

Ranch: 40 percent of Americans counted Ranch as their favorite dressing.

Podcast China: The podcast industry in China is on track to exceed last year’s mark of $7.3 billion thanks to growth in popular educational podcasts. The US podcast market, by comparison, is only worth about $314m annually. 

Biker beware: Tampa Bay metro area has proven to be the deadliest place for a cyclist.

Good credit: For the first time, the average American FICO score has reached 704.

CULTURE

Bye-bye, Bob? “The Old Man & the Gun,” which may or may not be Robert Redford’s final film, opens Friday.

LAT: Celine Dion ending her long Vegas run. Tickets for goodbye shows go on sale Friday 

SPORT

Basketball: Training camps are opening in the NBA.

BBC: Luka Modric named best male player and Marta best female player at FIFA awards

The Real Madrid midfielder, 33, beat former team-mate, Cristiano Ronaldo, now with Juventus, and Liverpool's Mohamed Salah to the award.

Brazil and Orlando Pride forward Marta won the best female player award.

France's Didier Deschamps was named best men's coach.


Kylian Mbappé at the age of 19:

🏆🏆 Ligue 1
🏆 Coupe de France
🏆 Coupe de la Ligue
🏆 French Super Cup
🏆 FIFA World Cup
🏆 Euro u19's 
🏅 2017 Golden Boy
🏅 FIFA World Cup Best Young Player
🏅 Ligue 1 Young Player of the Year
🏅 FIFA FIFPro World XI

What's the ROI?

Ross Rant March 2018.png

Famously Steve Jobs was once asked at an Apple shareholder meeting by a shareholder who wanted to get some insights into his most in-depth thinking: “What keeps you awake at night?” Jobs replied, “Shareholder meetings.”

Can you envision Jobs in a shareholder meeting being bogged down by endless questions all focused on ROI?

I don't have fancy shareholder meetings, but I do have sales meetings.

Sales meetings where the question of what is the ROI for someone attending a Brigadoon gathering usually comes up.

The exchange usually proceeds down this path:

Question to me: "What's the ROI of me attending a Brigadoon event?"

Response from me: "I have no idea."

Question to me: "Will the people in the room buy my product?"

Response from me: "I have no idea."

These two responses are usually less than satisfying to the person posing the questions. 

There is usually silence as well. Plus the questioner is generally puzzled, perplexed, and many times perturbed.

Being shaped by consumer environment where the customer is always right, hand-holding is demanded, and orange slices are provided for everyone, such cavalier responses from a seller can be unsettling.

After this breathless, how does this conversation move forward moment, this is how I usually respond:

"If you are interested in having conversations with compelling entrepreneurs and thought leaders in dynamic settings, Brigadoon is probably for you. The ROI of Brigadoon is up to you on how you use the conversations and settings to your enhance your business, mental health, investments, and performance. If you need a clear, from the start ROI, Brigadoon is probably not for you."

From my observation, those Brigadoon attendees that are free from seeking a calculated ROI from the start have the best experiences and leave the gatherings smarter and more energized. Not having a predictable and repeatable ROI for Brigadoon works because the result is divergent and distinctive for each attendee.

It's tempting for those of us selling a product to obsess about providing secure, measurable, and help me explain to my boss what this is results for a customer.

It's tempting to make it easy, black and white, and predictable for customers - it is called industrialization.

It's the difference between dinning with Ronald McDonald and Grant Achatz.

Ronald McDonald spends all his time focused on delivering value meals, predictable experiences, and repeatable french fries.

Grant Achatz spends all his time focused on delivering expensive meals, unpredictable experiences, and unrepeatable french fries.

The market, management, and mainframe reward the industrialist with short-term accolades followed by a relentless need for ever more of the same growth and productivity that got them accolades in the first place.

Today's industrialists define our economy, secure the headlines, get interviewed on CNBC, and win awards from magazines, but they offer very little excitement for tomorrow. Their work makes it easy, black and white, and predictable for customers. It's industrialization.

Some products, services, and outcomes must be designed from the start to alter the culture, eschew ROI, and operate in ways that will ensure the customer must define her ROI that is individually divergent and distinctive.

As long as industrialists are focused on ROI, uncomplicated, black and white, and predictable, there will be a gap for those of us that want to engage in a customer experience that is ambiguous, smoky, and unpredictable.

If you are working in an overly industrialized business, I would recommend adding a little unknown to your offerings. Customers will find the outcome they desire. Customers will be comfortable in finding their value. Customers will want more.

Thinking back to Steve Jobs and the iPhone environment, when you unpack an iPhone, there is no roadmap, no predictive outcome where the device will take you. Each smartphone experience is divergent and distinctive.

That's the ROI.

-Marc A. Ross | Brigadoon Founder + TLC

Marc A. Ross is the founder of Brigadoon and specializes in thought leader communications and event production. Working with doers, entrepreneurs, and thought leaders, Marc helps them create compelling communications, winning commerce, and powerful connections.