Driving business growth and brand strategy in API-powered “Age of Assistance”
summary
Argues that success is 20% coding 80% people and that organizations must stop treating integrations as one-off projects and instead create API products not projects. Presents concrete measures: branch network economics (roughly 5% branch share → 3% deposits, 15% → 22%) and examples where exposing APIs multiplies customer journeys tenfold and can double sales. Recommends dedicated API product teams, developer onboarding and vetting, and treating third‑party developers as an expanded brand audience.
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chapters (22)
- 0:00Introduction
- 1:15The big picture
- 1:54The Age of Assistance
- 4:24Projects are the problem
- 6:47The hypothesis
- 7:37Belief systems
- 9:10Corporate cultures
- 10:02Banking culture
- 10:40Branch networks
- 12:19Waves
- 12:52Network effects
- 13:44Market entry phase
- 15:20Brand A vs Brand B
- 20:41Brand purpose
- 23:22Protection from harm
- 24:45Digital value chain
- 24:57Brand audience
- 25:10Honor brand purpose
- 25:33Expand brand audience
- 26:33Message of meaning
- 27:09Brand belief system
- 32:14Conclusions
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