Thinking Beyond the Silicon: Leveraging marketing to create value
summary
Argues that marketing must move past specs to concrete business models: subsidize or give hardware away to capture the 2/3 data value of a predicted $10–11T IoT market, build platform plays (cloud, voice integration) rather than fight on low‑cost chips, and use communities like Arduino to create demand — Arduino cloud reports over 1M signups. Shows examples: voice added to devices (Sentient), paintable IoT (Bare Conductive), and RISC‑V as a cores‑as‑service disruption.
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chapters (7)
- 0:00Intro
- 0:35Sander Arts introduction
- 7:07The race to the bottom
- 10:12Red Ocean Strategy
- 14:45Software vs Hardware
- 18:39New business models
- 24:02Peopletopeople marketing
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