Graduates and Post-Graduates on Food Stamps (Chronicle of Higher Education) — two points for me here: the inherent evil of not paying a living wage; and the pain of market signals that particular occupations and specialisations are not as useful as once they were. I imagine it’s hard to repurpose the specific knowledge in a Masters of Medieval History to some other field, though hopefully the skills of diligent hard work, rapid acquisition of knowledge, and critical thought will apply to new jobs. Expect more of this as we replace human labour with automation. I look forward to the software startup which creates work for people outside the organisation; the ultimate “create more value than you capture”.
Book Marketing Lessons Learned (Sarah Milstein) — I really liked this honest appraisal of how Baratunde Thurston marketed his “How to be Black” book, and am doubly chuffed that it appeared on the O’Reilly Radar blog. I was fascinated by his Street Team, but knew I wanted to bring it to your attention when I read this. Start with your inner circle. I had an epiphany with Gary Vaynerchuk. I asked: “Did I ever ask you to buy my book?” He said, “Yeah, I bought it yesterday.” I talked about his book, but cash on the table — it didn’t happen. He wished he had identified everyone he knows, sending a personal note explaining: “A) buy the book; B) this means a lot to me. You owe me or I will owe you. Here’s some things you can do to help: If you have speaking opportunities, let me know. For instance, I would love to speak at schools.” Make it easy for people who want to help you. Everything else is bonus. If you haven’t already converted the inner circle, you’ve skipped a critical step. “Let the people who already love you show it” is the skill I feel like I’ve spent years working on, and still have years to go.