Category Archives: Books

New marketing

Some weeks ago I attended the presentation of a book at EOI business school, “Claves del Nuevo marketing” (which can be downloaded in pdf freely).

At the moment of writing this post I have not yet read the book, though it seemed quite interesting: Eighteen different authors just gathered to write different chapters on their area of expertise.

The conference itself was quite entertaining. Two of the authors were commenting their views on metrics and on viral marketing.

They quoted some articles, videos and examples that I want to quickly refer here:

  • Article from Marshall Sponder & Cecilia Pineda Feret in Customer Intelligence, discussing the possible entry of Google on Social Media monitoring and what could this mean.
  • On viral marketing it was interesting the questioning of whether it really reaches that many people. We tend to think so, but does it really do so? Check out this funny video (in Spanish).
  • Another very interesting video: “Redes Sociales – ¿Revolución o Moda?” (the video is in English, “Social Networks – Revolution or Fashion?).

I’m just referring to these topics as discussing them at length would need many different posts. I hope you enjoy them.

That day, EOI was distributing the latest issue of the marketing magazine “Yorokobu”. I will comment in a near future different things I read there (e.g. 94wines…).

One last thing I wanted to share with you: my Lego. I had seen advertisements about cartoonfying yourself, but I found this one in the Yorokobu magazine even funnier. This is as close as I could get to myself.

Lego of myself

3 Comments

Filed under Books

Augustine’s Laws

Last summer I read a book, a classic: “Augustine’s Laws” by Norman Augustine. Norman served in many positions both in the Administration (Under Secretary of the Army) and in the Aerospace & Defence industry (CEO of Lockheed Martin). Lately he lead the Committee that was reviewing the US Human Space Flight Plans.

I first learnt about this book from a teacher in Seville in 2006. He used a couple of his graphics in the course. One was plotting the trend of fighter aircraft acquisition costs per unit. I remember that the extrapolation of the trend pointed that somewhere in 2054 the whole DoD budget would allow to procure one single aircraft, that would have to be shared by US Air Force and Navy, with the 29th February of the leap years availabe for the US Marines.

Since that moment I wanted to read it, and it was only 3 years later that I had the opportunity to do so. The book reviews A&D programs, especially their mismanagement and failures from the Wright brothers times till the early 80’s, when the book was written. The book is hilarious. Really. Let me show you this by concatenating some of its “findings”:

  • The first one was commented above: aircraft are more and more costly with time.
  • At the same time aircraft developments turn in aircraft always becoming heavier than initially designed, producing more capable and heavier aircraft.
  • Another trend points out that avionics and electronic components are of greater importance in the aircraft of today. Wright brothers didn’t make use of avionics or electronics, however in the 80’s the percentage of OEW dedicated to them was around 20%, and increasing.
  • We also find that electronic components themselves become smaller and cheaper with time (just think of room-size computers of decades ago compared to today’s smart phones).

Thus we find ourselves in front of a paradox: Aircraft that will be heavier and more expensive, but that a certain point will be entirely made of avionics and electronic components which are lighter and cheaper with time! How can this be? As Augustine points out: engineers came to the rescue, they came up with “something” that it’s very expensive, doesn’t add weight and helps to solve the paradox without violating 2nd law of Thermodynamics. They came up with software. Neverending of lines of software… which also contribute to delay developments.

Here you may read the different laws, I’ll just copy the ones I like the most:

  • Law Number V: One-tenth of the participants produce over one-third of the output. Increasing the number of participants merely reduces the average output.
  • Law Number VII: Decreased business base increases overhead. So does increased business base.
  • Law Number XIII: There are many highly successful businesses in the United States. There are also many highly paid executives. The policy is not to intermingle the two.
  • Law Number XXVI: If a sufficient number of management layers are superimposed on each other, it can be assured that disaster is not left to chance.
  • Law Number XXXII: Hiring consultants to conduct studies can be an excellent means of turning problems into gold, your problems into their gold.
  • Law Number XXXVII: Ninety percent of the time things will turn out worse than you expect. The other 10 percent of the time you had no right to expect so much.
  • Law Number XLIV: Aircraft flight in the 21st century will always be in a westerly direction, preferably supersonic, crossing time zones to provide the additional hours needed to fix the broken electronics.
  • Law Number LI: By the time of the United States Tricentennial, there will be more government workers than there are workers.

Clearly this is not something I learnt today, but then, last summer I didn’t have a blog to comment on this. Enjoy the book.

4 Comments

Filed under Aerospace & Defence, Books