S6 | 472: Improving mixed reality with Dave Kaufman, Meta

Digital StrategyTechnologyConversational AI
Written By Basil Ali

About the Episode

Today we’re going to talk about mixed reality, what it is, how it can be beneficial, as well as how learning from one experience in marketing can improve the next. In this case, we talk about Dave’s experience with the launch of Google Glass.

To help me discuss this topic, I’d like to welcome Dave Kaufman, Senior Director, Global Marketing | VR & Metaverse at Meta.

About Dave Kaufman

Dave Kaufman is the Global Director of Marketing for VR, MR, and Metaverse at Meta. His team is responsible for the marketing efforts across the globe that support Meta Quest, Horizon Worlds, and Oculus Studios. Prior to Meta, Dave served in President Obama’s White House as a member of the U.S. Digital Service, led marketing for a neurotech startup, Halo Neuroscience, and failed to make Google Glass a thing as one of the first marketers in Google. In 2023, he was recognized by AdAge, earning a spot on their 40 under 40 awards list. He currently lives in San Francisco, with his girlfriend Chelsea and two-year-old dog, Babka.

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Synopsis

The episode emphasizes the importance of staying focused and not getting distracted by external perceptions. Dave Kaufman from Meta mentions that in the past, there was too much emphasis on external perception, which resulted in a lack of focus on the actual building process. This led to wasted effort and inefficiency, referred to as "thrash." The speaker believes that it is crucial to keep one's eye on the ball and not be influenced by external perceptions of being the best or the worst.

Additionally, Dave discusses the significance of close alignment between product and marketing. They acknowledge that in the consumer packaged goods (CPG) industry, this may seem obvious. However, they highlight the idea that in the past, there was a tendency to build products assuming that people would come simply because they were built. This approach neglected the need for effective marketing and communication to generate interest and demand for the product. The speaker suggests that having close alignment between product development and marketing is essential to avoid this pitfall.

Overall, the episode emphasizes the need to stay focused on the goals and objectives of the product or project, rather than getting distracted by external perceptions or assumptions. It highlights the importance of aligning product development and marketing efforts to ensure success.

In the episode, the speaker discusses the importance of having close alignment between product and marketing. They acknowledge that in the tech industry, there was a tendency to build products without considering the market or conducting proper due diligence. The mindset was often "build it and they will come," with marketing being an afterthought.

However, the speaker emphasizes that this approach is no longer effective and that the tech industry has moved away from it over time. They highlight the need for marketers to be involved in the product development process from the beginning, rather than just tacking on marketing tactics at the end.

The speaker mentions that in the CPG (Consumer Packaged Goods) industry, this close alignment between product and marketing is already a well-established practice. They acknowledge that some listeners from the CPG industry may find it obvious, but in the tech industry, it was not always the case.

By having close alignment between product and marketing, companies can ensure that the product meets the needs and desires of the target market. It allows for a more customer-focused approach, where marketing insights and data can inform product development decisions. This alignment also helps in creating a seamless customer experience, as the messaging and positioning of the product align with its actual features and benefits.

Overall, the episode emphasizes that successful product development starts by considering marketing from the beginning, rather than treating it as an afterthought. Close alignment between product and marketing is necessary to create products that are not only technically sound but also resonate with the target market and drive customer engagement.

In the episode, the guest speaker emphasizes the importance of changing the definition of success and embracing experimentation. They argue that leaders need to shift their mindset and recognize that success is not solely determined by achieving specific numbers or predetermined goals. Instead, they advocate for a mindset that values learning and growth from every experience, regardless of whether it is deemed successful or not.

Dave draws upon his experience with the launch of Google Glass to illustrate this point. He explains that despite the initial hype and high expectations surrounding the product, it ultimately faced challenges and was not as successful as anticipated. However, they highlight that there were valuable lessons and learnings from this experience that contributed to greater success in the long run.

Dave Kaufman also discusses the need for leaders to embrace experimentation. He argues that experimentation is often undervalued and dismissed if it does not immediately yield desired results. However, they emphasize that experimentation is a crucial part of innovation and progress. By being open to trying new approaches and learning from both successes and failures, leaders can foster a culture of continuous improvement and drive greater success in their organizations.

Overall, the episode highlights the importance of changing the definition of success and embracing experimentation as key factors in driving growth and innovation. It encourages leaders to adopt a mindset that values learning and views setbacks as opportunities for growth rather than failures.

Dave Kaufman, Global Director of Marketing for VR, MR, and Metaverse, Meta

Basil Ali
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