
Let’s Find People Behind The Bushes!
I would never have written this, I would never have thought this, and probably I am not going to publish it. I hate marketing.
Back to 1895, Gustave Le Bon published “The Crowd: A study of The Popular Mind“, one of the most influential text on politics and marketing for the upcoming future. A friend of mine suggested to read this few years ago, it changed my mind about how to read the real world scenario, and on how (social) marketing really works.
You can only change yourself, accidentally this change can influence His World. Or not.
Can one change his marketing? and can that marketing influence his audience? Or he would be let just let behind because not following the current culture?
My World, Your World, The Whole World
In the era of AI, LLM, and transformers, (and ADHD) the concept of context and attention became more and more important. Switching context became a kind of exercise:
- What if I think the same thing, in a different context?
- If I behave “the same”, in a different context?
- To what I would deserve attention, in a different context?
- What if I deserve attention to something more useful, or less useful, in mine, and in a different context?
- How am I perceived in my context? in your context? in global context?
- Who am I? “One, None and A Hundred-Thousand” (Pirandello said)
Survive till the death is the first individual goal. Almost every being can achieve that. Happiness is the (second) most important goal.
How to achieve happiness? Have a look to what other does, imitate them, or just focus on my will and pursue those by all means?
Social: -network, -politics, -influence, -science, -whatever. And marketing
A number of social phenomena happens all-around-me, I can guess that those happens by some logic, until I do not experiment, and see the outcome.
By accident, I published a content on LinkedIn, and it receive a lot of reaction. I can analyse what happens, then test again if this is the right or the wrong staff. It is an A/B test, a well known technics used in SEO/SEM for testing the performance of landing pages, copying, and other marketing staff.
I am a technician, not a marketing dude. While designing systems, I keep my attention to specifications, and when needed on performance. I adopt the very same approach of A/B test:
- Does the solution conforms to specifications/requirements? Then take it.
- It does not satisfy specification/requirements? Try something else.
Why performance matter (on software)
Satisfying requirements is a wide requirement: when a solution does not perform enough, it does not satisfy requirements. Examples:
- A webpage or SPA renders all elements expected by the user, but it renders in more than 1 second: user loose attention and perceive it as “not really working”
- Recurring jobs are satisfied and adhere to specification, but it take 30 minutes to import data from remote, so the data are out of sync for longer time than expected: it does not really work.
- The solution is formally correct, but hardware/energy resources costs (CPU and I/O) exceeds the income from customer paying the service: it does not worth to offer a service that costs more than it earns.
Most of the time I have to fight against people arguing by KISS acronym, and that “it just works” is enough, but really it is not enough, and “stupid” is a person who do not get the real meaning of “it works” in their context.
The scale factor
From examples I gave, 3 important factors:
- perception: user decide what to pay for, and decide it emotionally
- timely consistency: data and informations must be current in time, because in time the service is serving data and doing staff.
- income/cost: if this ratio is less than 1, it does not worth the spent time.
A missing important number: the multiplier.
Income/Cost ratio must be above 1, and multiplied by the number of usage. The scale factor.
A key factor of succeeding business in IT is how many user are paying for the very same service.
This metric apply to software, computer based service, but also to car selling industry, and all serial products.
Value added and Karl Marx in the software industry
In IT people are not involved on scaling, this is done by machines.
I always loved the Value Added concept, there is a tax based on this, and is something counter intuitive:
If you add value, you have to pay. Why on Earth one want to do that?
Adding value is the only mean by which a service or a product is crafted. You do not sell goods. You sell your work, and your work is to add value.
It is enough to read 2 chapters from Karl Marx “The Capital” to get this concept: resource are free, work makes the value of a good or a service.
Time is limited, the goal of every business is to maximise the income for spent time.
- Designing/Fixing/Maintaining a service is time consuming
- Promote the service is time consuming
- Selling the service is time consuming
- Team leading is time consuming
- But … Running system is a scalable income
Business succeeds if the 4 time consuming elements are balanced by the scalable income: the greater is the audience, the bigger is the income.
In this picture, the value is added by the machine running on behalf of the customer using it.
So, where was the work == value lost here?
Customer changes, customer needs changes, technology change
These changes require work, the new work must be:
- designed/fixed/maintained
- promoted
- sold
- by a team sharing common values and goals
The universal common value is to pursue wealth and not scarcity: if a business fails on this, every metrics would be broken or useless.
My social A/B Test (and why results will destroy the World)
But every content should also give value. My accidental A/B test happens on LinkedIn:
https://www.linkedin.com/feed/update/urn:li:activity:7400842369140514816
LinkedIn provides insight and metrics, I checked the numbers:
- 15 thousand impressions in less than one week
- 56 comments
- 28 reactions
In absolute, these numbers are very low, but for me is a valuable A/B test: normally I stop to one hundred impressions, at most 5 comments. This triggered my attention, I try to analyse what happened:
- The image is absolutely random, but it show some CPU metrics (graph attracts technicians)
- The copying is looser “sad story?…” but human: someone gave me support with his comment.
- The message is not self-promoting, at first look it is self-demoting: people like to be better than others. (or just to promote themself)
- The copying does not teach something, it just report a fact, with a wrong analysis (I just did it by accident: it was Sunday, I was bored). Wrong staff cause reaction: everybody want to fix something broken, even if Sunday (but maybe only technicians)
- I got something back. Really I am not an hardware man, I just know something about Data Center for problems related to load balancing handled by Kubernetes orchestrator and VMs, but I am almost ignorant about consumer devices like miniPC. It engaged some interest by me, so it starts a discussion and something to interact.
In a social networks there are different factors:
- Me and my point of view
- The topic
- The sentiment
- My network
- Social network algorithm
- Speed (to trigger reaction/comment)
But the most important factor is what makes something “human”: The Error.
What is changed on marketing is the use of The Error as a mean to sell staff. This happens mostly on politics, and marketing is doing the same, following this trend. But upside-down, the political communication is following marketing. So this circle is going to increase idiocracy to a never reached level, and …

This will Destroy the Earth
Then it comes the machine
…and like in Terminator saga it will destroy the Earth. LLM is funny because it introduce errors here and there, so you feel more clever. But are you measuring the outcome?
To balance effort vs income, it is important to measure:
- Software production
- Marketing performance
- Selling performance
- Team building effectiveness
- Earning ratio
Then you can stock more resource and focus on one or another sector, in order to increase the scale.
LLM does not change this.