Australia Day 2025: A tipping point?

Australia Day 2025: A tipping point?

 

John Maynard Keynes once said, “The difficulty lies not so much in developing new ideas as in escaping from old ones.”

On this Australia Day, it feels particularly apt as we continue to grapple ineffectively with deeply embedded issues that requires systemic adjustment. This sort of change is beyond the short-term populist sport that passes as leadership in this country.

The 26th January is just a date, but one that has become an institution for many. It does not mean the many injustices by current standards perpetrated on indigenous inhabitants should be forgotten or dismissed in any way. Perhaps by contrast we should be celebrating that most of those injustices have been acknowledged. Effort, ineffective as it may be if measured by the gaps in health, education, and opportunity of indigenous Australians,  is being exercised to reverse the lingering effects.
They could also choose to see it as a day to celebrate what small amounts of indigenous culture remain, and see the day as an opportunity to inform others about what has been lost, the cost to us all of that loss, and the agonies of the frontier wars that so few of us, particularly my generation, know anything about.
Marketing 101: take a negative and find a way to turn it into a positive.

WooHoo, an election.

We all look forward to the coming tsunami of creative press releases making flimsy, transparently self-interested promises daily. They will inhabit our lives along with the high viz jackets, hardhats, and staged media events that bear no relation to reality until life returns to normal after the poll.

Our three-year cycle, combined with the election dates being in the hands of the government are too short. The first months of a new parliament are spent crowing and blaming, the next 12-18 months is spent back patting, and the last period moving towards an election ensures that nothing will get done. From now, speculation about poll dates, claims and counter claims about anything that can be boosted up to the level of trivial will crowd out anything resembling sensible policy debate, development and more importantly, implementation from now until the poll results are called.

The AI Revolution.

The rise of artificial intelligence is reshaping industries and redefining the future of work. Generative AI, while transformative, is prohibitively expensive to train. This will leave the development in the hands of a very small number of individuals creating an extremely powerful oligopoly.  This will leave small businesses at a cost and capability disadvantage. Australian SMEs, the backbone of our economy, are struggling to implement even basic AI tools for back-office automation, and the pace will continue to accelerate. Many will go to the wall, some of them deservedly so, but many valuable enterprises will disappear simply because they do not have the wherewithal to invest in harnessing AI to compete effectively.

Yet, there is cause for optimism. AI is not about replacing jobs, although people using AI will replace those who do not. The number and type of jobs that emerge will outweigh the losses, as has happened every time in history when a transformative technology emerges. In the transformation will be many opportunities, if we are smart enough, and ready to grab them.

The challenge lies in avoiding overhyped claims. Social media is awash with “AI-powered” solutions that often offer little substance. The real opportunity lies in training workers and rethinking education systems to prepare Australians for an AI-enabled future. I look forward to seeing the policies to generate positive outcomes being unveiled, and more importantly, deployed after the election.

Housing: A long term ‘Crisis’

For decades, Australia has underinvested in public housing while urban migration has intensified, leading to skyrocketing rents and property prices. Young Australians find themselves trapped, unable to afford homes in cities like Sydney or Melbourne, while regional areas remain underdeveloped.

‘Crisis’ is the wrong word to describe 40 years of policy failure. It implies a short term phenomenon, when the drivers of the current situation are anything but short term. Those poor, short term policy choices across several domains of responsibility have cemented in a systemic housing shortfall that will only be addressed by painful in the short term but long term focussed remedies.

Sadly, in the coming election I expect housing to be a political football, abused and accused by all colours of politics.

Education: Cost or investment?

Our education system is at a tipping point. While private schools thrive with abundant resources, public schools are starved of funding. Stories of teachers buying basic supplies like pencils and paper for their classrooms are sadly common, something I know first hand. These disparities perpetuate inequality, leaving students in disadvantaged areas with fewer opportunities over their lifetime. This suppression of opportunity also supresses the vitality and competitiveness of economic activity, which affects us all.

We need to reimagine education as an investment, not a cost. Finland’s model, where public schools are well-funded and attract the best educators, proves that equity and quality are achievable. Equipping every child with access to air-conditioned classrooms, modern technology, extracurricular programs, and professional  ‘cream of the crop’ teachers should not be a luxury but a baseline expectation.

Beyond infrastructure, we must value vocational education and practical skills. The loss of manufacturing jobs in Australia has eroded our trades base. The car industry, once a “university of engineering” for many Australians, is gone. If we want to build a nation ready for the future, we need to invest in apprenticeships, technical training, and industries like renewable energy component manufacturing, technically advanced machine tools, cutting edge pharmaceuticals, value added processing of Australia’s inventory of raw materials from bauxite, iron ore, rare earth minerals, and wool.

The economy is stretching, where is the limit? 

Australia’s tax system is increasingly unbalanced, with a disproportionate reliance on PAYE taxpayers while wealthier individuals and corporations exploit legal loopholes to reduce their obligations. This creates a growing divide between those who contribute their fair share and those who shift profits to low-tax jurisdictions or benefit from capital gains and resource rents taxed at far lower rates. PAYE taxpayers bearing the brunt of funding essential public services which others dodge, must have an end point.

The consequences of this imbalance are stark. Social cohesion erodes as the gap between the “haves” and “have-nots” widens. Essential public services: education, healthcare, infrastructure, social services, all face increasing demands for their services, while resources are becoming increasingly scarce. The Henry Tax Review, released in 2010, highlighted these inequities and proposed reforms. All but a very few of its reasoned and economically sensible recommendations remain unimplemented.

Politicians across the parliament have been spooked by the modest efforts of the Shorten-led opposition’s push to close a few obvious loopholes, presented to the electorate in the 2019 election. Without substantial reform, which history proves must be bipartisan, the system risks imploding under the weight of its inequities. It is time to revisit comprehensive tax reform to ensure a fairer distribution of the burden and a more sustainable future.

Energy transformation. 

Australia’s energy transition is both a challenge and an opportunity. Electrification is accelerating, with everything from transport to manufacturing shifting away from fossil fuels. This increased demand for power risks overwhelming our grid unless investments in renewable energy and storage are fast-tracked, and the dilemma of a dependable on/off base load power resolved.

The quality of debate about energy policy over the last 20 years would make schoolkids blush. The need for change has been obvious for years, but that need has been passed around like a parcel at a kids birthday party. Well, the music has stopped, and the parcel seems not to have a chair.

There are initiatives like community-owned solar farms and battery projects that show the way. Yackandandah in Victoria is one such example. The town has become a model for energy independence, aiming to generate 100% of its power from renewables. Projects like this are tiny experiments, out on the fringes, which is where most change starts. The complexity and cost of scaling from local initiatives to an economy wide electrification are huge, but the path is very clear, and the necessity absolute.

Geopolitics.

The world appears to be stumbling backwards, and at the same time becoming increasingly polarised between the old fashioned descriptors ‘left’ and ‘right’. These descriptors no longer apply. China has demonstrated an ability to generate, harness and deploy capital while building capabilities at an unprecedented pace, hallmarks of capitalism, unmatched by that icon of capitalism, the US. The re-ascension of Trump to the big house, and gathering kleptocracy that surrounds him triggers uncertainty, mistrust, and will result in an implosion of geopolitical trust and collaboration, already at a very low point. The wars in Europe, the Middle east, and the less publicised but no less savage civil war in Somalia, on top of tensions around the Taiwan straights are a poor starting point for a peaceful world. There are also a number of regional conflicts that barely raise a sweat globally, all of which could be a catalyst for wider conflict.

Our defence expenditure is increasing as the world becomes more unstable, all from the diminishing tax base, and we have harnessed ourselves to a potentially erratic US (at least for the next four years) and a lame duck UK by the arrangements of AUKUS. This is a huge ‘all or nothing’ bet on nuclear subs, which to me seems muddle headed at best. There are potentially significant technical and industrial benefits to be gained, but the cost is effectively unknown, the defence capability doubtful, and the time frame long. Usually I am a supporter of long term thinking and placing bets on the shape of the future, it just seems that the bet on AUKUS is a poor one.

Something will break, somewhere.

The environment.

The place we live is the glue that holds the rest of the forgoing together. We must figure out a way to protect and nourish it, while accommodating the accelerating demands coming from an increasing population.

We are in a crunch. The demand for electricity is increasing, and will continue to do so driven by the predicted geometric increases in consumption by digital systems. At the same time, we are winding down power sourced from fossil fuels. The loser, unless there is a dramatic change in direction, will be the natural environment. If that continues to be the case, our grandchildren and (for me at least) great grandchildren will be screwed.

The Path Forward

As a group, we Australians need to exercise the muscle between our ears.

Stop listening to the ‘news’ and accepting the nonsense presented as news as fact. Instead, be philosophical and examine the sources of that ‘news’ and consider the bias that will be inherent in it.

Treat the filter of ‘news’ by social media with the contempt it deserves. Social media is a great tool, which we have seen monetised by a small number of billionaires for their own purposes, by using our behavioural instincts in ways evolution did not foresee and has failed dramatically to adjust to.

Look for sources of the opposite of what is fed to you by ‘news’ publishers and the cesspool that is social media. Perhaps then you might get a better picture.

Whenever we build a ten foot wall to address some sort of problem, or shortcoming, the smart set, armed with lawyers, morality deprived publicists and urgers, turn up with an eleven foot ladder. There is nothing we can do but be vigilant and continue to repel the pirates wherever they appear. This takes leadership, resilience, and a sense of duty to the wider community that is sadly lacking currently. The pirates are swarming over the fences, and if the US is any measure, the supposed good guys are being deployed to remove bricks.

Keynes was right. Escaping old ideas is hard. However, if any country can rise to the occasion, it’s Australia.

Pop a beer and throw an extra snag on the barbie for me. Have a great Australia day and consider the calls for a change in date to be motivated by a desire to have the best possible outcomes for all Australians.

 

Sonic branding suddenly made easy.

Sonic branding suddenly made easy.

 

 

Close your eyes.

Now think of the sound that happens when you open Netflix or HBO, the cello riff at the opening of Game of Thrones, the McDonalds  ‘ba dada boop ba’ that ends every ad.

You can ‘hear’ them in your mind, they are an unambiguous reminder of what you are about to see and hear.

Think now of a song that meant something important to you when you were growing up. All you need are the opening bars of the music.

Can you feel the emotion that memory brings?

We humans are very tuned in to music (apologies for the poor pun). Somehow is sticks in our brain, and opens a door to our memories, emotions, and situations.

How would you like to have a sound that to your customers, wider networks, and those who have a casual acquaintance with your brand, brings your value proposition straight into their brain?

In the past that marketing luxury has been the territory of large companies with large marketing budgets. You had to pay songwriters, musicians, pay royalties, hire studios, session singers, or even celebrities.

All very expensive and time consuming.

Not now.

Now you can do it in a few hours at most with an AI tool (CHAT, Claude, Gemini, et al) that will write lyrics for you, and another tool to deliver you the sounds to order. Want your lyrics to be performed in the genre of country, pop, hip-hop, metal, whatever, tell the tool, and it will deliver. It will take some iterations, and prompting can be a challenge as music is much less specific than prompting using text., but you can get there.

There are several AI sound generators. Suno.ai is the tool of choice of a mate who has experimented with several, and which I found to be amazing, but there are others.

Want that sonic brand identifier?

It is now easily within your reach.

 

 

If you want to drive profit, you need to master price.

If you want to drive profit, you need to master price.

 

 

Small improvements in average price drive large improvements in profitability.

Do the numbers.

The normal expectation in consumer markets is that volumes will increase when you promote. Usually they do, but that period is usually followed by a period of lower volume, as what you have done is pull volume forward. This gives those who would have bought at the full price a discount, and rewards those who only buy on price, but who will move on next time to the cheapest on the day.

Brand equity flattens the peaks and troughs of price driven demand, reducing the volatility of price driven volume.

A reduction in the volumes driven by price alone, and an upward to the right movement in average prices paid, act together to drive profitability.

The challenge is to be in sufficient control of your distribution to be able to manage the balance of price based promotional activity often demanded by distribution channels, and investment in brand equity held by the end consumer.

In Australia, the power of the supermarket duopoly together with poor management of that balance by weak minded and brand equity unaware management has resulted in the brand equity of most consumer brands being trashed by supermarkets. It has been replaced by cyclic price promotions, with mandatory participation if distribution is to be maintained.

One of the great missed opportunities to build and leverage brand equity (in my opinion anyway) is the use years ago of Al Pacino by Vittoria coffee.

I have no idea how long the campaign went, or how much they spent, but I clearly remember seeing the ad on TV, and on posters in coffee shops around Sydney. I still buy Vittoria coffee as my preferred coffee, but have been ‘trained’ and rarely need to buy it at the full price of close to $40/kilo, when it is ‘on promotion’ regularly at between $20 and $25. I drink a lot of coffee, so the low price is a pantry stock opportunity.

Unless I am highly unusual, Vittoria has missed out on many millions of dollars of profit over the decade. Heavens, they miss out on several hundred a year just from me!

The potential power of human emotion on the purchase choices they make is huge.

Most fail to leverage it to its fullest extent.

The campaign for Meadow Lea margarine that ran from about 1977 to the mid-eighties is another example. ‘You ought to be congratulated’ not only drove the brand to massive market share leadership at an average price that was a premium to its natural competitors, but it also drove the size of the whole market.

When the dopes who took over the brand failed to recognise the dynamics, and cut advertising, while bowing to retailer pressure, the brand shrunk like a balloon with a slow leak.

Nearly 40 years on, the ‘you ought to be congratulated’ positioning may retain enough equity to be revived. Similarly, I am sure Al Pacino still drinks coffee every day, but may now be a very expensive spokesman.

Maybe not. Worth a try?

 

 

A blogging introspective to start 2025.

A blogging introspective to start 2025.

 

A few days ago I turned 73. Well past any reasonable retirement age, but I cannot see myself as retired. While there is not the same pressure of past years, the thought of playing golf and going to lunch a lot does little for me.

In late November last year, WordPress cut off the basic numbers that had been supplied about readership of this blog. I could no longer  see which posts had been opened, how many times, and the country and source of the opener. It had been a free part of the site for the whole 15 years of the blog, and I did look at it, and once a year, do a superficial analysis of it in a post, referring to the most popular posts, but that is all I did.

It was a curiosity for me to see which post performed best, but the numbers are tiny, ridiculous in any commercial context. However, I did nothing with that information.

In contrast to my advice to all my clients, I did not bother to look at the also free Google Analytics. I stopped that some time ago when I realised I was spending time looking, and doing nothing with the conclusions.

Equally, I have made no effort to ‘monetise’ the blog, rarely touting for business, no ads, no affiliate links, none of the obvious things I knew I could do to generate some cash.

When I started the objective was to use it as a lead engine for my one man strategy consulting business, but that did not last. Rapidly I realised it was way more personal, self-indulgent, even selfish than that. I did not really care who read it, although gratified to know a few did, The purpose had become to order my own thinking, be creative in the way I thought about things, and to sate my curiosity.

Back to the numbers. My initial annoyance with WordPress, dissolved, Who cares, I don’t. The metrics did not matter to me, beyond some level of vanity, as I did not use them. Their absence for the past 6 weeks has not altered my ‘scribbling habit’ at all, a habit that like any deeply held habit is very hard to break, and why bother, it adds value to my life, and if it adds value to anyone else, that is a bonus.

We live in a world of numbers.

If it cannot be counted, it does not matter sayeth the consultant, I have said it many times, while knowing the truth of Einsteins utterance that ‘Not everything that matters can be counted, while not everything that can be counted matters’.

Rarely do I see myself as a writer. Occasionally, when someone compliments me on  post, I feel that maybe I am, but I see myself as a scribbler, one who feels compelled to write stuff down in order to make sense of it, to coalesce the conflicting information and emotion banging around in my brain. The act of writing is what is important, not what comes after. Therefore why should I be annoyed that WordPress has demanded I pay for some numbers that may appeal to vanity, but I do not use.

Stick your numbers up your arse WordPress. I will scribble on regardless, and reconsider GA.

Have a great 2025.

 

 

A marketer’s explanation of AI ‘Tokenisation’ 

A marketer’s explanation of AI ‘Tokenisation’ 

‘Tokenisation’ is a term bandied about by my AI literate colleagues, commonly at least 40 years my junior. Usually, the term is used in the context of ‘it takes X number of tokens to complete this job’ or similar.

In AI, tokenization is like breaking a sentence or text into smaller pieces (tokens) so that a computer can understand and based on statistics, predict what the next word (token) will be. The process takes a paragraph and chops it into words, parts of words, or even individual letters now called tokens. This then enables the system to find patterns and make predictions of the next part of the text using probabilities derived from the context represented by the previous tokens.

All AI platforms like ChatGPT, Perplexity, Claude, and myriads of tools that have emerged from the woodwork over the past 2 years, are trained to understand and generate tokens in this manner. They ‘learn’ by examining tons of text and figuring out how words and sentences relate to each other statistically. Tokenisation is the first step in this process.

When you give text to an AI tool, it:

  1. Breaks the text into ‘tokens’.
  2. Assigns a number to each token (a kind of code).
  3. Processes these numbers to understand statistically the patterns and relationships.
  4. Uses this understanding to answer questions, summarize, or generate text or in some cases, a graphic representation of the tokens.

There are different ways to break down text, depending on the instructions given to the model. It is also why the response to instructions can sometimes go crazy, as the machine does not always ‘hear’ what you thought you said. The placement of something as simple as a comma in the instructions can, and often will, alter the output.

This breaking down of text into ‘tokens’ is an essential step in the AI process. It is all about statistics and patterns, without any meaning as we understand it being given to the words themselves.

AI is a predictive machine that gives you the next most likely outcome given the instructions you have given the model. The way those instructions have been interpreted based on the way the tokens drive the patterns and relationships, delivers the outcome.

It is also how AI can work across languages, and why it consumes huge amounts of energy to run the billions of statistical calculations underlying the response it gives.

The above is a vast simplification of the process, but it ‘sort of’ satisfies an old marketer like me, trying to understand this new world that has suddenly arrived on my doorstep. It also explains the limitations of the models, as the ‘training’ is done on existing data. The system has no capability to leverage ‘knowledge,’ that human capability that enables completely disconnected facts and ideas to be put together in entirely new ways. I can only assume that this is where the current research is directed, building the ‘neural networks’ artificially, that we have as an outcome of millions of years of evolution.