a dynamic digital strategist, online marketer, father, photographer & designer… inspired and fascinated by the ever-changing world of digital with a passion for disruption.

stay hungry. stay foolish

Firstly I am sure you are asking what is an “ICO Crowdsale”. I was asking the same thing a few months ago before I knew about this crazy new disruptive space that is Crytopcurrencies. I certainly knew of bitcoin and the crazy ride it has had but I never really took some time to understand it until I watched this documentary "Bitcoin: The End of Money As We Know It" - very inspirational (and scary). After finding bitcoin and then shortly after Etherum, I discovered the world of Altcoins (alternative crypto coins to Bitcoin). When they are released they often do an “ICO” Initial Coin Offering where you invest in the development of the coin similar to how you would invest in a business during an IPO. While watching over a few of these happening the ICONOMI Fund Management Platform really spoke out at me. Brilliant business models to me often involve clipping the ticket (e.g taking a commission) of a transaction that can be automated via platform. One of the reasons I work for ROKT a transaction marketing company. Not to mention the fact that I am also ultra passionate about cryptocurrency at the moment. Iconomi is a European Ether exchange run by Cashila which was a proof of concept showing what the team can deliver. Exactly what you want to see when investing in a Initial Coin Offering (ICO). They are putting this together in order to fund their decentralized open fund management (OFM) platform that aims to make cryptocurrency investment easy and accessible to people from around the world.

The crises of our time, it becomes increasingly clear, are the necessary impetus for the revolution now under way. And once we understand nature's transformative powers, we see that it is our powerful ally, not a force to feared our subdued. - Thomas Kuhn
I can only do so much to explain the platform the best thing to do is get over to the website ico.iconomi.net and read the two whitepapers on what they plan on doing, here is an abstract that really got me excited about the platform.
WHY INVEST IN ICONOMI? ICONOMI is about disruption - the “uberisation” of fund management. We are pairing the business-model fundamentals of the crypto-world and the obvious trend of platform domination with new technological possibilities. Internet, Facebook, Android, Uber - those are all the big stories where it was impossible to invest at the early stages of development. It was either technically not possible (for example with the Internet) or it was only reserved for “big investors”, who in turn reaped all the high profits. We believe that blockchains are game-changers for the investment world, linking those with disruptive ideas directly to those looking for investing opportunities, no matter the skill level or size of investment. Now it is possible to invest in disruptive technologies at the very early stages. ICONOMI’s mission is to attract investors looking for high profits, not possible in the old economy. It will do so through a simple and trustworthy entry point, providing them with excellent experience, which is crucial for keeping them investing in the new economy. With your help, ICONOMI will bring an influx of fresh capital into the distributed economy, providing funding for exciting new projects and boosting the value of digital assets along the way.
  If that doesn't give you enough to get excited about the platform - just look at the returns based on simulated performance of a CTF, based on the realised prices of 9 cryptocurrencies in the first half of 2016. Yes.. that is a 4x return on investment, not your average 8-25% return from the stock market. IT'S A 400% RETURN. People would be crazy not to invest in a platform that creates these sort of returns.   Screen Shot 2016-09-12 at 6.08.42 PM At the time of publishing they have raised over $4.4 Million USD and it was very promising to see the team very conservatively using capital while on the road building presence for the brand at the Pirate Summit in Germany. 2ocyWv1  

[PLEASE TAKE THE FOLLOWING WITH A GRAIN OF SALT - I am not a financial planner, and this is not financial advice] If you need more of a reason to invest in this business, my extremely rough back of the envelope estimate. Being able to clip the ticket of millions upon millions worth of investments the revenue potential is huge. Looking at the "average mutual fund fee" google tells me it is 1.25% fee. If they can just get to 10% of size of the #1 mutual fund in the US that is $26 billion (Source: Forbes).  That is a $32.5 million dollar revenue return per year. The ceiling for the ICO is $21 million dollar maximum investment, if 70% of that revenue would be go back to users and lets assume 50% of profit goes to operational costs, that is $11.375 million per year return from the initial investment of $21 million (ICO funding ceiling limit) per year!. Obviously we wont see this in the first year, but if we can see this in 5-10 years its an incredible investment to make now!

If you asking where do I signup just go to the ICO website.



Things that excite & inspire me:

  • Disruption
  • Moore's Law
  • Artificial Intelligence
  • Autonomous Cars
  • Cryptocurrencies (i.e. Bitcoin)
The last three are especially interesting and are going to see exponential growth in the next decade, with the development of Ethereum and blockchain technology integrating smart contracts with electronic payments when we add in AI & autonomous cars we could have the next Uber. Except decentralised without a huge company making millions off consumers, but consumers purchasing auto-cars as a source of supplementary income. (Think airbnb for cars without drivers and no central company taking a large percentage on revenue being wasted  by layers of management) The future predictions statement below by Robert M. Goldman shows just how quickly the world is developing. Click the arrow below to read more on this...  



  • 3D's of audience targeting
  • Behavioural targeting and audience
  • Platform agnostic across video / television
Increasing the necessity of humanising data Why our viewers consumer the way they consume. connect with people in the moments that matter Tomorrow argument is WHY is that data important  


NOTE:  Please find my crude notes taken from Ad:tech Sydney March 2016. Please excuse any typos as this was written on the fly and with my life is now consumed with my beautiful 5 month old  daughter and work @ROKT. As such this hasn't been edited, typos and poor autocorrections from my iPad Pro will entail.    Evolve from commercials to content - move from disruptive to engaging advertising 10 fundamentals of #content #marketing

Topical valuable and relatable content is key Michael shanks Sochi video that went viral Rhettandlink - YouTube viral video creators - https://www.youtube.com/user/RhettandLink "When people share this, what 10 words will they use to describe it to their friends" Discoverability - trending and evergreen Geico example - scape goal example "It's what you do.." https://www.youtube.com/watch?v=U-EZizbG7ms Ensure a good split of evergreen plus trending topics Stereotypes but dude perfect - great content PepsiCo ad on football with in uk with projected field and drones     Conversational: Must be talking to the customers - responding to audience, Toyota brand example - Toyota hilux material add - "SKIP IT... SKIP IT.." Make compelling videos.. Interactivity - Who won, who's text, you decide ERB video on YouTube. Jamie Oliver - choose your own adventure Consistency - Don't focus on timing of content, but the content in content. "Capture your tent poles and string your content throughout the year on these core topics" Bad lip reading - great format of dubbing over content with lip reading. https://m.youtube.com/watch?v=RKOZgQy8qrw Nike - Sustainability - If the audience loves it can you make more of it. Tent pole moments - each of the product launches this are the things we need to focus all attention towards on our content strategy Focus on high attention moment  
Learn YouTube’s top strategies for developing digital content. Think long haul, not one commercial at a time. Develop a content strategy to grow loyal customers. Build a sustainable customer base that you can engage in a relationship with.


Continuing on the Business Foundations Specialization on Coursera I have started to learn the basics on improving business processes. The basic overview on operations is how to increase productivity and deliver higher quality standards, most people see the focus on creating cost efficiencies but it also has a lot to do with the quality of service that is provided at every step of the customer experience. Key concepts include process analysis, bottlenecks, flows rates, and inventory levels, and more.

The Four Dimensions of Performance:

  • time / responsiveness
  • variety
  • quality
  • price / cost / efficiency
  • Efficiency
  • Labour
  • Customers
  • Product quality - how good?
    • customer service
  • Process quality - as good as promised?
  • customer heterogeneity (the vast majority)
  • # items sold
  • % requests made happy
  • Responsiveness to demand
Efficient frontier: where all other players in the industry sit. (inside to the lower left)  


At 2,000+ software vendors (and rising fast), the marketing technology industry isn’t just dynamic. It’s completely out of control. Email technology is no exception: The plumbing required to make sure your customers get that coupon or white paper to their inbox on time is only growing in complexity. If you’re an email marketer at any level, you need to have a basic grasp of these categories. In one of the most data-driven studies on email marketing ever, VB Insight found nearly 80 percent of email marketers struggle with maintaining or growing their subscribers, among other core challenges. Read more on VentureBeat  


Continuing on with the specialisation on project-management this segment takes me through the key principles of project initiating and planning, which will include mapping stakeholders, the scope of work, and the project Work Breakdown Structure. It covers off similar points from my earlier post on  Fundamentals of Project Planning and Management and goes through things in more detail with a close correlation to the PMBOK (Project Management Body of Knowledge) guide.

What is a project?
A unique and temporary endeavour, with a stated beginning and end. to create (or change) a specific product or service
Constraints - a factor that may place limitations on what you do, when you do it or how you do it.
The guide to the project management body of knowledge (PMBOK guide)  Standardised knowledge on areas and processes of project management.


MITs – Most Important Tasks. It’s not an original concept, but one that I use on a daily basis and that has helped me out tremendously. It’s very simple: your MIT is the task you most want or need to get done today. In my case, I’ve tweaked it a bit so that I have three MITs — the three things I must accomplish today. Do I get a lot more done than three things? Of course. But the idea is that no matter what else I do today, these are the things I want to be sure of doing. So, the MIT is the first thing I do each day, right after I have a glass of water to wake me up.
Read more about ZTD at Zen Habits


Whether you want to launch an empire or become the best in your field, who better to consult than those who’ve achieved the peak of professional and financial success? My Picks (which i’ve read) in order of awesomeness...

  1. The Virgin Way by Richard Branson
  2. Zero to One by Peter Thiel
  3. Onward by Howard Schultz
  4. Business @ the Speed of Thought by Bill Gates
  5. The Essays of Warren Buffett by Warren Buffett
I will be adding the other 10 books into my kindle wishlist to start working through this year. Read the full list of 15 Billionaire Books at Time Magazine

Book Collection

The 2015 Advancing Analytics IAPA National Conference  brought to us by ADMA was a data science focused one-day conference that delivered global ideas for driving business forward through data and analytics. Here are my "LOOSE" notes madly taken down while trying to take as much of the day in as possible. I also photographed as many of the slides as I could, see the gallery at the bottom of this post. Please excuse typos and  half finished sentences, I wanted to get this up asap. (and up at all.. I know what its like!)