CMO Blockchain Primer: Blockchains Aren’t Perfect…And They Are Not Going Away
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The following is an excerpt from the new e-book, The CMO Primer For The Blockchain World: How This “Trust Machine” Impacts Branding, Customer Experience, Advertising and Much More by Jeremy Epstein, CEO of Never Stop Marketing.
It features forewords by the CMO of Nasdaq, Jeremy Skule and the CMO of Dun & Bradstreet, Rishi Dave. The e-book explores seven different marketing functions and how blockchains might impact them as well as highlighting a few emerging vendors in the blockchain marketing tech space.
To download the FREE e-book, please click here.
Blockchains Aren’t Perfect…And They Are Not Going Away
My brother often accuses me of having drunk too much Kool-Aid. It may be true. I know that the bulk (ok, almost all) of the text in the book focuses on the positive transformative power of blockchains. Guilty as charged.
I am incredibly optimistic and excited about how a decentralized future can make us all better off, more secure, healthier, living in a cleaner environment, and more respected.
Still, as this is my “third rodeo,” (Internet, Social Media) where I have put myself into the center of it all as much as I could, I have seen enough to know that any new technology brings with it a slew of potential problems.
With blockchain, there are many. To name a few:
There is more opportunity for theft and dishonesty in a more anonymous world offering more individual privacy and security
- There are still many security concerns (e.g. 51% attack) and private blockchains still need very strong defense
- There will be job destruction as many back-offices jobs that are redundantly supporting fragmented silos will consolidate
- They may not be quantum-computing resistant (which may be nearer than we think)
There will be a lot of change (positive and negative) brought by blockchains as usually is the case. The key point is that this technology genie is out of the bottle. Blockchain technology is already here today and it is going to come faster than many of us in the industry even expected.
Peter Drucker said:
“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation.”
The purpose of this book was not to give answers; it would be arrogant of me to suppose that I could predict how marketing will evolve in a blockchain world. The purpose of this book was to ask questions. This primer was built for marketers who are students of the game. The goal was to give them (you) an introduction to the technology, help you begin thinking about the what-ifs and to get your input about how things might evolve, so we can help create customers by creating value.
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