Fom Josh Spector:
“No one wants a newsletter from a company, but lots of people would like a newsletter from a smart person who works for that company.”
This is where everything is going, especially as data from email gets less and less reliable.
If you’re reading this, this is where you’ve probably already gone (maybe many years ago). But, large organizations will find this a difficult transition.
If you trust your hiring process, and pay your employees what they’re worth, you won’t have an issue attaching their faces and voices to your email communications. I really doubt the leaders of most large organization have that kind of trust, or even visibility to these employees, though.
This is a massive opportunity for smaller companies to swoop in with specialized products attached to real people, establishing real relationships, and creating life-long customers.
Publishing is being disrupted under the radar right now, product by product.