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The Campbell’s cookbook model






My mom has this old Campbell’s soup cookbook from the ’70s that she used to make a variety of casseroles for my family. Every week she probably bought four or five cans of the stuff to make meals. That doesn’t even count the stuff we ate as straight soup. That same model can be updated for the connected age if food companies participate in open food databases. I want the ability to let my fridge or my pantry track what’s inside because I think then, sites could suggest recipes based on that information.

But instead of sending out a cookbook — even one online — the best way to get my attention once I have a smarter home will be via a connection to my food-tracking app or an API. Right now, companies pay to make it easy for me to find their products by buying eye-level shelf space. When I trust my home and appliances to generate my grocery list, should food companies think about getting on it before I even hit the store?

 

Where do the ad men come in?

The trick with the internet of things is that as computing surrounds us, ads have to become more subtle and ingrained into the experience. It’s more akin to product placement or influencing someone at the right time. The benefit is that the data available as devices come online makes it far easier to give the message to the consumer at the point where it could have the most influence.

There are many more examples of how these things might work, but one big element worth thinking about is that the creative thinking here isn’t around a Mad Men style of splashy creative messaging, but about creative engineering. It’s unclear where Don Draper fits into this future, but the industry will need plenty of Steve Jobs-like visionaries who want to create an experience using the available technology in a way that is seamless to the end user.

So while in the current era of computing, the best minds of a generation are trying to get people to click on an ad, the next era will call for creative services not clicks.

 

Questions:

1. What are wearables? What gadgets can we call wearables?

2. What can a connected dishwasher do?

3. What innovation does Starbucks offer to its clients?

4. What is Monsieur? What can it do?

5. What other gadgets or apps would the author like to have in the future?

6. What techniques do food companies use now to make us buy their products?

7. What is the main big element about ads for connected devices according to the author?

8. What gadget would you like to have connected to the Internet? What would it allow you to do?


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