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Big Revolution - Getting over my squeamishness

Welcome to Friday's Big Revolution, sent from a train racing through the English countryside somewher
August 31 · Issue #187 · View online
Big Revolution
Welcome to Friday’s Big Revolution, sent from a train racing through the English countryside somewhere between Manchester and London. LTE is a wondrous thing (and more reliable than in-train wifi).

Big things you need to know today
  • Mastercard sold a huge batch of credit card data to Google to help it link online behaviour to offline, Bloomberg reports. Google says it cannot see the personally identifiable information of Mastercard customers. Still, the two sets of behaviour must be linkable somehow, or what’s the point? 🤔
  • Uber is building its own scooter, Bloomberg reports. The company revealed earlier this week that it wants to expand its bike and scooter offerings for short journeys.
The big thought
The top of a Google search for me. That’s definitely not me.
The top of a Google search for me. That’s definitely not me.
Getting over my squeamishness
Last night, I got one of those ‘free Google Ads credit’ offers that anyone with a business will have received at some point.
I usually ignore these offers. Most of my work comes through my network, personal recommendations and social media. It’s hard to boil the various things I do down to a snappy ad I could place into Google, anyway.
But then something clicked – I could use Google Ads to fight my nemesis.
One night when I was 17, I was just drifting off to sleep, listening to the 1am news on the radio. They announced that someone called Martin Bryant had killed lots of people in Australia. I stayed up for a whole hour extra to make sure I hadn’t misheard the name (the World Wide Web was very much a thing then, but this was before the days of ubiquitous online news). I hadn’t misheard – I had the same name as a mass-murderer.
Bryant still makes headlines, despite having been in prison ever since. And it’s little surprise that he beats me in Google search rankings. I’m sure I’ve lost business because of it. When you see ‘Martin Bryant is a murderer’ at the top of the results, you can’t forgive them. This hypothetical tweet illustrates the problem…
Martin Bryant
Client, to friend: you should work with Martin Bryant.

*Client's friend Googles me*

Client's friend: Err... I'll go elsewhere, I think.
It’s long been my desire to beat Bryant to becoming the most famous Martin Bryant on Google – without killing anyone. While I’ve not got there yet (although a carousel of my tweets get a nice ranking near the top, surrounded by murderer content), it’s time for a hack.
So, I’m going to buy Google Ads against my name as a hack to beat my nemesis. I’m squeamish about the whole ‘personal brand’ thing, and part of me would rather rise to the top on merit. But it’s time to get over that, if only for business reasons.
The other approach would have been to use my middle initial in my professional name, but it’s too late to become ‘Martin J. Bryant’ now, really.
I’ll let you know how I get on with my Google Search mission.
One big read
Trump’s Ludicrous Attack on Big Tech Trump’s Ludicrous Attack on Big Tech
Kara Swisher entertainingly pours cold water over all those claims that tech companies censor conservatives.
One big tweet
Okay, this doesn’t apply to everyone, but it’s got me thinking about how I can develop what I do…
Jason M. Lemkin 🦄
Hire someone to do what you are good at. Ideally, as good or better than you.

Then learn how to do what you aren't good at, at least the 0.1 or 1.0 version.

Then repeat.

If you don't push yourself, you'll spend all day at what you are good at. And not really make progress.
That’s all for today...
See you tomorrow for a weekend edition of Big Revolution. In the meantime, don’t forget:
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