a16z's New Media Playbook

Full Title

a16z's New Media Playbook

Summary

This episode discusses the shift from traditional "old media" to a new media landscape, emphasizing the importance of authenticity, speed, and being interesting over being inoffensive.

The discussion highlights how A16Z is adapting its media strategy to this new environment, focusing on direct communication and engagement across various platforms.

Key Points

• Old media was defense-oriented and sought to please everyone, leading to inauthentic and cautious communication, whereas new media prioritizes being interesting and is offense-oriented.
• The "flood the zone" strategy in new media involves generating a large volume of content across multiple platforms to dominate the conversation and quickly move past negative or misinterpreted information.
• Traditional media's narrow channels and slow pace are contrasted with the internet's rapid cycle of viral posts, forcing traditional outlets to play catch-up.
• The concept of "corporate brand" is becoming obsolete as companies are increasingly identified by the individuals within them who communicate directly and authentically.
• The shift in media requires a move away from synthetic and polished content towards more direct, human-driven communication from leaders.
• Speed and efficient decision-making (OODA loop) are critical in the new media landscape, allowing organizations to outmaneuver competitors and maintain relevance.
• The internet supports both oral and written communication formats, with different platforms favoring specific styles and rewarding different types of engagement.
• A16Z is building its own media empire and expertise, offering services to its portfolio companies to help them achieve greater reach and resonance.
• The creation of a New Media Fellowship aims to cultivate talent that understands and can effectively leverage new media platforms.
• Embracing the new media landscape requires abandoning old instincts, as what worked in traditional media is now counterproductive.

Conclusion

The media landscape has fundamentally shifted, requiring a departure from old media tactics and a embrace of authenticity, speed, and being genuinely interesting.

Organizations must adapt to the rapid, often chaotic, nature of the internet by adopting direct communication strategies and leveraging specialized platform expertise.

A16Z is actively building capabilities and talent to help companies navigate and succeed in this new media environment, fostering a new standard for communication and reach.

Discussion Topics

• How can individuals and organizations effectively leverage the "flood the zone" strategy in new media without sacrificing authenticity?
• What are the most significant psychological shifts required for leaders accustomed to old media to thrive in the new, speed-driven media landscape?
• In what ways does the blend of oral and written communication on the internet change how we form opinions and make decisions compared to traditional media?

Key Terms

OODA loop

A decision-making framework consisting of Observe, Orient, Decide, Act, emphasizing speed and continuous adaptation in dynamic environments.

Viral post

Content that spreads rapidly and widely across social media and the internet, often driven by emotional engagement or novelty.

Old media

Traditional forms of communication such as newspapers, television, and radio, characterized by established gatekeepers and slower dissemination.

New media

Digital platforms and technologies, including social media, podcasts, and blogs, that allow for faster, more direct, and interactive communication.

Founder CEO

A chief executive officer who is also the founder of the company, often characterized by a strong vision and direct communication style.

Timeline