My and Seth Goldstein's love affair started quite a few months ago. (My wife is ok with it.) I've traveled down to NYC a few times now to gasp in astonishment about 1) the team he is putting together, 2) the big swinging dick backing he has (go read this book) 3) the amazing offices they have and most importantly 4) how they are going to revolutionize the way the online advertising marketplace works in a lot of ways that will have huge financial and societal implications.
If I didn't have 3 years into my own startup with some bright outcomes ahead, I'd be begging for a full time gig aboard this ship. Fortunately, I've been offered the opportunity to be their public blog mouthpiece. Although, a bit of a time sink, and a distraction from running my own company, I couldn't pass up being part of something this big. And fortunately, I am getting paid for my time. So, while we continue to bootstrap WhizSpark, this will bring my income above minimum wage.
Although, I've asked Dan Kashman, /Root Vaults Product Manager, to review my ramblings and approve them, they've given me free reign to steer the conversation. Obviously, I am in communication with the internal team. And in a way, a part of it. But, I also have a bit of an outside perspective, since I am not in the thick of the day to day.
As Seth and team knows, I speak my mind. And that is a big part of the reason why Seth wanted me to do this. He doesn't expect that that will stop. And my blog friends shouldn't either. They aren't paying me enough to compromise my transparency, forthrightness and sticktotheman-edness. In a way, it is kind of necessary. Why? What /Root is doing goes against the grain of the online advertising industy in a lot of ways. And they are heralding the rights of consumers in the process. Many online advertising relationships are set up to maximize value for publishers, advertisers and middle men. But, not too many of these playa's think about the value that the consumer brings to the table, until, of course, they whip out their credit card to buy something. /Root Vaults is changing that whole paradigm. Individuals come first.
They intend to use blogs and a lot of other creative ways to engage their community. And engaging their community will be quintessential to making this all work. Without consumers as an active participant in heralding their own rights to own their own attention, this won't work. So, my goal is to help foster that community. And in doing so, change the way advertisers, publishers, middlemen and investors (that's new) interact with us individuals, who just so happen to consume stuff.
So, take a look at some of my first posts over on the /Root blog. And join in on the conversation. Please.