Made of Metaphors

Brian Sharp

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Inside Out

In Buddhism there's this great concept of near-enemies and far-enemies. Two things are far-enemies if they are polar opposites: the far enemy of compassion is cruelty. But near-enemies are more subtle: they seem very similar at first, but when you look deeper, they're still opposites. The near-enemy of compassion, for example, is pity. They kind of seem like the same thing, because both mean you "feel bad" for someone else, but compassion is dignified and brings you closer together. Pity is condescending. It distances you from the other person.

Far-enemies aren't that interesting to me because they're pretty obvious. Polar opposites. Ho-hum. But I love near-enemies, because there's a lot to talk about in the subtlety.

So let's talk about two of the biggest near-enemies of all: self-consciousness and self-awareness.

Overlooking The Obvious: It's All About Intent

On DROdio

There's a great BusinessInsider article about how Facebook has recently begun focusing heavily on retargeted ads.  The crux of the story is this:  The holy grail in advertising is knowing a user's "intent," because if you know what they intend to do, you can influence their behavior through advertising.  Facebook has been working for years to discern "intent" via a complex formula that creates a social graph for each user, with big data mining algorithms that seek to divine what a user will be interested in based on that graph, so ads can be targeted in real-time to those users.  

And instead, what's proving best at monetizing off "intent" is good, old-fashioned ad retargeting, which Facebook has recently started doing.

What struck me is that for the first time in years, a Facebook ad recently caught my eye.  And it was a retargeted ad.  

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