When the Universe sends you a signal, in business and in life, it either hits you and you pivot, or you miss it and the door closes. For Aaron Zuniga, when the Universe presented an opportunity for him to play music full-time, he not only heard it, he went head first into the thing he did in all of his free time. If this sounds like the entrepreneurial spirit we talk about all the time, that's because it is. And music can be a brand. Let's discuss.
The gap, when it comes to tech/design skills and design intuition pertaining to Variable 'X' Reality Technologies: 3D Printing, 360 Video, Artificial Intelligence, Virtual Reality & Augmented Reality is large. Worse than that, very few people are teaching these topics thoroughly enough to make a dent. I see this everyday in my own business, and it's so great to see someone else recognize this gap.
If you've spent any time here in my column, you know about my hate/hate relationship with focus groups. The timing is always wrong, the focus is always wrong, the demographic is always too close to the market in question, the results are always skewed, and the time is most always wasted. We are drowning in data, research analysis, and focus groups. Modern businesses need to shift from the old-school focus group, to the more effective customer advisory board.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".