Winning a patent case isn’t winning. Patents protect products that aren’t the best, brands that no one cares about, and insiders that can’t related to the public. Winning is making a product people love. Being so awesome that people steal your name instead of your product. Knowing what is really going on instead of what you wish were going on.
It’s still who you know, but the definition of who you know has changed. The insiders don’t have the information; the outsiders do. Nothing captured this change quite like Karl Rove’s confusion on election night. He was a brilliant insider, but he doesn’t know how to be an outsider. If you are a presidential candidate trying to reach 150 million voters, you buy a bunch of programmers to make you look personal. If you are Nate Silver, you make sure your incoming information is carefully curated to ensure you aren’t living in an echo chamber. Knowing what is really going on is winning.
And with that definition, this week the case study for winning is Jen Yates, publisher of Cake Wrecks and Epbot. Redbook published a picture that was remarkably similar to art previously created by Ms. Yates. No one loves Redbook; people who read Redbook don’t love Redbook. But people do love Ms. Yates. And, I’m going to say it, her picture was better. And she knows her audience. This is what winning looks like: