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LESSONS FROM A DECADE IN
MEDIA ENTREPRENEuRSHIP
by Rafat Ali
skift
travel iq
SKIFT IS…
The largest intelligence platform in travel,
providing Media, Insights and Marketing to all
sectors of the world’s largest industry.

skift
travel iq
SKIFT DOES…
Skift Deciphers & Defines trends for Marketers,
Strategists & Technologists in the global travel
industry.
skift
travel iq
LEVEL 13, 82 SPENCER ST, MELBOURNE
SKIFT’S BHAG: SKIFT IS DEFINING THE FUTURE OF TRAVEL
skift
travel iq
*ALWAYS ALWAYS* DO YOUR
OWN THING>
skift
travel iq
#1
ALWAYS ALWAYS DO YOUR
OWN THING>
skift
travel iqSTAY AWAY FROM GEORGE >>
EVERYTHING TO HELP START &
BUILD YOUR MEDIA COMPANY
EXISTS
DON’T GET TRAPPED IN
THE TECH STACK>
skift
travel iq
#2
MIDDLE IN MEDIA IS
DEATH>
skift
travel iq
#3
YOUR EXPANSIVE WORLDVIEW DEFINES
HOW BIG YOUR VISION IS
COROLLARY: THERE IS ALWAYS SPACE TO
CREATE YOUR OWN WHITESPACE>
skift
travel iq
#4
THE 4 S’s OF CONTENT:
BE SMART, SHARP, SURGICAL &
STRATEGIC>
skift
travel iq
#5
BUILD AROUND TRENDLINES,
NOT HEADLINES
IGNORE AND BREAK THE
SILOS>
skift
travel iq
#6
PACKAGE, VOICE, SENSIBILITY
AND BRAND MATTERS
THE INTANGIBLES MATTER A
LOT MORE IN MEDIA>
skift
travel iq
#7
STAY AWAY FROM FEALTY TO
INVESTORS, THEY’RE MEANS
TO AN END, AND DON’T
MATTER MUCH IN THE END
RESULTS >
skift
travel iq
#8
YOU WILL HEAR 9 NOs BEFORE
THE ONE YES
COROLLARY: SAY 9 NOs TO
THINGS BEING THROWN AT
YOU, FOCUS ON ONE>
skift
travel iq
#9
AVOID SCENESTERS, AND
SURELY AVOID BEING ONE >
skift
travel iq
#10
YOU WOULD BE SURPRISED HOW
MANY ARE AFRAID TO ASK THE HARD
QUESTIONS.
LEARN & RELEARN FEARLESSSNESS >
skift
travel iq
#11
NO ONE HAS EVER BUILT A
BUSINESS KEEPING PEER
JOURNALIST SET HAPPY
COROLLARY: ALWAYS BE
FRIENDLY, NEVER BE FRIENDS>
skift
travel iq
#12
INSPIRATION & INNOVATION COME
FROM ANYWHERE & EVERYWHERE.
COROLLARY: THE UNIVERSE FIGURES
OUT A WAY TO POINT YOU IN THE
RIGHT DIRECTION, THE HARD PART IS TO
STOP AND LISTEN>
skift
travel iq
#13
B2B DOES NOT HAVE TO BE
BORING.
SEPARATE VENDORS FROM
YOUR REAL USERS>
skift
travel iq
#14
THERE IS STILL TONS OF DISRUPTION
LEFT IN BUSINESS INFORMATION.
COROLLARY: BE FANATICALLY
FOCUSED ON THE CHANGING USER
CONSUMPTION BEHAVIOR>
skift
travel iq
#15
USE DESIGN TO PUNCH ABOVE
YOUR WEIGHT >
skift
travel iq
#16
MARKETING/TECH/USER
EXPERIENCE/DESIGN
IN THE CROSS HAIRS OF THIS
NEXUS, YOU HAVE FUTURE-PROOFED
YOURSELF >
skift
travel iq
#17
FOCUS ON ONE BIG ANNUAL
EFFORT INSTEAD OF SMALL ONES
THROUGHOUT THE YEAR
DOING LESS WITH MORE IS THE
NEW DOING MORE WITH LESS>
skift
travel iq
#18
BUILD DIRECT CHANNELS TO
YOUR USERS
THINK REPEAT RESIDENTS, NOT
REPEAT VISITORS>
skift
travel iq
#19
WILL ANYONE MISS YOU IF
YOU DIE TOMORROW?
COROLLARY: WHAT’S YOUR
UTILITY VALUE TO USERS? >
skift
travel iq
#20
IMMERSE YOURSELF!
skift
travel iq
THANK YOU

skift
travel iq
RAFAT ALI 

FOUNDER & CEO
@rafat

ra@skift.com



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Lessons From A Decade In Media Entrepreneurship

  • 1. LESSONS FROM A DECADE IN MEDIA ENTREPRENEuRSHIP by Rafat Ali skift travel iq
  • 2. SKIFT IS… The largest intelligence platform in travel, providing Media, Insights and Marketing to all sectors of the world’s largest industry.
 skift travel iq
  • 3. SKIFT DOES… Skift Deciphers & Defines trends for Marketers, Strategists & Technologists in the global travel industry. skift travel iq
  • 4. LEVEL 13, 82 SPENCER ST, MELBOURNE SKIFT’S BHAG: SKIFT IS DEFINING THE FUTURE OF TRAVEL skift travel iq
  • 5. *ALWAYS ALWAYS* DO YOUR OWN THING> skift travel iq #1
  • 6. ALWAYS ALWAYS DO YOUR OWN THING> skift travel iqSTAY AWAY FROM GEORGE >>
  • 7. EVERYTHING TO HELP START & BUILD YOUR MEDIA COMPANY EXISTS DON’T GET TRAPPED IN THE TECH STACK> skift travel iq #2
  • 8. MIDDLE IN MEDIA IS DEATH> skift travel iq #3
  • 9. YOUR EXPANSIVE WORLDVIEW DEFINES HOW BIG YOUR VISION IS COROLLARY: THERE IS ALWAYS SPACE TO CREATE YOUR OWN WHITESPACE> skift travel iq #4
  • 10. THE 4 S’s OF CONTENT: BE SMART, SHARP, SURGICAL & STRATEGIC> skift travel iq #5
  • 11. BUILD AROUND TRENDLINES, NOT HEADLINES IGNORE AND BREAK THE SILOS> skift travel iq #6
  • 12. PACKAGE, VOICE, SENSIBILITY AND BRAND MATTERS THE INTANGIBLES MATTER A LOT MORE IN MEDIA> skift travel iq #7
  • 13. STAY AWAY FROM FEALTY TO INVESTORS, THEY’RE MEANS TO AN END, AND DON’T MATTER MUCH IN THE END RESULTS > skift travel iq #8
  • 14. YOU WILL HEAR 9 NOs BEFORE THE ONE YES COROLLARY: SAY 9 NOs TO THINGS BEING THROWN AT YOU, FOCUS ON ONE> skift travel iq #9
  • 15. AVOID SCENESTERS, AND SURELY AVOID BEING ONE > skift travel iq #10
  • 16. YOU WOULD BE SURPRISED HOW MANY ARE AFRAID TO ASK THE HARD QUESTIONS. LEARN & RELEARN FEARLESSSNESS > skift travel iq #11
  • 17. NO ONE HAS EVER BUILT A BUSINESS KEEPING PEER JOURNALIST SET HAPPY COROLLARY: ALWAYS BE FRIENDLY, NEVER BE FRIENDS> skift travel iq #12
  • 18. INSPIRATION & INNOVATION COME FROM ANYWHERE & EVERYWHERE. COROLLARY: THE UNIVERSE FIGURES OUT A WAY TO POINT YOU IN THE RIGHT DIRECTION, THE HARD PART IS TO STOP AND LISTEN> skift travel iq #13
  • 19. B2B DOES NOT HAVE TO BE BORING. SEPARATE VENDORS FROM YOUR REAL USERS> skift travel iq #14
  • 20. THERE IS STILL TONS OF DISRUPTION LEFT IN BUSINESS INFORMATION. COROLLARY: BE FANATICALLY FOCUSED ON THE CHANGING USER CONSUMPTION BEHAVIOR> skift travel iq #15
  • 21. USE DESIGN TO PUNCH ABOVE YOUR WEIGHT > skift travel iq #16
  • 22. MARKETING/TECH/USER EXPERIENCE/DESIGN IN THE CROSS HAIRS OF THIS NEXUS, YOU HAVE FUTURE-PROOFED YOURSELF > skift travel iq #17
  • 23. FOCUS ON ONE BIG ANNUAL EFFORT INSTEAD OF SMALL ONES THROUGHOUT THE YEAR DOING LESS WITH MORE IS THE NEW DOING MORE WITH LESS> skift travel iq #18
  • 24. BUILD DIRECT CHANNELS TO YOUR USERS THINK REPEAT RESIDENTS, NOT REPEAT VISITORS> skift travel iq #19
  • 25. WILL ANYONE MISS YOU IF YOU DIE TOMORROW? COROLLARY: WHAT’S YOUR UTILITY VALUE TO USERS? > skift travel iq #20
  • 27. THANK YOU skift travel iq RAFAT ALI 
 FOUNDER & CEO @rafat
 ra@skift.com