{"id":26468,"date":"2021-09-09T08:52:52","date_gmt":"2021-09-09T08:52:52","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26468"},"modified":"2021-09-09T08:52:55","modified_gmt":"2021-09-09T08:52:55","slug":"les-startups-finissent-mal-en-general","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/les-startups-finissent-mal-en-general\/","title":{"rendered":"Les startups finissent mal en g\u00e9n\u00e9ral"},"content":{"rendered":"\n

Il y a une dizaine d\u2019ann\u00e9es \u2013 environ, je ne me souviens pas de la date pr\u00e9cise \u2013 j\u2019assistais dans une soir\u00e9e r\u00e9unissant geeks et marketers, au lancement en France d\u2019un petit logiciel de prises de notes plut\u00f4t sympa : Evernote<\/em>. Vraiment pratique : on l\u2019installait sur son PC, sa tablette, son Smartphone et on avait toujours ses pense-b\u00eates avec soi \u2026 et ses codes d\u2019acc\u00e8s aux sites en ligne.<\/p>\n\n\n\n

\"\"<\/a><\/figure><\/div>\n\n\n\n

De cette soir\u00e9e, je suis reparti avec un T shirt vraiment sympa, avec son logo en t\u00eate d\u2019\u00e9l\u00e9phant, et une furieuse envie d\u2019installer cet outil sur tous les appareils.<\/p>\n\n\n\n

Quelques ann\u00e9es plus tard, Evernote<\/em> m\u2019annon\u00e7ait qu\u2019\u00e0 moins de payer la version Pr\u00e9mium, je n\u2019avais plus droit qu\u2019\u00e0 deux appareils \u2026 puis, cette ann\u00e9e, qu\u2019\u00e0 un seul appareil \u2026 \u00e0 moins de souscrire \u00e0 la version payante.<\/p>\n\n\n\n

Aficionado d\u2019une marque plut\u00f4t cool, je me suis senti trahi \u2026 et ai migr\u00e9 vers OneNote<\/em>, d\u00e9j\u00e0 install\u00e9 sur mon PC et qui correspond tout aussi bien aux usages basiques que j\u2019avais d\u2019Evernote<\/em> !<\/p>\n\n\n\n

Je comprends qu\u2019Evernote<\/em> veuille grandir et rentabiliser ses investissements : est-ce une bonne d\u00e9marche de bousculer violemment ses premiers utilisateurs et supporters ? Pas s\u00fbr : ce qu\u2019on gagne en CA, on le perd en image, on devient une soci\u00e9t\u00e9 commerciale comme les autres, une boite tir\u00e9e par la seule finance.<\/p>\n\n\n\n

Il y a une dizaine d\u2019ann\u00e9es \u00e9galement, une startup am\u00e9ricaine r\u00e9unissait quelques geeks et marketers dans un appartement parisien pour annoncer le lancement en France d\u2019un site de locations entre particuliers, sur le mod\u00e8le des B&B anglo-saxons \u2026 et je trouvais le concept plut\u00f4t intelligent.<\/p>\n\n\n\n

Quelques jours plus tard, le patron de la structure fran\u00e7aise \u00e9tait fier de pouvoir exposer son projet lors d\u2019une r\u00e9union que j\u2019avais organis\u00e9e \u00e0 l\u2019Adetem ; quelques ann\u00e9es plus tard, ses successeurs ne daignaient plus r\u00e9pondre \u00e0 mes sollicitations : certainement Airbnb avait d\u2019autres pr\u00e9occupations en t\u00eate \u2013 peut-\u00eatre r\u00e9pondre aux critiques des \u00e9lus de la capitale, par exemple ?<\/p>\n\n\n\n

A la fin des ann\u00e9es 90, geeks et universitaires annon\u00e7aient \u00e9logieusement l\u2019arriv\u00e9e d\u2019un nouveau moteur de recherche vraiment intelligent qui au lieu de vous balancer des tonnes de r\u00e9sultats en vrac comme les AltaVista<\/em> et autres Lycos<\/em> : bref, une startup g\u00e9niale, \u00e0 qui on promettait un bel avenir.<\/p>\n\n\n\n

Aujourd\u2019hui Google<\/em>, rebaptis\u00e9 Alphabet<\/em>, est devenu un monstre d\u2019arrogance, sp\u00e9cialiste de l\u2019\u00e9vasion fiscale \u2026<\/p>\n\n\n\n

Bref, les startups qui r\u00e9ussissent trahissent toujours la confiance, l\u2019estime de leurs premiers supporters : de \u00ab petit truc sympa et intelligent \u00bb, ils se muent en colosses financiers et m\u00e9prisants \u2026 voire m\u00e9prisables.<\/p>\n\n\n\n

J\u2019esp\u00e8re malgr\u00e9 tout que mes copains lancent aujourd\u2019hui des startups m\u2019adresseront toujours la parole dans quelques ann\u00e9es, et qu\u2019ils ne se seront pas tous mu\u00e9s en comptables au c\u0153ur d\u2019acier !<\/p>\n","protected":false},"excerpt":{"rendered":"

Il y a une dizaine d\u2019ann\u00e9es \u2013 environ, je ne me souviens pas de la date pr\u00e9cise \u2013 j\u2019assistais dans une soir\u00e9e r\u00e9unissant geeks et marketers, au lancement en France d\u2019un petit logiciel de prises de notes plut\u00f4t sympa : Evernote. Vraiment pratique : on l\u2019installait sur…<\/p>\n","protected":false},"author":2,"featured_media":26469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[394],"tags":[580,581,327,268],"yoast_head":"\nLes startups finissent mal en g\u00e9n\u00e9ral - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/les-startups-finissent-mal-en-general\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les startups finissent mal en g\u00e9n\u00e9ral - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Il y a une dizaine d\u2019ann\u00e9es \u2013 environ, je ne me souviens pas de la date pr\u00e9cise \u2013 j\u2019assistais dans une soir\u00e9e r\u00e9unissant geeks et marketers, au lancement en France d\u2019un petit logiciel de prises de notes plut\u00f4t sympa : Evernote. 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On peut vouloir couper les ponts avec son pass\u00e9, ses relations\u2026","rel":"","context":"Dans "Web 2.0"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24797,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/2-e-reputations-mais-un-seul-personal-branding-1\/","url_meta":{"origin":26468,"position":5},"title":"2 e.r\u00e9putations, mais un seul personal branding #1","date":"16 octobre 2013","format":false,"excerpt":"J\u2019ai r\u00e9dig\u00e9 ce papier pour mes amis Yann Gourvennec et Herv\u00e9 Kabla, il para\u00eet aujourd\u2019hui dans La communication digitale \u00e0 mon boss que les joyeux duettistes publient chez Kawa \u2013 en commande ici, attention, c\u2019est \u00e9pais\u00a0!Avec le Web social, la fronti\u00e8re devient extr\u00eamement poreuse entre e.r\u00e9putations personnelle et professionnelle\u00a0: faut-il\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/marketingisdead.blogspirit.com\/media\/01\/02\/1410308872.jpg?resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26468"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=26468"}],"version-history":[{"count":1,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26468\/revisions"}],"predecessor-version":[{"id":26470,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26468\/revisions\/26470"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26469"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26468"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26468"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26468"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}