Bryan Kramer Believes In Share And Share—And Share Some More

Bryan Kramer, an author and CEO of PureMatter, spent Wednesday morning at Adobe’s Summit, in Las Vegas, sharing his thoughts on “Shareology” and how sharing powers the human economy.

Bryan Kramer, an author and CEO of PureMatter, spent Wednesday morning at Adobe’s Summit, in Las Vegas, sharing his thoughts on “Shareology” and how sharing powers the human economy.

“There’s no more B2B or B2C,” Kramer said. “It’s all about H2H—human to human.”

H2H has three pillars, he explained: simplicity, empathy, and imperfection. “We need to bring back the human side of communication,” Kramer said.

In addition to these pillars, Kramer suggested additional H2H tenets that make sharing successful: connection, significance, variety, consistency, growth, and contribution.

Kramer went on to note how sharing differs, depending on the participants.

• H2H sharing involves context, simplicity, and imperfection.
• H2M (human to machine) sharing is literal, complex, and imperfect.
• M2M (machine to machine) is literal, complex, and emotionless.

“Humans get context,” he said. “And H2H is really sharing, whereas the other two need input.”

And why do humans share? “For connection,” Kramer said. “You are what you share. If you want to create a wave, you have to find the right influencers to share with. Build an army of influencers.”

In the end, Kramer explained:

• Humans share, machines input.
• Know your brand, share it, and develop a strong tribe.
• Being human is a competitive advantage.

Kramer’s pre-Summit interview with CMO.com can be found here.