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Lowering technical barriers to creating diverse voice opportunities




SHAYK CEO Verena Papik


The reality is that in any organization or community, those with power and privileges are the ones who hear the ideas and stories best. Opportunities to speak always go to the wealthiest, connected and well-behaved people first.

Everyone listens to their boss. Movies are made by people who have money or who know who has money. The audience found that your podcast was already famous, or you had the opportunity to get into podcasting early (and could afford to make that dangerous investment).

But the right technology and leadership can change that.

For example, the newly launched audio technology company SHAYK wants CEO Verena Papik to become the most comprehensive social media platform in the world.

While being a TikTok executive, Papik has created a very diverse audience by easily creating quick and simple tools for video editing, one of the most time-consuming and costly aspects of video production. I realized that I could tell a story in the media, which was historically a privileged realm. .. TikToks’ features that help people get creative inspiration from others have further opened the locks for making DIY videos accessible.

Currently Papik is doing that with audio. SHAYK is a social destination for people to share a short sound bite (30 seconds). Think of audio like a story on Twitter or Instagram. Users create stations that are open to their challenges, life stories, thought leadership topics, and their thoughts. And since humans have shared stories verbally long before we wrote or made videos, it’s much more comfortable and shareable with SHAYK than any other medium I’ve observed. I understand.

In particular, SHAYK is drawing attention with a group of blind people left behind by the majority of social media in the Instagram era. By removing the visual barriers, SHAYK has become a safe place to become vulnerable through playful storytelling, Papik explains.

For leaders, designing such products and organizations is not a morally good strategy, but a very practical one. Lowering the barriers to participation does more than just increase participation. It creates loyalty.

An example I often use at my company (SHOWRUNNER) is that in the olden days, if you wanted to create a website, you needed to improve your technical aptitude for time-consuming, money-consuming, and time-consuming code. However, after that, Squarespace appeared, and the technical skills required to build a website were reduced. Today, the time and cost required to do so is dramatically reduced, opening up opportunities for wider and more diverse markets. And why Squarespace users are enthusiastic brand advocates.

In the world of professional / high-end filmmaking, it costs hundreds of people and millions of dollars to make a film. This is mainly due to all the expensive equipment needed and the huge amount of adjustments needed for successful large-scale production. Currently, the film industry is struggling to find enough crew to staff a project. As a result, overtime is out of control, and independent voices spend even more difficult and more expensive time talking to them.

In these situations, diverse and less privileged voices suffer. Therefore, we have begun to build technology specifically to lower the technical and coordination barriers to the large-scale effort of filmmaking.

SHAYK is successful in areas where many companies have failed (social audio) just because of this philosophy.

Social audio apps like Clubhouse, as Papik says, are too persona-based and don’t effectively open audio creation to a wide audience like successful social apps in other media. It didn’t work. Part of this is because editing audio is time consuming and expensive (ask your podcaster). Papik explains that he has never seen anyone rethink audio UX, just as TikTok rethought the user experience of video editing and sharing.

I think this will allow more strategies to be seen in industries that are not technical in nature. That is, use technology to reduce the privileges required to influence. And that’s something leaders should keep in mind in their organizations.

It’s 2022, Papik says, and that approach [to how we build inclusively] To take a meaningful connection to a new level, we need to make changes.

Shane Snow is an internationally best-selling author, detective journalist, and renowned keynote speaker. He is the CEO of the film technology company SHOWRUNNER, the founder of the Innovation Skills Training Center Snow Academy, and the author of Dream Teams and other books on human behavior, storytelling and innovation.

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