You do not get ahead of the pack by following everyone else, and kCura, makers of the Relativity eDiscovery review application, have never done the same as the others. If you detect a growing interest on my part in video presentations, that is partly because we are seeing some interesting use of that medium and partly because I am slowly getting into it myself.
I did not make it to kCura’s Relativity Fest in Chicago last year, defeated by silly airline schedules which make it impossible to be in two places at once. kCura has now published a set of videos from Relativity Fest which conspicuously fail to follow the rather staid norms of the genre. The Relativity Fest videos achieve a different objective, emphasising the sense of community (by now a rather large community) which is made up of kCura staff and users.
They show that you can be a heavyweight player in your market but nevertheless enjoy yourselves. A bean-counter or straight up-and-down marketing professional would want to know exactly what return they were getting on the investment. kCura is content to have fun and show by implication that it is doing well. I suspect, in any event, that the outlay was fairly small.
There is another example of kCura’s willingness to do things differently in a laid-back interview called Start-up Entrepreneur Andrew Sieja of kCura. There are serious messages in the unconventional style – messages for entrepreneurs everywhere, as well as for those with a specific interest in eDiscovery providers.