Trends For 2012: Social Content Creator On Thoughtful Business Growth

James Gross, co-founder of new start-up Percolate, believes that we need to slow things down and be thoughtful in order to create lasting products in the frenzied tech world.

To support a new initiative from Intel aimed at uncovering and supporting young Innovators, PSFK has tapped some of the world’s established innovators to share some insights into what young entrepreneurs should be on the lookout for in 2012. We asked James Gross, one of the Co-Founders of Percolate, to share insight into what was exciting him about the coming year. Percolate is a relatively young company aimed at helping brands identify and create social content at scale. Like many other technology startups coming out of New York City, there is tremendous pressure to run as quickly as possible, courting press, chasing investors and the like. This approach is often times at odds with the thoughtful consideration necessary to build a solid business. He told PSFK:

It seems to be celebrated in our tech and startup culture that in order to win you need to be as busy as possible. Doing a million little things and running fast is what will get your startup on a Bloomberg show and praised on VC blogs. I’m not sure this model is sustainable. We all have dreams of creating companies that last and aren’t built to be a plugin for Google or a talent acquisition for Facebook. To build a long lasting company requires a tremendous amount of thought. We all know this, but we don’t practice it if we spend our day optimizing for being frantic.

Thanks James!

Sponsor note: PSFK has partnered with Intel to bring you insights and trend predictions from some of the world’s established innovators. But 2012 is a new year, and Intel is on the lookout for the next great Innovator. Intel’s expert panel will award one Innovator $50,000 and one Fan will win the right to determine which Innovator gets another $50,000, the proceeds of which will be used by the Innovators to bring to their great idea to life. If you think you are the next big thing, PSFK encourages you to submit your thoughts on Intel’s Facebook page.

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