Author: LeapedIn

Doubting The Founder’s Doubts

Doubting The Founder’s Doubts

Here’s your opportunity to walk down the road with the L.E.A.P. founder and watch his steps, seeing his direction, and raise your voice on what you reckon as a concern, problem, potential disaster, or simply stupidity, of the founder.

If kindly and possible, you may also want to share your viewpoints, experiences, and suggestions, with the founder and everyone else reading here – sort of building the L.E.A.P. together conceptually.

So please do doubt the founder’s doubts and throw in your doubts (and solutions). MUCH THANKS IN ADVANCE!

Founder’s #1 Doubt

The “Chicken Or Egg” Question For Launching L.E.A.P. Service

The new local digital postal service landscape being pursued by has to be populated with:

  1. Millions and millions of L.E.A.P. personas from individual sign-ups
  2. Millions and millions of L.E.A.P. biz/org from local SMBs, public utilities and public sector organization sign-ups

A typical Chicken And Egg scenario here, chicken first or egg first? That is, which needs to come into existence first for launching the L.E.A.P. service? The persona population or the biz/org pool?

No Promotions No Talk

As an individual living within highly connected digital world, signing up to a new (L.E.A.P.) account, taking time to complete the registration/approval process, and seeing NOTHING on the service, is an impossible expectation.

No L.E.A.P. persona sign-up will likely happen without the visible line-up of local biz/org ready on the L.E.A.P. service. No wait-and-see patience for digital era consumers.

No Consumers No Talk

As a biz/org operating within a local community, why paying annual membership fee (or even for free with fee waiver) to join the L.E.A.P. service when it is almost empty with no sign-up consumers?  Businesses simply have no time for experimental business!

The Incentivized L.E.A.P. Evangelists Approach

As the L.E.A.P. service emphasizes serving the local communities, maybe we should establish an army of local L.E.A.P. Evangelists who in turn actively recruit a good number of biz/org from their local community to join up the L.E.A.P. service.

These new L.E.A.P. biz/org will then proceed to extend their promotions to their own existing customers via the L.E.A.P. service dispatching mechanism, with the promotion e-mail being delivered to individual consumers along with an invitation to sign-up to L.E.A.P. for persona creation.

For those biz/org who do not maintain their own customer e-mail lists, they may use in-store display or flyer handout to invite their walk-in patrons to sign up to the L.E.A.P. service instead.

This evangelist approach has its own issues though, namely:

  • The evangelists require monetary incentives to come on board to L.E.A.P. service.
  • The recruitment of biz/org by the evangelists may not work as expected.
  • The invitation from biz/org to their customers may not work as expected.


The L.E.A.P. Local Digital Postal Service Beyond The USPS

The L.E.A.P. Local Digital Postal Service Beyond The USPS





     1. Location Enhanced Anonymous Persona

It is time to leave the good old USPS walled garden and to leap to a new parallel universe (the L.E.A.P. Local Digital Postal Service) beyond the USPS space, where you can transform into personas of your choice – so that the others in this new parallel universe can see you and reach you in the ways and the looks that you prefer.

This new parallel universe beyond the USPS is accessible via the which provides and operates the L.E.A.P. Local Digital Postal Service over the web, as a full online service, with current focus on the B2C aspect within the local digital postal ecosystem.

L.E.A.P.™ Local Digital Postal Business/Organization members can utilize the L.E.A.P.™ service platform for marketing campaign or public announcement, with the relevant content dispatched by the platform to the selected recipients, with high level of recipient targeting accuracy, while maintaining recipient privacy fully.

The L.E.A.P.™ content delivery channel currently supports the e-mails, and will later on expand to additional channels, e.g. LINE, WhatsApp, WeChat, and etc.

The L.E.A.P.™ Local Digital Postal Service is open to all individuals for free sign-up globally. The L.E.A.P.™ Local Digital Postal Service is also open to businesses and organizations for membership based registration, with required business/organization verification,   membership fee, and campaign quota.

L.E.A.P.™ Persona As Super Persona

The individual user of L.E.A.P.™ Local Digital Postal Service can configure each of his/her own personas uniquely based on the following persona properties.

  • Demographic Profile
    • Gender
    • Age Group
    • Birth Month
    • Marital Status
    • Children
  • Commercial (Sender) Interests
  • Classified (Ad) Interests
  • Local Topic Interests
  • Public Topic Interests
  • Political Topic Interests
  • Household Role

Based on the above set of persona properties, the individual is able to present him/herself via a very specific profile to the other participating parties in the L.E.A.P.™ Local Digital Postal Service, such that the others can see the given persona and determines if and how to engage/communicate with this given persona. It is a Super Persona as the set of properties is unusually comprehensive, and the property list will further evolve and expand along with the service down the road.

The personas are published to the world (the L.E.A.P.™ Local Digital Postal Service), mainly made visible to the participating businesses/organizations for the delivery of commercial or public messages/contents to selected personas via the L.E.A.P.™ Local Digital Postal Service at

L.E.A.P.™ Persona As Chameleon Persona  illustration-1086857_640

The cacting of a given persona is obviously guided by the L.E.A.P.™ Local Digital Postal Service user’s intention, of how and what he/she wants the “world” to see him/her as, and the sorts of interactions he/she is expecting for via his/her configured persona. Thus it is only natural that the persona owner is allowed, and can alter the persona properties anytime as preferred, behaving as a Chameleon Persona.

Chameleon Persona is NOT a seemingly problem for the businesses/organizations in terms of recipient targeting. Actually Chameleon Personas are highly welcomed since the Chameleon changes reffect the persona owner’s intention and willingness in interacting with the world in a new, different, and better way, thus implies a more responding recipient based on the uplated persona profile.

Instead of pursuing the (marketing promotion) recipient’s identity, businesses/organizations are more interested in the recipient’s “Intentity“, i.e. the identity that shows the intention. Intentity IS the “fabricated” identity that a persona owner intends to reveal to the world. For B2C businesses in this online era, emphasizing and engaging the persona intentity is more practical and much more cost-effective than pursuing the actual customer identity.

The businesses/organizations thus should seek to improve their messaging/marketing effectiveness by “playing along” with the Chameleon Persona reality, i.e. always engage the right type of people based on their “as is” persona profile.

L.E.A.P.™ Persona Is Anonymous

Currently a L.E.A.P.™ Local Digital Postal Service individual user provides an e-mail address during the sign-up process. This is the e-mail address that the L.E.A.P.™ Local Digital Postal Service at will use to dispatch messages/contents of the  businesses/organizations to the given user. The individual user can change his/her chosen e-mail address anytime as needed with no restriction.

Only an individual user’s persona, and NEVER his/her e-mail address, is visible to the businesses/organizations. In reality the businesses/organizations have no need nor interest to know the recipients’ e-mail addresses. All they need to know, and want, is that their messages/contents do reach the right type of recipients accurately without wasted resources and efforts.

L.E.A.P.™ Persona Can Be Invisible

The L.E.A.P.™ Local Digital Postal Service individual user can choose to keep his/her persona as invisible to selected individual or categories of businesses/organizations

L.E.A.P.™ Persona Can Be Shielded

The L.E.A.P.™ Local Digital Postal Service individual user can choose to block some selected businesses/organizations from reaching him/her, even when his/her persona is visible to these businesses/organizations.

L.E.A.P.™ Persona Is Location Enhanced

When signing up to the L.E.A.P.™ Local Digital Postal Service, individual users are asked to declare their location to be  associated with their L.E.A.P.™ persona. The location can be an exact rooftop location (based on a valid street address) or an approximate (extrapolated) location (e.g. a street address with valid street name yet unregistered or no street number). Rooftop accuracy locations are good for receiving  street block oriented specific messages, while approximate locations are good for general commercial/marketing contents. The user provides his/her persona location based on the his/her preference of the location accuracy, and can change the persona location whenever needed.

The location of a persona is highly important for the purpose of effective recipient targeting. Most local SMBs have their customers residing within 5 miles near their business premises. These local SMBs need to be able to prioritize their marketing reach in such designated area. Also many public utilities and services (e.g. road work, waste management, water, gas, electricity, police, fire…) need to be able to send announcement or alert to residents in certain area/block/street specifically. The persona location will be used in all these scenarios for effectively dispatching the right contents to the right people (who is the owner of the personas at the given locations).

Multiple L.E.A.P.™ Personas For Home And Workplace

Just like having full freedom in changing the persona profile and e-mails, L.E.A.P.™ Local Digital Postal Service users can change their persona location anytime as needed. And further more, if the user would like to get messages at home location (e.g. public utilities announcement) and at work place (e.g. lunch promotion), a person can register more than one L.E.A.P.™ Local Digital Postal Service account, each with different e-mail address, persona profile,  location, and indication the given person’s purpose (home or workplace).

The service holds that there will be no “junk persona” problem even if people are allowed to establish multiple L.E.A.P.™ personas. As time is the most precious commodity in this highly online era, we expect no person in his/her proper mind will waste time to create unneeded redundant personas for further waste of time. The digital economy human beings simply have no time to be “junk persona”.

No Room For Junk Mail Nor Spam E-mail

As described in the above, the L.E.A.P.™ Local Digital Postal Service brings a never-before alternative to the businesses/organizations for their current junk mailing or spam e-mailing practice. A whole new L.E.A.P.™ parallel universe beyond the USPS is opened up to the businesses/organizations, where the message recipients can be well recognized, clearly located, selectively targeted, and effectively reached, wits the breaching of real life personal identity and privacy fully ruled out.

With the L.E.A.P.™ Local Digital Postal B2C content dispatch mechanism, any reported spamMing can be exactly traced back, further tracked, monitored, blocked, and banned, based on full neutrality and anonymity. Businesses/organizations assume full accountability for their usage of the L.E.A.P.™ Local Digital Postal Service.

The L.E.A.P.™ Local Digital Postal Service thus renders a truly fair and safe ecosystem for the B2C online interactions, with high accuracy of recipient targeting, and privacy protection, all operated with digital connection and zero physical wastes, while preserving the freedom and flexibility of an open online community, globally.

Re-Engineer The Junk Mail Ecosystem

Re-Engineer The Junk Mail Ecosystem

There are millions and billions of junk mails delivered to the mailboxes coast to coast on the daily basis, with each junk mail yearning wholeheartedly: “Please open me! Please read me!” And these millions and billions of junk mails wont be possible without the encouragement and support by the USPS Standard Mails.

Many proposals, attempts, implementations, projects, groups and organizations, had come into existence in the past for the purpose of defeating the flourishing of junk mails. All these anti junk-mail efforts legitimately recognized the waste of economical and societal resources caused by the junk mails, and their solutions were mostly taking the approach of building a barrier against the flood of junk mails, i.e. treat the problem after its occurrence.

The USPS has not been helpful in curbing the flood of junk mails as well, rather it has provided consistently the means to sustain/accelerate the flash water. Understandably the postal service revenue deficit is the primary factor contributing to the USPS’ choice of (non)action against the junk mail phenomenon.

The Suspect And The Accessory

When examining the spillage of junk mail we can easily identify the culpable parties – the businesses and organizations that utilize the junk mail to reach their target recipients for their marketing/promotional contents, and the delicery boy – the USPS.

No one can build their business or grow their organization without sufficient marketing investment and execution. There are the marketing messages and promotional contents that need to be dispatched to their target audience. The “how to dispatch” is easy, often with USPS Standard Mail as an easy “everybody’s doing it” choice. The whole junk mail production process – marketing creatives, media design, production, and dispatrubution – has also grown to be sufficiently economical and efficient in support of the millions and billions of daily junk mails, such that “doing junk mail” is a plain and simple “must” for many marketers.

Crime Out Of Necessity

The marketers were forced to commit their crime (junk mailing) as they’ve been charged to accomplish the followings:

  1. Create the marketing message/content
  2. Identify the marketing message/content target recipients
  3. DEli Vee the marketing message/content to these recipients

For marketers, the identifying of the target recipients is reasily a major challenge, and to further obtain the contact data of the identified recipients adds a further difficulty level. Hence the adoption of a “blanket bombing” approach becomes an easy and lazy choice – utilizing USPS Stand Mail (which now allows non specific receiver name, and non specific address) – to indiscriminately flood a targeted postal delivery area with the marketing message/content. This “blanket bombing” approach has also become a must, with the “everybody’s doing it” excuse.

Live On With No Choice

And this is all because the marketers have no other choice. Seriously, what are the alternatives other than the USPS Standard Mail, to fulfill the marketers’ job, easily and lazily?

The marketers know that the USPS Standard Mail is not perfect, especially when considering the need of identifying the marketing message/content recipient targets. High quality target identifying (of recipients) is a task well beyond the USPS’ realm, and the marketers simply have to live with this predicament. On the other hand, the USPS is capable to fulfill the “blanket bombing” requirement,  as compensating the lack of accurate target identifying. Better than nothing, yet leave you with no other choices!

Root Of The Crime

Obviously the solution for fixing the junk mail spillage has to focus on the issue of the marketer’s inherently difficulty in accurately identifying target recipient. Accurate recipient targeting will drive down dramatically the number of reach-and-delivery targets, significantly improve the hit ratio, and save the cost  unprecedentedly.

Normally the identifying of target recipients involves the acquisition and usage of the recipients’ demographic profiles. This requires the target recipients’ opt-in to the marketer’s request, as commonly seen in the form of “e-mail opt-in” where the opt-in individuals provide their demographic data to  allow accurate recipient targeting by the marketers.

USPS In The Way

In the world of USPS physical postal service, such opt-in becomes extremely hard to obtain. The combination of personal name, postal delivery address, and the demographic profile, becomes overly sensitive for the matter of personal identity privacy and protection. There’s no easy way for the marketer to obtain reasonably sufficient number of USPS postal recipient opt-ins in reality.

The USPS’ postal delivery address and the mail receiver name as such become the deterrents against the acquisition of useful target recipient demographic profiles. Individuals living in the  physical postal delivery address space will choose to “stay low” and “stay safe”, hence forcing the marketers to take the easy and lazy, yet highly unproductive and wasteful approach of junk mailing.

The earnest and honest marketers obviously need to find an alternative to the junk mail – in a new dimension, as a parallel universe to the USPS.

Converting USPS Opt-Out To Non USPS Opt-In

It is very possible that a junk mail to you is actually precious to certain other recipients – different people go for different things. It is too bad that under the “blanket bombing” junk mail approach you’d probably receive only one interesting junk mail out of a hundred. And since ninety nine of them are annoying to you, the single interesting one also very likely gets ignored and discarded. So first thing in fixing the junk mailing is to avoid this “diluting” problem, i.e. to eliminate the large percentage of inaccurately targeted mails.

The junk mailers need to improve their mailing target accuracy, to bring up the recipients’ level of attention, and eventually the level of open/read/acceptance. But this won’t happen within the USPS walled garden space, as the identity-sensitive postal recipients are too wary to give away their further personal information. The conversion of a USPS junk mail opt-out person into an opt-in participant has to happen in a new dimension outside of the USPS walled garden.

Stay with USPS and you (sender) stay as junk mailer!

The 200+ Years Old USPS Walled Garden

The 200+ Years Old USPS Walled Garden

Think about it, the USPS actually owns and operates a 200+ years old walled garden all along with major monopoly, annual subsidies, and consistent political benefits. This walled garden has its root originated way back since 200+ years ago, and has worked its purposes on the daily basis, although with signs of lagging behind the most recent paradigm changes as witnessed in other major service industries of the 21st century digital society.

The USPS walled garden is built on top of the vast space of postal delivery addresses, including the street addresses, routes, and post office boxes. These postal delivery addresses are mostly associated with given individuals, and the “person + postal address” association often becomes an individual’s identity which is used in various real-life applications. It is these specific postal delivery addresses that form the basis of the USPS service, and in turn allow USPS operate as a walled garden service.

Physical Tied-In And Tie-Down To The USPS Walled Garden

An individual residing within the USPS walled garden context has to keep up a consistent usage of his/her postal delivery address, e.g. a home address or a business P.O. box. You can, but generally don’t want to, maintain multiple postal delivery addresses, as you would have to pick up the mails from multiple locations.

Within the USPS walled garden, you are identified with your name and your postal delivery address. This is your identity tied in to the USPS walled garden, and this is the identity often used outside the USPS walled garden scope as well, e.g. your driver license registration, your IRS filing, your credit card sign-up, and etc. In many instances, part of the proof of a person’s residency is the showing of postal mail envelop surh as of public utility bill. You are at where the USPS saye where you are, and you are who the USPS says who you are.

As this “name + postal address” associated identity gets deployed repeatedly throughout your life span, and the concern of this identity privacy and security becomes escalated accordingly over time. As such, any attempt to have the postal recipients add additional personal information to this identity will certainly encounter substantial resistance.

The best form of digital mailbox the USPS can provide then will be at most a one-to-one conversion of a recipient’s postal address to a digital mailbox, tied-down to a specific postal recipient, i.e. one identity. There will be hardly nor easily any further “enrichment” on this digital mailbox, to its associated identity. The root cause of “blanket bombing” postal junk mail will stay as is, although the dispatch speed and volume of the digital junk mail (essentially like spam e-mails) gets greatly enhanced, and more recipients get annoyed more often.

Digital Dimension Outside The USPS Walled Garden

When the items that you are to send/receive to/from the others are not in the physical form, when these are the in the digital form, elements such as text, picture, audio, video, or interactive digital constructs, the USPS walled garden’s physical tie-in becomes an illogical bondage. That has led to the origin of the nowadays ubiquitous e-mails.

E-mail has been and still is the most popular way for individual-to-individual basic digital communication since the very early stage of the Internet era. With e-mails the interactions are digitally based instead of physically, so the sender and the receiver are NOT tied-down to a physical location as in postal delivery. Rather the e-mail users are only tied-up with their given e-mail “address”, which is designated in order to find the address owner on Internet.

And as such the e-mail users break away from the USPS walled garden tied-in and tied-down. The digital world of e-mails literally forms a new dimension of interpersonal communication outside the postal service walled garden. Along with the new dimension comes unprecedented communication freedom, flexibility, and scalability.

The Challenge Of Physical Junk And Digital Spam

The freedom and flexibility of the e-mail dimension has its side effects though, specifically the e-mail spamming phenomenon. E-mail spamming occurs because, similar to junk mails, the sender does not have sufficient information for targeting the recipients accurately, hence has to resort to the “blanket bombing” tactics, sending the very same e-mail to all recipients on a certain mailing list indiscriminately.

If you place both the junk mail and the spam e-mail side by side, you’d start to realize that as these two phenomenon had taken place in two different dimensions – physical and digital – yet they had originated from the very same cause, namely the sender’s lack of means to accurately target the mail/e-mail recipients.

The question then is, can we, and/or can USPS, address this specific cause and fix the problem?