{"id":30899,"date":"2012-07-21T03:12:56","date_gmt":"2012-07-21T02:12:56","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=30899"},"modified":"2012-07-21T03:19:01","modified_gmt":"2012-07-21T02:19:01","slug":"being-a-technology-leader-means-staying-focused-on-the-goal","status":"publish","type":"post","link":"https:\/\/alienbabeltech.com\/main\/being-a-technology-leader-means-staying-focused-on-the-goal\/","title":{"rendered":"Being a Technology Leader Means Staying Focused on the Goal"},"content":{"rendered":"<p style=\"text-align: center;\"><script type=\"text\/javascript\">\/\/ <![CDATA[\n                                                                          google_ad_client = \"pub-7021221536180758\"; \/* 468x60, created 11\/11\/09 *\/ google_ad_slot = \"1949837292\"; google_ad_width = 468; google_ad_height = 60;\n\/\/ ]]><\/script><script type=\"text\/javascript\" src=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\"><\/script><\/p>\n<h2 style=\"text-align: center;\"><strong>The Fine Line<\/strong><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30900\" title=\"Untitled-1\" src=\"https:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-14.jpg?resize=300%2C195\" alt=\"\" data-recalc-dims=\"1\" \/><\/p>\n<blockquote><p><strong><em>\u00a0\u201c<\/em><\/strong><em>He owns Pan-Am. He owns Congress. He owns the Civil Aeronautics Board. But he does not own the sky.\u201d<\/em> <strong>\u2013 Howard Hughes, <em>\u201cThe Aviator,\u201d <\/em>Warner Bros, 2004<\/strong><\/p><\/blockquote>\n<p>One of the biggest frustrations in working at Xerox\u2019s PARC (Palo Alto Research Center) or Bell Labs had to be having out-of-focus images of what new ideas, technologies, products were going to be here in 10-20 years while working with stuff that was introduced five years ago.<\/p>\n<p>At the same time, the board of directors and stockholders were constantly hammering on you to instantly deliver the next breakthrough, innovation <strong><em>NOW!!!<\/em><\/strong><\/p>\n<p>The stress has been even worse the last few years because budgets were cut across the board and everyone was forced to do more with less.<\/p>\n<p>The funny thing is though, the approach\/process management had for developing new ideas and turning them into products\/services didn\u2019t change that much during the financial crisis.<\/p>\n<p>You could be depressed with where we\u2019re at, where we\u2019re going and how we\u2019re going to get there.<\/p>\n<p>It takes events like the TED (Technology, Entertainment, Design) conference to give you a sanity check, renew your optimism.<\/p>\n<p><strong>Abundance<\/strong><\/p>\n<p>The great thing is you can catch the best of TED online such as Peter Diamandis\u2019 <strong><em>Abundance<\/em> <\/strong>presentation this year.<\/p>\n<p>Suddenly you realize <em>\u201cDarn, we\u2019ve made a lot of progress and we can meet tomorrow\u2019s challenges!\u201d\u00a0 <\/em><\/p>\n<p>Makes you proud to be in the technology industry.<\/p>\n<p>Makes you want to go out and innovate \u2026 something.<\/p>\n<p>Despite giving change a lot of lip-service, the challenges still exist \u2013 finding the right talent, encouraging risk-taking\/collaboration, organizing innovation. (We\u2019re not real sure that\u2019s possible.)<\/p>\n<p>The one thing that has returned is our investment in advancing technology and making true innovation a part of the company\u2019s strategic planning activities.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30901\" title=\"Untitled-2\" src=\"https:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-22.jpg?resize=365%2C387\" alt=\"\" srcset=\"https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-22.jpg 365w, https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-22-282x300.jpg 282w\" sizes=\"auto, (max-width: 365px) 100vw, 365px\" data-recalc-dims=\"1\" \/><\/p>\n<blockquote><p><strong>Correlation \u2013 <\/strong><em>Research and development spending rose 9.3 percent in 2010 and promises continued growth in the years ahead.\u00a0\u00a0 The financial crunch in 2008\/09 had a decided impact on R&amp;D investments and the results that appeared recently.\u00a0 Because new products are the fuel for company growth, many companies cut other areas before R&amp;D, like staffing and marketing.<\/em>\u00a0 <strong>Source \u2013 Booz &amp; Company<\/strong><\/p><\/blockquote>\n<p>We\u2019ve gotten over that business phase of growing by \u201cbuying\u201d into new markets with M&amp;A (mergers and acquisitions) focusing more on producing organic growth with new products\/services and new customers in existing markets.<\/p>\n<p>What we\u2019ve seen in recent years is that simply throwing money at R&amp;D doesn\u2019t produce innovation.<\/p>\n<p>In fact, the consistent innovators spent less on R&amp;D and more on developing\/managing the process:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Apple &#8211; #1 in innovation, #81 in R&amp;D spending<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Google &#8211; #2 in innovation, #44 in spending<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 3M &#8211; #3 in innovation, #84 in spending<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 GE &#8211; #4 in innovation, #35 in spending<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 IBM &#8211; #8 in innovation, #12 in spending<\/p>\n<p>The big difference, according to people who study these sorts of things \u2013 Booze, McKinsey, others, is that there was a clear set of strategic corporate goals \u2026 clearly articulated, focused direction.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30902\" title=\"Untitled-3\" src=\"https:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-32.jpg?resize=465%2C440\" alt=\"\" srcset=\"https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-32.jpg 465w, https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-32-300x283.jpg 300w\" sizes=\"auto, (max-width: 465px) 100vw, 465px\" data-recalc-dims=\"1\" \/><\/p>\n<blockquote><p><strong>Hit Parade \u2013 <\/strong><em>The first priority on every company\u2019s goals list is a solid gold hit.\u00a0 The big difference is true innovators want a clearly superior product in terms of performance and quality. Low on the priority list are cheap goods or the volume of new products.<\/em>\u00a0 <strong>Source \u2013 Booz &amp; Co<\/strong><\/p><\/blockquote>\n<p>You\u2019ll notice that few organizations placed having the cheapest product, getting there first or making very sure it was going to be a successful product at the top of their lists.<\/p>\n<p><strong>Beyond Lip Service<\/strong><\/p>\n<p>That sounds simple enough, but the true test is when senior management only gives lip-service to the first four of their \u201cgoals\u201d and holds the innovators accountable\/responsible for the goals at the bottom of the list.<\/p>\n<p>You know, <em>\u201cYes\u2026but.\u201d<\/em><\/p>\n<blockquote><p><em>\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30903\" title=\"Untitled-4\" src=\"https:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-42.jpg?resize=550%2C413\" alt=\"\" srcset=\"https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-42.jpg 550w, https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-42-300x225.jpg 300w\" sizes=\"auto, (max-width: 550px) 100vw, 550px\" data-recalc-dims=\"1\" \/><\/em><strong>Eyes on the Target(s) \u2013 <\/strong><em>All companies fall into one of three innovation models, depending upon the company\u2019s innovation goals and the corporate culture.\u00a0 Management may give lip-service to a specific category, but their goals and culture define their strategy.<\/em>\u00a0 <strong>Source \u2013 Booz &amp; Co<\/strong><\/p><\/blockquote>\n<p>Over time, Booz has developed three categories of where companies exist with their real strategy:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <strong>Need Seekers<\/strong> \u2013 work closely with their current, potential customers to develop products and services based on the understanding of the end-user<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <strong>Market Readers<\/strong> \u2013 keep close tabs on customers, competitors moving carefully or, as we\u2019ve all seen in today\u2019s market, \u201cfast followers\u201d<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <strong>Technology Drivers <\/strong>\u2013 determine where their technological strengths are to make innovative or incremental changes to meet needs customers didn\u2019t realize they have<\/p>\n<p>Actually, if you look at the three categories you can probably identify companies that seem to move seamlessly from one category to the other with mixed results.<\/p>\n<p>But jumping around and winning consistently doesn\u2019t seem to work.<\/p>\n<p>It probably has more to do with the phase of the moon or dumb luck.<\/p>\n<p>When management constantly shifts their goals and their strategy it, makes it difficult \u2013 if not impossible \u2013 for innovators, developers to figure out which path they can\/need to follow.<\/p>\n<p>Need seekers that have their strategy aligned with their business strategy and the company in addition to a culture that nurtures and supports innovation produce the best results.<\/p>\n<blockquote><p>\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30904\" title=\"Untitled-5\" src=\"https:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-52.jpg?resize=428%2C418\" alt=\"\" srcset=\"https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-52.jpg 428w, https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-52-300x292.jpg 300w\" sizes=\"auto, (max-width: 428px) 100vw, 428px\" data-recalc-dims=\"1\" \/><strong>Sweet Spot \u2013 <\/strong><em>While the Need Seeker model firm is more aligned than the others and shows 30 percent better alignment with strategy, management has to be brutally honest regarding where their alignment of strategy is focused.\u00a0 The culture and focus of management goes beyond meaningless words to action and investment.<\/em>\u00a0 <strong>Source \u2013 Booze &amp; Co<\/strong><\/p><\/blockquote>\n<p>If you look at companies you see as focusing on need seeking, you\u2019ll see they also financially outperform the competition that follow the other strategies.<\/p>\n<p>The need seekers seem to have an aura around them that delivers innovation after innovation and it\u2019s primarily because innovation is an integral part of their culture, their business strategy.<\/p>\n<p>Or, as Howard Hughes said, <em>\u201c<\/em><em>I don&#8217;t think I&#8217;ve ever met anyone who uses the word Golly.\u201d<\/em><\/p>\n<p>Of course, there are also a number of companies that make their living out of closely following the need seekers delivering the cheap copy of part of the innovation and just can\u2019t figure out why they haven\u2019t moved up the food chain.<\/p>\n<p>The problem is the innovation isn\u2019t a piece of hardware or a piece of software; it\u2019s the product quality, performance and total customer experience.<\/p>\n<p>Katharine Hepburn warned these competitors when she stated, <em>\u201c<\/em><em>And all sharp elbows and knees. Beware.\u201d<\/em><\/p>\n<p><strong>Hard to Kill<\/strong><\/p>\n<p>We can all think of a product\/service that has been rolled out as being the \u201cXYZ killer\u201d because it looks about the same, does about the same thing, is insanely cheaper and\u2026bombs!<\/p>\n<p>Then there are the folks who constantly change their strategy and have an even worse track record.\u00a0 We can all cite at least one company that announces every six months that they are going to firmly follow their new strategy.<\/p>\n<p>It reminds us of author Claire Cook\u2019s statement, <em>\u201c<\/em><em>If plan A doesn&#8217;t work, the alphabet has 25 more letters.\u201d<\/em><\/p>\n<p>But now that the industry is focusing on growth \u2013 not just survival \u2013 innovation has to be a firm commitment of management that is communicated throughout the organization&#8211;not just verbally but as a goal, strategy, a policy, a priority.<\/p>\n<p>Getting the word out and making it credible is one of the toughest challenges facing management.<\/p>\n<p>After years of constant pressure to perform\/survive\/thrive with less and without taking undue risks, it\u2019s realistic for employees, engineers, innovators to be a little skeptical.<\/p>\n<blockquote><p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30905\" title=\"Untitled-6\" src=\"https:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-62.jpg?resize=587%2C328\" alt=\"\" srcset=\"https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-62.jpg 587w, https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-62-300x167.jpg 300w\" sizes=\"auto, (max-width: 587px) 100vw, 587px\" data-recalc-dims=\"1\" \/>Real Test \u2013 <\/strong><em>Creating bold, forward-looking mission statements and innovation goals is fine, but the challenge comes when the organization can\u2019t execute or is willing to immediately kill good ideas while they are still in the formative stage.\u00a0 Throwing the challenge into the development\/engineering group and expecting them to perform on command is foolish and counterproductive.<\/em>\u00a0 <strong>Source \u2013 McKinsey<\/strong><\/p><\/blockquote>\n<p>After all, they\u2019ve seen too many good ideas die of old age, too many good ideas rejected and too many folks fired because the good idea didn\u2019t meet someone\u2019s expectations of how success was really measured.<\/p>\n<p>The challenge is that there is still no way to measure with certainty if an innovation is going to be embraced by the consumer and succeed.<\/p>\n<p>As someone was quoted as saying, <em>\u201c<\/em><em>There\u2019s a fine line between vision and hallucination.\u201d<\/em><\/p>\n<p>And in fact, every year, there are tons of good, even great, innovations milling around the industry that are poorly commercialized and don\u2019t survive.<\/p>\n<p>That isn\u2019t the problem of the innovators, designers, developers, engineers; that\u2019s the problem of leadership and the \u201ctried and true\u201d organization.<\/p>\n<p>One of the biggest, most fruitful changes being made is the breaking down of the NIH (not invented here) syndrome and a greater focus on partnering with suppliers, competitors, customers.<\/p>\n<p>That was one of the most eye-opening points we got out of Diamandis\u2019 Abundance presentation at TED.<\/p>\n<p>We recently surpassed seven billion people on the planet; and by 2020, more than three billion of those people will have internet access, which means your organization has almost instant access to what they are thinking and how they work.<\/p>\n<p><strong>Bright Tomorrow<\/strong><\/p>\n<p>If you look back at the last decade, it was relatively dull because we were all focusing on costs, survival.<\/p>\n<p>So far, we seem to have returned to our growth focus.<\/p>\n<p>The biggest question is if the industrialized countries are going to be able to not only maintain but accelerate their innovation leadership.<\/p>\n<p>The key is past and projected investment in innovation.<\/p>\n<blockquote><p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30906\" title=\"Untitled-7\" src=\"https:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-72.jpg?resize=350%2C409\" alt=\"\" srcset=\"https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-72.jpg 350w, https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-72-256x300.jpg 256w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" data-recalc-dims=\"1\" \/>Up a Little, Down a Lot \u2013 <\/strong><em>R&amp;D investment around the globe slowed the past two years and is only now picking up.\u00a0 While the Americas and Japan controlled a larger share of the global R&amp;D spending, they also cut back in the face of the financial downturn.\u00a0 Europe\u2019s development investments continued to be flat while China and India increased their spending (admittedly starting from a much smaller base).\u00a0 The challenge will be to see if the short-term reduction will have an impact on the industrial balance of power over the long term.<\/em>\u00a0 <strong>Source \u2013 Bloomberg<\/strong><\/p><\/blockquote>\n<p>While the industrialized countries spend more on R&amp;D and innovation than countries likeIndiaandChina, they not only have the money but they\u2019re investing at a far greater rate than the ROW (rest of the world).<\/p>\n<p><strong>Beyond the Copy<\/strong><\/p>\n<p>True, they copy a lot of the good stuff and flood the markets with bad imitations.<\/p>\n<p>True, the ability\/willingness to prosecute the knock-off companies seems to be lacking.<\/p>\n<p>True, companies have to become more aggressive in challenging these countries to protect IP (intellectual property) or face reverse innovation drain\u2026or worse.<\/p>\n<p>While their bread and butter may be the garbage, they are also making huge investments in technology \u2013 solar energy, communications, and transportation.<\/p>\n<p>As they become more involved in the total technology innovation arena, they will be more interested in making certain their innovations are protected so they can compete on an equal footing.<\/p>\n<p>When that happens, they\u2019ll agree with Ava Gardner said, <em>\u201c<\/em><em>Oh, a box of trash! You shouldn&#8217;t have.\u201d<\/em><\/p>\n<p>The rate of change is accelerating. And there\u2019s a lot to be done; innovators \u2013 managers, designers, developers, marketers \u2013 can really change what tomorrow looks like.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30907\" title=\"Untitled-8\" src=\"https:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/07\/Untitled-81.jpg?resize=281%2C186\" alt=\"\" data-recalc-dims=\"1\" \/>Howard Hughes, <em>\u201cThe Aviator,\u201d Photo Credit &#8211; <\/em>Warner Brothers<\/p>\n<p>As Howard Hughes said, <em>\u201c<\/em><em>OK, OK, OK, this is a simple engineering problem. We just gotta think it out.\u201d<\/em><\/p>\n<p><em>\u00a0<\/em><\/p>\n<p align=\"center\"># # #<\/p>\n<p style=\"padding-left: 30px;\"><strong>by: G.A. &#8220;Andy&#8221; Marken<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> President<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> Marken Communications Inc.<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> <a href=\"mailto:Andy@markencom.com\">Andy@markencom.com<\/a><\/strong><\/p>\n<blockquote style=\"padding-left: 30px;\"><p>Please join us in our <a href=\"http:\/\/alienbabeltech.com\/abt\/index.php\" target=\"_blank\">Forums<\/a><\/p>\n<p>Become a Fan on <a href=\"http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142', 'Facebook']);\" target=\"_blank\">Facebook<\/a><\/p>\n<p>Follow us on <a href=\"http:\/\/twitter.com\/alienbabeltech\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/twitter.com\/alienbabeltech', 'Twitter']);\" target=\"_blank\">Twitter<\/a><\/p>\n<p>For the latest updates from ABT, please <a href=\"http:\/\/alienbabeltech.com\/main\/?feed=rss2\" target=\"_blank\">join our RSS News Feed<\/a><\/p>\n<p>Join our Distributed Computing teams<\/p>\n<ul>\n<li>Folding@Home &#8211; Team AlienBabelTech &#8211; 164304<\/li>\n<li>SETI@Home &#8211; Team AlienBabelTech &#8211; 138705<\/li>\n<li><a href=\"http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1', 'World Community Grid &#8211; Team AlienBabelTech']);\" target=\"_blank\">World Community Grid &#8211; Team AlienBabelTech<\/a><\/li>\n<\/ul>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>The Fine Line \u00a0\u201cHe owns Pan-Am. He owns Congress. He owns the Civil Aeronautics Board. But he does not own the sky.\u201d \u2013 Howard Hughes, \u201cThe Aviator,\u201d Warner Bros, 2004 One of the biggest&#46;&#46;&#46;<\/p>\n","protected":false},"author":396,"featured_media":30907,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2533],"tags":[5377,5379,5382,5376,5378,5380,5381],"class_list":["post-30899","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abt-news","tag-development","tag-innovation-goals","tag-market-drivers","tag-research","tag-sales","tag-seekers","tag-technology-readers"],"_links":{"self":[{"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/30899","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/users\/396"}],"replies":[{"embeddable":true,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/comments?post=30899"}],"version-history":[{"count":0,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/30899\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media\/30907"}],"wp:attachment":[{"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media?parent=30899"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/categories?post=30899"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/tags?post=30899"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}