I started reading Seth Godin’s new book, “All Marketers Are Liars” – as usual a good read. A few things in the book caught my attention as worth commenting on.
First is when he says that marketing is not about pitching products but about telling stories. That is so true, my friend Gabe (btw – where the heck are you Gabe? if blocked use autoblogger ;-)) used to say “its not the better product that wins it’s the product with the better story”. The story has to be powerful enough so that people want to retell your story but also simple enough so that they can retell it with some degree of consistency. Sadly enough, too many companies do not yet understand that. Nor do they understand the fact that the story about the product travels separately from the product itself and that those channels need to be managed separately.
The other major statement that caught my eye was:
“marketing is about spreading ideas, and spreading ideas is the single most important output of our civilization”.
As you know, I believe that marketing it broader than that. Spreading ideas happens after you invented and built the product. And once you have the product and you successfully are able to spread your stories, you have to train the organization as a whole to behave in accordance to the story that you are spreading.
More later…I am enjoying this one.