John Moore (or as he likes it johnmoore) and Paul Willliams have terrific credentials and for some reason, seem to like my new book. Check out today’s stop on the blogging tour: Brand Autopsy Lots of free reading here, worth your time.
This has been a ton of fun, and these two guys are wicked smart… so, when’s their book coming out???
My online book tour starts today.
First stop: A Penny For…. I field some creampuff questions from Todd.
Thanks, Todd, for setting it up. More as it develops all week.
To find BlogRunner: Business.
This is a neat blog indeed. Full disclosure: I will now be stealing ideas from them with abandon.
Readers know that I posted the free ebook BULLMARKET 2004 yesterday. What you might not know is that through the magic of missing neurons and inherent sloppiness, I left out two blogs by mistake. Yikes!
Adrants: Advertising and Media News With Commentary, Gossip and Opinion by Steve Hall
Worth a visit.
You heard it here first. My nearly 500 page ebook directory, BULLMARKET 2004 :: COMPANIES THAT CAN HELP YOU MAKE THINGS HAPPEN is up and ready for you to read. Includes a bonus section on cool blogs.
It’s not really free, of course. A $21 donation is solicited, but you can have it for free if you want.
Have fun with it. Makes an excellent doorstop, too.
that’s what the person in the audience wanted to know. “Basically,” he said, “all you’re talking about is differentiation and segmentation…”
Before he could catch is breath, I pounced. I hate it when I pounce, but I couldn’t help it.
“Nope, it’s not that. Sorry.”
Here’s the thing: differentiation means thinking very hard about the market and your competitors and somehow making yourself different. Any rational person spending a fair amount of time with perfect information will have no trouble figuring out why you’re different.
Segmentation is a variation of that, but it involves breaking the audience into pieces you invent, and then differentiating yourself for that segment.
Both are selfish.
Both assume that people care about you.
Both don’t work the way they used to.
Used to be that you could buy enough ads and interrupt enough people to make this strategy work. No longer. The filters are too strong. People are too resistant.
You don’t create a purple cow by being different. You do it by creating something worth talking about!
I’m working on this new secret project, and we’re using a wiki to make it work.
I have to say, I can’t imagine ever again collaborating with anyone for any reason without using a wiki.
This is just a huge advance in the way people do projects, which, after all, is all we do now.
No, it’s not perfect, but yes, you need to try it.
EditMe – The web site solution for wikis, blogs, content and collaboration sites. – Edit Your Web.
doesn’t mean it’s remarkable.
Here’s a statue of liberty facsimile… in Las Vegas. No one told me about it, I just saw it, standing 100 feet high by the side of the road.
Why?
Who knows.
You need to be more than unusual.
My (former) editor at Fast Company wouldn’t let me put my most recent photo alongside the column in this month’s issue about clowns.
Given that I’m getting a bunch of kind mail about the column, I thought I’d post the photo here.
(that’s supposed to be a clown nose. Hey, I take the photos myself, and my arms aren’t so long.)
