Seth Godin’s book, The Big Moo makes the case that old skool mass market advertising is toast and that instead, a great story passed on by word or mouth will make or break businesses in the future. His hypothesis is based on two key trends:
1. Viewers have learned to tune out the noise of mass media ads. Tivo changed the game years ago but we all do it now from channel surfing to DVRs to simply talking over ads or heading to the refrigerator. [Brain Fart: may be that's why Americans are so obese... so how about the Fed taxing ads that tend to incite refrigerator raiding in order to help finance the healthcare initiative?].
2. Advances in personal communications technology increase the importance of developing an authentic and remarkable story. The Internet, social networks, the ability to comment, blog, micro-blog, tweet etc. means that if your story is worth re-telling, your promotions will take of themselves without you having to expend huge dollars or time.
- “Good enough isn’t good enough, because now everything is good enough. Our expectations of quality are unrealistic—and are being met every single day. We don’t just want to be satisfied, we want to be blown away. Not only that, but today, everything is a click away.”
- “You will grow as soon as you decide to become remarkable—and do something about it. Remarkable isn’t up to you. Remarkable is in the eye of the customer.”
- “Advertising cannot spread the word about your product… stop hyping the product and start making things worth talking about.”
Beyond his own observations, Godin does something really smart: The book is actually written by 33 thought leaders and all proceeds are donated to charity. They’re trying to start a movement and we think it’s worth participating in. So if you want to get the poop on how to be remarkable from the likes of Malcolm Gladwell, Guy Kawasaki, Tom Peters and 30 other top drawer thinkers, read this remarkable book and pass the word on to others.