MEATBALL SUNDAE Is Your Marketing Out of Sync?

Seth Godin’s gentle urgency and deliberate enunciation work well with these important insights on how businesses can become aligned with the new marketing realities. The old ways that companies operated (meatballs) don’t work when coupled with current marketing paradigms (sundae toppings). He says the instant communication made possible by the Web is just the medium for the real changes: 14 big-picture trends such as shortened attention spans, shifts in scarcity and abundance, decentralization of operations, lengthening of the popularity-distribution tail, and the demise of traditional gatekeepers such as the major record labels. These game-changing trends will be essential for organizations to consider as they reinvent themselves and begin to think of marketing as creating movements among consumers instead of delivering messages to individuals. T.W. © AudioFile 2011, Portland, Maine [Published: AUGUST 2011]