Seth Godin calls this the most important “marketing pothole”:
Great marketing pleases everyone on the team, sooner or later. But at the beginning, great marketing pleases almost no one. At the beginning, great marketing is counter-intuitive, non-obvious, challenging and apparently risky. Of course your friends, shareholders, stakeholders and bosses won’t like it. But they’re not doing the marketing, you are.
“Networks are about sharing now; they used to be about control. Networks are two-way; they used to be one-way. Networks are about aggregation more than distribution; they are about finding and being found. Networks are now open while, by their very definition, they used to be closed. You join networks and leave them them at will; you can join any number of networks at once and content can be found via any number of networks, there is no practical limit. Networks used to be static. Now networks are fluid.” — Jeff Jarvis
You need to read the full post to appreciate the point Jarvis is making. I’ve been thinking about how it applies to the various networks our company owns. And what does it mean to “own” a network? We have contracts with the radio stations that make up our networks. We own the satellite uplink and the downlink receivers that distribute our programming to those radio stations.
Our company has purchased other, smaller networks. And it was the affiliation contracts and the contracts with advertisers that we perceived to have the greatest value. Has that changed? Is it changing? Stay tuned.
The flyleaf describes Douglas Coupland’s new novel as “a lethal joyride into today’s new breed of technogeeks.” I very much enjoyed two of his earlier works, Microserfs and Girlfriend in a Coma, and offer these nuggets from the introduction to his latest novel:
Life is a contest between you and everyone else.
Workshops and seminars are basically financial speed dating for clueless poor people.
TV and the Internet are good because they keep stupid people from spending too much time out in public.
You can’t fake creativity, competence or sexual arousal.
Nobody has ever been happy in a job they obtained by first handing in a resume.
After a week of intense googling, we’ve started to burn out on knowing the answer to everything. God must feel that way all the time. I think people in the year 2020 are going be nostalgic for the sensation of feeling clueless. — pg. 248
I think computers ought to have a key called I’M DRUNK, and when you push it, it prevents you from sending email for twelve hours. — pg. 386
“Without politics there is no freedom.” — John Ashcroft, Famous Missourian.
“My other superpower is that I don’t mind embarrassing myself in public. If I had to pick one quality that best predicts success (other than wanting to be successful) it would be the willingness to risk embarrassment.”
— Scott Adams
“…learned that the people in front of me are going at their own speed, probably for a reason. They’re not trying to get in my way as I rush past. I need to stay out of theirs. And I need to be grateful that I can rush past again. I need to appreciate normal.”
“…so freaking happy I can’t even describe it. And when I speak to a packed ballroom, like today, I feel reborn. It is pure joy, and I feel like the luckiest guy in the world. Every day feels like a gift now. And that, my friends, is the rarest neurological disorder of them all.”
— Scott Adams
“Sometimes we don’t do things we want to do so others won’t know we want to do them.”
— The Village by M. Night Shyamalan
“…broadcasters (should) start viewing themselves as multimedia companies, and even changing their names to help spread the message both internally and externally. The internet is NOT broadcasting, and the more we understand that, the quicker we’ll get on with business models that’ll meet our needs in a Media 2.0 world.” – Terry Heaton
A couple of years ago we dropped the “network” from one of our networks because it was felt to be somewhat…limiting. No long reflective of what we are or are becoming.
Dave Winer’s simple explanation of blogging and OPML:
First, create a new weblog on one of the free services, like Blogger or MSN Spaces. It takes about five minutes, and is about as hard as creating an email address on Yahoo or Hotmail, and represents less of a commitment. Then make your first post, something like Hello There, or Testing 1-2-3. Once you’ve verified that it works, you can stop there.
Then someday, when you’re in the shower or lying in bed in the morning and get an idea that you wish you could tell everyone, remember that you have a blog, and go to the computer, and write it up and publish it. That actually feels pretty good, even if you think no one will read it, because you got it off your chest.
Then in a few days Google will probably visit your site and index the post, and then when someone searches for that subject, your page will come up, and maybe you’ll pass that idea on to someone who can use it, or meet someone who agrees, or someone who disagrees. And that’s blogging, and that’s all it is.
As for OPML:
Did you ever have an idea you wanted to post on your blog that didn’t seem big enough to be an essay? An idea that could be expressed in a sentence, or less, but still deserved to get out there? In writing school they teach that less is better. If you can say something in three words instead of twenty, say it in three. It communicates better. Well, none of the existing blogging tools can do little sentence or phrase-size blog posts.
Henry forwarded a link to a Slate piece that suggests blogs –as businesses– have peaked. If you’re a regular, you aleady know my thoughts on blogging. Companies with a clue, confidence and a good blogger… can/will make valuable use of blogs. As to the Slate article, I refer you to Dave Winer who sees blogging as “part of life”:
Blogs are where new businesses will spring from. Think of blogs as being like dorm rooms, and remember that’s where Dell Computer came from. Blogging communities are incubators. Some communities incubate negative stuff, plenty of those, but occasionally a blogging community serves as the launching pad for something good. There will be a steady stream of those, and they will be on the cover of magazines, and will belong there.