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December 28, 2007

Copyblogger (Brian Clark) has a great post this week on Seth Godin’s new book, which I am going to pick up and read immediately. Of particular interest to me was this comment:

Perhaps marketing executives figure they’ll get them some blogging, and some of that podcasting, maybe some of those viral videos too, and then they’ll be able to keep selling the same stuff they have for decades. Seth explains that you’ve got to reinvent your business to fit the realities of the new marketing (rather than the other way around), because ideas that spread through groups of people are far more powerful than ideas delivered at an individual.

I’m sorry, I had to stop reading at this point I was laughing so hard. I see this all the time with clients. New media is like a fun new toy that they want to stick onto already existing communications practices and, in the words of Tim Gunn, “make it work”. Well, it doesn’t work that way, as both Brian and Seth note. Of course recommending to clients that in order to succeed in the world of new media they have to reinvent business practices as they know them is not easy, and even if we did, how many communicators/marketers know what kind  of change would be needed to ensure success? I’m intrigued to read more of what Seth argues, which I will post as I get through the book. In the meantime, check out the copyblogger post and Seth’s site

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