ExistentialismJoel, our VP of communications, has become a big fan of Seth Godin. He passed along a book by Seth to me that has been gathering dust for a few weeks, waiting for me to take a moment to stop coding and read. I read lots, but it tends to be fiction as I like to get away from work through reading when I can. I've been reading that Seth Godin book finally (It's called "All Marketers are Liars") - it's getting better the more I read. It reminded my of a conversation of I had with Joel a while back where I was telling him about the concepts of "Existentialism" (Wikipedia article). He'd never really heard about it, but when I talked about individually created realities based on our own experiences and the like, he got really excited and wanted to learn more. I can understand now why he gravitated so strongly to Existentialism when I told him about it. |
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Enterprise 2.0: Work Together Online.
One of the best family photo collections we've created this year is from our three year old son carrying the camera around for an hour taking pictures. Very quickly you realize that you might live in the same house but don't always see the world around you the same way.
If I were to provide marketing advice to anyone, I would have them sit on their kitchen floor and look around at the world through the eyes of a three year old. This is the task of a marketer, see yourself through the eyes of your marketplace.
From everything I've been reading about marketing, the single most valuable thing you can do is place yourself in the position of your target client and look around.
Whether you prefer existentialism, worldview, or taking a walk in someone else's shoes, understanding your product from the view of your customer is something that should be done early and often.