2010 marketing quotes

Work in Progress compiled by Valeria Maltoni, Conversation Agent www.conversationagent.com @ConversationAge Chris John Beckett http://www.ﬂickr.com/photos/chrisjohnbeckett/770819519/

“In times of stress, humans resort to their fundamental ways of thinking and doing to get things done. The entrepreneurial credo of ‘done is better than perfect’ fits the example perfectly; entrepreneurs and startups exist too close to the edge to even strive for perfection, a suboptimal ideal in its own way. That’s also why conditioning trumps control. Control not only is it dehumanizing, but it’s less effective, because it imposes an extra ‘decision overhead’ and strips away the power of purpose that’s embedded in great workers.” — Taylor Davidson Roby Ferrari http://www.ﬂickr.com/photos/roberto_ferrari/3282822136/

“Ultimately, if you really want to live a remarkable life in a conventional world, you’ll want to do something worth remembering. Live your life out loud. Follow a big dream and find a way to contribute something at the same time. If more people lived their lives in pursuit of a legacy, I think the world would be a better place.” — Chris Guillebeau, The Art of Non Conformity Michele Catania http://www.ﬂickr.com/photos/cataniamichele/2618160905/

“The screen rewards, and nurtures, thinking in real time. We review a movie while we watch it, we come up with an obscure fact in the middle of an argument, we read the owner’s manual of a gadget we spy in a store before we purchase it rather than after we get home and discover that it can’t do what we need it to do.” — Kevin Kelly, What Technology Wants Roby Ferrari http://www.ﬂickr.com/photos/roberto_ferrari/1507953295/

“Agile says ‘just start and iterate along the way’, and welcomes changing requirements. Digital models are all about experimentation, rapid prototyping, optimisation, beta. The idea of lighting lots of fires, gaining feedback, and using it to adapt the allocation of resources, of chunking down big ideas and long timescales to smaller pieces which might adapt and change in response to a changing environment.” — Neil Perkin, Only Dead Fish Michele Catania http://www.ﬂickr.com/photos/cataniamichele/2871668961/

“Both ClueTrainers and Ad 2.0 social media practitioners will likely stick with their messy listening platforms. They will sift through all of the noise in order to find the signals. Because the most interesting part of social media is how the adoption of technology is shaping our culture, shifting our patterns of consumption, and changing our mindsets. We can only get to move the needle ideas if we’re quiet enough to hear what’s really going on.” — Jen van der Meer, Powered, Inc. Roby Ferrari http://www.ﬂickr.com/photos/roberto_ferrari/4016814498/

“Eigen Value is a concept from the field of cybernetics that describes a thing that is self- defining. Its outputs are replications of itself. Eigen Values are what we, as businesspeople, do when we’re doing our best work. We produce work that is synonymous with our brand values, our mission and our strategy. Always. In everything we do.” — Stephen Denny, Denny Marketing Roby Ferrari http://www.ﬂickr.com/photos/roberto_ferrari/3496750292/

“... although so much of this advice and comment is truly fantastic, the flip-side is that within all the rush and deluge we are sometimes accepting and sharing – at speed and at face-value – assertions that maybe should bear closer examination and qualification. Perhaps all these assertions we read in the latest expert tweet or in the headline of that skimmed article are all broadly right – but maybe not in all circumstances, not right for all brands, not right in every dimension. Perhaps there’s a slightly more precise story to tell.” — Emma Cookson, Chairman BBH, NY Anne Helmond http://www.ﬂickr.com/photos/silvertje/4605711945/

“Relentless focus on the customer experience is not easy, particularly for public companies. Truly customer-centric organizations constantly have their faith tested by both external and internal forces who are looking for short-term sales or profits, even if those sales and profits might come at the expense of the customer experience. Customer-centric organizations focus on the value of a customer engagement cycle that relies on great customer experience as an engine that drives retention and positive word of mouth.” — Kevin Ertell, Retail Shaken Not Stirred Roby Ferrari http://www.ﬂickr.com/photos/roberto_ferrari/97562353/

“The web is still in its infancy, there’s a lot broken with it. There is a lot that can, and should, be done in the context of curation, of indexing, of search tools, of filters and visualisation tools, of the semantic underpinnings.” — JP Rangaswami, Confused of Calcutta Klearchos Kapoutsis http://www.ﬂickr.com/photos/klearchos/620325671/

“... there are strategic moments in everyone’s conversation and communications where you’ve got to cut loose and take a few communication risks. Because you owe it to your audience, conversation partners, and clients to highlight your ‘take away’ with nothing less than your communication best. ‘Oomph’ is about connecting, vitality and punch.” — Mike Wagner, Own Your Brand Roby Ferrari http://www.ﬂickr.com/photos/roberto_ferrari/97529912/

“What is the most important part of the marketing mix that is essential to ensure a better chance of success in the marketplace?... it is ownership of a point of view.” — Siddarth Banjeree, Unilever Asia Roby Ferrari http://www.ﬂickr.com/photos/roberto_ferrari/409752216/

“Social networks are not channels for advertisers or for the adverts/memes you, your clients or any of your so-called ‘influentials’ create, social networks are for all of the people who participate in the network... Social networks are not best understood as channels down which folk send things; social networks are webs from which members pull down learning (from each other).” — Mark Earls, Herd Limone, by my Mother

“When we focus on the experiences people have, rather than how we will ‘push’ our messages to the masses, we focus less on blasting people with selfishly-driven messages (which creates discomfort) to meeting people in a more natural, organic way.” — Leigh Durst, Livepath Roby Ferrari http://www.ﬂickr.com/photos/roberto_ferrari/205604673/

“The question marketers need to ask is what they are going to do with all these new fans and followers. How will having someone as a fan or follower fundamentally improve the relationships between the brand and the customer?” — Paul Adams, Social Circles Roby Ferrari http://www.ﬂickr.com/photos/roberto_ferrari/148365114/

“Digital is not about the tools. Rather than chasing the latest digital gimmick, it's always good to think about digital as a network of relationships that are made both of behaviors and technology. Then it's possible to explore how make some relationships visible, how to create new relationship between people, how to create a new relationship between people and products or between people and the brand, how to amplify/improve existing relationships or how to simplify them.” — Ana Andjelic, I [love] marketing Chris John Beckett http://www.ﬂickr.com/photos/chrisjohnbeckett/310521494/

“When a message is relevant enough, and the delivery is passionate enough, that relevance leads to resonance, which can actually create mass influence... Influence may be able to create short-term buzz, but a relevant message can spark a movement.” — Shannon Paul, Very Official Blog Citta’ di Modena http://www.ﬂickr.com/photos/cittadimodena/5053967249/

“Awesome is always scary. The vast chasm between really good and extraordinary is filled with fear. If you push yourself to the extent that you’re deeply uncomfortable, you’ll be fine; if you’re comfortable, you’re not pushing hard enough.” — Ben Malbon, Google Creative Lab Citta’ di Modena http://www.ﬂickr.com/photos/cittadimodena/5081618996/

“Rather than focus on what brands can sell using social media, companies must focus on how they can serve their community by investing in what Millennials care about. Do that and brands will not only be relevant to their lives but their community will work with them to achieve common goals.” — Simon Mainwaring, Mainwaring Creative Claudio Cesarano http://www.ﬂickr.com/photos/claudio_cesarano/4064277144/

“Communities will engage along a common interest. If they do that, you better have some valuable content about that interest before they first show up. If you don’t they will never come back. And even if you have thousands of potential contributors, you will need to develop content for them. It is very hard to develop communities that can sustain themselves on user-generated content – in fact those communities are extremely rare.” — Francois Gossieaux, The Hyper-Social Organization Citta’ di Modena http://www.ﬂickr.com/photos/cittadimodena/5082888003/

Thank you compiled by Valeria Maltoni, Conversation Agent www.conversationagent.com @ConversationAge

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2010 marketing quotes

by Valeria Maltoni

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