When everyone else is Dont
view inﬂuenceselling something, be the as a marketingone who’s different...the opportunity; view it as one who sees another a byproduct of human, not just another participating. customer.
Early in the games, Nike
scored a public relations coup after Egyptianathletes were discovered parading in counterfeit Nike warm-up outfitsbecause they couldnt afford authentic gear. Rather than complain aboutthe piracy, Nike offered free gear for the team.http://bottomline.nbcnews.com/_news/2012/08/10/13205163-nike-takes-marketing-gold-with-neon-yellow-shoes (“it” being the right thing)
• Active in local* social
media communities, not just their own.• Embraced community.• Visible around town.• Makes me want to do business with them even though they’ve never directly marketed to me. Doylestown Bike Works @DTownBikeWorks
Participate, don’t sponsor. To their
credit, the primary concern of Laura, Mike and the gang over at Alcatel- Lucent from Day 1 of our discussions has been about maintaining the credibility and neutrality of Glue.
The ﬁrst rule of Flight
Club is don’t talk about Flight Club. A salon-style gathering of industry inﬂuencers organized to advise a major airline on how to best build out its API/developer program.How It Positioned gathering as ultra-exclusive. Invitees represented a cross-section of who’s who’s from across the API landscape (Yobongo, Twitter, PayPal, Gowalla, Foursquare). Included top industry blogger from RWW to participate/chronicle. Scheduled around SXSW. Held off-site. Surprised participants with schwagWorked tie-in. Customer heard ﬁrst-hand how the developer community and potential partners would/would not use itsThe Value APIs. Attendees got ﬁrst-look, ﬁrst-access to potential industry-changing API program and formed exclusive advisory team to client.
Transformational leaders dont start by
denying the world around them. Instead, theydescribe a future theyd like to create instead.Denying the truth about relative market share, imperial power or the scientiﬁc methodhelps no one.Gandhi didnt pretend the British werent dominating his country, and Feynman didntchallenge Einsteins theory of relativity or the laws of thermodynamics.Its okay to say, "this is going to be difﬁcult." And its productive to point out, "ourproduct isnt as good as it should be yet."The problem with Orwellian talking heads, agitprop, faux news and Ballmer-likeposturing is that they take away a foundation for a genuine movement to occur,because once we start denying facts, its difﬁcult to know when to stop. Tell us wherewe are, tell us where were going. But if you cant be clear about one, its hard to buyinto the other.-- Seth Godin
Be awesome. Not boring. Take
a Have a damn freakin’ story.position. Care about something beyond your product. http://www.readwriteweb.com/archives/here-secret-fakegrimlock-video-about-minimum-viable-personality.php#comment-665402310 @ablaze Jon Mitchell