Seth Godin, in his post The triumph of coal marketing (TB) says that "Vivid is not the same as true" and that "any time reality doesn't match your expectations, it means that marketing was involved."
| The triumph of coal marketing |
The thing is that for making a new thing work you must break something old, even if the only thing you break is the old thing's marketing. Paradigm shifting is not limited to big revolutions. In the internet era, new and improved voids innovations that are just a few months old.
 |
| image by AxelBoldt |
For example, the android revolution (arguably) started with the launch of ADP1, google's developer phone, sometime in 2008. The phone was (is!) amazing, and was almost immediately made to seem obsolete by newer, better devices.
Marketers would like to have us believe that the state of the art thing we have is old so that they can sell us their new and improved.
So the thing that got damaged in the process is not a 2 weeks old innovation. It's our perception of change. A new and improved just doesn't cut it anymore. The new thing can (and should) be amazing, but we don't care as much. By trying to build a slicker marketing scheme, marketers dried up our river of attention.
So when we have something that's new - not newer - brand new, not improved - totally innovative, how do we make people care? Is (making it) vivid enough?
How do we promote a change in perception?
 |
| © Copyright Tony Peacock and licensed for reuse under this Creative Commons Licence |
So the thing that got damaged in the process is not a 2 weeks old innovation. It's our perception of change. A new and improved just doesn't cut it anymore. The new thing can (and should) be amazing, but we don't care as much. By trying to build a slicker marketing scheme, marketers dried up our river of attention.
 |
| photo by Dom Dada on Flickr |
How do we promote a change in perception?
No comments:
Post a Comment