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Meatball Sundae Is Your Marketing Out of Sync? Contents A Sundae? A Meatball Sundae Executive Summary Shortcuts v viii xi xv 1 3 5 7 11 14 15 18 22 25 27 29 Part 1: Thinking About the Meatball Sundae Before, During, and After The Foundations of the New Marketing We Make What We Can Sell Marketing Tools That Work The One Big Insight Is It All About the Yodeling? Building the Foundation: Going Deep Driving Innovation Deep Old Marketing and New The Difference Marketing Enables (and Demands) a New Organization All or Nothing The Man Who Invented Marketing Marketing Advice for Thomas Wedgwood Avoiding the Meatball Sundae Old (Good) vs. New (Wacky?) The Fourth Industrial Revolution The Point of No Turning Back The Old List 31 33 37 39 41 42 44 47 49 Part 2: The Fourteen Trends TREND 1: DIRECT COMMUNICATION AND COMMERCE BETWEEN PRODUCERS AND CONSUMERS The Need for Speed No Insulation The Deluge When I Send a Note to Your CEO, Who Gets It? What's an E-mail Correspondence Worth to You and Your Organization? Why It's a Nuisance The Threadless Story Permission Math Knock, Knock Reaching the Unreachable Interruption = Spam Permission Is Not a Marketing Tactic Permission Is Not Up to You 51 51 53 55 56 58 60 61 62 63 65 67 68 69 TREND 2: AMPLIFICATION OF THE VOICE OF THE CONSUMER AND INDEPENDENT AUTHORITIES 71 71 73 74 75 76 78 79 80 83 84 85 87 87 89 91 92 93 94 Why Have You Heard This Story Before? Consider the 1 Percent Joanne Is Coming! Is This on the Record? Why Blogs Matter Understanding Blogs Should You Have a Blog? Getting Dugg Digging Brian's Copy Flipping the Funnel The Incredible Power of Synchronicity TREND 3: NEED FOR AN AUTHENTIC STORY AS THE NUMBER OF SOURCES INCREASES Why George Allen Won't Be Running for President Telling Two Stories at Wal-Mart But What Does Your Broker Think? It's Not Just About Scandal The Internet Doesn't Forget Stories Spread, Not Facts TREND 4: EXTREMELY SHORT ATTENTION SPANS DUE TO CLUTTER 96 Short Books, Short Shows, Short Commercials, Short Ideas 96 A Ticket to the Game Is Cheaper Than Ever ... ... And So Is the Advertising The YouTube Generation 98 99 100 102 102 104 105 106 108 110 111 113 113 114 115 116 116 117 119 119 120 121 122 124 TREND 5: THE LONG TAIL Brand Managers Can't All Be Stupid And Now People Have the Choice More Is Usually Better The Short Head The Original Long-Tail Retailer The Rejuvenation Story Finding Silos TREND 6: OUTSOURCING When Did You Last Buy from Flextronics? Mohit Gupta for Hire Outsourcing the Search for Votes We Can Pray It for You (Wholesale) Not Just India The Real Challenge of Outsourcing TREND 7: GOOGLE AND THE DICING OF EVERYTHING Not to Be Sold Individually Atoms, Not Molecules Accessories Sold Separately Profits in Broken China Taking It Apart TREND 8: INFINITE CHANNELS OF COMMUNICATION 125 125 127 129 131 132 133 133 134 136 137 139 139 140 140 142 143 144 146 148 149 What Sort of Blender Do You Own? Understanding the Zen of Venn What AdWords Changed The Sendaball Effect Me-Mail, Not E-Mail TREND 9: DIRECT COMMUNICATION AND COMMERCE BETWEEN CONSUMERS AND CONSUMERS The New Power of eBay Not Just a Garage Sale Learning from Emily Need a Kidney? TREND 10: THE SHIFTS IN SCARCITY AND ABUNDANCE What Used to Be Scarce What Used to Be Abundant Companies and Organizations That Used to Be Profitable Why It Was Good to Be Bloomingdale's Why It's Good to Be iTunes What Happened to Murder Ink? Leveraging the New Scarcity Caring About the Other Effects It's Good to Be Ideo TREND 11: THE TRIUMPH OF BIG IDEAS Big Ideas Can Be Simple (Like Service) The BlackBerry Is a Big Idea Is It the Marketing? The Drawers The End of the "Big Idea" in Advertising Market Leaders Are Threatened 151 151 153 154 154 155 156 158 159 160 161 163 164 166 167 169 169 171 172 174 177 179 181 TREND 12: THE SHIFT FROM "HOW MANY" TO "WHO" Panning for Gold The Magic of AdWords But What About the People Who Aren't Looking? TREND 13: THE WEALTHY ARE LIKE US The New Bell Curve Willie Wonka Isn't Dead, but He's Bald Where to Ski TREND 14: NEW GATEKEEPERS, NO GATEKEEPERS The YouTube President The Sick Puppies, Free Hugs, and the Spread of Ideas "I Know a Guy at the New York Times" How to Work with the New Gatekeepers Part 3: Putting It Together Be Like Paley Thinking About WordPerfect AOL's Strategy vs. a Strategy That Might Work for You What's Happening in Sidney? The Very Best Sound Inside vs. Outside, Ours vs. Everyone's How the New Marketing Makes Change Happen 182 185 186 188 190 195 195 199 200 203 Case Studies EVDO! Replacements Stumbles Paperback Writer "Impossible to Build a New Vail" Case Study: Understanding Critical Mass--Pomme and Kelly Fax Machines Working in the Small The Critical-Mass Checklist Case Study: 37 Signals and Highrise Case Study: Lessons Learned from Squidoo Case Study: The Little Notebook That Could Case Study: Bud TV A Short Note for Bob Iger Conclusion: It's Not an Organization, It's a Movement Acknowledgments 205 207 208 210 210 214 217 221 221 229 231