Posts Tagged ‘marketing 2.0’

Culture, Authenticity, and Zappos.com

Saturday, January 31st, 2009

Via the excellent project , comes this great interview with Tony Hsieh, CEO of Zappos.com. Tony and his company are something of a legend, and for all the right reasons. This has been accentuated by how visible, transparent, genuine, and communicative they are with a growing audience of advocates, adherants, and devoted customers. Call it “marketing 2.0″, or whatever you want, but Zappos.com totally gets it. Additionally, Tony and his team have demonstrated an incredible ability to take the challenges faced by all organizations and address them in ways that may look easy to the rest of us, but they most definitely are not. In particular is Hsieh’s focus on the creation of a dynamic and incredibly successful company culture, and how this has helped focus his organization on truly excellent customer service. A few great quote from Hsieh in the video above:

“If we get the culture right, then the other stuff like building a brand or great customer service will happen naturally on its own.”

“Culture is our number one priority.”

“We hire for attitude and culture fit. We believe the skills are something we can teach.”

Tony Hsieh, CEO at Zappos

For anybody tasked with building and leading a team or running an organization this is incredibly valuable perspective. In many, many cases the art of hiring for attitude and fit can far surpass the value of focusing recruitment around expertise, and result in a company culture that is strong and unified in the face of challenges presented to the company.

Seth Godin: Leadership is The New Marketing

Friday, December 26th, 2008

A nice interview with Seth Godin on , a project that I have written about before. Seth does not disappoint with his perspective on a number of things, but perhaps most importantly his very simple three-part philosophy:

  1. Treat people with respect.
  2. Customers have more power than ever.
  3. Great ideas spread.

Seth goes on to say that when you put these three things together you realize that leadership is the new marketing and that leading and connecting people has replaced the traditional notion of marketing, that of product placement and messaging. He also points us to the reality that we are in the midst of an industrial revolution, of sorts, with a multitude of components that are focused on very effectively and efficiently connecting people to ideas. This has changed everything around us, and people who are succeeding in this revolution are seeing how this connection can be the foundation of new businesses. Game changing stuff. Again.

10 Things: The Power of The Network

Saturday, December 20th, 2008

I was excited to find David Cushman’s self-published book . It’s available on Lulu as a downloadable PDF for only $.84, which is an excellent bargain given the density of insights and provocative ideas that Cushman packs into its 98 pages. Cushman also authors the blog , from which much of the content for the book emanated, it being a compendium of Cushman’s writings from over the last year or so, writings on the future of advertising, online networks, the death of broadcast media, and the power of . He succinctly ties together a wide range of ideas we’re all writing and thinking about in various ways, and he does so in a way that very directly points us to the future. As he says on his about page: “The further ahead you look, the faster you go.” That’s a lesson he picked up from motorcycling, and one I can appreciate given my own penchant for racing, motorcycles, and change.

Below are 10 Things from The Power of The Network by David Cushman:

  1. The Death of Death: At the heart of the networked world is conversation, and conversation is “at the intersection of ideas, the driver of value of the network… The digital world is not about death. It is about life… The evolution has begun.”
  2. Don’t Just Witness The Network: If we sit still we are in the midst of witnessing some of the biggest changes since the industrial revolution. But it’s different this time because we can participate, we can all “engage with self-forming communities of (global) niche shared interest (purpose).”
  3. How to Go Viral: 1. Speak in an authentic voice. 2. Lose the TV envy. 3. Give people the tools to make their own. 4. Don’t bother with urls, links or ‘brand messages.’
  4. Communities of Purpose: Leveraging , Cushman points us to two important caveats, that real value is only created by communities of purpose, and this value is best enabled by synchronous response. He then points out that the gap between Reed’s Law and reality is navigation and discovery.
  5. What Now for Advertising and Marketing?: We’re really left with limited options like widget marketing (take advantage of existing advertising model and add viral and widget messaging), engagement marking (creating conversations, participating, listening), and no marketing (no advertising, no marketing, but instead the bringing together of co-creating communities).
  6. We’re All Publishers Now: Indeed. We’re experiencing an orgy of self-published content via the internet and through the success of self-forming communities. “The silent majority have had their day. The participating majority are coming.”
  7. It’s Not How Famous You Are - It’s How Relevant: Enough said.
  8. Reed’s Law and How Multiple Identities Make The Tail Longer: Don’t network for networking’s sake as limiting yourself to one-to-one communication presents little potential for collaboration. Networking openly stands to unleash the power of crowds, and “none of us is as clever as all of us.”
  9. We Are The Eighth Mass Media: From this chapter, a favorite quote: “We all have cheap, rapid, easy ways of sharing our metadata. That’s what publishing has become. Publishing for all. Advertising for all. We can all share content. Content is the conversation starter, conversation is where ideas turn
    into action, action is where value is created. Now we can all share in sharing this. We can all share ourselves. That is what changes everything.”
  10. How Are We Made Great?: Start with the Stowe Boyd quote: “I am made greater by the sum of my connections, so are my connections.” We live with the opportunity to consume an enormous volume of ideas/opinion/perspective. There are so many ideas that would go unrealized were it not for the power of the network surrounding the person who originated it. The catch is that predicting how people will respond to an idea is impossible, the network has its own proprietary wisdom, and from this wisdom comes the elevation of great ideas beyond the individual and to the many.