When I talk to SMB owners and leaders of business, I find they almost always fall into one of two camps -- those that think too big and those that think too small. The interesting part of both camps is that they also have one trait they share in common ... they're convinced that they are marketing experts!
Put this into context as you launch into your read of our friend and fellow Tuned In co-author David Meerman Scott's new book, World Wide Rave. His perspectives, stories and conclusions are an awesome display of focus. If you want to create a success, channel your energies to building the online equivalent of the 'wave' that reverberates around stadiums. One seed, authentically planted, creatively launched and passionately delivered can indeed create an overwhelming force ... even if it has nothing specifically to do with the job at hand.
What I liked best about this latest edition in the Meerman Scott set of classics is that David hits directly at the core of a number of issues that are bottlenecking businesses today.
- What is the 'new marketing mix'?
- How do you win in today's market when no one seems interested anymore?
- Is there any leverage for your business in social media, or is it just a fad to be ignored?
- What do buyers really want and how will they respond?
He then conveniently provides the antidotes all in one place. Like most thought leading concepts, it's the opposite of what you might think. World Wide doesn't necessarily mean a global phenomenon, although it could. It really means creating a Rave in your sphere of focus ... a local community, a geographic center, an industry and most definitely with a specific buyer persona. I loved the mix of stories from big companies like IBM's Art of the Sale, to Disney's Wizarding World of Harry Potter to SMB's like Girls Fight Back to Audit Trails to Stupid Cancer to independent consultants like Steve Chazm and new music artists like Bec Hollcroft ... all leveraging non-traditional mediums like YouTube, Facebook, blogs, e-books and creative thought leadership strategies to establish a desirable brand.
It's an easy read, a fun read and a thought provoking one. David does a great job of getting you to 'think different' about your business and how to make sense of this whole marketing mess. He even takes the time to work out all of the social media misconceptions that hold so many folks back.
The important point of his book won't be lost on you, your friends, colleagues and superiors (buy one for each of them by the way .. it will make you look good). Spending your valuable time and energies creating your own World Wide Rave just makes good sense. In today's environment of budget cuts, negative noise, this really isn't just a nice to have weekend read ...
it's a must have foundation to your business strategy. Your survival depends on it.
Thanks David for doing what you do best. World Wide Rave has all the earmarks of it's own rave.