Ad Age publishes Marketing 3.0 book review


Readers,

A personal aspiration is to share through my personal experience the science & art of marketing.  To that end, I have been sharing marketing book reviews with you. 

I love books because I see them as conversations with thoughtleaders in the field.

Ad Age has recently published my book report for Marketing 3.0 in its CMO Strategy section.  I invite you read & comment on this highly visible forum.  Click HERE!

Ramiro Roman

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Marketing Book Review : Poke the Box by Seth Godin


When was the last time you created something remarkable at work?  In this 83-page manifesto Seth seeks to challenge us all to start now!  This is a book about instigation and innovation, passion and adventure, guts and heart—but ultimately it is about taking action.  Unfortunately, it’s a rousing call we may have heard before…and better…from Godin himself. Poke the Box was entertaining, but it lacked substance. 

Linchpin 2.0

If you loved Godin’s 2010 Linchpin—and a lot of people did, judging from the book sales and social media buzz—you might enjoy Poke the Box.  It expands Linchpin’s themes:  the battle with our inner daemon, the impact of the industrialization age on creativity, and the uniformity of education as a way of ingraining standardization.  But there’s a difference: Linchpin explained Godin’s theory; Poke the Box encourages us to act on it. 

Godin reminds us that the motive force is critical because it’s the most scare resource in organizations. He’s right:  I can walk from my office to the bathroom and bump into 15 MBAs from prestigious universities.  I won’t denigrate their   education and credentials (or my own), but the degree is just a ticket to the game.   The real stars will be those who can accomplish greatness. 

This is a no-brainer.  But does it happen where you work?  Likely not.

The F*** Word

It isn’t so much that people are afraid to risk as they are afraid to FAIL.  No matter how much they praise risk-taking, organizations tend to punish failure, to make examples of people who fall down.  We tend to be judgmental, always looking for things that could go wrong or holes in the story.  Godin is just trying to help us overcome this failing in the way we treat failing when he says, “The purpose of this manifesto is not to magically extinguish your fear.  It’s to call its bluff.”

Poke the Box reminds us that all great successes start with mini-failures.  That success is not a linear pattern.  And, ultimately, that success is a series of events—not an isolated one—and if you never start you’ll never succeed.  It all starts with taking the first step, and then creating your map to guide you and your organization. 

Personal opinion

I still think Godin is brilliant, one of the greatest marketers of all time.  But if you’ve read Linchpin, reading Poke the Box is optional, rather than required.  Seasoned marketers will likely be underwhelmed by the content. For folks straight out of graduate school, though, Godin’s latest book is a worthwhile reminder that you have to snap out of academia.  If your development plan calls for you to risk more, Poke the Box is s a simple read that will reinforce your determination. There are better options, though. 

Overall, I’m disappointed that Godin continues to pursue the leadership angle: there’s a lot of competition in that space, and he doesn’t dominate the way he does when he addresses marketing directly. Seth, I love you man.  You’re a great marketer.  So please stick to what you do better than anyone else and help us move marketing to the next frontier.  Please. 

 

Ramiro Roman

Published in PM360.