Reading through this morning's emails from my assortment of marketing experts, we came across a theme, one idea that has appeared in so many of these "articles". (Seriously, the content marketing is getting a little bit cumbersome these days.) It's the idea that you shouldn't make the story you tell all about your product. You need to make it about your customer. Make the customer the hero. Now this brings up old Rosser Reeve's fabulous and timeless USP concept, naturally, (the basic format of which is "if you buy this product, you will get this unique and meaningful benefit.") but it also brought to mind "The smart growth manifesto" that we posted about a few years ago. We revisited, we re-loved, we've reposted. Re-enjoy:
The smart growth manifesto
Tired of looking backwards and finding, each week, something new upon which to hang the blame for our current economic woes? Look forward for a sec with Umair Haque of the Havas Media Lab, as he lays down a road map for Capitalism 2.0: The Smart Growth Manifesto. Its basic pillars are:
1. Outcomes, not income.
2. Connections, not transactions.
3. People, not product.
4. Creativity, not productivity.
2. Connections, not transactions.
3. People, not product.
4. Creativity, not productivity.
Read the whole short thought-starter of a piece right here: http://blogs.harvardbusiness.org/haque/2009/01/davos_discussing_a_depression.html
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