Tuesday, July 14, 2009

Book Review: Meatball Sundae

I picked up Seth Godin's Meatball Sundae: Is Your Marketing out of Sync? a while back. I'm a regular reader of Seth's blog and a huge fan, but was a little put off after reading The Dip and being disappointed in it. I packed it on vacation for airplane reading, and I'm glad I got around to reading it.

Meatball Sundae is pretty straightforward, and is presented in 3 parts:

- The first part presents the premise that the rules of marketing have changed, and yet applying the new marketing (whipped cream and cherries) to old world products (meatballs), the results are less than tasty. Those wanting to make sundaes need to first get back to basics and stop making meatballs. In other words, if you beleive (as you should) that marketing is the art and science of designing products and services and distribution methods FOR markets, then the new marketing means NEW products. [e.g. For games, this might mean asking "How can Facebook change our game design?", rather than "How can we use Facebook to sell more of our generic first person shooter?"]

- The second part breaks down the fourteen trends that are shaping this change in marketing. For those well versed in the web 2.0 mechanics, there's nothing new here, though it's a nice concise list. For those unfamiliar, it's an essential guide to the new world.

- The third part presents a range of case examples to help underline the points made in the first two parts.

All presented with Seth's engaging style, and in super easy-to-consume form.

Only downside I could think of is that I'd have liked more data backing up some of his case examples.

I'll be passing this one round the office for sure. Recommended.

1 comment:

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