apres le Cluetrain

Published on 1/18/2006 in Required Reading. Comments

Miss Rouge, aka Tara Hunt, offers ten rules for marketing in the post-Cluetrain era.

All spot on. Especially number ten:

Have fun with it. It’s only bidness. Laugh at yourself. Laugh at your company. Admit your mistakes. Be painfully self-aware. Let go of your ego. Laugh in general. Don’t try to be funny. Find humour. Let it go. It’s okay.

The only thing I can add is to forget trying to control – the message, the conversation, the brand, whatever.

Control is a delusion, in life as well as in markets.

Call it Zen Buddhist Marketing.

I think I might have something there. Paging Hugh!!

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  • As that rare case of someone who is both a Zen Buddhist and a marketing consultant, yes, forget "control" in the conventional sense. I named my consultancy "Aderit" because I'm so fond of Erasmus' saying "vocatus atque non vocatus, Deus aderit." "Summoned or not, God will come." As marketers we do no summon god. God is going to come regardless of what we do. However, marketing is summoning. If we don't do it, someone else will. And god will come. God, of course, being the will of the market.
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