This is the 1,000th post to Marketo’s blog. It seems fitting to commemorate the occasion by revisiting our very first post, “Modern B2B Marketing Defined”, and commenting on what’s changed – and what hasn’t – since August 8, 2006.
"If you perceive the universe as being a universe of abundance, then it will be. If you think of the universe as one of scarcity, then it will be. ... I always thought there was enough of everything to go around - that there are enough ideas in the universe and enough nourishment." Milton Glaser
I've been talking about 70, 20, 10 models for a good time, and it seems that it's applicable in a wide number of different contexts. Generally, it relates to the idea that the majority of time, focus, attention or resources should be focused on established practices or core methods, but room should be left for both extending those core approaches and taking them in new directions, but also for completely new ideas and input.
Earlier this month, a guest contributor to the blog Racialicious accused Victoria’s Secret of “fetishizing” Asian women because it packaged a mesh teddy with a matching fan, hair chopsticks, and faux geisha obi belt (pictured on an Anglo model). The predictable social coverage swarm ensued, and now the product has disappeared from the company’s site.
I can’t decide if I’m inspired or depressed by the news.
In order to become a more central component of business strategy the vernacular, thinking and application of communication needs to mature – from a content and media tool to a more versatile business instrument.
Does technology affect people – or just our access to them? This has been a popular question, which has defined much of the discussion concerning the digitization of communication for the last ten years. Unfortunately it is slightly irrelevant. And more importantly – and critically – it has managed to distract us from seeing the other important changes we are facing.
I was talking to a friend yesterday about the fall of the magazine business. We both have spent a substantial part of our careers in the mag biz. Her comment was a good one, “I talk to friends every day still in the magazine business that are surprised by what’s happening.” We both agreed that now being outside the industry it’s shocking that they didn’t see it coming long ago.
The future is scary and there are reasons for it. I have been giving a lot of keynotes lately to different professional organizations and senior executive roundtables and my keynote topic of strategic innovation and design thinking went beyond innovating to find growth and adapting to new economic, market, political and social order.