As the new tactics of marketing really start to have their say, as the case studies begin to roll in and as the mass market gets used to using these new tools to communicate, connect, share and collaborate with customers, it will demand a significant shift in your business too.

Gone are the days when you bought a bit of advertising and then waited for the customers to roll in. We’ll laugh loudly with slight embarrassment in a few years time when nostalgically we remember the days when we used to send brochures and leaflets out in an attempt to attract people to our business.

This change is unprecedented and like a ball rolling down a hill its gaining momentum. As Clay Shirky says “Communications tools don’t get socially interesting until they get technologically boring. The invention of the tool doesn’t create change; it has to have been around long enough that most of society is using it.” Well they are getting boring and whilst we may be a little way off mass adoption, it will hit us like a barge pole from behind if we are not prepared.

It won’t necessarily mean marketing budgets will soar, in fact they are likely to plateau if not reduce. Individual customer experiences and solid relationships will become more important than you being in the local rag (mainly because it may not exist anymore.) What social media may do is reduce your marketing budget but be aware it may also increase your own personal time investment in communicating.

Just finished this book over the weekend. If you are looking to set up your own business, a creative, or just someone interested in removing yourself from the constraints of corporate life, this book is a great read. Loved it.

Hugh just says it as it is. Life is tough, creative freedom hard to find but, all of us have a chance of being able to express ourselves and we are fluffing it if we don’t. Seth Godin comments “A work of art, a brilliant insight, a book that will change your life.” I’m not sure it changed my life, but it is full of grounded wisdom supported with fabulous cartoons! You can catch more of Hugh’s work at www.gapingvoid.com

Just wanted to check in and explain why this blog hasn’t been that active over the last few weeks, the eBook is getting in the way. Or, should I say it’s slightly distracting me!

As an update, I now have the fifty words of which half are complete, well in their first draft stage anyway. Thanks to everyone who contributed some exciting and, what has become, some very challenging words.

The next three weeks will be about completing it, proof reading and, of course, the design. Then we will be ready for launch. Words to do over the next few days are ‘participation’ ’slow’ ‘influence’ and ‘talent.’ Phew! Will keep you updated on progress!

I’m cheating today, but hey if someone posts something concise and great, why not share it, it’s what blogging is about! Fabulous post by Seth Godin, got me thinking anyway.

http://sethgodin.typepad.com/seths_blog/2010/01/in-between-frames.html

We’ve launched my new series of lectures for 2010 today. They are a little radical, thought provoking and mind shifting…well that’s what I intend! Six seminars starting in January running through to November, I can’t wait! You can book the whole lot for £200 including vat (you make a £100 saving) or, wait until 11th January 2010 to book them individually at £58 each including vat.

They all take place in Exeter, with a venue to be decided once we know the numbers! To get more details or to book, click on this link http://www.eventbrite.com/event/509148878

Be great to see you there, sharing ideas and thoughts on the future of business and work. I love my job sometimes!

Businesses all over the world are reinventing their strategic models and considering new ways to deliver success. Some of the most innovative are doing it from the start. Take www.threadless.com A company started in 2000 by two young entrepreneurs. Setting up a t-shirt business could have been one of the most ‘me too’ projects ever undertaken but Jake Nicholl and Jacob DeHart have delivered a return on investment most of us would break a leg for.

The business is simple. The site sells t-shirts. People submit t-shirt designs, others vote on which one is best and the winner gets free t-shirts for the winning design. The successful t-shirts are sold for between £10 and $25. In 2006 Threadless turned over $17 million. They don’t have or need a marketing budget as their business works via word of mouth. And, all growth is driven by an online strategy.

Right from the start in 2000, they recognised that one t-shirt is very much like another t-shirt. So instead of focusing their creativity and imagination on the product, they focused their action on the relationship with the customer, fan or, what is rapidly becoming known as the ‘crowd.’ They literally built a system that could deliver that.

Not one of their products has been a flop. By using followers/customers to vote on the best designs and rate new designs, Threadless have effectively exploited technology to build an unrivalled relationship with people and turn market research on it’s head. The cost in cash terms, very little and they get a higher validity rating on their research.

Threadless has allowed its customers to create the product, to contribute to the designs, to be involved in the product selection process and to have a voice. In some ways, many of us are busting a gut trying to grow our businesses using old school models when the answer to doing something differently is right there under our nose.

There is lot of it and, of course, us Brits love it….Irony. Travelling down the M5 yesterday I saw a Viridor (waste management company) truck driving southbound strewing its contents across the road! It got me thinking about other cases, all real cases. The business consultancy/advisory service that doesn’t have a training budget for its staff. The cafe that states it has the best customer service in town but you can’t even get a smile out of them? McDonalds selling salad and fruit, or, a new climate change computer here in Devon turning the Met Office into one of the most polluting buildings in the UK.

All a little disturbing, if it wasn’t so funny, particularly as those companies committing it just don’t see it! Apart from doing your brand harm, it hardly endears the customer to the credibility you worked so hard for! Irony should be left to the comedians.

Phew! The books are now uploaded and ready to be viewed and purchased. Hope you like them. Take advantage of the free marketing book I wrote a couple of years ago first so you get a taster of what they are about!

Click on the links to the right or just go to the ‘My Books’ section on this page. Happy reading!

For those regular visitors, you will have noted some changes are taking place to the blog/website at present. Apart from the obvious, this is all in preparation for the launch of the new e-books which should happen this week if Paypal can get its finger out! You will see those additions very soon

Over the next few days, the site will gradually evolve and this stage of development will be complete. Your comments and feedback are, of course, always welcome. Thanks for being patient over the new books…they are on their way!

Are we missing potential opportunities in a downturn because we are narrow minded or lack the lateral vision to see things differently and spot potential benefits we have never considered before? It’s not meant to offend, however, there are fundamental shifts happening in our demographics and culture we need to at least pass the time of day with.

We are not being born nor are we dying. We have an aging population and a population that sees itself differently than previous generations. Some marketing aimed at over 50’s is downright out of date and indeed embarrassing but, the point is there is a huge market to possibly weave into your marketing segmentation.

In the UK, 14% of the population are registered disabled. The way we live is changing, single occupancy in homes is set to explode. People from an ethnic background (thankfully) are increasingly being seen in positions of authority with strong careers. Gay people are now not just integrated into society but are playing a leading role in progress. And, we all know the changes in the workplace that women leaders have made now they have entered the frame. 

Yet, businesses are obsessively focused on young people perhaps because most marketing decisions in business are being made by young people! We concentrate on a segment we think has the longest future. Yet who has the most disposable income? Who eats out regularly? Who spends money on the latest technology? It’s a myth that only the young are early adopters or the early mass majority. Often those very people can be found in significant amounts amongst the groups highlighted earlier.

As the population stabilises and we grow older and more diverse, those companies with the foresight to consider how they can meet their needs will have scored nothing short of a home run.