rushkoff on innovation

11/08/2005 04:27:00 PM
Douglas Rushkoff has always been an interesting author and commentator who dissects and explores elements of culture; he has done it with media, teens, gaming and the Internet. He has worked as a consultant for ad agencies, spoken at Account Planning conferences and even spent a few weeks working as an Account Planner. His latest book "Get Back in the Box-Innovation from the Inside Out", focuses on the popular topic of the day, innovation and judging from the latest post on his blog ,it looks like a very interesting read. Here is an excerpt.

"Just last year, I got a phone call from the CEO of a home electronics chain, asking if I could devise a new communications strategy for him. He had read one of my books on Internet culture and was wondering if I could help him make use of some of this 'below the line' advertising he'd been hearing so much about lately. He wanted his marketing to be 'less Saatchi and Saatchi and more craigslist...............

That's when it hit me: What this fellow needed was not to hire companies who could market like craigslist but to be more like craigslist, himself. That is, simply understand what specific product or service he's really offering, and then do it as well and expertly as possible. That's not what he wanted to hear. No, he wanted a new marketing campaign to define his business for him, from the outside in.

Too many companies are obsessed with window dressing because they're reluctant, no, afraid, to look at whatever it is they really do and evaluate it from the inside out."

This piece suggests the book will deal with some interesting and somewhat controversial topics. What we all see in the marketing business as a revolution isn't just limited to marketing, it's all about how business reacts to this new open world and that's what makes Rushkoff's new book so timely.
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