It’s difficult for me to even think about marketing or branding without thinking about Scott Belsky. His Making Ideas Happen (Portfolio, 2010) and the whole 99%/Bēhance/Action Method is as close to a working system for this stuff as I’ve seen. Belsky says to identify your differentiating attributes and emphasize them. Doug Rushkoff once told me to give people something they can’t get anywhere else, and Howard Bloom once said that if you’re not actively marketing yourself, then you’re depriving the world of your ideas. This is how you stand out without a doubt.
Besides Belsky’s, I have come across four other recent books on the topic of self-promotion and breaking through the cluttered airwaves. Even the airwaves specific to this topic are noisy, so if my reviews seem cavalier, it’s because I only want to give you a general sense of each of these books. If one piques your interest, I highly recommend checking it out.
On the very first page of his book Disrupt: Think the Unthinkable to Spark Transformation in Your Business (FT Press, 2010), Luke Williams cosigns the statements above, but makes strong qualifications thereof. “Novelty for novelty’s sake” is a resource killer, and customers seek the familiar. Differentiating yourself is one thing, being different is entirely another. It’s not about differentiating, it’s about disrupting. “Differentiate all you want,” Williams writes, “but figure out a way to be the only one who does what you do, or die” (p. 2). The full “Disruptive Thinking” plan is more complex than that, of course, but that’s its most basic premise. Williams is a Fellow at frog design and an Adjunct Professor of Innovation at NYU Stern School of Business, so this stuff is his stuff. His book deserves to be at the top of this list.
I’m trying to change the world before I change my mind.
— Pete Miser
The subtitle of The Dragonfly Effect by Jennifer Aaker and Andy Smith with Carlye Adler (Jossey-Bass, 2010) reads “Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change,” but before you scroll to the next book, hear me out. Aaker, Smith, and Adler have put together a crash course in achieving the ever-elusive just noticeable difference for your big ideas.
A dragonfly has four wings, and the dragonfly effect has four skills: focus, grab attention, engage, take action. Their first case study (Team Sameer and Team Vinay) yields the following list. Some of these should sound familiar (these are from How to Do Something Seismic–and Create a Movement by Robert Chatwani):
- Stay focused; develop a single goal.
- Tell your story.
- Act, then think.
- Design for collaboration.
- Employ empowerment marketing.
- Measure one metric.
- Try, fail, try again, succeed.
- Don’t ask for help; require it.
I love these, and that last one, seemingly counterintuitive, is quite brilliant. And there are hundereds more in here. The Dragonfly Effect is a solid system for success in our media-saturated times.
If you’re more interested in starting a movement, a campaign that focuses more on people and passion than products and projects, then Brains on Fire by Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones (J. Wiley, 2010) is the book for you. These authors aren’t writing about product launches and opting-in. They’re writing about conversations and engagement. The clutetrain might be still making the rounds, but these folks are taking it to new stations. And now that the technology has caught up with the ideas, so can you.
“Markets are conversations,” stated The Cluetrain Manifesto (Perseus Books, 1999), and conversations are where movements start. Participation does not equal engagement, but Brains on Fire employs eleven lessons in getting from the former to the latter. From “Movements Start with the First Conversation” (Lesson 2) and “Movements Empower People with Knowledge” (Lesson 5), to “Movements Have Shared Ownership” (Lesson 6) and “Movements get Results” (Lesson 10), this book is as fun as it is fearless.
I found out about Brains on Fire from Scott Stratten, fellow Geekend 2010 speaker and author of Unmarketing: Stop Marketing. Start Engaging (J. Wiley, 2009). Unlike some of the authors above, Stratten tackles more traditional marketing tactics (e.g., cold calling) in less traditional ways (e.g., giving things away). He also often tries too hard to be funny. That, along with the traditional marketing buzzwords found throughout the book, make it difficult to take some of this stuff seriously. Reading this, I often got the feeling he wasn’t talking to me.
With that said, Stratten’s ideas are good. If you’re looking for a quick guide (the chapters herein are very short, easy to read one or two in just a few minutes) on how it’s done now, Unmarketing is a damn good start.
Getting focused, truly differentiating yourself or your campaign not just for differentiation’s sake, involving and engaging your audience, and being as open and transparent as possible are not just suggestions for success, they are how it’s done now. These four books (along with Scott Belsky’s Making Ideas Happen and the ever-relevant Cluetrain Manifesto) are a crash curriculum in current marketing and spreading ideas. Don’t deprive the world of yours. Get them out there.
I marshal the middle between Mathers and McLuhan.
Editor of Boogie Down Predictions (Strange Attractor, 2022), author of Escape Philosophy (punctum, 2022) and Dead Precedents (Repeater, 2019).