The future of marketing: Honesty, clarity, and styleI was talking to a fellow designer the other day and we were discussing the horrendous state of marketing in certain quarters-where unscrupulous marketers put forth products and services that are clearly meant to do nothing more than part people from their money. It's an old problem, the tactics of which, I hope and believe will become less and less viable in the years to come.
Though their approaches are very different, I want to point to two men who really do seem to have a finger on the pulse of that change-Seth Godin and Tim Girvin. They are both passionate advocates of honesty, clarity, and style.
The "honesty" part insists on worth and value. I doubt either of these guys would even consider selling a product they did not believe in. That would be antithetical to their nature.
The "clarity" component is what they are about. Though they are both great teachers (and prolific bloggers) their passion seems to be that of students. You simply can't understand and articulate foundational ideas if, from time to time, you don't shut up long enough to listen.
And "style" is their mantra. They both preach that the story you tell and how you tell it is what distinguishes you from everyone else. I can't help but think, as the world amalgamates, that greater and greater value is going to be placed on the positive things that make each person, place, and thing unique.
I'm not telling you anything you don't already know. But these gentlemen will.
Here >
Seth Godin...Here >
Tim Girvin...Comment 
