HEY CIRCLE, GET BACK IN THE BOX!

There is a genius named Douglas Rushkoff , well account planning Info Sight Influx thinks he is. Anyway her recently wrote book with some Postal worthy inspiration.

"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."

Ponder...