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It wouldn’t be a new year without a new book from marketing blogger/guru Seth Godin. The author of such tomes as Unleashing the Idea Virus and, most recently, the dip (check out this video view) is just out with a new book entitled Meatball Sundae. The metaphor is meant to evoke marketing that’s out of sync.
That said, a meatball is the term Godin gives to traditional staples like, say, Cheerios and Barbie dolls. Fine products but not exactly the greatest source of excitement when it comes to generating growth. So what’s a meatball to do? Embrace the techniques of new marketing, of course. That includes everything from “real, opt-in permission-based email” (God forbid anyone should consider your pitch as “spam”) to writing short books — like the ones produced by Seth Godin. Right. I’ll stop there.
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