The End of Marketing As

The End of Marketing As We Know It by Sergio Zyman.

Zyman is the former marketing honcho at Coke. So outspoken that he earned the nickname Aya-cola.

I would hate to work for this blowhard. His premise is that traditional marketers are clueless dolts who don't focus on business results or making sales. Zyman, of course, has the answers (even though he orchestrated the New Coke fiasco which he now repositions as a success). Again and again, he states the obvious as if it were news:

    You don't make any money until you sell the stuff, and you can't sell the stuff until you've gotten people to want it. And that's what marketing does.

Zyman's pitch is the old line-is-good, staff-is-bad bullshit. I could substitute "training" for "marketing" and get a credible book on training, e.g.,

    One of the biggest reasons that training directors often lack the discipline that they need to achieve their desired results is that they do not do a good job of defining what those results should be.

    This is getting back to my point that training directors focus too much on tasks and not enough on results.

    If you want to be successful, then you must clearly define, in detail, what success looks like. Then you've got ot figure out how to get there.

    If you want to establish a clear image in the minds of [trainees], you first need a clear image in your own mind.

    Make strategic thinking a way of life. What I mean is that you have to think about everything. You have to look around you. You have to see what is really going on. You have to understand the connections among seemingly different things, and then you have to form an opinion that will serve as the basis for how you are going to act, and what you are going to do.

    Constantly test and measure the results of everything you do.

    Reward excellence and punish mediocrity.

    Have a sense of urgency, and work with passion. Otherwise, what's the use of getting up in the morning?

I bought Zyman's book at Half Price Books for $1. The price was right.


Posted by Jay Cross at September 24, 2001 10:46 AM | TrackBack
Comments

30 Poppy Lane
Berkeley, California 94708

1.510.528.3105 (office & cell)



Subscribe to this Blog

Enter your email address to subscribe. We vow never to share your information with anyone. No Spam.

Subscribe Unsubscribe

Reference Pages

Articles
Blogs
Building Community
CSS, Semantic Mark-Up, and codes
Design
First Principles
Glossary
How People Learn
Knowledge Management
Learning Links
Learning Standards
Making It Work (Implementing)
Metrics & ROI
Presentations
Psychology
Social Software
String theory
The eLearning Museum
Time
Visual Learning


Search


Our Infrequent Newsletter
Sign up for our sporadic newsletter.
Email:


Entries by category...

Blogging
Books
Collaboration
Customer care
Design
Emergent Learning
handbook
Jokes
Just Jay
Learning
Meta
Networking
Outbound
Recycled from Blogger
Ref
store
The Industry
Time
Visual
Workflow-based eLearning


Blogroll


Internet Time Group



© 2004 Internet Time Group



Click for Berkeley, California Forecast
Berkeley, California


Recent entries

New Blog
Blogger Experience, Housekeeping, Something New
Loosely Coupled
Above all
Demographics is destiny
Are you setting the bar high enough?
Virtual Apps
Aerobic Learning
Work as Video Game
Oracle and Macromedia, Sitting in a Tree
The Blogosphere
ASTD Silicon Valley
Performance Support
Kingsbridge Conference Center
First Post by Email
Transition
Inactive Blog
RSS Feed for New Site
Comment Spam
Testing ... testing ... 1...2..3
IT Doesn't Matter - Learning Does.
All blogging is political
Mutlimedia Learning
Damn, damn, double damn
Nonverbal impact?
The New Religion
Shhhhh.....
Wolf! Wolf! Wolf! Wolf! Wolf! Wolf!
Business Process Management (2)
Really Big
Business Process Management Conference
WorkFLOW
Don't Lose a Common Sense: LISTEN
It's only natural
Gmail!
Go with the flow
Time Out for the Fair
Informal get-together in SF this Wednesday
Repetition, reverb, and echoes
Who Knows?
Ur-blogging
Cognitive Mapping
Push vs pull
The Big Picture on ROI
Art Break
TDF Finale
New Community of Practice Forming
Dropouts
More TDF04
Training Directors Forum 2004
A Rare One-Liner
PlaNetwork LIVE 2
PlaNetwork LIVE
ASTD 2004 Leftovers
Googlism
Worker Effectiveness Improvement, not KM
Upcoming Events
eLearning Effectiveness?
Jay's Talk at ASTD
Mintzberg & Cooperider
Lest ye forget
ASTD International Conference & Exposition 2004
Knowledge Tips
What is Workflow Learning?
ASTD msg 1 of n
Look out, it's Outlook
Collaboration at ASTD Next Week
Tell me a story
User indifference
Interdependence
The shortest presentation on metrics you will ever hear
Back to Blogger
Windows fixes
The Alchemy of Growth
Grab bag
Very loosely coupled
E-Learning from Practice to Profit
Robin Good kicks off Competitive Edge
China Bloggers
Sonoma Dreaming
Upcoming Events
Emergent Learning Forum: Simulations
'Lanta
The Best Things in Life Are Free
Metrics and Web Services
OpEd: ROI vs. Metrics
e-Merging e-Learning
Loosely Coupled
Search me
Exercise?