Meatball Sundae

Seth Godin's new book is out. Spot on and taking it to the next level as usual. Preaching the MeasureChange gospel. Excerpts are here:

http://www.squidoo.com/meatballsundae

"New Marketing-whipped cream and a cherry on top-isn't magical. What's magical is what happens when an organization uses the New Marketing to become something it didn't used to be-it's not just the marketing that's transformed, but the entire organization. Just as technology propelled certain organizations through the Industrial Revolution, this new kind of marketing is driving the right organizations through the digital revolution.

You can become the right organization. You can align your organization from the bottom up to sync with New Marketing, and you can transform your organization into one that thrives on the new rules."

Get out in front of the revolution. Change your company more quickly than your competitors. Take all the money away from print and TV, away from anything that gets between or does not immediately enable a direct connection between you and your customers and partners. That means moving money to email, phone, chat, customer service and feedback, blogs, other direct response, Facebook, Twitter, in-person events (if your customers are there). Other ideas? Post them as comments. There are no more middlemenwomen.