Violin in the Subway Proves Marketing Matters
Ian Lurie Apr 13 2007
Almost no one noticed.
This doesn’t prove that people are uncultured.
It proves that marketing matters. I’ve rarely seen products or companies fail because they sucked. They fail because their marketing sucked.
People hurrying to their commute are worried about shopping lists, picking up their kids, making their house payment, and maybe global warming. They don’t have the mental bandwidth to notice an Avery Fisher prize winner playing violin 5 feet away. They also don’t have the bandwidth to notice that your product will improve their lives. You have to tell them: That’s what marketing is for.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More