We’re All Idiots
Ian Lurie Oct 22 2007
Note: I’ve had a bad day. A very, very bad day. One that, after a good night’s sleep, will fade away. But for now, it counts as bad, bad, bad. So take this with a grain of salt. That being said…
Another note: I posted angry. Now I am eating crow, here.
Are we all idiots? “All” meaning “me and some other people”. I’m starting to worry.
I walked into my office today to see this post on GrokDotCom. Auuuuuuugh!!!!
‘Viral Marketing’ and ‘Word of Mouth Marketing’ are another way of saying ‘marketing that works’. Well, ‘word of mouth marketing’ can also mean ‘lying’ but that’s a whole other can of worms. Oops. Just opened it. But they’re buzzwords that stuck, and those who use the most buzzwords, win.
10 minutes later a potential client gave me the cold shoulder because we didn’t have enough ‘viral experience’. Wha…? I’ve caught plenty of colds, if that’s what they mean. And I’ve done lots of work that ‘went viral’, whatever the hell that means. But since it didn’t have the right buzzword in our portfolio, oh well.
Then I saw this: The I-5 Slog.
Cute. Seems funny too. It seemed really clever. Then someone pointed out a critical fact: Most Horizon Air customers live along the stretch that this site makes fun of. I’m sure they’re taking this with good humor. But this ad was designed to win awards, not sell seats on airplanes.
Which brought me to this: Are we all idiots? Should we put more time into buzzwords and awards? Rather than wasting time on silly things like personas, search, analytics, etc.? Sure seems like that’s the ticket to greatness…
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