One-Trick Ponies: The ebook

Ian Lurie

You’ve heard me rant about strategy vs. tactics, and why tactics-only business relationships are getting marketing agencies fired. I’ve realized it’s a much bigger problem than that. If you look at the last 15 years, the drive to ‘productize’ services has ripped the guts out of any business that is paid for an individual’s craft (their knowledge and time). Productization cheapens services businesses and hurts the consumer/client, because they ignore valuable strategic advice.

So, I wrote a short book about it as a ‘corporate fable’ — half storytelling, half teaching. I went far, far beyond the agency world and talked about all services businesses. It’s now on in Kindle format. Folks tell me it’s pretty entertaining.

You can buy it here:

One-Trick Ponies Get Shot: How services companies can avoid the vendor trap, do better work, and prosper | Kindle format, $4.99

Ian Lurie

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (that's more than 25 years, if you're counting). Ian's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team, training the agency group on all things digital. You can find him at

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