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Why You’re Not Relevant


“The old rule was to create safe, ordinary products and combine them with great marketing.” Seth Godin, from Purple Cow.

We grew up in a by-gone era. Gas was cheap and electronics were expensive. One good income was likely enough for a family to thrive and daddy always got the big piece of chicken (I urge you to Google, Chris Rock big piece of chicken, although be warned the language is NSFW).

For better or worse, times have changed. Nowhere is this more noticeable than in how you bring a product to market. As Godin suggests companies used to create conventional products and got them in front of as many eyeballs as possible. They achieved this through large television and print advertising campaigns. Think back to your childhood and I’m sure you can recall a jingle or two and likely can recite them word for word. It worked great for one reason: they had a captive audience!

Back in the day, people read the newspaper and actually sat in front of the TV during commercials. Think about that for a second; not including online content, when was the last time your read a newspaper? How many commercials do you see on any given night? Probably only one or two before your YouTube video played (or at least until you’re able to skip it)!

You can’t force people to listen to you as they once did – so now what?

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