Gini Dietrich

Be the Leader In Your Industry: Blaze the Trail

By: Gini Dietrich | August 29, 2011 | 
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Steve Jobs resigned last week. This is likely not news to you. But what is interesting is it likely will cripple the consumer electronics industry.

Spending quite a bit of time on the speaking circuit, I constantly hear from leaders that they’re afraid to use the web for business reasons because they don’t want the competition to know what they’re doing.

A Page from the Apple Book

The consumer electronics industry is built around copying the successful products that Apple produces.

When the iPhone came out, there were copycat touch-screen phones on the market within months. Apple blazed the trail.

The iPad created a tablet category that didn’t exist two years ago and now every mobile company on earth is building one. Apple blazed the trail.

Amazon, Google, and BlackBerry now have app stores. Apple blazed the trail.

Microsoft opened 11 retail stores this year. Apple blazed the trail.

Blaze the Trail

Apple also is the most wealthy company in the United States. They have more cash than our government. And they blaze the trail for their competitors.

They aren’t scared of the competition figuring out how they do things. They blaze the trail.

Read what Om Malik says on his blog, GigaOm:

If you want to change something, you have to be patient and take the long view. If Apple and Steve’s incredible comeback teaches us something, it’s that when you are right and the world doesn’t see it that way, you just have to be patient and wait for the world to change its mind.

Today, we are living in a world that’s about taking short-term decisions: CEOs who pray to at the altar of the devil called quarterly earnings, companies that react to rivals, politicians who are only worried about the coming election cycle and leaders who are in for the near-term gain.

Taking the long view is hard work, especially in today’s world. Letting our competition peek into our minds, our companies, and our R&D is scary.

Wouldn’t you rather blaze the trail than try to keep up?

But How?

Last week I quoted Jeff Jarvis and how he thinks we’re moving to a jobless future.

A future without jobs because, as leaders, we’re waiting for the economy to rebound so we can fill spots that have been vacated in the past three years.

A future without jobs because, as leaders, we’re afraid participating on the web is going to give our secrets to our competitors.

A future without jobs because, as leaders, we’re afraid to blaze the trail. We’re afraid of doing things differently. We fear change.

So buck up! The only way we’re going to help the economy rebound is to take a page from the Apple book … and learn from Steve Jobs.

Don’t be afraid to let the competition know what you’re doing. You’ll be looking forward and they’ll be scrambling to keep up. Blaze the trail.

This first ran as my weekly column in Crain’s Chicago Business.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • DonnaLehman

    Good challenge to those in leadership positions – and a lovely, accurate tribute to Steve Jobs. Thanks for shining a light on the necessity to ‘blaze a trail’. Nicely done Gini.

  • Yes, we need innovation and trailblazers. But how many times have you seen the trailblazer do all the heavy lifting, incur all the costs and the copycats come in and make all the money?

    I guess if you are best of the best you can be aware of what the competition is doing but is doesn’t have to affect your decisions or course of action, huh?

  • @bdorman264 i actually have a post somewhat related to this sitting in my drafts. Maybe this is the incentive I need to dust it off. Part of the lesson is, if you are an innovator, you also need to protect yourself. I worked as an advisor for Ken Burns on his documentary “Empire of the Air” about the history of radio. Just such a case…watch it if you can.

  • I love this approach to leadership and to successful competition in business. I have several clients who often say “I don’t want my competitors to know what I’m doing” when I suggest certain social media or online marketing approaches. I always reply “just because they know about it doesn’t mean they can do it.” Even if they can do it, you have your own way of doing it and by the time they figure out how to do it, you’re 10 steps ahead. You also don’t have to give away the code or the internal operating instructions by demonstrating what you do or blazing a trail.

  • @EricaAllison wow. i might have to use this quote in ANOTHER piece i’m working on, based on a question a local business asked me. dang. all sorts of ideas here today! I’m often asked why I give away so “much” free info on my blog. Am I worried that my competitors might steal my ideas? Well, they aren’t really MY ideas. Just my take on things a lot of people know. They can try to take it, but they aren’t in my head. They can’t offer the personalized application that only I can offer.

  • John_Trader1

    What I like most about this post is pointing out how our culture seems so obsessed with short term results and the fact that Steve Jobs was willing to take big risks and able early on to look beyond the here and now and more towards the long term impact of his ideas and how they would shape the philosophy of Apple and all other products that they created. So many ideas, opportunities and potential to improve a product or service suffer from inertia because businesses sacrifice innovation at the hands of pleasing shareholders or investors with short term results. Jobs blazed a trail for Apple’s success by adopting an “in your face” style (calling people names, insulting them, etc.) that pushed people to be their best and he never tried to keep up with what the masses wanted, but tried to give them something new to fall in love with. He was able to judge what people wanted before they even know they wanted it. That’s a trail blazer for sure.

  • Thanks Gini. Love this approach and totally agree. The competition can copy and paste all they want, bu they can not duplicate being genuine, unique and ME ! Thanks for the truth and inspiration. Time to get moving and make a difference. He who hesitates is …… well, lost.

    Al

  • @bdorman264@KenMueller Bill, that’s a great point. I actually had a post about the perils of First Mover Advantage stacked in my queue before I changed blog directions. First mover can be really deadly in tech for the reasons you mention. But it can also be really powerful — grabbing key real estate, for instance.

  • ginidietrich

    @DonnaLehman Thanks Donna. I’m sad he resigned, but we can learn a lot from him.

  • ginidietrich

    @bdorman264 Name the companies who copy and make all the cash? I can’t think of one.

  • ginidietrich

    @bdorman264 Name the companies who copy and make all the cash? I can’t think of one.

  • ginidietrich

    @bdorman264 Name the companies who copy and make all the cash? I can’t think of one.

  • @ginidietrich@bdorman264 Look at it this way: Google was not first to search. Facebook was not the first to social. They might be trailblazers in a sense because they built a better mousetrap, but they did so on the backs of those that blazed trails before them. My 2 cents… I am not a tech historian.

  • @ginidietrich@bdorman264 Look at it this way: Google was not first to search. Facebook was not the first to social. They might be trailblazers in a sense because they built a better mousetrap, but they did so on the backs of those that blazed trails before them. My 2 cents… I am not a tech historian.

  • @adamtoporek@ginidietrich@bdorman264 Now i know I have to run my post. One of the examples I give is from the world of music. Very rarely do the innovators in a genre get the credit. When you think of grunge, you think of one word: Nirvana. They didn’t invent grunge. They came along a bit later, within that culture, and popularized it and will forever get credit for it. I think the same thing happens in business in many ways.

  • @KenMueller@ginidietrich@bdorman264 Ken, if you need a 400 word digression from my old draft about first mover advantage and the attack on Pear Harbor … let me know. 🙂

    Now you know why I never published it. #NeedsSeriousEditing

  • @adamtoporek are you offering me a guest post for my blog? if so, then YES! @ginidietrich @bdorman264

  • HowieSPM

    Unless you are in Advertising/Marketing. Then I am sure @ginidietrich ‘s advice would be to stay put. Don’t take risks. Be second or even third to market. Focus on traditional advertising like Print Newspapers. Things like that. In fact I think you would say: “Nothing to see here, carry on’ but please retweet to your non-advertising/marketing friends and family.

    And guess what. I totally agree with you on that! 8)

    I’m reading the Art of War again. Being crafty in your strategy to keep your opponent off guard is highly encouraged. You should read the chapter Waging War and then compare it to our two conflicts in the middle east and your jaw will drop. Whole book is great reading for the strategies definitely relate to the business world.

  • Blazing the trail isn’t safe, which is why so many people shy away. But challenging “the way we’ve always done it” is the only way we get people to embrace a different perspective. I appreciate your call to take risks and I’d extend it even one step further — We need to be supporting and promoting those who do take those steps. It’s like voting. If we don’t vote, we don’t have any leg to complain on.

  • @ginidietrich “Good artists copy, great artists steal. And we have always been shameless about stealing great ideas.” Steve Jobs

    The more creative your ideas are, the higher is the risk and the lower is your chance of success. Whatever you want to do to innovate your business, someone somewhere has already achieved some success in doing something similar. In other words, “Why reinvent the wheel?”. An excellent example is Apple – the most innovative company in the world! None of its 3 super-successful products – the iPod, the iPhone and the iPad are considered to be totally original. Yet by tweaking the design and their features, Apple achieves phenomenal success.

    Sorry, I can’t come up w/ specifics but thanks for calling me out on it.

  • @ginidietrich “Good artists copy, great artists steal. And we have always been shameless about stealing great ideas.” Steve Jobs

    The more creative your ideas are, the higher is the risk and the lower is your chance of success. Whatever you want to do to innovate your business, someone somewhere has already achieved some success in doing something similar. In other words, “Why reinvent the wheel?”. An excellent example is Apple – the most innovative company in the world! None of its 3 super-successful products – the iPod, the iPhone and the iPad are considered to be totally original. Yet by tweaking the design and their features, Apple achieves phenomenal success.

    Sorry, I can’t come up w/ specifics but thanks for calling me out on it.

  • @ginidietrich “Good artists copy, great artists steal. And we have always been shameless about stealing great ideas.” Steve Jobs

    The more creative your ideas are, the higher is the risk and the lower is your chance of success. Whatever you want to do to innovate your business, someone somewhere has already achieved some success in doing something similar. In other words, “Why reinvent the wheel?”. An excellent example is Apple – the most innovative company in the world! None of its 3 super-successful products – the iPod, the iPhone and the iPad are considered to be totally original. Yet by tweaking the design and their features, Apple achieves phenomenal success.

    Sorry, I can’t come up w/ specifics but thanks for calling me out on it.

  • @ginidietrich “Good artists copy, great artists steal. And we have always been shameless about stealing great ideas.” Steve Jobs

    The more creative your ideas are, the higher is the risk and the lower is your chance of success. Whatever you want to do to innovate your business, someone somewhere has already achieved some success in doing something similar. In other words, “Why reinvent the wheel?”. An excellent example is Apple – the most innovative company in the world! None of its 3 super-successful products – the iPod, the iPhone and the iPad are considered to be totally original. Yet by tweaking the design and their features, Apple achieves phenomenal success.

    Sorry, I can’t come up w/ specifics but thanks for calling me out on it.

  • @ginidietrich “Good artists copy, great artists steal. And we have always been shameless about stealing great ideas.” Steve Jobs

    The more creative your ideas are, the higher is the risk and the lower is your chance of success. Whatever you want to do to innovate your business, someone somewhere has already achieved some success in doing something similar. In other words, “Why reinvent the wheel?”. An excellent example is Apple – the most innovative company in the world! None of its 3 super-successful products – the iPod, the iPhone and the iPad are considered to be totally original. Yet by tweaking the design and their features, Apple achieves phenomenal success.

    Sorry, I can’t come up w/ specifics but thanks for calling me out on it.

  • @ginidietrich “Good artists copy, great artists steal. And we have always been shameless about stealing great ideas.” Steve Jobs

    The more creative your ideas are, the higher is the risk and the lower is your chance of success. Whatever you want to do to innovate your business, someone somewhere has already achieved some success in doing something similar. In other words, “Why reinvent the wheel?”. An excellent example is Apple – the most innovative company in the world! None of its 3 super-successful products – the iPod, the iPhone and the iPad are considered to be totally original. Yet by tweaking the design and their features, Apple achieves phenomenal success.

    Sorry, I can’t come up w/ specifics but thanks for calling me out on it.

  • @KenMueller I like Ken Burn’s documentary; I will try to check it out.

  • Inspiring. One of your best posts I’ve ever read. You, Gini Dietrich, are a Trailblazer.

  • @adamtoporek@KenMueller Is there really an original thought out there?

  • @adamtoporek@ginidietrich I concur, even Apple; they just happen to be the ‘most’ innovative and ‘most’ successful.

  • @bdorman264 and it’s a one-off doc, not one of those lengthy multi part ones. probably falls in under two hours.

  • The interesting thing about Apple is that they didn’t so much blaze the trail, as improve the structure of the trail that had already been left by others (touch screen, GUI for desktops, portable audio).

    Perhaps folks should aspire to be trail improvers as opposed to trailblazers?

  • spurdave

    I guess it depends on how you define trail blazing. Apple made its fortune from the inventions of others. Touch screen mobile phones existed before the iPhone, I had one. Tablets were around for years before the iPad. I’ve seen articles about Jobs’ retirement that credit him with inventing the mouse and graphical user interface. The mouse and graphical user interface were developed at Stanford in 1963-64 and then refined at Xerox PARC through the 1970s. Don’t get me wrong, I love Apple and Steve Jobs. But if you define trail blazing as invention, it’s probably not Apple’s strong suit. They blaze trails by taking a good idea and making it “insanely great” as a product and experience. Their successes are copied and their failures are forgotten. They have what I consider to be an exceptionally creative design and engineering team combined with extraordinary marketing prowess. They’ve been able to use them to redefine entire markets and reap the rewards. In that sense, I agree, they blaze trails.

  • KristenDaukas

    WOW! So true, Gini.. it was 2 years ago that I decided to blaze my own trail.. didn’t like the jobs that were out there.. didn’t like the “bosses” that didn’t understand work/life balance. I knew the only way that team Daukas was going to be truly happy and successful was to set out on my own course. And you know what?? It’s a success! Thank you for being such an amazing trailblazer and thought leader yourself.

  • Great post! Of course I would love to be a trail blazer!

    As I bought my first Macbook last month, it was impossible to get in the doors of the apple store (and this one was outside of Cleveland, not Chicago!) MOST OF THE TIME!.

    cheers,Rajka

  • I tend to agree with the folk on here that there are loads of examples of ‘would-be’ trail blazers who failed to hit the heights (Apple is not the norm for the blazer wearers amongst us) – it is too easy for folk to come along and copy/steal/destroy – so blazing trails is a dangerous game.

    It is however the most fun ‘game’ you can play – and who would not want to be known as a Trailblazer – yee haa!!

    To succeed in business / life / sports – you generally have to do what everyone is doing just a little bit better than them – OR – do something that no one else is doing and hope to hell that it works!! (or employ a really good PR agency and then they will get everyone to believe whatever you want anyway….)))

  • rustyspeidel

    Just make sure your patents are filed before you set out.

  • @KenMueller Many people say “I could do that”…but they don’t. Being afraid of sharing, open communication and transparency is just an excuse not to “do”. Ditto all that @EricaAllison said: couldn’t express it better!

  • @KenMueller Many people say “I could do that”…but they don’t. Being afraid of sharing, open communication and transparency is just an excuse not to “do”. Ditto all that @EricaAllison said: couldn’t express it better!

  • A “jobless economy.” Whose responsibility is it to create jobs? I don’t agree it’s the president’s. BusinessWeek has article this week saying only 81 percent of white males 25-54 worked in July and published a story on “The Slow Disappearance of the American Working Man.” WTF?

    I’m fearful for our collective futures and my child’s future. We’re all bewildered and being bamboozled. I have no answers, just Monday Meanderings — (today’s post where exactly this stuff is being shared) — thoughts with no solution; questions with no answers; people without jobs.

  • A “jobless economy.” Whose responsibility is it to create jobs? I don’t agree it’s the president’s. BusinessWeek has article this week saying only 81 percent of white males 25-54 worked in July and published a story on “The Slow Disappearance of the American Working Man.” WTF?

    I’m fearful for our collective futures and my child’s future. We’re all bewildered and being bamboozled. I have no answers, just Monday Meanderings — (today’s post where exactly this stuff is being shared) — thoughts with no solution; questions with no answers; people without jobs.

  • A “jobless economy.” Whose responsibility is it to create jobs? I don’t agree it’s the president’s. BusinessWeek has article this week saying only 81 percent of white males 25-54 worked in July and published a story on “The Slow Disappearance of the American Working Man.” WTF?

    I’m fearful for our collective futures and my child’s future. We’re all bewildered and being bamboozled. I have no answers, just Monday Meanderings — (today’s post where exactly this stuff is being shared) — thoughts with no solution; questions with no answers; people without jobs.

  • That’s what A-listers do, Bill! All the heavy lifting! We wait until Gini reviews G+ and then we all jump in when she says go. This piece is akin to power bloggers, but Gini and Danny will tell you they’re not power bloggers. @bdorman264

  • That’s what A-listers do, Bill! All the heavy lifting! We wait until Gini reviews G+ and then we all jump in when she says go. This piece is akin to power bloggers, but Gini and Danny will tell you they’re not power bloggers. @bdorman264

  • That’s what A-listers do, Bill! All the heavy lifting! We wait until Gini reviews G+ and then we all jump in when she says go. This piece is akin to power bloggers, but Gini and Danny will tell you they’re not power bloggers. @bdorman264

  • Dude, you’re a guest post troll. @KenMueller @adamtoporek @ginidietrich @bdorman264

  • @Soulati | PR@adamtoporek@ginidietrich@bdorman264 and proud of it.

  • @Soulati | PR@adamtoporek@ginidietrich@bdorman264 and proud of it.

  • rustyspeidel

    @Soulati | PR I agree, but i do think it is the government’s role to set policy and create an environment that is conducive to job creation. When businesses feel uncertain, they retrench, conserve, and wait. Right now it’s hard to see where customers are because they can’t get $$ to buy stuff they need. Banks are tight as ticks, credit rules are obstructive, and “wait and see” rules the day. New industries like ours are driven by incentives that are expiring, lobbying for the status quo is more intense than ever, and so the free flow of capital, ideas and products is vastly curtailed. Talk about leadership–where is it?

  • rustyspeidel

    I think you mean quit sitting on the sidelines and start driving your own future, rather than waiting for your perfect environment to materialize. I could not agree more.

  • Or, don’t hide your light under a bushel basket:)

    It’s the Catholic upbringing you can never escape.

  • Or, don’t hide your light under a bushel basket:)

    It’s the Catholic upbringing you can never escape.

  • joelfortner03

    Excellent message, Gini. While not everyone can trailblaze, everyone can learn to change the way they think. Simply shifting from negative to positive speak is powerful and can change your life. It may sound corny but it’s true.

  • JoyFull_deb

    @rustyspeidel@Soulati | PR I don’t believe there is “leadership” today and the recent squabbles in Washington over debt ceiling, etc., proved that. Rusty, I love your comments, I feel you “nailed” what is going on, as did Om Malik in his blog that @ginidietrich quoted. Last week, we talked about voting out all the folks up in Washington… (I’d love to) however, WHO will step up?? Politics is such a BIG business, in an of itself, that a grass roots campaign (unless you have a social media expert) needs to raise HUGE amounts of $$$$ to compete. So, who among us, is ready to step up to make BIG changes or who do we find??? It’s been done and can be done. As for jobs??? Yes we can be trailblazers….it’s taking a deep breath and putting one foot (idea) ahead of the next….I feel that as a country, we are “stuck” right now…waiting for ??? (what.). I think I might need more coffee…. loved the post “TOP Chef”.

  • JoyFull_deb

    @rustyspeidel@Soulati | PR I don’t believe there is “leadership” today and the recent squabbles in Washington over debt ceiling, etc., proved that. Rusty, I love your comments, I feel you “nailed” what is going on, as did Om Malik in his blog that @ginidietrich quoted. Last week, we talked about voting out all the folks up in Washington… (I’d love to) however, WHO will step up?? Politics is such a BIG business, in an of itself, that a grass roots campaign (unless you have a social media expert) needs to raise HUGE amounts of $$$$ to compete. So, who among us, is ready to step up to make BIG changes or who do we find??? It’s been done and can be done. As for jobs??? Yes we can be trailblazers….it’s taking a deep breath and putting one foot (idea) ahead of the next….I feel that as a country, we are “stuck” right now…waiting for ??? (what.). I think I might need more coffee…. loved the post “TOP Chef”.

  • JoyFull_deb

    @rustyspeidel@Soulati | PR@ginidietrich I think i might get “slammed” on the “social media expert” comment. It should be a PR firm that can think out of the box, perhaps.

    Let me know folks.

  • Well put Gini. Being a trail blazer is definitely taking a strong confident position. If you think your competition doesn’t know what you’re doing, you’ll be surprised. I learned this all too well in manufacturing.

    Better off to Lead then to play catch up.

  • As I’m not an economist, I have no idea whether to agree with you about what the government’s role is in setting policy in re job creation. You also have to look at the reports about businesses that really can’t take on more debt even if the banks were lending; they have no cash to pay!

    And now we have governors who are returning federal $ to build health care exchanges hoping the law will be repealed. Is that’s what’s good for the American public — NO participation in a federal law b/c it’s a party line fight? And, no I don’t agree with the mandate that every American must buy health insurance, but what does that say about role models and leadership? “We hate your policies, Mr. President, so we’re not gonna take your highway reconstruction money, or your trans-continental railroad money or your health care exchange funding money (gosh, there may be jobs there), because we’re on the other side of the aisle.

    Too simplified? Probably; but I’m just a “normal” American who doesn’t know the intricacies of why this country is failing. This is what is confusing me…can we move away from politics and infuse into the economy and help invigorate all?

    @rustyspeidel

  • Exactly. Who will step up? Each time someone takes office, we watch them age overnight from the stress of the responsibility. @JoyFull_deb @rustyspeidel @ginidietrich

  • JoyFull_deb

    @Soulati | PR@rustyspeidel I truly believe the BIG business runs Washington and everything else. Soooo….I’m a normal American who knows that from Washington on down to local govt., we have made things waaaay too complicated.

  • I’m already looking forward to a future without social media. It’s pretty awesome.

  • rustyspeidel

    @Soulati | PR@JoyFull_deb@ginidietrich Or worse yet, cave overnight to the $$ that brought them there.

  • HowieSPM

    @DannyBrown They use bulldozers and they trample a lot of endangered habits. It’s Apples fault the coral reefs are failing. And their fault if the Bird Flu gets us.

    I read all of this on the News of the World Website.

  • ginidietrich

    @rustyspeidel I’m glad you’re not the blogger.

  • rustyspeidel

    The country has succumbed to some pretty big corporations in just about every facet of life–it’s hard to drive across the country and not think that every town is the same because of all the corporate fast food, gas, etc that litters the highway. It’s the same with just about every industry–the focus on systems, repeatability, cost reductions, and leverage has even made it a crime to store corn seeds for next season, thanks to Monsanto. It’s hard to get psyched to truly innovate. BUT…

    Take a cue from social media and the music business. It IS possible to just bypass all that BS and make something truly good. Focus on quality, solving a legit problem in a new way, and delivering it directly. Remove friction from the process. Be transparent and take pre-order commitments. Consider co-developing solutions with clients, rather than trying to own it all yourself. Solicit your customer’s inputs, $$, and, support and then give them what they want–you know, like the old days when we actually cared. I think we’d all be amazed at what might happen.

  • rustyspeidel

    @ginidietrich Am I wrong?

  • ginidietrich

    @spurdave I’m not sure that’s what I meant – invention. I was speaking more to the idea that people are so afraid to talk about what they do because the competition might find out. But the fact of the matter is, you may give away your ideas and people will copy them, but no one will execute the way you do. It’s kind of like the old days of not wanting to put your staff on the website for fear someone would steal them. If they’re not happy, they’re going to leave, no matter what. So keep them happy.

  • ginidietrich

    @Soulati | PR You’re a dork. I’m not a power blogger. And the jury is still out on G+, but it is driving some good traffic to Spin Sucks.

  • ginidietrich

    @adamtoporek@bdorman264 I agree there is some stealing of ideas. I’m not talking about invention or being the first with the idea. I’m talking about blazing a trail that no one has done yet. For instance, geoffliving has a fantastic idea for our book tour. We took an idea of his and added in something I’ve been thinking about doing for a while and combined it. We won’t know until next summer if it’s a success, but the timing wasn’t right for either one of us to execute our ideas before now. And you can be darned sure we’ll talk about it and people will copy it. But we’ll have blazed the trail.

  • ginidietrich

    @adamtoporek@bdorman264 I agree there is some stealing of ideas. I’m not talking about invention or being the first with the idea. I’m talking about blazing a trail that no one has done yet. For instance, geoffliving has a fantastic idea for our book tour. We took an idea of his and added in something I’ve been thinking about doing for a while and combined it. We won’t know until next summer if it’s a success, but the timing wasn’t right for either one of us to execute our ideas before now. And you can be darned sure we’ll talk about it and people will copy it. But we’ll have blazed the trail.

  • ginidietrich

    @KDillabough Ditto to what @EricaAllison said, too. I’m tired of hearing, “I don’t want to use the web because my competitors might see what we’re doing.” So what if they do? If you’re blazing the trail, who cares?

  • ginidietrich

    @John_Trader1 I’m glad that’s what you took from it because that was my main point. Think long-term. He was making decisions that were NOT popular, but he knew he was right. If you know you’re right and passionate about your ideas, you’ll piss some people off along the way, but you’ll be holding the money bags.

  • ginidietrich

    @John_Trader1 I’m glad that’s what you took from it because that was my main point. Think long-term. He was making decisions that were NOT popular, but he knew he was right. If you know you’re right and passionate about your ideas, you’ll piss some people off along the way, but you’ll be holding the money bags.

  • ginidietrich

    @John_Trader1 I’m glad that’s what you took from it because that was my main point. Think long-term. He was making decisions that were NOT popular, but he knew he was right. If you know you’re right and passionate about your ideas, you’ll piss some people off along the way, but you’ll be holding the money bags.

  • ginidietrich

    @Al Smith No one can be you. That’s for sure.

  • ginidietrich

    @Al Smith No one can be you. That’s for sure.

  • ginidietrich

    @Al Smith No one can be you. That’s for sure.

  • ginidietrich

    @HowieSPM LOL! Yes, that’s EXACTLY what I’m saying. Oy.

  • ginidietrich

    @JGoldsborough It is like voting – great comparison. Kind of like when I was criticized for posting in the Network of PR Professionals LinkedIn group about using content to drive leads. Apparently that group is only for traditional PR and I pissed off the rule keeper. But I know I’m right in how our industry needs to change.

  • ginidietrich

    @kevinfawley Thanks Kev! I was inspired one night last week while finishing up a few things.

  • ginidietrich

    @kevinfawley Thanks Kev! I was inspired one night last week while finishing up a few things.

  • ginidietrich

    @DannyBrown Maybe you and @spurdave are right. But I’m not really talking about inventions so much as I am to stop being afraid to let the competition know what you’re doing. Stop being afraid to use the web for 24/7 business growth. Stop saying your customer isn’t online. Be the first one in your industry to use inbound marketing or social media or blogging…blaze the trail for everyone else.

  • ginidietrich

    @KristenDaukas There is only one person who’s going to look out for you. So why not take charge of your own destiny?

  • ginidietrich

    @KristenDaukas There is only one person who’s going to look out for you. So why not take charge of your own destiny?

  • ginidietrich

    @KristenDaukas There is only one person who’s going to look out for you. So why not take charge of your own destiny?

  • ginidietrich

    @ExpatDoctorMom The Apple store is one of my most favorite places on earth.

  • ginidietrich

    @ExpatDoctorMom The Apple store is one of my most favorite places on earth.

  • ginidietrich

    @ExpatDoctorMom The Apple store is one of my most favorite places on earth.

  • ginidietrich

    @Nic_Cartwright Ha on the PR agency. LOL! I spoke to a CEO group about a year ago and, after three hours of hearing every excuse in the book, one attendee raised his hand and said, “It’s not easy blazing the trail. But we sure are grateful you’re trying.” I didn’t come up with a new idea or a new concept. All I’m trying to do is get people to use the web for business growth…even though most business leaders I talk to would be the first in their industry.

  • ginidietrich

    @rustyspeidel That made me choke on my water.

  • ginidietrich

    @Soulati | PR I don’t think it’s the President’s job to create jobs. It’s your job. And my job. Nearly every staff meeting, I say, “Are we going to use the economy as an excuse or are we going to define our own futures?” Of course, everyone chooses the latter. It’s not easy. It’s not fun. But we’re the only ones who can change it.

  • rustyspeidel

    @ginidietrich I was gonna get all long-winded, but forget it now! 😉

  • rustyspeidel

    @ginidietrich In a good way, I hope.

  • ginidietrich

    @rustyspeidel@Soulati | PR@JoyFull_deb Look, we can blame the economy. We can blame the terrible leadership we have in government. Or we can do something about it. Sure, the last 60 days have sucked. We’ve had two clients pay us since June. Two. We have more than a million dollars in the pipeline. And no one is making decisions. So we can either succumb to the pressure or we can do something about it. We choose the latter.

  • ginidietrich

    @rustyspeidel Can you imagine if that’s all the blog said?

  • You already know how I feel about the competition Gini— Forget ’em and do your thing. Fear no one. Concern yourself with customers and customers alone. Give them everything and more.

    Marcus

  • ginidietrich

    @AmyMccTobin HAHAHAHA! Damn Catholic guilt.

  • ginidietrich

    @joelfortner03 Everyone CAN change the way they think and the way they behave. I’d be willing to bet a whole lot of money that if we all stopped worrying about the economy and started spending, things would right themselves. But people are paranoid … and paralyzed.

  • ginidietrich

    @joelfortner03 Everyone CAN change the way they think and the way they behave. I’d be willing to bet a whole lot of money that if we all stopped worrying about the economy and started spending, things would right themselves. But people are paranoid … and paralyzed.

  • rustyspeidel

    @ginidietrich@Soulati | PR@JoyFull_deb I totally agree. Didn’t say it was govts fault, only that I think it’s their role to move policy towards making it easier, towards removing those obstacles it can remove. The rest is up to us.

  • rustyspeidel

    @ginidietrich@Soulati | PR@JoyFull_deb I totally agree. Didn’t say it was govts fault, only that I think it’s their role to move policy towards making it easier, towards removing those obstacles it can remove. The rest is up to us.

  • ginidietrich

    @Marcus_Sheridan I totally agree with you. On most things…except swimming during a hurricane.

  • ginidietrich

    @Marcus_Sheridan I totally agree with you. On most things…except swimming during a hurricane.

  • rustyspeidel

    @ginidietrich i think it would be an awesome post. better yet–“Get IN there, you sissies!!”

  • rustyspeidel

    Keep cool, Rusty…keeeeeeep cooooool…..

  • geoffliving

    Keep dreaming, @JayDolan

  • rustyspeidel

    @ginidietrich I love this blog post, BTW. It’s a really good one.

  • rustyspeidel

    @ginidietrich I love this blog post, BTW. It’s a really good one.

  • geoffliving

    Mwa ha ha ha ha! @ginidietrich @adamtoporek @bdorman264 Back to the back room and my cigar.

  • geoffliving

    Mwa ha ha ha ha! @ginidietrich @adamtoporek @bdorman264 Back to the back room and my cigar.

  • ginidietrich

    @rustyspeidel@Soulati | PR@JoyFull_deb Not having access to cash sucks. I’ve had to ask my team to do things I never would have imagined asking three years ago. But it is possible to make it without access to those luxuries. You just have to be smart about how you do it, which expenses you take on, and when you hire….all things I didn’t know four years ago, but learned pretty quickly when we lost some clients due to the economy.

  • ginidietrich

    @geoffliving KEEP WRITING!

  • rustyspeidel

    @John_Trader1 One thing I will say though is that Apple kept the product development process VERY quiet. You didn’t hear about iTunes while they were figuring it out, only after it was ready and all the supporting pieces developed. When their leadership position was assured.

  • ginidietrich

    @bdorman264 I don’t think you have to come up with the ideas. I’m not an ideas person. But I can tell you whether or not someone else’s idea is going to take flight and how you can use it. That’s my main point here. I want people to be less concerned about their competition seeing what they do online and more concerned about blazing the trail for their particular industry.

  • ginidietrich

    @rustyspeidel@John_Trader1 Sure. There is a difference between talking about what you do and not sharing proprietary information.

  • ginidietrich

    @rustyspeidel@John_Trader1 Sure. There is a difference between talking about what you do and not sharing proprietary information.

  • @rustyspeidel@John_Trader1 I think that’s the mistake that many make. Especially in the online world, I think too many products are rolled out too quickly. I think that is one thing that G+ did wrong. I think they should have had a more robust product to deliver to the public on day one. Not complete, because these things are never complete…always a work in progress. But I think the lack of features for G+ has been a problem. People have come and checked it out, and then left. I have a feeling many won’t come back.

  • @rustyspeidel@John_Trader1 I think that’s the mistake that many make. Especially in the online world, I think too many products are rolled out too quickly. I think that is one thing that G+ did wrong. I think they should have had a more robust product to deliver to the public on day one. Not complete, because these things are never complete…always a work in progress. But I think the lack of features for G+ has been a problem. People have come and checked it out, and then left. I have a feeling many won’t come back.

  • ginidietrich

    @janbeery Kind of like my Avis/Hertz story. Avis wasn’t paying attention and Hertz was. Guess who won?

  • ginidietrich

    @janbeery Kind of like my Avis/Hertz story. Avis wasn’t paying attention and Hertz was. Guess who won?

  • ginidietrich

    @JayDolan What would you do without Facebook?

  • ginidietrich

    @rustyspeidel It’s funny – kmueller62 and I had this conversation the other day. He thinks local (and I agree) is coming back. And, to your point, it’s possible to bypass the BS and do something. Just do it.

  • ginidietrich

    @KenMueller Well, I certainly learned that lesson. I was so focused on delivering Spin Sucks Pro by May 2, I wasn’t concerned when they told me they were going to deliver, but I hadn’t seen anything a week before.

  • @ginidietrich@rustyspeidel I wish i had the time to sit down and really study the cycles from small to large to small to large. I really believe we are on a move to small now. At least in our area we are. Though I’m also seeing an interesting symbiosis between small and large, and they can co-exist.

  • I take that to heart. I have hired 10 1099 since the start of the year on various projects; I’m a company of one. I also infuse cash regularly into the local economy by hiring services as much as possible. I also give charitably locally. I’m doing my part and it’s not enough to save the country. @ginidietrich

  • ginidietrich

    @Soulati | PR Well, not one of us can do it alone. But if we all do our part, imagine what it’ll do!

  • I’m scrolling to find the comment where @ginidietrich calls me a dork. I can’t find it.

    So, I’ll just say, Gin Blossom, you may only call me a dork in French. That could possibly be “dorquette,” but I leave you to your own linguistics. Merci.

  • @ginidietrich@spurdave Ah. In which case, Jobs and Apple aren’t really trailblazing, as they’re not really huge online (as in social media).

    They’ve done a great job at building a brand advocacy by doing very little themselves, but as for using the web, etc, I’d say they were (mostly) behind their competitors?

  • rustyspeidel

    @ginidietrichkmueller62 It’s coming back just like khaki pants and the business suit and izod shirts, baby!!

    seriously, i agree. ignore the large impediments and just solve it. whatever it is.

  • rustyspeidel

    @ginidietrichkmueller62 It’s coming back just like khaki pants and the business suit and izod shirts, baby!!

    seriously, i agree. ignore the large impediments and just solve it. whatever it is.

  • rustyspeidel

    @ginidietrichkmueller62 It’s coming back just like khaki pants and the business suit and izod shirts, baby!!

    seriously, i agree. ignore the large impediments and just solve it. whatever it is.

  • rustyspeidel

    @ginidietrichkmueller62 It’s coming back just like khaki pants and the business suit and izod shirts, baby!!

    seriously, i agree. ignore the large impediments and just solve it. whatever it is.

  • rustyspeidel

    @ginidietrichkmueller62 It’s coming back just like khaki pants and the business suit and izod shirts, baby!!

    seriously, i agree. ignore the large impediments and just solve it. whatever it is.

  • rustyspeidel

    @ginidietrichkmueller62 It’s coming back just like khaki pants and the business suit and izod shirts, baby!!

    seriously, i agree. ignore the large impediments and just solve it. whatever it is.

  • rustyspeidel

    @ginidietrichkmueller62 It’s coming back just like khaki pants and the business suit and izod shirts, baby!!

    seriously, i agree. ignore the large impediments and just solve it. whatever it is.

  • rustyspeidel

    @ginidietrich@joelfortner03 and sadly, maybe a little over-leveraged.

  • @rustyspeidel@ginidietrich man, i hope Izod shirts aren’t coming back. that was a big part of the whole preppy thing I avoided back in the 70s. ick.

  • @rustyspeidel@ginidietrich man, i hope Izod shirts aren’t coming back. that was a big part of the whole preppy thing I avoided back in the 70s. ick.

  • @rustyspeidel@ginidietrich man, i hope Izod shirts aren’t coming back. that was a big part of the whole preppy thing I avoided back in the 70s. ick.

  • rustyspeidel

    @KenMueller@ginidietrich colleges are rife with them again, after a 20-year break.

  • @rustyspeidel@ginidietrich hmm. not up here. two kids in college and neither are seeing it. and not the very preppy college a block away (F&M). Maybe we’re immune.

  • @rustyspeidel@ginidietrich hmm. not up here. two kids in college and neither are seeing it. and not the very preppy college a block away (F&M). Maybe we’re immune.

  • ginidietrich

    @DannyBrown@spurdave Oy. You’re totally missing my point. I’m not talking about Apple using social. I’m talking about business leaders not using the excuse that their industry isn’t doing X or Y or Z so they don’t have to, either. The taking a page from the Apple book is to stop making excuses, believe in what you’re doing, and go forward with everything you have to make it successful. Even if it means your competition is going to copy you.

  • ginidietrich

    @DannyBrown@spurdave Oy. You’re totally missing my point. I’m not talking about Apple using social. I’m talking about business leaders not using the excuse that their industry isn’t doing X or Y or Z so they don’t have to, either. The taking a page from the Apple book is to stop making excuses, believe in what you’re doing, and go forward with everything you have to make it successful. Even if it means your competition is going to copy you.

  • ginidietrich

    @Soulati | PR I called you the dork on Twitter. So now it’s out there for EVERYONE to see it.

  • ginidietrich

    @Soulati | PR I called you the dork on Twitter. So now it’s out there for EVERYONE to see it.

  • ginidietrich

    @Soulati | PR I called you the dork on Twitter. So now it’s out there for EVERYONE to see it.

  • @ginidietrich@DannyBrown@spurdave Danny, stop irritating Gini. Oh wait, what am I saying? This is very entertaining.

  • @ginidietrich@DannyBrown@spurdave Danny, stop irritating Gini. Oh wait, what am I saying? This is very entertaining.

  • @ginidietrich@Al Smith Why, Thank you. I think.

  • rustyspeidel

    @Soulati | PR@ginidietrich the french translation for dork is…dork. I looked it up.

  • @rustyspeidel@Soulati | PR@ginidietrich sorta. it’s Le Dork

  • @rustyspeidel@Soulati | PR@ginidietrich sorta. it’s Le Dork

  • rustyspeidel

    @KenMueller@ginidietrich not at F&M either? Well, these Virginia schools are full of it, and so is Denison where my son Chapin is.

  • rustyspeidel

    @KenMueller@ginidietrich not at F&M either? Well, these Virginia schools are full of it, and so is Denison where my son Chapin is.

  • rustyspeidel

    @ginidietrich@Marcus_Sheridan that ‘s an AWESOME idea!! No sharks and the water’s warm. Plus it’s sort of studly.

  • @rustyspeidel@ginidietrich nope. my one client has a few interns from F&M…they aren’t seeing it.

  • rustyspeidel

    @KenMueller@ginidietrich I think it’s preptastic!

  • ginidietrich

    @rustyspeidel@Marcus_Sheridan He totally did it. In his front yard and then in the pool. While it was pouring down rain and wind.

  • joelfortner03

    @ginidietrich Turn off the TV and find an educated financial advisor who can calm nerves. People’s emotions get the best of them and we make irrational decisions or no decision at all when we need to.

  • @KenMueller@rustyspeidel@Soulati | PR@ginidietrich For Jayme, I believe it is La Dork, not Le… 🙂

  • OMG; this is La BlogJackette at its finest. @ginidietrich

  • @KenMueller@ginidietrich@bdorman264 Uh oh , what did I do?! Ken, very kind trolling… I mean, offer. 🙂 Seriously… I’ll DM you to connect via email.

  • @rustyspeidel@KenMueller@adamtoporek

    WRONG! It’s dorque.

    @Soulati | PR@ginidietrich and Jayme, she called me a dork on Friday.

  • @Lisa Gerber@rustyspeidel@adamtoporek@Soulati | PR@ginidietrich excuse me, but did you just say i was wrong? you need to talk to Gini. She’ll set you straight. I’m NEVER wrong.

  • JoyFull_deb

    @rustyspeidel@Soulati | PR@ginidietrich which most do….cave to the almighty $$$$ 🙂

  • @ginidietrich@bdorman264geoffliving See Gini, I think that refines the point a bit. In your example, you’re blazing the trail with a marketing technique/campaign — not with the entire company (or the entire book in this case). I think trailblazing in this way is great, but it has a much different risk profile than, for example, being the first mover to attempt a specific nanotech concept, etc.

    There’s that old saying “pioneers get slaughtered, settlers prosper”. Don’t think it’s always right but it is certainly worthy of remembering. Either way, I can’t wait to see your promotional idea in action!

    PS. I know I still owe you an answer on Livefyre. 😉

  • @ginidietrich@bdorman264geoffliving See Gini, I think that refines the point a bit. In your example, you’re blazing the trail with a marketing technique/campaign — not with the entire company (or the entire book in this case). I think trailblazing in this way is great, but it has a much different risk profile than, for example, being the first mover to attempt a specific nanotech concept, etc.

    There’s that old saying “pioneers get slaughtered, settlers prosper”. Don’t think it’s always right but it is certainly worthy of remembering. Either way, I can’t wait to see your promotional idea in action!

    PS. I know I still owe you an answer on Livefyre. 😉

  • @Lisa Gerber@rustyspeidel@KenMueller@Soulati | PR@ginidietrich Where’s that johnfalchetto guy when you need him?

  • John_Trader1

    @KenMueller@rustyspeidel That’s something I didn’t think about Google + Ken, good point and it will be interesting to see if it sticks the way they hope it will. I know that it’s fun to watch Google and Facebook duke it out and punch/counter punch with new features, tweaks and adjustments trying to one up each other. It creates a better product for you and I to enjoy! Or ignore.

  • rustyspeidel

    @ginidietrich@Marcus_Sheridan OOOHHH! Forget that, I wanted an OCEAN swim in the hurricane. 😉

  • rustyspeidel

    @ginidietrich@KenMueller We have the same issue–too focused fast over good. That can open a serious can o worms. I think trailblazing is a lot easier when your product rocks and solves a problem others aren’t solving. Once you get first-mover advantage, then talking is good.

  • rustyspeidel

    @ginidietrich@KenMueller We have the same issue–too focused fast over good. That can open a serious can o worms. I think trailblazing is a lot easier when your product rocks and solves a problem others aren’t solving. Once you get first-mover advantage, then talking is good.

  • rustyspeidel

    @ginidietrich@KenMueller We have the same issue–too focused fast over good. That can open a serious can o worms. I think trailblazing is a lot easier when your product rocks and solves a problem others aren’t solving. Once you get first-mover advantage, then talking is good.

  • ginidietrich

    @joelfortner03 Turn off the TV is the best advice ever. BTW. I’m still laughing at your perplexity around pop-ups.

  • @ginidietrich@spurdave Your post was about Apple leading the way. But they didn’t (at least not with the examples used, all of them were copied from somewhere else).

    With regards the fear of not letting your competition know what you’re doing, I’d say Apple are even worse at this than they are at true originality. There’s a reason there are so many rumours about what they have in store prior to any launch – because they never show and tell until almost the last minute. 😉

  • @ginidietrich@spurdave Your post was about Apple leading the way. But they didn’t (at least not with the examples used, all of them were copied from somewhere else).

    With regards the fear of not letting your competition know what you’re doing, I’d say Apple are even worse at this than they are at true originality. There’s a reason there are so many rumours about what they have in store prior to any launch – because they never show and tell until almost the last minute. 😉

  • @ginidietrich@spurdave Your post was about Apple leading the way. But they didn’t (at least not with the examples used, all of them were copied from somewhere else).

    With regards the fear of not letting your competition know what you’re doing, I’d say Apple are even worse at this than they are at true originality. There’s a reason there are so many rumours about what they have in store prior to any launch – because they never show and tell until almost the last minute. 😉

  • @ginidietrich@spurdave Your post was about Apple leading the way. But they didn’t (at least not with the examples used, all of them were copied from somewhere else).

    With regards the fear of not letting your competition know what you’re doing, I’d say Apple are even worse at this than they are at true originality. There’s a reason there are so many rumours about what they have in store prior to any launch – because they never show and tell until almost the last minute. 😉

  • @ginidietrich@spurdave Your post was about Apple leading the way. But they didn’t (at least not with the examples used, all of them were copied from somewhere else).

    With regards the fear of not letting your competition know what you’re doing, I’d say Apple are even worse at this than they are at true originality. There’s a reason there are so many rumours about what they have in store prior to any launch – because they never show and tell until almost the last minute. 😉

  • spurdave

    @DannyBrown@ginidietrich I think Apple leads with better design, integrated functionality and overall experience rather than technological innovation. I can’t think of a single product that they’ve invented that didn’t already exist in some other form. Their ability is in refining the form and taking it to market. Recently they’ve also become extraordinarily good at managing their supply chain.

  • Truth is – if your competitors know what your doing, chances are so do A LOT of other people, which is excellent for your business! Stop hiding, as @ginidietrich said, Blaze the Trail and dont be afraid to let others know about the great things you do!

    I have heard it said that “copying is the sincerest form of compliment!”

  • G,

    A wonderful gentleman, Chad Coe, shared this advice with me: You project energy when you speak about projects that excite you, so you have to lead with that. Don’t worry if someone co-opts your idea, it’s your vision that makes the project zing. I received a lifetime of learning in the 1/2 hour I spent with him. And may I add to his wisdom: Go ahead and steal my idea. I’ll already be bringing my next idea to market. Companies (leaders?) that react in fear of competition have already lost. Leaders relish competition.

  • joelfortner03

    @ginidietrich I mean seriously. Have you ever seen a turkey that golden that wasnt dry?! It’s clearly over cooked!

  • joelfortner03

    @ginidietrich I mean seriously. Have you ever seen a turkey that golden that wasnt dry?! It’s clearly over cooked!

  • ginidietrich

    @joelfortner03 Or blond hair that is as yellow as the sun?

  • ginidietrich

    @barryrsilver Amen!

  • ginidietrich

    @barryrsilver Amen!

  • ginidietrich

    @sydcon_mktg LOL! Unless they’re copying something that really is irritating…like your outfit.

  • ginidietrich

    @sydcon_mktg LOL! Unless they’re copying something that really is irritating…like your outfit.

  • ginidietrich

    @kmjeffrice I’m not pissed. I never get pissed. Unless I drop a shelf on my foot.

  • joelfortner03

    @ginidietrich Exactly! Oh your hair looks so good! Gee, thanks! It’s Mustard number 7. Sally’s is running a special, if you hurry!

  • joelfortner03

    @ginidietrich Exactly! Oh your hair looks so good! Gee, thanks! It’s Mustard number 7. Sally’s is running a special, if you hurry!

  • feliciahudson

    Simply put: Pure inspiration, Gini! Great post for a Monday!

  • “They aren’t scared of the competition figuring out how they do things. They blaze the trail.” So many people said this when blogging first became popular, and then whined later that they wish the blog/YT channel/FB page they started six years later wasn’t so far behind the curve. If you’re too afraid to fail to take action, you’re not qualified to lead in my book.

  • They probably already know what you’re doing if you’re doing it right @sydcon_mktg – and you’re right about copying. When was the last time you heard someone say “that sucked so much – let’s do the exact same thing!”

  • @ginidietrich Oh yeah, copying your outfit really stinks!! Our your hairstyle, UGH!! HA!

  • @Tinu You are so right! Part of business is being aware of your competitors (if you have your head in the sand you will fail!).

    One thing we ask prospective clients is what are your competitors doing?

  • @ginidietrich@KDillabough That’s become a red flag for me when I go through an interview process with a new client: I don’t want my competition to see what I’m doing! Great, stay in your little corner and make sure you potential clients don’t either! Good plan.

  • It’s funny you should bring this up. If you didn’t see Mark Schaefer’s post from the other day about the End of Marketing as We KNow It, he laments the shortened product development cycle and lists some of the product release gaffes in the tech industry… I was thinking about it and then I read this, and I realized…. that’s because everyone is rushing, stumbling over there feet trying to be first to copy Apple.

  • @rustyspeidel@ginidietrich@Marcus_Sheridan Do we have any video or photos of this swimming in a hurricane? 🙂

  • @ginidietrich Yep. People who aren’t afraid to fail will succeed. And people who are afraid to succeed will fail. I think I heard that on an episode of Saved by the Bell once :).

  • HowieSPM

    @ginidietrich@ExpatDoctorMom I am telling Minnie Mouse Gini! They will ban you from Its a Small World you just watch. Goofy going to ban you for such blasphemy.

  • HowieSPM

    @Al Smith did you know that @ginidietrich is more a copy and staple type competitor. Occasionally some thumb tacks.

  • skypulsemedia

    @ginidietrich @kmjeffrice did you drop a shelf on your foot Gini??

  • @geoffliving I never stop dreaming. It’s nice to have dreams that aren’t interrupted by emails, texts, Facebook messages, tweets….

  • @ginidietrich Cry.

    Or I dunno, find a new job.

  • ginidietrich

    @skypulsemedia I dropped a bookcase on my foot and it huuuuuurts

  • ginidietrich

    @feliciahudson Thanks Felicia!

  • ginidietrich

    @feliciahudson Thanks Felicia!

  • ginidietrich

    @Tinu A-freaking-men!

  • ginidietrich

    @Tinu A-freaking-men!

  • Leon

    G’Day Gini,

    The success of Apple is yet further grist for the Ries and Trout mill. Be First! Most people think that means be the first product. That can be useful. But what Al and Jack said back in 1981 was “be first in the prospect’s mind.” With Apple, that goes right back to the Mac.

    Earlier this year, the Ries and Trout book, “Positioning, The Battle for The Mind,” was voted Best Marketing Book Ever by the readers of “Advertising Age.” The book was first published in 1981, thirty years ago. “Positioning” wasn’t the first book to address the so called mental aspects of marketing.

    But it was the first to attract major public attention and support.

    As Al and Jack said in 1981, “Marketing occurs in the mind.”

    That’s one of the many things that Steve Jobs understands better than most.

    And I reckon he had lots of fun too.

    Regards

    Leon

  • Leon

    G’Day Gini,

    The success of Apple is yet further grist for the Ries and Trout mill. Be First! Most people think that means be the first product. That can be useful. But what Al and Jack said back in 1981 was “be first in the prospect’s mind.” With Apple, that goes right back to the Mac.

    Earlier this year, the Ries and Trout book, “Positioning, The Battle for The Mind,” was voted Best Marketing Book Ever by the readers of “Advertising Age.” The book was first published in 1981, thirty years ago. “Positioning” wasn’t the first book to address the so called mental aspects of marketing.

    But it was the first to attract major public attention and support.

    As Al and Jack said in 1981, “Marketing occurs in the mind.”

    That’s one of the many things that Steve Jobs understands better than most.

    And I reckon he had lots of fun too.

    Regards

    Leon

  • ginidietrich

    @Lisa Gerber Yep – and it’s going to be interesting to watch and see what happens. My mom thinks the Apple age of technology will be like the renaissance period for painters. We won’t see it again.

  • ginidietrich

    @Lisa Gerber Yep – and it’s going to be interesting to watch and see what happens. My mom thinks the Apple age of technology will be like the renaissance period for painters. We won’t see it again.

  • ginidietrich

    @Leon I think he absolutely had tons of fun. And, if I were him, I’d have had fun knowing I was right, while everyone discounted me…only to prove them wrong later. I love that kind of story!

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