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Water into Wine

April 4, 2006

Pardon the lame title but that's the way I think. When people lie, and I mean lie in strict good versus evil definition, they relay to you a story which they – I refuse to use the first person – hope the receiver would perceive as true. Thus, in a way, they are selling an idea to you similar to a marketer such as that "they did not take the cookie from the jar" or that "they really, really like your idea".

I really, really like Seth Godin's "All Marketers are Liars" and that is the absolute truth. Yes, I have publicly stated that I did not like "Purple Cow" for both its intrinsic and aesthetic value. Purple is just so ugh to me. But this other book, I can honestly say, hits the right spot.

But I do believe that the best word or phrase to summarize the book is simply, marketers are great exaggerators. Good marketers don’t lie. They, or maybe we, exaggerate. As stated in the book, there’s a thin line between what Seth Godin suggests marketers should adapt and the strict good versus evil definition of lying. This is because he simply isn’t referring to lying but exaggerating. However, take note that when I say exaggerating, I mean emphasizing and not the I-once-caught-a-fish-this-BIG type of thing.

For example, there is a certain product you are developing. You don’t say it can turn water to wine. But if it, say, just turns it into orange juice, then by all means exaggerate it saying that it makes the best orange juice from water ever – but that’s if the orange juice output actually tastes good. It doesn’t have to taste the best, just good, and with the power of exaggeration, you can create an experience for the consumer that he is drinking the best orange juice there is. By exaggerating your strengths you understate your weaknesses without having to do anything at all.

And you have to believe it. It takes a miracle, like turning water into wine, to make a successful product. But rest assured with sufficient faith, stones would move, and you can be more assured (compared to no faith at all) that your new product would be a smashing success.

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3 Comments leave one →
  1. April 4, 2006 8:31 pm

    You might want to check out Seth Godin’s talk at Google

    http://video.google.com/videoplay?docid=-6909078385965257294&q=seth+godin&pl=true

    Most of what I do revolves around many of his concepts. This is by far my favorite online seminars.

  2. May 23, 2006 1:22 am

    nice blog! http://www.wyoming.com

  3. May 23, 2006 7:40 am

    thanks!

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