For the 101st episode of The Marketing Book Podcast I had a very entertaining interview with Scott Stratten, co-author with Alison Stratten of the new book “UnMarketing: Everything Has Changed and Nothing is Different.” This is the second edition of their 2009 bestseller “UnMarketing: Stop Marketing, Start Engaging.”
The 2009 edition showed how to unlearn the old way of interruptive, irritating marketing and attract the right customers and build trust through listening and engagement. And not acting like an ass.
In this second edition, Scott and Alison are back with all the brilliance and gut-busting laugh out loud humor of the first edition, but with new content and commentary to reflect the rapidly changing landscape we all live, buy, and work in today.
So what’s new and different with the second edition? The Strattens explain:
Everything has changed. In 2009, we could complete a social media conversation by looking at Facebook, Twitter, and LinkedIn. We called into tele-seminars, checked in on Foursquare, and seemed obsessed with everyone and every business being on social media. QR codes were found on stock boxes and inside toilet tanks, not websites, and we could write 40,000 words without the word app being being one of them. Oreo had never dunked in the dark during the Super Bowl and no one had ever dumped an ice bucket on their head. At least not for charity, anyway. Our moms weren’t on Facebook and our kids weren’t on Snapchat.
Nothing is different. Today, great content has value and stealing someone else’s is not only illegal, it’s unethical. We share the things that move us. We trust honest reviews from people we know more than any ad. Our favorite videos are still those we can’t help but share, like a woman who loves Star Wars like us and has a laugh that can’t be missed. We still watch TV shows, read books, and listen to songs – no matter where we bought them – and we still struggle to understand the generation before us, no matter what we call them. We love whatever is new, in social media and at the Apple Store.
Everything has changed and nothing is different.
Scott Stratten is the President of UnMarketing. He was named one of the top 5 social media influencers in the world by Forbes and one of “America’s 10 Marketing Gurus” by Business Review USA, which is particularly noteworthy because he’s Canadian.
With his wife Alison Kramer, he has written three other best-selling business books: “The Book of Business Awesome,” “UnSelling,” and what in my opinion is the best marketing book title in the history of the printed word, “QR Codes Kill Kittens: How to Alienate Customers, Dishearten Employees, and Drive Your Business into the Ground.”
My take on “UnMarketing” (Second Edition)…
Enjoy the interview!