The title comes from the idea that you take 2 popular concepts and put them together to find that what works well on its own falls apart when combined. You can have lots of fun dreaming up other concepts, especially in the food department. Spinach ice-cream anyone?
The book was written in 2007 and it was a wake up call that all the marketing ideas which had worked so effectively in previous decades are no longer effective. Most companies still think it is 1964. And it is not a case of slightly changing the rules – new marketing requires a total rethink of how companies operate and not just an updated copy of the rulebook. Seth has developed these ideas across several books, including most notably ‘Purple Cow’.
The focus of the book is to spell out just how big this change (and opportunity) is and give the reader 14 key new ideas and trends. These include the fact that the old gate-keepers (media organisations, record companies, etc) are on the way out, explanation of the long tail, having a direct connection to the power of stories, scarcity versus abundance.
The final section looks at some examples of Companies (37signals/Basecamp) and products (Moleskin notebooks) using these techniques well.
The book is slightly dated so if you are looking for the latest practical advice you will need to read something modern. If you are looking for a very readable and book which will challenge you and make you think differently, it is still worth digging out a copy (along with Purple Cow and the Dip).
Seth Godin is speaking again at this year’s Business of Software Conference – it is guaranteed to be both very entertaining and unsettling….