His book is "… a manifesto for marketers who want to make a difference at their company by helping create products and services that are worth marketing in the first place. It is a plea for originality, for passion, guts, and daring."
Because, quite simply, a good product is not enough. The world is filled with good products. The product has to be more than good: it must be remarkable. Something that is worth talking about or paying attention to.
"For many clients, we operate in the area between R&D and Marketing or Product Management. We build a bridge between these business functions with our integral approach and innovative concepts" Maarten Wilming, director Spark design & innovation
More than dreams
Truly innovative, remarkable products don’t just appear from nowhere. It requires constantly having a strategic mindset and focusing on innovation. It means investing in and actively targeting for innovation.
A successful new proposal is more than thinking that ‘it would be useful to have a flying car'. It’s more than identifying the need. Above all, it’s about finding the right solution. If you can’t actually realize it, then it’s nothing more than a nice dream.
EFFECTIVE USE OF SCARCE RESOURCES
The most effective way of marketing is product development. To create remarkable, distinctive products. Seth Godin:
"The world is full of boring stuff -- brown cows -- which is why so few people pay attention. Remarkable marketing is the art of building things worth noticing right into your product or service. Not just slapping on the marketing function as a last-minute add-on, but also understanding from the outset that if your offering itself isn't remarkable, then it's invisible -- no matter how much you spend on well-crafted advertising."
How much marketing money is wasted, which could have been better invested in the development of a better product?