January 23, 2019

Helping PR pros make smarter decisions

Book Review: Seth Godin’s “Meatball Sundae”

Book Review: Seth Godin’s “Meatball Sundae”

Eagerly anticipating the release of Seth Godin’s newest book, “Meatball Sundae,” I dashed to Borders to buy the book on release day. The book was a quick read; Godin is the master of reader-friendly books. The content, however, will take longer to digest.
*”Marketing works only for organizations that can get in alignment, stop making meatballs (commodity), and start making something that goes very well indeed with hot fudge and marshmallow sauce.”*
Godin outlines 14 trends, abundant examples, and 13 case studies to use as guideposts for aligning your organization with his new marketing ideas. Fasten your seatbelt because you are about to “ride the trends.”
**Is your marketing out of sync?**
*”Don’t use the tactics of one paradigm and the strategies of another and hope that you’ll get the best of both. You won’t.”*
Put another way, ask not what the New Marketing can do for you. Ask what you can do to thrive with the New Marketing. Godin emphasizes that marketing is not a prop; organization is the prop for marketing. Ask your C-level executives to embrace the idea of aligning the organization with new marketing. This is a revolution, folks, and you will be plagued by heartburn and indigestion until you stop fighting the transformation.
*”We’re spending a ton of time arguing about tactics, social networks and adwords. Behind the scenes, an even bigger revolution is brewing. It’s the one where entire organizations change in response to the lever of the change in marketing.”*
The absence of jargon in “Meatball Sundae” is refreshing. Godin sets the tone by defining Old and New Marketing in straight-up terms.
**Old Marketing:** The act of interrupting masses of people with ads about average products.
**New Marketing:** Treats every interaction, product, service, and side effect as a form of media.
Technology is not the savior here, it is only the means of communicating the new marketing revolution. (Gasp.) Think of it as another Industrial Revolution. The question for these times is: Are you going to be making history, or will you *be* history? Can you believe this movement began a decade ago? Ignore the foundational change at your own peril…and employment.
Unless you are me, paisley and polka dots do not blend well together in one outfit. Do not confuse fashion with flashy; fashion is about class from the ground up. Each element must work together. *”Today’s successes are the result of some of these trends in combination.”* All the accessories in the world will not make an outfit better. *”New marketing is more than a hot topping.”*
*”In a world of choice, compromised solutions rarely triumph.”*
The good news, according to Godin, is that you don’t have to start from scratch to obtain the perfect balance of old and new marketing. The time is ripe for change. Do you have the fashion sense to become a change agent/manager?
*”There’s a significant opportunity here, perhaps the biggest of your career. The opportunity is to note the distinction between an old-style organization and a powerful movement. Either choice can work, as long as you in face make the choice. And commit.”*
Go beyond remarkable. For more indigestion, [visit Meatball Sundae on Squidoo](http://www.squidoo.com/meatballsundae).
Don’t believe me? The [first Amazon customer review](http://www.amazon.com/review/R268WYP7OS1H2A/ref=cm_cr_rdp_perm) was submitted by David Meerman Scott. Need I say more?
*Lauren Vargas is a public relations professional and college professor, relying on principles to survive and thrive in the social media evolution. Vargas is author of [Communicators Anonymous](http://12commanonymous.typepad.com/).*

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