Guest Rant-Doner Detroit Planner, Tamer Kattan
Most marketers hunt like cowboys. Focusing on the weapons. What kind of rifle are you using? Which media is hot? The focus is on the tool.
Smash a few great drives on the golf course and you'll see the same type of corporate thinking.
Some guy with the ugliest swing in the world will ask you what kind of driver you're using - and inevitably buy one. But his horrible swing (execution) will be the same and the desired outcome will never be achieved.
The focus was on the tool - rather than the knowledge.
Tribes take it back to the Indian way of hunting: Where does my target eat, sleep, hunt, mate, etc etc etc...Tribes put the focus back on the target.
And with much less
expensive weapons - they were the ones who helped feed our starving Pilgrim forefathers.
Living in a very exciting era, where new technology is popping up everywhere, most marketers easily get distracted by the shine of the next new gadget or medium - rather than which is the next medium that will change the way my target will mate, sleep, eat, bond, love, etc etc etc...