from march 2002, and sometimes it still feels this good hot kind of way.
Doc defines marketing in terms of the elements today in one of the most simplistic and inspiring uses of logic I've seen. He says:
"Somewhere back when Cluetrain was forming out of primordial conversations, I told Chris Locke my Theory of Marketing, the logic of which was slyly intended to scare potentially boring clients away from my consulting business. It went like this:
Markets are Conversations; and
Conversation is fire. Therefore,
Marketing is arson."
I suppose that's why I came away from my reading of Gonzo Marketing with this impression:
spark to flame.
Why does fire seem such an appropriate metaphor for what we are doing right now, right here, on the net? The reasons are plentiful:
Conversations are as primeval as fire, one of the earliest discoveries of mankind.
Aren't we sending smoke signals to anyone who will listen?
Fire levels and clears, readying the land for fresh growth.
Fire evokes fear; those who handle it wrong will get burned.
What we are doing is hot, dangerous, exciting, thrilling, and romantic.
Fire is destructive, but what succumbs to its force is often rickety and unstable.
Enter the arsonist, who creeps through the night, explosive power under wraps, until, POW! The only way to wake up whitey....
The only way to lay business as usual to waste, clear the land, sweep away the debris.
We're burning and building right now.
Burning, building, and blogging.
Can't you hear the sirens?
Spark to flame, ignite.