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, written by Jeremy. Read the commentary.

Johnie Moore on Hugh on marketing:

1. The tone of invitation. No hard sell, just the presentation of an interesting idea to take or leave as you please. No grandiose posturing.

2. The sprit of experiment. Selling isn’t all about certainty, it’s also about curiosity. Hugh is inviting us to play a game of let’s disrupt marketing to see what happens.

3. A cause to believe in, if you like. We’re not talking about saving the world here, but we are offered an interesting windmill to tilt at – namely the established way of marketing stuff.

4. A bit of provocation. There is actually a proposition in here somewhere too – the one of freshness being undervalued in the wine business. Take it or leave it, it provides a bit of interest.

5. The fact that this is so clearly a message from a real live human being, with a personality of his own, not a committee.

6. Transparency, that oft-quoted term. The whole thing smacks of “What you see is what you get, this is what we’re up to, what do you think?”

You an entrepreneur? Pay attention.

Commentary

Isn’t this the Cluetrain Manifesto all over again? I picked this book up in a used bookstore on vacation. Good read, just as fresh as it was six years ago…

What’s up Jer? I’m baaaaaack…
jaz

Hey jaz, was wondering where you went. Glad you’re back.

Sure, this might be cluetrain, but probably 85% of the people sliding through here haven’t read it. Besides, cluetrain is a lot longer than, what, six lines.

“5. The fact that this is so clearly a message from a real live human being, with a personality of his own, not a committee.” …takes me back to my Ayn Rand phase. I think it was Atlas Shrugged that focused
on the evils of committees…and that creativity can only enter the world through a focused
mind with its hands forming the clay (of the enterprise). All committees are limited to the
the lower realms of the left hemisphere, and the lowest common denominator at that…or are
led by the vision or lack thereof of the most aggressive s.o.b. in the group.

Best of luck in