Ahh, the blessings of insomnia. I might be alone on this one, but I’ve come to appreciate the benefits of not being able to sleep. Here’s the chain of thought that brought me to that statement of gratitude: Insomnia has taught me to fill my iPod shuffle with educational podcasts to keep me company until sleep returns, which is how I discovered some of my favourite authors like Todd Henry and Mitch Joel. It was their joint podcast that propelled me out of bed at 3:30 this morning to learn more about the sweeping changes hitting the world of marketing.
Which explains why I wrote this post…
I was listening to The Accidental Creative, Todd Henry’s podcast series born from his book by the same title. I haven’t read the book (yet) but it’s built around the pressures that come from having to be creative on demand and provides practical ways to discover creativity in ourselves and in our organizations.
The episode that got me out of bed so very early is entitled Mitch Joel on Rebooting Business and Life. Mitch Joel was already on my ‘most admired’ radar. For those who haven’t heard of him, he runs a digital marketing firm of about 100 staffers, does public speaking, publishes a blog post every day, produces one podcast a week, and just published his second book, CTRL ALT Delete.
Wow. That’s a lot of production. I wonder if Mitch Joel has insomnia, too.
The part of the conversation that grabbed me is about market segmentation and the mistake we make when we think about mobile and desktop as separate groups of people to appeal to. According to his thinking, by treating them as separate groups we’re doing a disservice to our public. I’m paraphrasing, but here’s the gist of it: People are going to interact with us in a number of different ways. There isn’t a mobile market and a laptop market and a tablet market. They’re all the same people; it just depends on the kind of glass they have in front of them in the moment.
Brilliant. And heretical. Everything I’ve read positions the mobile crowd as some sort of difficult-to-please horde moving about the planet, somehow evading marketing’s best attempts to capture their interest. That’s just one of the five ‘movements’ affecting business today. If you’ve got 23 minutes, listen to the podcast yourself. Whether you’re a solopreneur or a director of a large organization, I think you’ll find value. I’ve made it easy for you by posting a direct link on the graphic box below this text. You don’t need any special equipment or an account to listen to it. Please do come back and tell me what you thought of it.