Overview

From Clark Kokich, chairman of Razorfish (one of the leading digital agencies in the world), Do or Die chronicles the decline of traditional marketing and advertising, and makes a provocative case for why companies should quit simply saying and start doing.

Do what? Anything that helps, entertains, or makes it more of a pleasure to do business. Do or Die then goes on to ...
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Do or Die

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Overview

From Clark Kokich, chairman of Razorfish (one of the leading digital agencies in the world), Do or Die chronicles the decline of traditional marketing and advertising, and makes a provocative case for why companies should quit simply saying and start doing.

Do what? Anything that helps, entertains, or makes it more of a pleasure to do business. Do or Die then goes on to give a prescription for getting your company organized to tackle this new kind of marketing.

Do or Die includes eight case studies of brilliant examples of “doing” from enlightened marketers such as Nike, Coors, Virgin America, VW and Vail Resorts.

You’ll also take a deep dive into Kokich's Doer’s Manifesto — these watchwords for organizations that need to realign their thinking in order to move from "saying" to "doing:"

Stop asking the wrong questions
The right ones are about making a better experience

Find the big idea (or keep looking)
Flavor-of-the-month tactics are no substitutes for an idea

Look for ideas in all the wrong places
Creative thinking can come from anyone

Quit treating media as an afterthought
Media is now creative; creative is now media

Don’t think in a straight line
Linear problem-solving just might be the problem

Get everyone on the same side of the table
Silos are great for farms, not companies

Engage in risky behavior
Failure is the new mark of success

Know that you can’t know
If you love uncertainty, you’ll love the future of marketing

Be in charge of the pig, not the lipstick
The new chief marketing officer has a seat at the biggest table
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Product Details

  • BN ID: 2940014374880
  • Publisher: Razorfish, LLC
  • Publication date: 12/14/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • File size: 232 KB

Meet the Author

Clark Kokich is the chairman of Razorfish, a global digital agency that serves nearly a quarter of all Fortune 100 companies. He left a successful career in traditional marketing to move to the digital side in 1999, just as this new industry was beginning to emerge.

If Clark's name rings a bell, that could be because you've seen his words quoted in The New York Times, Financial Times, Ad Age and AdWeek. Or you may have heard him speak at Ad:tech, the Association of National Advertisers, or the American Marketing Association.

Clark sums up his career and the theme of Do or Die in one succinct statement: "I used to be in advertising. Now I do things."
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