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 ...
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
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."
Our reader reviews allow you to share your comments on titles you liked,
or didn't, with others. By submitting an online review, you are representing to
Barnes & Noble.com that all information contained in your review is original
and accurate in all respects, and that the submission of such content by you
and the posting of such content by Barnes & Noble.com does not and will not
violate the rights of any third party. Please follow the rules below to help
ensure that your review can be posted.
Reviews by Our Customers Under the Age of 13
We highly value and respect everyone's opinion concerning the titles we offer.
However, we cannot allow persons under the age of 13 to have accounts at BN.com or
to post customer reviews. Please see our Terms of Use for more details.
What to exclude from your review:
Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the
information on the product page, please send us an email.
Reviews should not contain any of the following:
- HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
- Time-sensitive information such as tour dates, signings, lectures, etc.
- Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
- Comments focusing on the author or that may ruin the ending for others
- Phone numbers, addresses, URLs
- Pricing and availability information or alternative ordering information
- Advertisements or commercial solicitation
Reminder:
- By submitting a review, you grant to Barnes & Noble.com and its
sublicensees the royalty-free, perpetual, irrevocable right and license to use the
review in accordance with the Barnes & Noble.com Terms of Use.
- Barnes & Noble.com reserves the right not to post any review -- particularly
those that do not follow the terms and conditions of these Rules. Barnes & Noble.com
also reserves the right to remove any review at any time without notice.
- See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend
Create a Pen Name
Welcome, penname
You have successfully created your Pen Name. Start enjoying the benefits of the BN.com Community today.
If you find inappropriate content, please report it to Barnes & Noble
Overview
Do what? Anything that helps, entertains, or makes it more of a pleasure to do business. Do or Die then goes on to ...