Mario Sundar's Speakeasy

Spero Ventures. Early LinkedIn, Twitter. These are my thoughts on tech, brand, marketing and community.

Chicken/Egg? Product/Marketing?

Seth Godin argues that smart marketing comes before the product. Blasphemy! But, I concur. Here’s Seth’s rationale:

Well, if you define marketing as advertising, then it’s clear you need the product first. Marketing is not the same as advertising. Advertising is a tiny slice of what marketing is today, and in fact, it’s pretty clear that the marketing has to come before the product, not after. As Jon points out, the Prius was developed after the marketing thinking was done.

Now, that’s how Steve Jobs probably thinks before he creates the next Apple wonder of the world! But, interestingly enough, I just realized that movie marketing functions in exactly the same way. You dream up the movie trailer with its target audience in mind before you even attempt to put together a movie.

The producer Brian Grazer, whose films include “Frost/Nixon” and “A Beautiful Mind,” mentioned a potential remake of a James Dean film: “I have the book ‘East of Eden’ and a script by Paul Attanasio”—an A-list screenwriter—“but I don’t know how I’d ever make it, because I don’t know how I’d sell it. With this material, I can’t reach you emotionally, tell the story, or be visually transcendent in a thirty-second TV spot. And there’s no ‘Holy s#$!’ moment for the trailer.”

Some laws are universal.

Filed under: Miscellaneous

4 Responses

  1. Too true- marketing IS product development. Why else would there be millions of unused patents lying in the patent office archives. It’s easy to create a product…it’s another matter to sell the darn thing. I could make poo-scented candles all day long, but if no one wants them, why bother?


  2. Mario Sundar says:

    Seriously? poo-scented candles? 🙂

    I think that product may just NOT sell even with agressive marketing, @jim lol


  3. Denzil says:

    Cool i fully go with you on this.

    Your stuff on the marketing end makes a world of sense.
    Ok just wondering, you write some great stuff across each day but your work does not seem to get so appreciated(no offence), as in not many comments and all that ???


    • Mario Sundar says:

      I blog, because I love these topics @Denzil. I appreciate the comments and the participation, which I’ve received a fair amount of (close to 2400 comments across 500 posts). But that’s the soul of blogging – sharing ideas and themes on topics you love (with or without comments) 😉

      Thanks for your comment, btw.


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