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July 17, 2006


Harsh Dhundia


Well said! Reading into your post it seems like we're going to see a new challenge for the marketeers - how best to communicate a company's mission. In fact mission-drive marketing can be seen in a number of firms (whether that is really their mission or not is questionable, but the advertising campaigns have definitely worked for them). Take Microsoft's "Your potential, our passion" campaign for example.

Companies of the future, I believe, will be much like communities of practice where we will see some movers and shakers (influential people) who won't necessarily be influential because of hierarchy, but how well they work in the community. What are the rules of the communities...what works, what doesn't? Who can influence and why? And who sustains that influence? These will be the questions to answer in management science in the next decade and the future companies.


alan moore

Dear Harsh, I think you are right.

If you take the principle that the 20th C was about efficiency and the 21st is about experience than that must exist, inside and outside the organisation.

I agree that an organising principle, belief, flat organisation is key.

Rightly put if you build your business as a community vs. as a siloed organisation. How do you do that?

Who drives it. would be interesting to find out if there are any stanford/Harvard management gurus thinking about these things

I think we had a post about leadership entitled Organisations and innovation

I am sure there are some more

Tom Chandler

Passion! That's a word so rarely applied to corporate marketing that I'd hesitate to use it in conversations with my clients. The reason? They react badly. They stare. They wonder what you've been drinking.

Passion unites people. It creates communities. It is perhaps the single most powerful differentiator in existence (I'll take it against features, price, benefits any time).

Shared passio? I can't think of a better community builder.

Naturally, it's the first thing excised from the marketing plan, messaging platform or copy. Maybe it's because the management gurus you mentioned are so often trained to reduce the organization to widgets, margins, QA stats and costs.

Passion-based marketing. I'm copyrighting it right now... 8-)

Harsh Dhundia

There is an interesting term for marketeers - "The dream merchants". How could one be a "dream merchant" unless there's some passion in that campaign? For me word of mouth marketing is indeed passion-based. If we can't get our users to be passionate about our product or service we can't get them to advocate our product/service. So, I think the notion of passion-based marketing is emerging but with different names under different umbrellas. We just have to figure out what it takes in terms of marketing to create passionate users - what it takes to be "The dream merchants".

Tom Chandler

So few companies support the passsionate users that already exist, much less do what it takes to create new fanatics.

Most organizations seem reluctant to make their passion a centerpiece of their marketing. (the result of outsourcing to disconnected agencies perhaps?) But isn't that really what we're talking about with engagement marketing? Aren't we really telling an organization to share (via blog perhaps) their passions and values with their community?

So much of what I've read here, in the book and elsewhere deals with large organizations, yet I see an enormous opportunity for small and medium-sized businesses to "out-engage" their larger, less "passionate" competitors.

The technology is cheap, the users are on the Internet, and the only real roadblock seems to be content.

It's an exciting time to be in marketing... 8-)


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