In AMC’s popular TV drama “Mad Men” set in the 1960s, the Madison Avenue Advertising Company, “Sterling Cooper Draper Pryce” is the company everyone wants to either work at or emulate because they are on the cutting edge of marketing.
What’s the modern-day version of this fictitious firm?
Arguably, it’s Razorfish.
(No, not because of the debaucherous antics of the owners.)
In today’s new economy, Razorfish is the marketing leader, specifically in digital marketing.
In 2009, Clark Kokich relinquished the Razorfish CEO role to Bob Lord, although Clark stayed on and is now chairman of the company. However, Clark is not just at the forefront of marketing, he has actually put himself at the forefront of another industry, an industry he pulls no punches in saying that is as visionless and outdated as vinyl records in a download world. (That’s a not a direct quote, by the way, but it’s an accurate image).
Last fall, Clark wrote and released his book: Do or Die: Surviving and Thriving in a World Where Old Ways of Marketing Aren’t Getting It Done.
What makes this book so extraordinary is that it was the world’s first business book published exclusively as a fully-interactive app. I had to get it on my iPad to see what it’s all about, and I loved it! In fact, it is currently available only as an iPad app. (Android and Kindle Fire versions are planned for release shortly).
Let me tell you, this is the future of books as we know them. The book is fully interactive. You can read or listen to the contents. You can also watch a series of videos from other experts in the field of marketing, and you can see case studies of those companies who have really grasped the advantages of digital media.
Do or Die is more than just a model of the evolution of publishing. It also outlines a clear strategy for businesses to survive and thrive in a world of never-ending technological change.
But that’s not all. Clark Kokich has some very radical ideas of what leadership is, and is not, that he is going to share with all of us.
Just as a hint, he talks about the fact that we are now in the age of “What you know is an Anchor,” which means that experience no longer equals expertise.
Interested? You should be. In fact, if you care about business, if you care about your future in business and the fast-paced changes in today’s marketing, you owe it to yourself to listen to this totally enthralling interview.
The fact is: you can’t afford to be a “Sterling Cooper Draper Pryce” in a “Razorfish” world!
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