egoCheese, brian barbutti

Seth Godin re-conta a história do livro Purple Cow. Sensacional.

I printed 10,000 copies of the book. I also contacted International Paper to have them print me 10,000 milk cartons (…). The night before the print job went to press, the phone rang. It was my sales rep, informing me that they, “weren’t going to be able to print my job.” Uh oh. The problem? Someone high up had read some of the copy on the carton and didn’t like it (…)

The offending paragraph: “If this were actually milk, it would be pasteurized and homogenized. Pasteurized involves heating it up to kill any new organisms inside, while homogenization involves mixing it to make it all the same. If this sounds like your organization, perhaps you need this book.” They also didn’t like the line, “Please don’t drink from the carton!” #

Hugh Macleod entende para onde vamos:

The growth will come, I believe, not by yet more increased efficiencies, but by humanification. For example, take two well-known airlines. They both perform a useful service. They both deliver value. They both cost about the same to fly to New York or Hong Kong. Both have nice Boeings and Airbuses. Both serve peanuts and drinks. Both serve “airline food”. Both use the same airports. But one airline has friendly people working for them, the other airline has surly people working for them. One airline has a sense of fun and adventure about it, one has a tired, jaded business-commuter vibe about it. Guess which one takes the human dimension of their business more seriously than the other? Guess which one still will be around in twenty years? Guess which one will lose billions of dollars worth of shareholder value over the next twenty years? What parallels do you see in your own industry? In your own company? #