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« Lost Boots and the whole hog | Main | Anonymous generosity »

How the New Marketing changes Local Max

My earlier post on the Local Max really hit a chord, which I figured it would, because it woke me up in the middle of the night...

The obvious question, after you've had the conversation with your team about B, C and the pain of getting to Big Max is this, "How do we get to work to find the really big thing?"

The good news is that the new marketing makes it easier than ever before.

The cost of inventing, prototyping, manufacturing and especially advertising a new thing, concept, service or organization is a tiny fraction of what it used to be. In some industries, you can do it for 1% of what it used to cost.

Sooner or later, your team needs to embrace this fact.

What this means is simple... you can take the cash and the momentum you get from being at Local Max and invest a fraction of it to let a new team, a smaller team, a team without traditional constraints to go ahead and launch something new. Something that disrupts the market, that even competes with the mother ship.

And if it's your career we're talking about, the same thing is true. You don't have to get a formal MBA or quit your job to start a profitable business or sideline. You can leverage the amazing tools that exist without having to wager everything.

There are two mistakes that satisfied Local Max folks make:
1. believing that they can get to the next Max in a linear, pain-free way
and
2. believing that the best way to get there is with brute force. More products more salespeople more ads more buildings more staff...

In fact, the opposite is true.

The more you help your little team, the harder it will be for them to find the new Max.

The bet isn't the scary one that involves all your money or your full-time job. The bet is the scary one that involves intellectual risks and going way outside your safety zone to see what happens when you disrupt the status quo.

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Listed below are links to weblogs that reference How the New Marketing changes Local Max:

» Is Your Design Career Stuck? from Be A Design Group
Youve got a very good job as an art director. To do better, youd either have to move to another firm, move to another town, switch careers or go back to school. And all of them have costs and very... [Read More]

» now this I like from like a tea-tray in the sky:
Seth Godin updates his post on the local max here: The bet isnt the scary one that involves all your money or your full-time job. The bet is the scary one that involves intellectual risks and going way outside your safety zone to... [Read More]

» Is Your Design Career Stuck? from Be A Design Group
Youve got a very good job as an art director. To do better, youd either have to move to another firm, move to another town, switch careers or go back to school. And all of them have costs and very... [Read More]

» So you think youve peaked? Its only your Local Max! from BLOGasia :: Release the power of business blogs
Seth Godins theory on Local Max and Big Max really did strike a chord. Read this first, followed by this. This is the graph to illustrate :: Local Max is a point where applying any more efforts (or less) will seem to cause the result to wor... [Read More]

» Disrupting the Status Quo from Strategy Central
I realized this morning that what I really liked about today's Seth Godin's post about getting to work finding the next big thing...a follow-up to yesterday's post about how you have to change strategy to reach new levels of success...is [Read More]

» Seths Blog: How the New Marketing changes Local Max from Startup Fever
Seth Godin discusses the two mistakes companies make that get them stuck on local maxima, operating a comfortable plateau beneath their potential: believing that they can get to the next Max in a linear, pain-free way and believing that the best w... [Read More]

» A Bit More on "Big Max"... from Marketing Punk
Another post from Seth Godin on getting to "Big Max." Something I really liked was this - "... you can take the cash and the momentum you get from being at Local Max and invest a fraction of it to... [Read More]

» Have you hit a Local Max in your career? from Ian Ybarra
If you haven't yet surpassed all your wildest dreams in your career and your life, you need to read this right now. Link: "Understanding Local Max" by Seth Godin (and as a lower priority, but also very good is Seth... [Read More]

» Hoe e-Marketing de lokale piek beinvloed from Enthousiasmeren
De vorige publicatie over de lokale piek heeft veel reacties opgeroepen, via Seth Godin, dus er kwam een aanvulling. De logische vraag, nadat je met je team hebt gesproken over punt B, C en tegenslagen om naar de 'echte piek' te komen is; "H... [Read More]

» Local Max and Online Politics (Seth Godin is brilliant). from Smallblog
I must say that this post may be the most obvious description of why political campaigns suck so damn much. The interesting thing about applying local max to politics is that the costs are even higher for political campaigns. You have a... [Read More]

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« Lost Boots and the whole hog | Main | Anonymous generosity »