Thursday, 12 July 2012
Falling from Grace
At such moments, a book title like that by Lynn Serafinn has a certain appeal. In Roman times, there were only three graces, but Ms Serafinn has summoned up another four to complete her "7 Graces of Marketing: How to heal humanity and the planet by changing the way we sell." Before we get onto whether this might be a bit of a tall order, let's have a look at the 7 Graces:
So far, so good. These words have all been drifting around the marketing consciousness for the best part of the current millennium. Before I rushed to buy the book, though, I took a look at the website to see what went on at the 7 Graces Global Conference at the end of June in London.
I was rather dismayed to see that there had been some kind of confusion or misunderstanding, necessitating a 31 minute video from Lynn Serafinn. I haven't listened to it all, but surmised that it was all about that old chestnut from the playground - who's going to be the leader.
I do feel a degree of sympathy - if you preach collaboration, directness and transparency, then you need to play these out. You can't just solve disputes with "because I say so."
But I have to admit that just a few minutes on the site drained me of energy rather than inspiring. I yearned to go back to snappy jingles, Schadenfreude- based humour and catchy slogans.
If I want to assuage my bad conscience again, I'll just reach for John Grant's excellent "Co-opportunity".