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Tim Peter

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June 5, 2009

How creative are you? (Small Business E-commerce Link Digest – June 5, 2009)

June 5, 2009 | By | No Comments

Since reviewing Hugh MacLeod’s “Ignore Everybody”, I’ve been giving lots of thought to the nature of creativity. Why does creativity matter? Because, as Bryan Eisenberg points out, most marketers suffer from impotence. And not because they have bad ideas for how to promote their product, but because they don’t have enough ideas on how to have a different product. It reminds me of the story in Harry Beckwith’s “Selling the Invisible”
– one of thinks’ 12 most important books of the last 10 years – about Beckwith wasting 3 days trying to write copy advertising a new product. A flawed product as it turns out. As Beckwith’s boss noted, “If it’s that hard to write the ad, fix the product.”

Is your product or service equally flawed? What can you do about it? Read on, Big Thinkers. Read on:

Hope this stir your creative juices, Big Thinkers. Use ‘em to hit the ground running next week.



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