10 New Rules of Sales and Marketing

What has changed in the turn of the century?

A recent presentation by Mike Lipkin highlighted his ten new rules of sales and marketing.  This was given in the context of a sales meeting so the commentary was biased toward that audience.   That said, the 10 trends are:

1. The Future is Flat:  refers to the fact that expected economic growth (GDP) and the related advertising spend is anemic at best.  We can't ride anyone's coattails anymore.
2. Older is the New Young: the aging population doesn't mean we feel any older; 60 is the new 40 (if not 30) so design for age but package for the 'mature youth'.
3. The Mosaic is the Message: touch points are everywhere and not very well organized, get used to it.
4. The Data are Overwhelming: like an extra large supreme pizza, micro focus on one slice at a time
5. The Customer is Smart, Well-Informed & In-Control: re-frame the conversation based on insights.
6. It's Becoming a Woman's World: think feminine,while staying safe for me.  The Dyson vacuum cleaner cleans OK but reminds men of the robots of their youth.
7. Media are Personal: 'nuff said.
8. The Time is Now:  people pay us to make choices and we're human, so we're likely wrong sometimes.  As Seth Godin would say: Ship the product.
9. It's a Matrix Out There: There are very few degrees of separation between anyone.  Social networks make it possible to reach out and touch anyone.
10. Motivated People Win: 'bring your own growth' ties it back to #1