I had to bow out of a great seminar hosted by Southwest Media Group in Dallas last month because of some business obligations. Thankfully, they were nice enough to send me a bag of SWAG, in which was included a copy of “The Chaos Scenario” by Bob Garfield.
The subtitle of the book reads, “Amid the Ruins of Mass Media, The Choice for Business is Stark: Listen or Perish.” Garfield goes on to explain what this means through the 300+ pages of his book. You can get a good gist of the book by watching Bob’s video from his web site The Chaos Scenario:
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Sometimes irreverent, very often funny, always interesting, this is an excellent read for anyone who wishes to be involved in marketing (especially web and social media marketing), advertising, or public relations. While you may not agree with all of Garfield’s opinions, you will still gain some valuable insight as to where things are are now and where they are going as you learn his theory of “listenomics.” There are some excellent case studies included to give you a sense of what he is teaching from Lego in Denmark to Beer in Australia. He also includes a detailed history of the “Comcast Must Die” campaign he waged in an effort to secure better customer service from the cable giant.
I put this in the same category with “The Cluetrain Manifesto,” “Groundswell,” and “Trust Agents” as required reading for anyone marketing on the web.
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