A long time ago King Solomon wrote, “What has been will be again, what has been done will be done again; there is nothing new under the sun.” Thus is the premise of The Last Original Idea, A Cynic’s View of Internet Marketing by Alan K’necht and Geri Rockstein.
The book is an interesting course through history showing how things we accept as general practices in marketing are simply variations of themes which have been around for years; for centuries in some cases. The authors give many examples showing that communication and marketing really haven’t changed all that much. While tools and means of communicating may change and things become more efficient and faster, the messages we exchange are very much extensions of those our ancestors exchanged.
This book is important because we, as modern marketers in electronic media, need to understand the past, learn from it and move to greater success. If you can’t remember a time when there were less than ten channels on the TV, or back to when a computer in the home was still somewhat of an oddity, or back when music was played off 12-inch discs or *gasp* bulky tapes then this book is for you.
The last part of the book is an example of success in this web marketing age. The authors grab a lesson from the folks at Gun Dog Supply to show how these ideas from history can be successfully implemented in the “modern age.” It’s a great lesson which I use to teach people about success in web marketing.
It’s an easy, quick read with lots of humour and great lessons to learn.
Brett Tabke, CEO of Webmaster World recently said something like, “People have always communicated by any and all means possible.” After you read The Last Original Idea I think you’ll agree he’s right.
The Last Original Idea – A Cynics View of Internet Marketing by Alan K’necht and Geri Rockstein (Amazon Affiliate link)