Why I love Writing
AUTHOR: Richard Hall
Brrrrrr!!!!!!!!!!!!! |
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| The request to produce a 2nd edition of Brilliant Marketing seemed a “business as usual” thing. “Just freshen it up, the 1st edition is great… don’t re-invent the wheel” But the wheels people were using were changing. Marketing 2008 and Marketing 2011 were two different things. So I had to rewrite the whole book….which is not so brilliant if you have little time. |
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| “We think you may have torn a retina….have you been doing anything to strain your eyes like navigating in a storm, getting astringent liquid in your eyes and rubbing them or working long hours on your computer?” The doctor looked worried…. “Where are you from?” I asked trying to lighten the tone. “Athens” he said and sighed deeply. |
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| Change? I’d been a Marketing Director before the advent of e-mail and when Finefare was a player. I’d been running an advertising agency when some of the best ads were for cigarettes and we used to say “people drank the advertising not the lager”. If they’d told me that Lehman’s and Woolworth’s could go bust and that the funny guy from Apple would turn it into the biggest company in the world in twenty odd years and if they’d told me marketing lay at the heart of success and failure, I’d have been triply excited by my career choice. Marketing is much better than lion taming. It makes business rock (or not). And marketing was changing so fast it meant my carefully considered words had rusted in just three years. |
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| I decided that I was writing a thriller no less and that it was the consumer that had done it.
We used to say “the consumer is king” then under our breath á la Goldman Sachs we’d mutter “the muppet” …. By 2011 the consumer was Emperor. We, the Jedi Knights, were the marketers.
And the force was with us. I realised the book I was writing so fast was entirely new, not a second edition, created for a different world that had been created in just a 1000 days. No wonder my eyes hurt. |
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