Thursday, September 13, 2007

Seth says it's a marketing war

Seth has some great insights. This is his summary, be sure to click through to read the full piece. It is not long, just long enough to make the point effectively.
Hamas leverages and extends its power with the Palestinians by providing health care in neighborhoods. That's the message that gets through to the people on the ground. Every action a group (any group) takes tells a story. What's that story? Does it spread? When it spreads, how does that story affect the conversations that people have with each other? If the NYPD is right (and I think their analysis of how this meme spreads is right) then the most important thing our government can do is discuss what sort of ideavirus they are working to spread. And then take action. And spread the right story in the right way.

What's the story? What is the TSA 'saying' in their work at LAX? What is the brave soldier saying as she does her stint in Takrit? What does the NYPD or the school district or the local hospital say as they interact with immigrants in their daily lives?

I guarantee you I don't know the answer. I don't know where we should send troops and how long we should stay there. I don't know who to arrest and what to look for. But I do know this: it's a marketing problem, the most important one we face. By and large, the marketing is being done by people who don't see that we have a marketing problem. Understanding the words and concepts behind the ideavirus is the critical next step in spreading the right message to the people who need to hear it.

I sat in my office six years ago, looking south along the Hudson and watching our world change. I don't think anyone could have predicted then where we'd be now. I'm hopeful that by looking forward, we can market our way to better place. Thousands of brave people have sacrificed for our safety and peace of mind. I'm grateful to them. The next step is to get smart about strategy and marketing.

Click through to read the full piece here.