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Social media disrupts marketing, your customers become your marketing department, and product marketing will never be the same. Microsoft communications designer and author, Geoffrey Colon discusses his book, Disruptive Marketing and how to make it work for you.

Geoffrey Colon

Geoffrey Colon

Microsoft Communications Designer

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Disruptive Marketing and the Future of Product Marketing

Geoffrey Colon:

Mark S A Smith: My guest today is Geoffrey Colon who is the author of Disruptive Marketing. Got a copy here in my hand. The subtitle is, What Growth Hackers Data Punks and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal. He is a senior marketing communications designer at Microsoft, a company that continues to disrupt the marketplace. Creator of the weekly marketing podcast for eccentric minds, like you and me, it’s called Disruptive FM, which he co-hosts with Cheryl Metzger. He also has won some interesting awards for design. He’s a winner in the 2013 Cannes Lion Gold Award recipient for his strategy on the IBM research film A Boy and His Atom the World’s Smallest Film. Geoffrey, welcome to the show.

Geoffrey Colon: Thank you, Mark, for having me.

Mark S A Smith: You are so welcome. Anybody that has a book that has disruptive in the title is going to be somebody I want to talk with. Without a doubt, we are in the midst of massively disruptive marketing. As you know, I wrote three books with Jay Conrad Levinson, the author of Guerrilla Marketing. I am a believer in disruptive marketing, and really what we’re doing right now is moving from that manufactured consent model, that was built by Edward Bernays in his book Propaganda, to consumer driven marketing, where we used to control the narrative and now we have very little control over the narrative. Is that in alignment with what you are thinking?

Geoffrey Colon: That is absolutely correct. By the way, Guerrilla Marketing is on my book shelf at home, practically a bible for me. I bought that, oh my goodness, 2000, 2001? I remember buying that at, oh, I think it was like Tower Books…

Mark S A Smith: Sure.

Geoffrey Colon: … of all places, probably before they went out of business before they were disrupted.

Mark S A Smith: That’s right.

Geoffrey Colon: Great book and still like a lot of things that can be used there even though everyone’s always talking about, “Oh the techniques or tactics from an analog world don’t apply to a digital world.” I don’t think that’s true. I think the world is holistic and what you do in the real world actually applies to a digital world, Mark, because the things that we do in real life are the ones that pick up the most in terms of what we talk about online. People who understand that more realize you have to be a complete person now. We’re a world where polymaths really succeed more than people who are specialists.

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