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Ford's North American marketing chief, Cisco Codina, quoted in today's Times, "There will always be early adapters..."


Actually, Cisco, the folks you mean to be talking about are "early adopters." And the distinction is critical and demonstrates a fundamental misunderstanding of what's happening. An adapter is someone who is able to deal with changing conditions. This sort of person isn't ruffled by a new policy or an environmental change. Let's hope that penguins are good adapters.
Adopters, on the other hand, seek out change, want the new stuff. They like it. Big companies with power are used to a person adapting when they exercise their will. Small, nimble companies look for adopters.
On to BMW. Helmut Panke, CEO of BMW, said this week, "We should not try to educate or teach the customer about what he or she wants." Oh.

Continue reading "Marketing in the Car Business" ... Read the full article

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ABOUT THE AUTHOR

image of Seth Godin

Seth Godin is the author of 18 books that have been bestsellers around the world and have been translated into more than 35 languages. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership, and, most of all, changing everything. Among his books are Linchpin, Tribes, The Dip, and Purple Cow.

In addition, Seth founded both Yoyodyne and Squidoo. His blog (which you can find by typing "seth" into Google) is one of the most popular in the world.

Recently, Godin once again set the book publishing industry on its ear by launching a series of four books via Kickstarter. The campaign reached its goal after three hours and ended up becoming the most successful book project ever done this way.

His newest book, What To Do When It's Your Turn, is already a bestseller.