Mark Ramsey of Radio Marketing Nexus talks with Douglas Rushkoff about his new book Get Back In The Box: Innovation From The Inside Out.
'What do you mean by getting "Back in the Box"?
'I get all these phone calls from business people who ask me to come and help get them out of the box? But what do you mean get ‘out of the box’? Well, they want me to come up with new ads or a new image or a new sense of purpose. And I ask them what they do, do they make shoes? If they make shoes why don’t they just figure out how to make better shoes? Rather than trying to think of how to repackage or re-brand your shoes, why don’t you make better shoes? Isn’t your product itself a better communications medium for the quality of that product than some ad or some marketing scheme or some brand image?' (Radio Marketing Nexus audio download and transcript).
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