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September 25 2004
Saturday
Good advice
Adriana Cronin-Lukas • Marketing & PR 
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Someone send an email to Seth Godin asking for advice about how to spread the news of his business that he is being build from the ground up. Since I know what that’s like I was good to hear this:

Most successes (in books, music, movies, politics, non-profits, etc.) don’t come from where the established wisdom tells us they’re going to come from. No one bet on Phish or Boing Boing or Google or Dan Brown.

Yes, it looks like the big guys (McKinsey, Steven King, General Foods) always manage to win, but what’s really happening is that the big guys slowly fade away and the real growth comes from where no one expected it.

In a world where things are viral, you’re more likely to succeed with passive networking (strangers recommending you) than the old school active kind. In other words, make great stuff, do your homework, build your audience and when you’ve got something worth talking about, people will talk about it.

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