The Gonzo Plan

• Quando o paradoxo se torna paradigma, as piores práticas funcionam melhor.
• Micromercados e microaudiências
• Internet abriu espaço para um novo tipo de profissional - os diletantes

Gonzo Marketing : Winning Through Worst Practices

Gonzo marketing provides a model whereby companies can stop manipulating people as if they were abstract demographic data, and instead create genuine relationships with emergent online communities of interest: powerful new web micromarkets. The paradox is that companies can have everything they've always wanted. Greater market share. Customer loyalty. Brand equity. All those empty phrases that today make people blow coffee out their noses. But companies can actually achieve these goals. No, really. All they have to do is follow the advice my Junior High principal once shared with me. "Son," he said, shaking with anger, "you've got to get your thinking straight!"

... the gonzo plan is not for workers to talk about products, as you seem to assume. If that assumption were what I was proposing, I'd have to agree with you that it was unworkable... Instead, the gonzo model calls for employees to talk about things THEY are passionately interested in. In such cases, amateurs are the best "experts." As I wrote in the book, "When paradox becomes paradigm, worst practices work best."

Go Gonzo

"Gonzo marketing has attitude to spare, but it’s not the attitude of the poseur. Gonzo is not a style that can be faked. Sophistry is not an option. We’re not talking about some generic class of 'free agent’ neuvo-consultants here, or camouflaged faux-hip cyber-alley suits with a fast rap. Instead, what is emerging from the huge new mindspace the Internet has opened up is a new breed of professionals- turned-dilettantes -- who work for delight more than dollars and value the work itself above company or client. These creative Ronin first ply their marketing skills by representing the things they passionately care about. Their websites are their resumes, attracting precisely the sorts of people they want to -- and are willing to -- work with. A company doesn’t hire such people, it woos them. It doesn’t control them -- it finds the best possible fit, then takes the trip."