Music as Product
It seems to me that product marketing in technology is very similar to what's happening in the music business today. The record companies are trying to find the next big thing by copying the last big thing. Meanwhile, new artists, like The Alternate Routes, are using the internet to gain instant access to their fans, bypassing traditional media. Sounds a lot like The New Rules of Marketing... using social media and the internet to get your story straight to your audience, bypassing traditional advertising and PR.
(Caution: some language in this video is not safe for work)
Now apply the ideas for the music industry to your business. Would a subscription model make more sense? Could you use ebooks and video to get your message out? If you have a direct sales channel, should you consider using an alternative channel anyway?
How is your business like the music business? And what can you learn from their successes and mistakes?
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