This chimes with my own views about the power of what you might call 'generosity' in a networked, connected world – how postivity, altruism, generous ideas are attractive, and so spread quickly and easily and become a powerful form of marketing in their own right (if you want to call it marketing that is – perhaps it's not marketing at all).
Pull, not push. It's not a new idea. But as Rob says, it's perhaps a risky financial strategy. Let's face it, it's way more of a challenge to get people to come to you than it is to pump out a message. It also entirely invalidates the model on which 99% of the current advertising industry is based.
But it's a delightfully appealing idea. And the increasing socialisation of media makes it more possible than ever. And if Mark is right, then it aligns far better with the way in which things spread, which is far more 'pull' (people listen to their peers, react to what they see around them, respond to what other people are doing):
And if that's right, then strategic thinking comes from a totally different place, and:
It all reminds me of something I saw ages ago over at Paul's place from Duncan Marshall, Creative Director of Droga 5:
So, my question is this – do we think it possible that, one day, it will all work like this?