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Peer-to-Peer Marketing Marketing Articles | January 18, 2002
Why are Napster, Gnutella and similar sharing programs so loved? For the same reason that ... is so ... though dealing with the most advanced ... is imbued with the old Supe
Why are Napster Edgar Martinez Authentic Jersey , Gnutella and similar sharing programs so loved?
For the same reason that Microsoft is so hated.
Microsoft, though dealing with the most advanced technology,
is imbued with the old Superior-to-Inferior philosophy, a philosophy
that is still prevalent among the big corporations of our day.
Napster and similar sites follow a philosophy more in harmony
with today's technology and society: Peer-to-Peer philosophy.
These differing philosophies show up in company organization Felix Hernandez Authentic Jersey ,
management and marketing. I concentrate here on peer-to-peer
marketing, which is a synonym for helpfulness marketing.
What is a boss? Someone who is superior to you.
What is a corporate hierarchy? A ladder of successive superiors.
What is a monopoly? A superior who has the last word.
The old industrial corporation conformed to a Superior-to-Inferior
philosophy. It believed in the following 3 maxims:
1 - BIG IS BETTER - The bigger you are the more superior you
are. And if you are on top - a CEO or chairman - you benefit
handsomely. This is why corporations participate in mergers and
acquisitions. This is why companies seek to be monopolies and
multinational conglomerates. This is why they have mass advertising
2 - CENTRALIZATION BRINGS CONTROL - They follow the old command
and control concept used by military organizations: Superiors
lay down the rules and inferiors follow them. The hierarchy is
sacrosanct. You hear a lot these days about pyramidal hierarchies
being squashed into flat pancakes. In big corporations this is
not so. Microsoft offers an outstanding example of a penchant
for control. It has developed the Ebook Reader, which exerts
control over how you use an ebook you have paid for. Would you
like to share this ebook with friends? This Reader makes it difficult
for you to do so.
3 - BIG DADDY KNOWS BEST - Superiors have superior information.
Superior corporations (big ones) have superior information that
inferior corporations (small ones). The top level superior corporations
(multinationals) write press releases that make the news, write
articles to advance their ideas Jay Bruce Authentic Jersey , get personalities to sell their
products on radio and TV. They tell inferior consumers what is
good for them and what to buy.
Superior-to-Inferior Philosophy is Dying
Times are changing. At one time the Superior-to-Inferior philosophy
worked. It worked well. But it is less effective today. Eventually
it will lose most of its effectiveness. There are 2 major reasons
1 - RISE OF TERRORISM - The terrorist attack on September 11
brought our vulnerabilities to the forefront. Which buildings
in New York were attacked? The biggest. Suddenly big is vulnerable.
Now centralization is bad. Better to allow subdivisions to operate
on their own. Big corporations present good targets. Merging
is a dangerous activity.
2 - TECHNOLOGY OF CONNECTEDNESS - The Internet is THE technology
of our age. The Internet gives a voice to everyone. People may
connect to other people in many different ways: websites, publications,
email, forums Edwin Encarnacion Authentic Jersey , newsletters, discussion groups, organizations,
government agencies Ichiro Suzuki Authentic Jersey , international groups.....Every single person
is connected. Superior-inferior classifications are dissolving.
When you add to the Internet, the cell phone, wireless and other
hand-held devices, the opportunity for the ordinary individual
to be informed and to inform others is multiplying at a dizzying
rate. Who is superior? Who is inferior? Everyone.
Both terrorism and the technology of connectedness are leading
us inexorably to adopt the Peer-to-Peer philosophy. Its 3 maxims
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