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In News on July 31, 2014 at 10:45 am

It’s never hard to get me going on the blight that is marketing’s vulgarization. The tools of marketing seem vastly more accessible, and it’s always seemed like capitalism’s sandbox, so it’s no wonder everybody thinks they can do it and is eager to try. More insidious than this, though, is the doubt in some quarters that it’s necessary at all. There seems to be an endless supply of keynote speakers out there ready to tell us all that if our product is awesome enough, the consumer will market it for us. Maybe, depending on the results you were hoping for. But if your brand intends to change the world, you will sooner or later be confronted with the task of scaling it, and the consumer will only help you so much. That favourite theme is the topic of my current column in Canadian Business about a brand I really like – Uber – and its apparent reluctance to properly introduce itself to the world it wants to change. Not everybody agrees this is a problem for Uber, including the capital markets. I’d love to know what you think.

Winner of the 2012 National Business Book Award!

In News on April 11, 2012 at 1:00 pm

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