Seth Says Time to Smarten Up

I took special delight in Seth Godin’s recent blog on the perils of dumbing down your marketing message. He boils it down to this: like begets like–dumbed down marketing attracts a dumb consumer. As the knowledge economy matures, the plain fact is that more people appreciate being spoken to as if they have a brain. As the RenGen emerges powered by the rising numbers of cultural consumers, these self-expressive, inner-directed customers will reshape the way we approach mass marketing. They want to create not just consume. They want to think for themselves. “Brighten up!” will soon replace “Dumb-it-down,” as a marketer’s mantra.