Mutual Marketing revisited

Over at Mutual Marketing, Jennifer Kirkby is brewing up a new portal, due for relaunch in the autumn... A brief excha...

August 14, 2006

Over at Mutual Marketing, Jennifer Kirkby is brewing up a new portal, due for relaunch in the autumn…

A brief exchange today reminds me what a powerful idea mutual marketing is:

The core mutual marketing idea is to design organisations in response to multiple stakeholder interests, and then devise and support processes that can fulfil those complex desires.

Balanced organisations, win:win organisations, sustainable organisations…call them what you will…all the exciting new business models today depend upon restructuring value-chains in more empowering ways to be stakeholder responsive, from the outset.

Mutual Marketers would start an HR strategy by asking ‘what do our ideal employees we want to target want from their career? Now let’s create an organisation to fulfil that aspiration…’

What does the environment need from us…so how do we structure accordingly?

The pioneering mutual marketing thinking of people like Leon Benjamin and Freddie Mcmahon hint at genuine paradigm shifts…

This outside-in, decentric, systemically demand-driven approach is completely alien to conventional organisations…

Even the sexiest p2p and open source marketplace pioneers are a million miles from the MM ideal of multi-partite value-exchange…

Think beyond User Generated Content to Community Generated Value.

The search-based, permission-marketing ethos of web 2.0 will need to be replaced by a genuine preference marketing model…centred in the inidividual…



Comments