Why Big Pharma is Smarter Than You… And Other Thanksgiving Musings

It’s hard to be a genius when you’re surrounded by family. And numbed by food. And liquor.

Yet in spite of these challenges, I managed to elevate my thinking to at least curb-level for the average Joe or Jane. And here’s where that thinking landed (random but brilliant, as you’ll soon see):

1. Pharmaceutical companies have us by the balls.

Why? Because they know exactly where we’re weak. Where we FEEL. And they feel no shame, no restraint when it comes to poking us there.

Depressed? Our pill will drag you out of a suicidal stupor!

Impotent? Our pill will resurrect your love life and repair your self-esteem!

Fat? No problem! Our happy little pill will melt away the pounds and ensure you’ll be the envy of all your “friends” at the upcoming class reunion!

Dying of cancer? We can make that better, too! Uh… somehow.

Seriously, folks. If you’re looking for the secret to effective marketing, look no further than Big Pharma. They’re selling us a fairy tale of happiness and perfection like we haven’t seen since Barbie and Ken built their Malibu beach house… and we’re buying it to the tune of $350 billion per year.

You want a benchmark for good marketing? Benchmark Viagra, baby.

2. Smart companies are thinking “lifestyle” not “brand”.

Let’s face it: most companies are obsessed with the concept of “building or extending their brand.” It’s all about domination. Bigger, better faster… or all of the above. The problem with that is that nobody—but the company—really gives a hoot about the brand. Unless of course it enhances your personal sense of self-worth to have said brand plastered alongside your sunglasses (or your tshirt or car or other unmentionable).

The brands that have shifted their thinking toward the concept of “lifestyle” are, meanwhile, quietly winning the race. Which is why I think that ultimately, privacy issues will lose to the subtle and clever juggernaut that is otherwise known as “behavioral targeting”.

Takeaway message: Stop focusing on your brand, your product, or how miraculously cool and unique you are. Figure out what blood-curdling problem your product/service solves and describe that in the context of the torturously boring, frustrating, and otherwise unsatisfying lives that most people lead these days. Show us how it will TURN OUR LIVES AROUND!!! HALLELUJAH!!!

If you think I’m kidding, think again. And take a quick peek at the highly-profitable business of evangelical preaching, for further evidence.

3. CEOs, even the smartest and most successful of them, still share the same Achilles heel: believing that their uber-unique product can and will be all things to all people.

“No need to do market research or focus on a specific market segment: This widget is for E-V-E-R-Y-B-O-D-Y!!!”

Christ, if I had a penny for every time I heard the head of a company—large or small, young or mature—make that claim (implied or otherwise), I’d be a gazillionaire. Everybody thinks their brilliant idea will cure cancer, solve world hunger, and make them the object of Angelina Jolie’s (or Brad Pitt’s) desire.

And monkeys are flying out of my butt in big droves right this very minute.

Seriously, folks: if you want to blow a whole lot of money really friggin’ fast, then please, don’t stop for a second to think about your market or define it with any specificity. Launch a balls-out half-assed, totally generic marketing campaign that touts the wonders of your miracle product! Send your sales people on a wild goose-chase of “landing any account with a heartbeat and a bank account” and wrap yourself in the warm embrace of Denial, Ignorance, and Downright Stupidity!

Yeehah!

This kind of thinking, by the way, is what keeps me gainfully employed and my services in CONSTANT demand! So please… don’t stop!

4. Accept the fact that the way you do anything is the way you do everything:
Half-assed or balls-out. Strategic or reactive. Creative or cliché. Know your strengths and cater to them. NOURISH THEM. Know your weaknesses too, and deal with them.

And for God’s sake, don’t be a lemming… Rise above the temptation to follow the heard and blaze your OWN trail this season—and the next. Trust me when I tell you that the worst thing that can happen to you isn’t a bad sales quarter: it’s having to hire me to help you out of the grave you just dug for yourself.

Happy Thanksgiving.

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Conscious consumerism + good creative = RIGHT ON!

Unless you’ve been living under a rock, you’ve noticed at least some of the buzz about corporate social responsibility and the growing trend toward buying from companies that reflect an individual’s values. Just the other day, BBMG published a report that states nearly nine in ten Americans believe the “conscious consumer” label applies to them.

Side note: The Genius disagrees. You have to have a brain to be conscious. Most of you lemmings don’t have one. Or at least you don’t USE it much.

So I felt particularly giddy this morning when I cast my eyes on the latest ad campaign for CREDO Mobile, a socially-responsible outfit that lives under the Working Assets umbrella and donates 1% of “your charges” (whatever that means) to progressive nonprofit groups.

The cleverly named “Say Much More” campaign launched last week in two markets, Seattle and San Francisco, and combines a nice mix of print, outdoor and online ads, running on Ideal Bite, Huffington Post, Evite.com and [hey, let’s see if we can piss off a few conservatives! why not?!] Weather.com. The ads, which look like a text-message-gone-wrong, juxtapose common mobile-friendly quips with provocative political/social statements, inviting the reader to [what else?] “say much more.”

The Genius approves! Yes, folks, for a change, Madison Ave has produced something compelling, emotive, personal, meaningful, and simple—all wrapped into one neat little package. See it and weep!

Incidentally, the creative for this campaign was done by SS+K, who get double points for their cleverosity (Geniuses can make up words whenever they wish! So, zip it!) because of this: a guerrilla marketing effort that marries the use of their product with an entertaining spin on some controversial/sensitive social issues.

Here’s the 411:

As part of the campaign, Credo is producing political street theater in select cities using projected cartoon images on the sides of buildings drawn by political satirist Tom Tomorrow. Images of people such as George W. Bush and Dick Cheney are shown next to blank dialogue boxes. Passersby can use their mobile phones to text in what they think the characters should say and then the words appear as part of the images.

“The concept of [the projection] was about how the Credo phone is not an everyday tool but a tool for change. In launch areas we wanted to target social media, beyond the everyday voice,” said Alice Ann Wilson, design director, SS+K. “This is voice that contributes to larger issues. The text projection creates a sense of community where everyone can use their phone to actively engage in the brand.”

Love it!!! I may be an acrid-tongued genius, but I’m also a sucker for really good creative. Particularly when it’s inspiring, clever, and… uh… reflects my personal values. If that makes me a “conscious consumer,” so be it. Consciousness is one [and perhaps the only] trend this genius is willing to yield to.


Search vs. Social Media Smackdown, Round 2

A few weeks ago, I applied for a job with a popular travel search engine. The VP of Marketing was looking for an experienced online marketer to manage the company’s SEO/SEM programs—which, for a bonafide genius like me, is child’s play. In my cover letter, I told him upfront that I wasn’t interested in a search-only marketing position. In my characteristically brilliant way, I explained that my talents would be wasted on a search-only marketing strategy and that I had infinitely more valuable capabilities to offer.

Whether he never read my letter or simply found my insubordination irresistible, I’ll never know… the point is, he invited me for an interview.

Once in his office, he asked me about my experience with SEO/SEM as a marketing tool.

“Feh,” I said. “Search is dead to me.”

As the color drained from his face and his fists clenched in his lap, I dove into an impassioned monologue about why an online marketing strategy that leads with SEO/SEM was doomed to fail:

“It’s too narrow, too tedious, and frankly, it’s too 2006.”

I proceeded to tell him that to achieve his company’s lofty goal of becoming the #2 travel search engine in the world (first of all, who sets their sites on becoming #2?), they’d need to broaden their focus to include all that Web 2.0 has made possible—and all that Web 3.0 promises:

Sophisticated search + User-generated content + Social networking + Contextual/demographic/behavioral targeting + Portable personalization = Genuinely relevant content that I trust in whatever media format I prefer.

Simply put, SEO/SEM just ain’t gonna cut it.

He didn’t throw me out of his office… but I could tell he wanted to.

Now don’t get me wrong, I understand why Mr. Fancy Pants is so attached to his beloved Search. It comes down to one word: Measurability. As a direct response medium, Search is tough to beat. Experienced search marketers know they wield a lot of power in their SEO/SEM campaigns; they can deliver top-line metrics to their CMO or their CEO or whatever yo-yo is in charge. They can control their CPA and their ROI (had enough acronyms yet?) and make adjustments both large and small with the ease of a keystroke. And though it’s getting harder to produce big, fat results very quickly or without a big investment up-front (search ain’t the new kid on the block anymore!), Search is still King with many online marketers.

And dinosaurs once roamed the earth. So what? Change happens. It’s happening right now.

“Search is a unique proposition — this is why Google is Google and many Googlers are rich. However, search does not exist in a vacuum any more than television or direct mail does. A search engine is no longer the exclusive point of entry to the Internet for many people. Social networking sites like MySpace and FaceBook have become portals to a huge number of Web users. If the goal of the marketer is to reach the most potential customers online, thereby maximizing return on investment as a whole, it is critical to engage users throughout their online journey which, as we all become more sophisticated Web users, is increasingly not always begun at a search engine.” —excerpted from The Challenges of Measuring The Performance Of Emerging Media For A Search-Centric Advertiser by Nancy Adzentoivich, Friday, Nov 9, 2007

Here, here!

But don’t just take Nancy’s word for it, or mine for that matter… look at some of the data:

  • WOM ranks highest in driving consumers’ purchase decisions—above TV, Internet, print, and radio [source: BIGResearch, simultaneous media usage study, 2005]
  • Americans engage in 3.5 billion(!) brand-related conversations every day [source: Keller Fay Group]
  • Two-thirds of marketing/communications professionals are planning to increase their investment in conversational marketing within the next twelve months; 57% project that in five years they will be spending more on conversational marketing than traditional marketing [source: TWI Surveys, Inc.]
  • A whopping 96% of 9-17 year olds are connecting to a social network at least once a week [source: Alloy Media & Marketing]

It doesn’t take a genius to figure out that the next big wave is coming… and fast. You can stick your head in the sand and pretend it’s not happening… or you can pull yourself up by the bootstraps and learn how to take the reigns.

[Or you can see how many overused metaphors you can string together into one meaningless sentence…]

If you’re still quaking in your boots at the thought of exploring the Brave New World of social media, allow me to assuage your fears about its measurability: You can, in fact, measure the impact of your efforts. Here are just a few of the possible metrics you might plug into your neat little dashboard:

  • Number of uniques
  • Returning vs. new users
  • Referring traffic
  • Google Page Rank
  • Technorati authority
  • Time spent on site
  • Page views
  • Conversation index (ratio of blog posts to blog comments)
  • Tone of conversation, comments, posts
  • Speed or velocity of spread, viral

(above list excerpted from Kami Huse’s enlightening presentation on Measuring Social Media)

There’s also the soon-to-be-well-known Net Promoter Score, ideally-suited for measuring social media campaign efficacy:

NPS = % of Promoters – % of Detractors.

It’s not a pure ROI calculation, but it gets to the root of whether a customer/reader/community member would recommend you—or not—as a percentage of the total activity on your social media platform.

So to those of you who—like Mr. Fancy Pants—fear social media because you think you can’t measure it, I say, Feh! You most certainly can. The only reason why there’s so much squabbling over the measurability of social media campaigns (vs. that of SEO/SEM) is that most of you boneheads are still struggling to understand what the heck social media is let alone how it can help your brand.

Whiny, frightened Brand X says, “But what if they write something bad about me?”

Yeah, what if? Sticks and stones may break your bones…

Or in other words, get over it. They will write something bad about you, because you can’t possibly please everybody. And you’re not perfect. Put on your big girl panties, then get educated about how to make social media work for you.

As for measurability: it ain’t rocket science:

Set your objectives. Pick the metric(s) you feel are most relevant to those objectives. Benchmark against yourself (and/or your competitors) over time. Measure. Analyze results. Repeat!

The Genius will now take your comments…

 

Obsessed with social media? Me, too.

Is it just me or is the social media bubble expanding faster than Kirstie Allie’s waistline?

Between the buzz around Facebook’s recent $15 billion valuation, the hype about their much-anticipated advertising platform, and the steady stream of “one-of-a-kind” social media companies popping up daily, it does feel a bit like we’re all drinking the Kool-Aid.

Heck, even Oprah and Martha Stewart have hopped on the bandwagon.

With every Tom, Dick and Harry Venture Capitalist throwing their money at the next-best social media monolith, it’s easy to lose site of the fact that we’re not just in the thick of an investment-frenzy; we’re part of a revolution.

Social Media = Democracy
The internet is—in a very real way—becoming democratized (at last!). Not only can you reach virtually anyone, anywhere or get information about anything online these days… but you can actually participate! Have a voice! Share all of your [boring, ridiculous, unnecessary… or in my case, totally brilliant] opinions about everything from the HDTV you just purchased to the color of the lint you just found in your bellybutton.

It’s democracy in it’s purest form: everyone truly has a voice. No longer can we blame “the media” for drowning us in propaganda or tricking us into poor choices. (Instead, we can blame our friends, colleagues, and the self-proclaimed experts and “bonafide geniuses” whose blogs we foolishly read.) Where once you had to be famous, infamous, or very well connected to get in the public eye… now, you just need a live internet connection and a desire to express yourself.

Wrote a book? Self-publish it!

Took a picture? Post it on Flickr!

Aspiring filmmaker, actress, or musician? Whip up a sample video and pop it on You Tube!

Pissed off about the crap PC you bought and the even crappier Vista operating system that came with it? Post your raving mad feedback on Microsoft’s website!

Sure, everyone has a voice. But is anyone listening?
As the social media phenomenon gains momentum, so do the possibilities. The question is… beyond our own vanity and relentless desire to be entertained, is there any real purpose to all this “interaction”? Does anybody really care to watch, read, and listen to all this User Generated Noise?

Yes, yes, and undeniably YES!

Side note: I would assume that our sick fascination with reality TV is also responsible for fueling our fascination with social media (guilty!). If I were a geneticist, I’d place my bets on a single gene being responsible for both of these guilty pleasures—and probably for all the neck-craning that happens when we drive by car wrecks, too. But I digress…

Our appetite for new venues in which to assert our brilliance, our uniqueness, and our popularity is virtually boundless:

  • 50 million Facebook users
  • 3500 photos added to Flickr per minute
  • 55 million YouTube users (11.6 million of these are over the age of 55)
  • 713,00 daily active users of the iLike application on Facebook, which allows users to share, rate, and recommend music. Another 15 million registered users on iLike.com

Apparently, we have a lot of opinions and we’re not shy about sharing them. How very American.

Social media will save the world… Now what?
Even if I’m wrong about what drives our interest in both contributing to and consuming the social media bubble (though being a genius, I am very rarely wrong), this much is indisputable: it’s not going away.

If you’re a smart marketer (and let’s face it—most of you aren’t), you’ll get on the ball lickety split and formulate a solid strategy for leveraging this growing phenomena… bearing in mind, of course, that the rules ain’t the same old rules that have made you the fat, lazy dinosaur that you are.

For starters, forget about “positioning” or “packaging” or any of the other P’s you learned about in Marketing School. Social media scoffs at these! The power of User Generated Content embraces a more democratic set of values: like sharing, engagement, authenticity and community.

I’d love to tell you more, but I haven’t updated my Facebook status in at least an hour and my Photobucket upload is almost done…

Targeted Online Ads: Brilliant or creepy?

With Facebook, MySpace, and Google energetically elbowing each other out of the way in their bid for World Domination, I can’t help but wonder what’s more scary: the fact that Rupert Murdoch might buy one (or all) of them and effectively own the United States? Or the fact that they’re amassing a frighteningly large amount of data on us, based on our behavior online?

When I first read about things like “portable personalization” and “behavioral targeting,” I thought… cool. With all the technology we have at our fingertips these days, there is really no excuse for irrelevant advertising and non-sequetor junk mail. Like this ad from the good folks at “MegaDi*ck,” which landed in my Spam folder earlier this week:

“The latest investigations have discovered, that males with bigger penises are more successful!” 

If I had a penis, perhaps I would care.

But then, I read this little bit of braggadocio from the CEO of NebuAd, which raised >$30 million in venture funds recently:

“We see all of the pages you go to and all of the searches you do,” CEO Bob Dykes said. When combined, that information provides marketers with a “much greater level of insight into what you’re doing,” he said.

Ok, that’s just creepy.

When asked to address the privacy concerns voiced by watch-dog organizations like The World Privacy Forum and the Center for Digital Democracy (who argue that companies like NebuAd should not create profiles on any user without first obtaining opt-in consent—period), Dykes responded by [what else?] downplaying the privacy concerns and emphasizing that the company doesn’t store records of search queries:

“We don’t want the government on our door saying, ‘Tell us all people who do a search on guns,'” he said.

Well, gee, I feel so much better!

Advocates of behavioral targeting are pushing the “opt-in” angle, suggesting that the benefits outweigh the risks: less Spam, fewer annoying, intrusive banner ads and pre-rolls that bear no resemblance to your personal interests or needs. The end result would be a much more enjoyable online experience, where you receive more of the stuff you do care about and less of the stuff you don’t.

But my concern is that most web-users don’t get the whole “opt in” thing to begin with—let alone how the term applies to “behavioral targeting”. My parents, for example, are still trying to figure out where the “forward” button is… and they spawned a GENIUS, for chrissakes!

As a passionate advocate of social media and the democratization of the World Wide Web, I think I’m leaning toward the opt-in only side of the argument. Certainly, there are plenty of tools out there already (and more popping up everyday) that help me find information that’s relevant to my tastes and interests—without having it shoved down my throat by advertisers. Or worse yet, used to put me on some government watch-list.

The final nail in the coffin for me will be when Google-DoubleClick joins forces with Big Pharma. Or Big Tobacco. Or Big Oil. (Or perhaps all three at once with a nice, firm handshake in the Oval Office!…)

Until then, I’m going to hope that my last Google search for “tax evasion” combined with a visit to DishonestAccountants.com doesn’t land me in hot water with my buddies at the IRS.

Wish me luck.

70 ‘things to watch’ in ’07 reviewed

In December of 2006, brand-building power-house JWT produced a list of “70 Things to Watch in 2007.” A copy of it landed on my desk earlier this year, and at the time, I thought… well, this is kind of interesting.

Being a genius and all, I dipped it in a healthy dose of skepticism and filed it away in my wait-and-see-what-the-idiots-think file, where it sat collecting dust until… this morning.

I am particularly fond of the intro that frames the list:

“As globalization continues to make our world seem smaller, localization will come to a head in 2007,” says Ann Mack, director of trendspotting at JWT. “We’ll put great emphasis on sourcing everything from food to textiles. Decadent and excessive consumption will fall to the wayside as we stress quality, minimal environmental impact and support of local producers.”

Right… and Hillary Clinton will ask Monica Lewinsky to be her Vice President, and a dozen purple pigs will fly out of my butt.

Of course the sad part is that I desperately wish Ann’s prediction came true… but then what in the world would I do for a living if there were no more interest in decadence and excessive consumption???

Anyway… here’s the list—with a few brilliant comments from Your Truly in bold. See how many of these things you’ve heard of—er, agree with. My personal fav has got to be #30: “brand sluts”. How and when did that become a cutting-edge trend???

Seventy Things to Watch in 2007 (by the folks at JWT):
1. Skype/VoIP
2. Wii and the next-generation gaming systems
3. The business of social networking (love it!)
4. Pop-up stores, restaurants and bars … installation style
5. Shrinky Dink technology (TVs are flat and hidden, iPods are down to half an ounce,
speakers are smaller and less visible, and so on)
6. The rise of nanotechnology
7. Sustainable construction/green buildings
8. Hydrogen fuel cell technology
9. Veggie-bus: school buses running on biodiesel fuel
10. Trans-fat fallout
11. Reality show talent searches (is that an oxymoron or what?)
12. Ohio State’s freshman basketball phenom, Greg Oden (who?)
13. Fear of agri-terrorism (Is that like, when McDonald’s runs out of Happy Meals?)
14. Halal foods
15. Participatory advertising (user-generated advertising and music video competitions) (love it!)
16. Premium-drink bars (thirsty just thinking about it….)
17. Organic fabrics
18. Stem cell research
19. Iceland (???? Really?)
20. Hybrid dogs (Dogs that run on batteries or solar panels? Huh?)
21. Locally sourced produce (how retro!)
22. Churchonomics: religion as big business
23. Reunions of donor insemination siblings (that’s an after-school special in the making, no?)
24. Hitting the off button: demanding downtime
25. Indian cross-over actress Aishwarya Rai
26. Home-schooling (EW!)
27. Natural building materials such as stone and wood
28. Binge chilling (sweet!)
29. Personalized diets
30. Brand sluts
31. Modernized tradition
32. Chindia
33. Alpha moms
34. Internet TV
35. Citizen journalism
36. RSS feeds
37. Fresh Direct
38. Google domination (Google as acquirer, and Microsoft as Google follower)
39. Mobile video
40. Rachael Ray
41. Inconspicuous consumption (like when I hide my copy of People under the whole wheat tortillas at the check-out line?)
42. X-Factor’s Leona Lewis
43. Dreamgirls’ Jennifer Hudson
44. Environmental causes
45. Companies going green
46. Barack Obama
47. Soft, natural hair
48. Microgeneration (generating one’s own energy)
49. Party planning for teens
50. Paying for user-generated content (sweet, maybe I’ll make a few bucks after all)
51. Higher-waisted pants
52. iPhone (this should have been at the TOP of the list!)
53. Co-branding (think Nike plus Apple)
54. Britain’s Amy Winehouse
55. The rebirth of raves
56. Energy-saving lightbulbs
57. Sacha Baron Cohen
58. Mash-ups (music, Web sites, everything)
59. Japanese apparel chain Uniqlo
60. Promoting “Brand Me” (uh… hello… that’s so 1999)
61. Ensemble TV casts (Ugly Betty, Grey’s Anatomy, Heroes, Criminal Minds)
62. Multilingual cinema
63. “Kidults”
64. Transformers (the movie)
65. Web-based microfinancing
66. Generosity (not that!!!!!)
67. Al Gore, the environmentalist
68. Unstrategic alliances (Paris and Britney, Tom and Brooke, Bush Sr. and Clinton)
69. Europeans getting fatter (it’s about time!)
70. Age shuffling (40 is the new 20, for example)

If you’re not showing Mac users some love, you’re an idiot

I’m sorry, but I cannot understand why the vast majority of “Web 2.0 technology” is launched in PC-only format. This is a question I have posed at least a dozen times in the past month as I’ve done the tech-startup “interview circuit” (that’s right—Yours Truly is looking for a job; one worthy of Her Royal Geniusness)… and the answer I get, time after time, is along these lines:

“With PC-users comprising ~80% of the market, we just couldn’t justify the development costs around supporting Macs blah blah blah blah blah blah….”

My follow-up question to this response usually probes about target audience: who are they trying to reach with their slick new technology?

99.9% of the time, the answer I get is: “early adopters” (or some colorful variation on the theme).

This is the moment when my head starts to spin Exorcist-style at the sheer stupidity of this logic.

See if you can follow the logic with me. You (savvy, Web 2.0 tech start-up) wish to reach the following audience:

  • early adopters
  • tech-savvy
  • heavy internet and media/gaming users
  • passionate about gadgets and new technology
  • ahead of the curve in “Web 2.0”
  • influencers; have the potential to become a WOM marketing vehicle for your product
  • not paranoid about online security; willing to download a new app, be a beta-tester, etc.

But… instead of targeting the loyal Mac user (who by the way, fits the above profile smack-on!), you focus your precious dollars & resources on the Bill Gates Black Hole. Instead of herding Purple Cows, you herd… sheep. S-H-E-E-P!!!!!!

For those of you who still feel the Mac World is a low-volume, high-risk path to traverse, allow me to share a few relevant Mac Facts (provided generously by a great example of Mac-loyalty):

  • IT’S ACTUALLY NOT MORE EXPENSIVE TO DEVELOP FOR MACS: On average, the cost to develop and support Windows applications is 50% higher per dollar of revenue than the cost to develop for Macintosh.
    (Software and Information Industry Association)
  • THEY’RE UH, DOING REALLY WELL: $24 Billion dollars in revenue in FY07, having shipped more than 2 million Macs, 10 million iPods, and 1 million iPhones. After the last earning’s announcement, Apple’s stock price climbed to >$184 per share.
  • THERE’S PLENTY O’ OPPORTUNITY: Macintosh software comprises over 18% of all software sold. Macintosh users actually use more applications than Windows users, citing ease of installation of Mac applications as one of the reasons.
    (Software and Information Industry Association)

  • HEY, HERE’S A NOVELTY: IT’S PROFITABLE!: Software developers make higher profits with Mac software than Windows software. Average revenues per unit remain higher overall for Macintosh software than for Windows applications.
    (Reports from PC Data and SIIA)

But perhaps the best illustration of why developing your Killer Ap for Macs instead of PCs first is the recent iPhone phenomenon. People stood in line for HOURS to purchase a $500 first-generation product, simply so they could have bragging rights (and access to a wickedly cool piece of technology, if I do say so myself)… Don’t you wish YOUR product could engender THAT kind of passion?

And that’s just a glimpse of the potential that focusing on the Mac market holds. They may be only 20% of the market, but they’re also the ones most likely to drive 80% of your sales.

So here’s my advice:
Forget developing for the PC. (For now.) Buck convention—develop your Killer App for the Mac first; show them the love and the loyalty. Arm them with a distinction that 99% of your competitors glibly dismiss: the MAC-ONLY edge. Tap into the rich, passionate community of Mac lovers in all of the places they play, online and off.

Screw Bill Gates.

Sure, you might miss the big Sheep Convention. But who wants to hang around sheep anyway?