Marketing

Marketing to the Bottom of the Pyramid

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Author Seth Godin at PDF 2007
Author Seth Godin

Seth Godin uncharacteristically has written more than just a couple of lines in his blog tonight. Hmmm. Something is floating his boat! Read all about it here: the paradox of marketing and the “Bottom Billion”.

He draws upon his work around tribes, and the distinction in world view between someone who is keeping up just surviving, and someone who is pursuing happiness wrapped up inside the latest box of something for sale.

And here’s the kicker: If you’re a tenth-generation subsistence farmer, your point of view is different from someone working in an R&D lab in Palo Alto.

A nice little segue to join three posts from this evening: this one, the previous video about social enterprise (provided courtesy of Seth), and the previous reflection of Peter Singer’s considerations about a nudge.

Inspired?

Fundraising…the answer? More aid?

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A glossy brochure, a high rate of fundraising, a slick looking five-year strategic plan and vision/mission statement.

Is this the answer to eradicating extreme poverty?

I contend that the greatest poverty of our time is poverty of spirit, and that if we can address that in ourselves and across our communities, much of what we need to do might become more evident.

Dan Pallotta has an interesting perspective in this regard. I discussed this with him briefly at the Social Capital Markets Conference in 2009 held in San Francisco. His current writing is bold to say the least. I am not saying I agree with everything he writes; in fact I don’t. But engaging in discussion around this issue is important…Time is short, and we must be sure to match words with action along with a great sense of urgency.

Building marketing potential? More aid? Increased effectiveness/efficiency in fundraising?

What do you think is important and needed to make change happen?