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Hi all,

Enjoying this thread very much. I too wanted to mention Steve Jobs for not following marketing procedures. Another favorite of mine is Robert Mondavi who revolutionized the American wine scene by ignoring traditional marketing approaches as focus groups and so on. I highlight this in a journal article I wrote on innovative marketing strategies in small museums. The article has to be purchased but here is a summary of Mondavi's approach:

Using creative ingenuity and ignoring hard fast marketing theory rules, Robert Mondavi, the industry’s acknowledged leader and ‘ambassador’ set the stage for an entirely new market—not guided by consumer desires or wants, but by assuming that consumers did not know what they wanted. This gave a creative team of artists and scientists an opening to collaborate and create a distinctly ‘new world’ taste altogether that elevated California wines to world class stature even over French wines.

Finally, bear in mind, that it was Henry Ford who bypassed marketing approaches as well stating: if I asked the American people what they wanted, they would have said faster horses!

Terri



Terri McNichol MA 
Independent Scholar 
Ren Associates imaginement™ 
Adjunct Faculty 
Mercer County Community College 
Telephone +1.609.371.5354 
Cell +1.609.638.5878 
http://imaginement.wordpress.com/ 

Just released: a companion online Learning Guide to The Sustainable Enterprise Fieldbook specifically for educators, leaders and managers. 

"The Art Museum as Laboratory for Re-Imagining a Sustainable Future"is included as chapter in Part III: APPRECIATIVE INTELLIGENCE PERSPECTIVES. Advances in Appreciative Inquiry- Positive Design and Appreciative Construction: From Sustainable Development to Sustainable Value v.3. Thatchenkery,T., Cooperrider, D. & Avital, M. (Volume Eds). Emerald Group Publishing Ltd. 2010. 


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