Stewart McCure

Writer, performer, management consultant

England

An Australian living in London.  A self-employed training consultant to the global health care industry.  A producer, director and performer of improv comedy.  A trustee of an adult education charity in West London.  A writer and occaisional blogger

 

 

The Long Tail

July 10, 2008  /  Stewart McCure

I'm reading a 2006 book by Chris Anderson (editor-in-chief of Wired magazine) called The Long Tail.


Whilst its difficult to relate much of the book to my Headcount: 1 model, I was happy to read his thoughts about self-published books: -

"The book becomes not the product of value but the advertisement for the product of value - the authors themselves.  Many such noncommercial books are best seen as marketing vehicles meant to enhance the academic reputation of their authors, market their consultancy, earn them speaking fees, or just leave their mark on the world.  Seen that way, self-publishing is not a way to make money; it's a way to distribute your message."
p77

Anderson is intrigued by the potential of digital technology (including improved efficiencies in print production) to allow more of us to produce and distribute our ideas.  Every consultant is in the ideas business and we're running out of excuses for not getting them out into the marketplace.

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tags / Be Your Own Brand, Client perception, Long Tail, Marketing