For Barry's characters, marketing is at the heart of all success in our celebrity-obsessed world. That's why Barry's hero changes his name from Michael to Scat. This spectacle of gen-Xers at play in the boardroom betrays a certain ignorance of how global organizations compete, how big companies work, and how major decisions get made. But Barry has a handle on a more powerful truth. Your opinion of what's quality is no more valid than mine.
Popularity is quality.
And so marketers are today's real artists. Now read his book. In a world with hundreds of TV channels and nearly 2 million commercial Web sites, just shouting louder than your rival doesn't work the way it once did. Godin can't clear away the clutter, but he does propose a way of turning clutter into an asset. The point is to transform potential consumers into willing participants in the marketing equation.