In 2016, it’s impossible to find anyone in marketing who doesn’t believe we’re in a period of rapid transformation. The change is coming from all aspects of business and technology, and everyone is scrambling for their share of the new landscape. Geoffrey Colon attempts to make sense of how it’s all occurring in Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal.
If you’ve read any blogs, LinkedIn posts, or so-called “thought leadership” pieces lately, then much of Disruptive Marketing will feel familiar. All the usual phrases are thrown in here: Break down the silos. Consumers are in control. Brands will act as their own publishers. Emotional intelligence. Continuous “tinkering” and experimentation. Hybrid skill sets. Everything that’s de rigueur gets a shout-out.
Colon weaves much of this thinking along with anecdotes from his career and perspectives from marketing folks he’s talked with over the years. The result is a book that’s a little all over the place, but still a very accessible, breezy read. If you’re looking for a broad compendium of what many marketing gurus are preaching these days, Disruptive Marketing is a good place to start.
Special thanks to AMACOM Books for providing me with a review copy.