CHAPTER 6
Take your ass
to market
M
arketing has a bad reputation . . . or as the comedian
Bill Hicks famously said, ‘If you are in marketing or
advertising, kill yourself.’ The inventor Edwin Land
was no more positive: ‘Marketing is what you do when your
product is no good.’
But before you abandon this chapter in disgust, let’s look at what
these two quotes tell us. Bill Hicks is really railing against bad
businesse ...
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