Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

Chapter 3. Marketing Is a Conversation

	“For a list of all the ways technology has failed to improve the quality of life, please press three.”
	--Alice Kahn

Chapter Contents

• Starting the Conversation 57

• Learning to Listen 74

• Getting Introduced to Others 90

• Summary 101

A few of my friends stopped into a diner after a night of revelry (a polite way to describe sloppy drunks). When the waitress came to take their orders, Wally said, “I’ll have the special.” The waitress informed Wally that there was no special, so he should just tell her what he wanted. Nonplussed, Wally persisted, “I’ll have the special.” The waitress again insisted that there was no special and asked Wally to order from the menu. Wally looked up from his menu and repeated, “I’ll have ...