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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit by Robert Rose, Joe Pulizzi

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CHAPTER 1

Killing Marketing

BY ROBERT ROSE

Most companies don’t fail because they are wrong; they fail because they don’t commit themselves. The greatest danger is in standing still.

—Andy Grove, CEO, Intel

Quick, kill it before it lays eggs

—Popular Internet meme

Did you know that the plane crash is an invention?

It is. It joins the automobile crash, burned microwave popcorn, and the hard drive fail as some of the more notable inventions of the twentieth century.

This idea comes from Paul Virilio, a French cultural theorist, urbanist, and “philosopher of speed.” Virilio’s concept refers to technology and how the invention of any new technology also simultaneously invents the disaster resulting from that technology. As he put it, “When you invent ...

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