UnMarketing, 2nd Edition

60The UnTour

This chapter was an addition to the revised edition of UnMarketing. Whenever someone asks us about our books and how they've shaped our business, the story of Scott and his UnTour is always front and center. This tour changed our business. It launched Scott's professional speaking career and allowed us to leave consulting behind. The tour was a social media experiment, a financial investment, a tremendous time commitment, and in the end a huge success. Being onstage is what Scott was meant to do and we were willing to invest our time, money, and energy in making that happen.

A lot of the time, people will ask us what's next for us. What's the big business goal, the dream? We can honestly say we're already living it.

Here is the story of the tour in Scott's words, as it appeared in the original paperback edition of UnMarketing.

I knew that I wanted a community-based book tour, but I had no idea when it started just how amazing it would be. Over the next few months, I would meet face to face with thousands of people from across North America. Every single stop on the tour came from people raising their hands and bringing me to their town, without any cost to me or my publisher. I made my way around Canada and the United States talking with people about UnMarketing.

One of the many cool things about starting the tour in Dallas is that my brother lives there, so we got to hang out. He does sound for bands and events and told me a great story about the band Winger ...