Tuesday, July 19, 2005
Mystic Bourgeoisie: beyond Cluetrain and Gonzo
Mystic Bourgeoisie is a new book-blog by Christopher Locke. A blog about a book, a blog that will become a book, a book that's evolving out of a blog.
I love the fact that it's a brother blogspot blog, but I have great misgivings about the "bourgeoisie" part of the title of both book and blog. This is one of the hardest words to spell in the Frenchified English language.
Christopher Locke, aka Rage Boy, operates two blogs:
* Chief Blogging Officer
* Entropy Gradient Reversals ("the zine for discerning internet surrealists")
Chris is one of the co-authors of the classic revolutionary seminal webonomics theory text The Cluetrain Manifesto. Another book of his, Gonzo Marketing, is one of my biggest influences and inspirations.
Christopher Locke, Jakob Nielsen, Jacques Derrida, Emmanuel Levinas, Jacques Lacan, Seth Godin, Tom Peters, John C. Dvorak, Evan Williams, Nick Usborne, Robert Scoble, Mac Swift, Paul Woodhouse, John Hagel III and Arthur G. Armstrong, these are among the super special, heavy duty, hardcore role models and gurus of Vaspers the Grate.
Here's a tiny taste of Gonzo Marketing...
"From an internet perspective, web micromarkets don't think of themselves as markets at all, but rather as nascent communities of interest. They tend to gravitate around articulate, knowledgeable, entertaining voices--individuals or groups driven by a passion to communicate their views." (p. 13)
"Companies talk about branding products, but what mass marketing is really about is branding people--stamping product impressions onto as many forebrains as possible as many times a day as possible. The product is boring? No problem. Get a bigger hammer to drive the message home." (p. 27)
"There has to be some sense of going over the edge, taking a leap into the unknown, going against all those internal alarms that pose as instincts but are really just paranoid defense mechanisms....To speak from the heart is to become who we truly are, and that's always risky, or at least surprising. If I strategize my speech, anticipating what I think you want me to say, things may go more smoothly on the surface....But we haven't really met." (p.32)
"As networking replaces broadcasting, communication must become richer and more interesting--not just louder and more insistent. It must have character, invite participation. Must differentiate itself from the plethora of uncommunicative corporate blather..." (p. 120)
Gonzo Marketing (Perseus Publishing, 2001)
Gonzo Marketing is one of my favorite marketing books, right up there with Seth Godin's Free Prize Inside and Al Ries and Jack Trout's Marketing Warfare and Positioning: The Battle for Your Mind.
For some reason, he's been engaging in blogo-combat against the occult New Age movement, examining the pseudo-scientific roots of its practices, the watered down faux philosophies of its ideals, and the brainwashed frenzies of its proponents.
While I appreciate Christopher's zeal and intentions, I find it hard to psyche myself up to rail against the hoaxes and hucksters of the New Age.
Like morbidly boring Harold Potter, I find it all so irrational, medieval, and superstitious, I just ignore it.
However, this new book-blog may prove to be interesting, and will definitely be stamped by Locke's unique, flambouyant, confrontational writing style.
Posted by steven edward streight at 7/19/2005 05:58:00 PM