Jeff Bezos distills how to look at modern internet-based information flow. The internet hasn’t disintermediated every business yet – there are still a lot of “we got the work because of someone knowing someone.” Which is always said by companies not operating at large scale. At large scale, to expose your product to many people, you have to be understandable by people from 1 web page. Amazon – every service they have, is understandable within 1 web page of headlines. Buy here. See Movie Here. List Product Here. These are Amazon hallmarks. It’s interesting to know if others see the world as clearly as Bezos. He’s right on with this quotation: “The balance of power is shifting toward consumers and away from companies… The right way to respond to this if you are a company is to put the vast majority of your energy, attention, and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it.”
You can still hear people say: no one can find you without 80% of money going to marketing; which may be where the difference comes in: Bezos isn’t trying to niche anything; he’s renovating selling products. Maybe that’s why he can be so bold.
“In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts,” Bezos continued. Are you too focused on how you talk about your business and not on what it actually does? “The very best businesses acquire customers ‘organically’ without advertising. Great products and word of mouth drives sales at these companies. By contrast, companies which must sell their wares with huge advertising budgets are losing their edge in the Internet era,” comments Griffin.