Comments on: how much did that insight cost http://experiencecurve.com/archives/how-much-did-that-insight-cost Social Media and New Marketing Strategy Mon, 6 Oct 2008 14:57:14 +0000 http://wordpress.org/?v=2.5.1 By: Steve Portigal http://experiencecurve.com/archives/how-much-did-that-insight-cost#comment-557 Steve Portigal Wed, 31 Dec 1969 16:00:00 +0000 http://experiencecurve.com/?p=260#comment-557 I had hoped that the story was just massively simplified by Nussbaum for the audience. What was most disturbing for me was the fact that Bruce Nussbaum, who hangs around the IDSA endlessly, writes about design regularly, knows everyone in the business, etc. etc. would still let IDEO write the story for him so egregiously. There's no journalism in the man, he's simply a PR pass-through. By the end of the article, when he mentions that there are in fact other firms who (gasp) do some of the same work, he spins it so you think that IDEO invented everything described, that other firms started copying this type of thing in order to compete with IDEO. So the props to other practitioners are very weak ones. The thing is, there will be another article or TV show just like this about IDEO in another 6 months. My impression is that this type of PR helps IDEO enormously, but it helps the rest of us significantly as well. I had hoped that the story was just massively simplified by Nussbaum for the audience. What was most disturbing for me was the fact that Bruce Nussbaum, who hangs around the IDSA endlessly, writes about design regularly, knows everyone in the business, etc. etc. would still let IDEO write the story for him so egregiously. There’s no journalism in the man, he’s simply a PR pass-through. By the end of the article, when he mentions that there are in fact other firms who (gasp) do some of the same work, he spins it so you think that IDEO invented everything described, that other firms started copying this type of thing in order to compete with IDEO. So the props to other practitioners are very weak ones.

The thing is, there will be another article or TV show just like this about IDEO in another 6 months.

My impression is that this type of PR helps IDEO enormously, but it helps the rest of us significantly as well.

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