Now that in and of itself isn't news. However, I was struck by just how entrenched this idea has become when I read a recent interview about web phenomenon Groupon's rejection of the Google billions.
Groupon works by getting local businesses to offer remarkable deals for a very limited time span; when enough people sign up, the seller and Groupon split the cash. For enough people to sign up, the offer has to be jaw droppingly exciting and Groupon uses this principle to select which offers it promotes (it is approached by an average of 8 sellers for every 1 promotional spot).
The contrast between this model and the conventional advertising set up could not be more extreme. For Groupon to make money, they have to be sure your product and offer make your proposition virtually impossible to refuse for your target market.
They have structured their whole business model around this principle and have refused a mammoth $6 billion from Google, confident that they can take what is currently the fastest growing company in history (they are 2 years old) and make Google's offer look like small change.
The message for marketers? Being remarkable, not just in your content but in your value proposition, your service and your offers is no longer just a way to get ahead, it is essential for your survival. The world has rebuilt itself around new rules, evolve or die.
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