NOTE: Sometimes I write two separate ideas in close proximity. Since I have limited mental cycles (lol) when I write two posts a few days apart they tend to get smashed together.
Today this idea of New Altruism was atom-smashed into Why Internet Marketer's Must Disrupt To Win. These atoms combined in a unique way and you can find the atom smashing exclusively on the Revolutions on Scoop.it. What have you smashed recently?
The King's Spirit Visits Martin's Ride
After a long morning of riding in hot dry wind Brian and I sat in a small pizza place in a tiny Nevada town. Martin's Ride To Cure Cancer still had several weeks before LA. The tiny town looked like any other with once exception. Right in the middle of town there was a big casino.
We must have looked as exhausted as we felt because a nice man in what must have been thousand dollar cowboy boots asked us where we were riding to.
"LA," came my tired response. The man's double take was precious and made me smile. Brian shared the story of my cancer treatment and our goal of riding bicycles across America. The man shared his cancer story, his father died of cancer then he peeled a hundred dollar bill off a big roll and asked us to please let him help.
I said sure if he would join us. The man, a large squat man with bulging belly hanging over a cowboy belt pulled a chair and and sat backwards leaning on the back of the chair. I asked what he did for a living, "Retired now, but there was a day," he said his voice trailing down as he looked out the window.
We sat quietly for a moment and then he shared his Elvis story.
The man was a security guard at a Vegas casino after getting out of the Navy. One night he was posted outside Elvis' room reading a paper as a party got going pretty good inside the room. Then, without warning, Elvis came out, sat down and asked if he wanted to play cards.
The RULE, he explained, was if Elvis or any celebrity asked for something you did it, and besides this was a chance to play cards with THE KING. They played cards and the man sensed Elvis was more comfortable sitting with him out in the hall than inside the loud room.
Altruism Is King Now
Elvis may have left the building, but there is a new king of Internet Marketing - Altruism. More of us are rebelling against more things faster. Systems built to feed assembly lines and guard against the "shirking" of "lazy" employees seems hopelessly out of date in a time when we are all connected, inspired and working 24.7/265.
If walls between THEM (friends, customers, coworkers) and US are crumbling what does it mean to Internet marketing? How do we market now?
Yochai Benkler And The New Altruism
Like many reading this post, I've felt something new was afoot and began ScentTrail Marketing in 2007 to articulate and share that feeling. Here the ScentTrail Manifesto from two years ago:
ScentTrail DefinedNow here is one of the best summaries of The New Altruism by Yochai Benkler author of The Penguin and The Levathan: How Cooperation Triumphs Over Self Interest at the Wikimania conference. Yochai's segment starts at 26:26 and runs for about 20 minutes:
Defining ScentTrail as a modern marketing term was one of my first posts (ScentTrail Defined way back in April 2008). If Moore's Law is rapidly changing every aspect of our social and commercial world then the hypertext link is its accomplice. We live in a time of hyper-connection. Link love, creating links to favorite web content, is fueling a new altruism.
This "new altruism" is shaping our world. Social networks increase what authors Robert Wright (NonZero) and Michael Shermer (Mind of the Market)describe as a "genetic predisposition" toward altruism, a genetic predisposition on Moore's Law faster, cheaper CPU speeds. Q: What does it cost to scale a business today? A: Much less than yesterday and more than tomorrow. Our connections will grow.
I will follow this introduction to Internet marketing's New Altruism with more in a day or so.
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