Andy Howard

Razorfish says: be useful

We think the guys at Razorfish are awesome because they say and do things we believe in. Digital things. In his new ‘book app’, Do or Die, Razorfish chairman Clark Kokich urges marketers to ask the right questions about digital strategy. Kokich says;

The only questions really worth asking these days are “How can we use the tools of the marketing trade to actually make our product better?” or “What do our customers need that they’re not getting now, and how can we give it to them?”

Absolutely. “What’s the best problem to solve?” is a question we constantly ask ourselves. I discussed this mindset during my guest lecture on integrated marketing communications and these words from Einstein also come to mind:

“If I had an hour to solve a problem and my life depended on the answer, I would spend the first 55 minutes figuring out the proper questions to ask”

Kokich goes on to advise marketers to “figure out what you can do to be useful”. Being useful is the foundation of The Village. Useful is what we believe in. Useful is awesome, gentle and powerful. Every day we strive to be really useful to our clients, our clients’ customers, people we know, and people we’re just getting to know.

Useful is how marketers can have a massive impact on the customer experience and bottom line. How? By asking the right questions, solving the right problem, and baking the communication into the solution so the product or service becomes the message.

There’s more about the book on the Do or Die website and at Fast Company.

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