More magic, less marketing

I read this article today over at Hypebot. The author, Kate Bradley points out that while there is merit in being great, it’s no guarantee of fame and fortune:

I don’t care how friggin spectacular you are… if you don’t have anyone to tell, it might as well not be true. It’s a chicken and the egg deal. Almost. Because, you CAN have real, passionate, loyal fans at every stage of your career, from fledgling to Trent; if I like you, I’ll help you. Period.

Think of it like this: the way you make me feel about your product handily trumps the actual product. In a heartbeat.

So… how do you do it? Um, it’s called MARKETING.

There’s definitely something that happens between creating something great and having tons of people psyched about it. That’s really nothing new. However, I wouldn’t call it marketing. It’s something that can’t be outlined in the cold, sterile world of a business spreadsheet or a corporate boardroom. And when it is, it’s usually worthless. It should be something more mysterious, organic, meaningful, and timeless. More magic, less marketing.