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July 28, 2010

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Keith Jennings

First of all, thank YOU for both serving as an example and helping us keep our eye on what matters.

I believe we tend to fool ourselves into pursuing the wrong thing: success. I think significance is our real goal. The Grateful Dead were certainly successful, but more importantly, they mattered.

Whether we're writers, marketers, musicians, or whatever, we can't think of success as the destination. Success is merely a step on the way to significance, where our cause and values can make a difference in the world.

That's what I hear you saying here: use any success that comes your way to make a difference in the lives of others. Focus on significance, and success can follow.

David Meerman Scott

Keith - you make a really good point about the focus on success.

The Grateful Dead teaches us to focus on our fans and our community.

They don't teach this in business school... (yet).

Jen

I think this is a great post and example from the Grateful Dead. I know I look more favorably upon companies who publicly and generously donate to charitable causes, and that certainly extends to the company I work for as well.

Thank you for stopping by my blog the other day. I was a bit shocked to see your comment at first, but then I realized you were just practicing what you preach! Great example.

Tim Patterson

I never was a huge Grateful Dead fan although I did like a lot of their stuff...but I always paid attention to their 'organic marketing' approach by encouraging their fans to record their concerts. As a result, hundreds of concert recordings are floating around the world being traded by Deadheads. For a band that rarely cracked the pop charts, they proved that charting records really didn't matter - that wasn't their business model. Lots to like about the Dead's marketing...good column.

Christina

Love your post...I also believe in that you have to give back to your community. It's not only a marketing lesson but a lesson for everybody, more like paying it forward.

chandani

It is great approach for company to make their audience feel like they care. I believe it kind of promotes sense of community belonging.
But weather organization or personal it is always good to give back to community. I kind of feel like it is under the radar marketing process.

Michael O'Connell

'Think Different, Man!' a feature by Christopher Goodwin in the Sunday Times Magazine discussed the Dead and referenced the new book. Unfortunately the times is subscription only....http://www.thesundaytimes.co.uk/sto/Magazine/Features/article355254.ece

David Meerman Scott

Thanks for sharing Michael. The Sunday Times Mazine article is excellent. Too bad they have it behind a pay wall though.

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