'Old marketing is dead
10 years ago we were able to advertise a position in a paper and know that people looking for a job would see it. Nowadays you need to advertise in many papers and on multiple websites and you are still not guaranteed a good response.
It used to be that you could build a product and market it really well and people would naturally use your service. Nowadays we are all bombarded with advertising and media and information. We as consumers often ignore these messages. When was the last time you made that call after hearing an ad? It is almost impossible to make an impression and a thousand fold more difficult to actually get them to pick-up the phone.
New marketing is everything we do
Brand is no longer about just having a great logo and good advertising. Brand is now driven by everything the company does. Every time we answer the phone or deliver a sales proposal or email a client or they use online, we build our brand. The aim of new marketing is to get talked about, in a positive way of course, because of how ingenious we are!
To have a strong brand you now have to have a service that is so ingenious, so smart and edgy and stunning that it gets talked about. Think about Google. How many of you started using Google because you saw their ad. None, they didn't advertise. You heard about it, tried it, liked it, kept using it and if you're an early adopter like me, probably told others about it.' – quote from my eBook called 'Being INGENIOUS @ agoge'
All this means that the old way of attracting candidates or getting customers works less and less. It will get harder and harder get peoples attention. Your only chance is to focus on providing a stunning service or being an incredible employer, so that you get talked about.
Finally, fyi, we measure most of our advertsing, we change ads and try new and creative things. When you measure advertising, the results generally dont make good reading, it forces you to think outside the square. You should try it!
From what I have read the marketing industry thought it was a foolish decision and predicted that it would spell the downfall of Amazon. How could they possibly think that investing money earmarked for advertising into making the customer experience more positive would increase sales.
Recently I attended the parent information evening at the Rototuna Primary School. I have always felt that the school was doing a great job, but that evening reinforced it for me. 
Communicator – Give and receive – Kids are taught to be great verbal, written and verbal communicators
Researcher – Figure it out – Kid are taught to be naturally inquisitive and to problem solve.
Thinker – Think about it – My favorite, kids are taught to think. My kids are often doing mind maps at home.
Risk Taker – Have a go – Kids are taught to step out of their comfort zone and give heaps of things a go.
Team Player – Work together – How important is team work.
Self Manager – Manage me – They teach the kids they are responsible for things. Kyla class are responsible for doing their own homework.