Book – The Icarus Deception

icarusThough the concept of not being ordinary to survive is not new, the idea that this is topic deserving the entire book is interesting.

The “comfort zone” is no longer matches the “safety zone” – any individual needs to become an artist of his or her craft to survive… It is understandable, but most likely, the “safety zone” does not exist anymore, risk is too high, and the alternative is worse…  The concept of mismatching comfort zone and safety zone is an insight.

Some of the book’s critics pointed out that this new book does not actually state anything revolutionary. My guess, the revolutionary part is that even if the concept is so obvious, the masses of us (people in general and marketers in particular) do not nececerely folowing the advice…

Though yes, uniqueness is important now not only in marketing but also in individual surviving.  However, I must admit my favorite SG book is still Meatball Sundae 🙂

MN Search – Local Search

Ha!  The complexity of the world is increasing – even local search, which just barely appeared a few years ago developed into an its own discipline.  Quite complex discipline based on the event…


As local search becomes more important and interconnected, reviews take central stage.

  • 72% of consumers trust online reviews
  • 52% of consumers are more likely to use local business if the reviews are good

Google+ also becoming more important (and not only for my secret hope of promoting work White Papers there 😉  ).  A good introduction of local search can be found at Conversion Point blog