Still having trouble with the trend toward having to give your intellectual property away for FREE as a marketing tactic? I wrote about Wired editor-in-chief Chris Anderson’s book FREE: The Future of a Radical Price months ago in the post Does “Free” Fuel Today’s Creative Marketplace or Diminish Creativity?, and have closely watched how this marketing idea impacts small, independent creative entrepreneurs who are trying to build an audience.
My preliminary conclusion? Getting FREE to pay off as a marketing tactic requires a brand new definition of value that embraces abundance rather than scarcity and relationships over transactions.
Most people I talk to think value is money, and most believe money is in short supply. They are angling to get their portion of what they think is a finite pie. For small independents looking to cash in from giving things away, they are often sorely disappointed and angry with the results of FREE marketing because they are working from a confining premise.
So how does one create win-win from FREE? Enter Douglas Rushkoff, media, technology and pop culture pundit says we have to redefine value first. This video is 15 minutes well-spent, as even though Rushkoff might not have the answer, he will start you thinking about your definition of value. Getting past FREE to VALUE is a shift that small independent creative entrepreneurs have to make in order to survive the changing face of marketing. And who better to create a whole new way of defining and exchanging value than our most creative entrepreneurs?