Google gets the Value Exchange

The thinking behind the MindShare reboot is that all marketing is driven by a value exchange.
At its most simple, citizens (lets remember they're not consumers - thats just wishful thinking on our part) give their attention to advertising that offers value - in the form of either entertainment, relevance or usefulness. If ads don't offer value in any of these ways citizens withhold their attention.
So we're in the business of creating value exchanges.
Therefore its nice to see that Eric Schmidt of Google gets this too - this quote comes from a CNBC interview to be broadcast later today  (courtesy of Silicon Alley Insider);

"Google believes that advertising itself has value. The ads literally are valuable to consumers. Not just to the advertisers, but the consumers."

The full corporate line on the reboot can be found here

Comments

[Ethan Bauley]

I know that you've been working the "create value for end users" meme as long as anyone...

But to be fair: Google rolled out AdWords in 2000 and Eric Schmidt began his CEO tenure in 2001, around the same time Paul Buchheit et al coined "Don't Be Evil"...they've been evangelizing this strategy for years, too.

Just keeping you honest ;-)

Kind regards,

Ethan

[Simon Andrews]

You're right - and I have huge respect for what Google is doing. Adwords is the purest form of advertising - relevant at exactly the right time. I just like the idea that we're on the same page.
best

[Ethan Bauley]

Agreed!

If you follow GOOG's strategy as closely as I do, you'll love Harvard Business School's Umair Haque (if you're not reading him already):

discussionleader.hbsp.com/haque

He has created an entire framework, deeply rooted in John Hagel's "edge" research, that exploits the simplicity of "Good v. Evil" as a heuristic for guiding decisions and strategy.

It's the most brilliant stuff on the Internet as far as I'm concerned. His post this morning is a doozy...