I as read this, I was recalling that these words sounded a lot like the MindSpring manifesto (I was one of the very early MindSpring subscribers) and then I saw who wrote this and laughed.
First of all I love any early customer. However Michael is not exactly right. MindSpring did not have a manifesto per se, we had some values and led with them. But somewhere along the way we did develop a marketing manifesto. Essentially how we wanted to communicate with customers and prospects. If I generalize it looked something like this.
- Tell the truth plain and simple.
- Avoid ad speak.
- Talk with a voice that is your own. Make that voice someone you would want to go up and talk to again and again.
- Promise only what you deliver.
- Give people something to think about. Have a unique vision for the way the world should work. Let the world know.
- Leave no doubt as to what is for sale.
I think it has stood the test of time.
Along with three or four good words and a solid positioning statement I think every technology company needs a marketing manifesto to ensure consistency in their communications. Not sure if the above holds for everyone out there but I could make a strong argument that it is a good place to start.
Every company should have a marketing manifesto. Seventy five words or less.