We have seen blog after clever blog where people take a classic book about marketing, war or whatever and apply it to the trends of the day. Ries and Trout’s 22 Immutable Laws of Marketing and Sun Tzu’s Art of War both classics both made to fit whatever the popular marketing movement of the day is. Even the master Seth Godin’s folio Purple Cow has been taken from the pre ’08 pasture and has been translated for today.
It seems to me that everyone has forgotten one marketing genius whose manifest can teach us all we want to know about social media, analytics, roi and product life cycle. Christopher Wallace better known as The Notorious B.I.G. dropped the masterpiece; Ten Crack Commandments in 1997. Years before Facebook, LinkedIn, Twitter, WordPress, Pinterest and the rest but if we study these 10 Commandments it tells us everything we need to know.
Rule nombre uno: “never let no one know, how much, dough you hold, cause you know, The cheddar breed jealousy…” this translation is easy, we have all seen it with start-ups, there is all kinds of love and respect until you make money – once you start making money the fake friends, the lawsuits, what was once considered genius is now a sell-out
Number two: “never let em know your next move Don’t you know Bad Boys move in silence or violence Take it from your highness
I done squeezed mad clips at these cats for they bricks and chips” I believe Steve Jobs heard this verse and took it to heart, proprietary also means don’t tell anyone. I bet the Winklevoss twins wished they listened to a little less Weezer and a little more Biggie
Number three: “never trust no-bo-dy Your moms’ll set that a** up, properly gassed up Hoodie to mask up, sh** for that fast buck
she be layin in the bushes to light that a** up” nothing is private so be careful who you trust, there have been legal cases from NYC to Cali where people’s private Facebook messages have been used as material and necessary pieces of evidence to do everything from convict to increase/decrease settlements
Number four: “know you heard this before Never get high, on your own supply” ahh the best of the bunch, simple don’t get so excited about followers, fans, pins and retweets that you actually start to believe your own hype – you will go from relevant to has been if all you do is post about yourself time after time – don’t tweet or post just to read your own stuff
Number five: “never sell no crack where you rest at I don’t care if they want a ounce, tell em bounce” – we can have a little fun with this one, this is the simple warning that if people in your family know what you do for a living you will be hooking up monitors, downloading iTunes, running avast scans and cropping profile pics when you go home to visit for the holidays
Number six: “that g*d damn credit, dead it You think a crackhead payin you back, sh** forget it” – digital is not free, get paid for your work!!! No one asks a plumber to fix their pipes for free with the hope that they can pay them later if things take off, why should we work for free
Seven: “this rule is so underrated Keep your family and business completely separated” just because they are your brother, sister, cousin, aunt or mother doesn’t mean the understand SEO or SEM – don’t go into business with your family unless you are 100% sure they can pull their own weight and add value
Number eight: “never keep no weight on you Them cats that squeeze your guns can hold jobs too” – be careful with your prototypes and plans, we all remember the story of the Apple engineer who left his prototype iPhone 5 in a bar. Maybe marketing genius, maybe too much tequila either way be careful
Number nine “shoulda been number one to me If you ain’t gettin bags stay the f*** from police If ****** think you snitchin ain’t tryin listen They be sittin in your kitchen, waitin to start hittin” be transparent, don’t hide negative posts about your brand or product. If someone says something negative about your product embrace them and address it, don’t report it or delete it you will lose all credibility – social media offers great rewards but does open you up to negative honesty
Number ten: “a strong word called consignmentStrictly for live men, not for freshmen If you ain’t got the clientele say hell no
Cause they gon want they money rain sleet hail snow” – if you don’t have the skill set or can’t hit the deadline don’t take the job, you make us all look bad
Biggie went on to say “Follow these rules you’ll have mad bread to break up” I agree, keep learning, be disciplined and be a social media beast, the money will follow…..