Ted Gioia explains that the rules of marketing as explained in Glengarry Glen Ross no longer apply:
The rules of marketing never change. That’s what they told me in business school.
If you could peer inside the meetings at head office, you would see a never-ending loop of Glengarry Glen Ross.
Always be closing. Those are the A-B-Cs of business.
But that’s not true anymore.
In recent days, a new marketing strategy has emerged. I’ve never seen it before. And I wish it would go away. You probably do too.
It’s a new way of advertising. It’s a new way of marketing. It’s a new motivational tool.
It didn’t exist when I studied marketing back at Stanford GSB. I had the best marketing teachers in the world, but they never dreamed of doing this to customers.
Here’s the new marketing playbook of 2025:
- Do NOT try to close.
- Do NOT try to sell.
- Do NOT try to persuade.
- Don’t even listen.
The goal now is merely to ANNOY. The big companies do it on purpose.
Big streaming platforms are the experts at this new marketing tool. They want you to pay for a premium, ad-free subscription. The more annoying the commercials, the more likely you are to pay.
You will pay just to get rid of the ad.
In this topsy-turvy world, the more painful the ad, the better it works. The digital platforms have studied this — YouTube has tested using up to ten unskippable ads on users.
That’s not marketing — it’s water-boarding. But they need to test these techniques. Their business model is built on optimizing the level of annoyance.
And guess what? Even paying for premium doesn’t guarantee escape from ads. Welcome to the new digital platforms — which increasingly resemble prisons.
[…]
We once lived in an industrial economy — built on industry. Then we shifted to a consumer economy — built on consumption. And more recently we lived in a service economy — built on service.
But we now are entering the age of the Annoyance Economy. And it is the inevitable result of corporations battling for your attention.
They monetize your eyeballs — measured in clicks and microseconds — and they will do anything to hold on to them. This increasingly involves annoying, intrusive actions that no business would have dared to implement in a consumer-oriented economy.
