Well, at least some of you reading this will recognize the reference to the Grateful Dead, circa 1968. 

Anyway, I don't know if it violates a blogosphere tradition or not, but I can't help but reference my partner's post on this very same blog in order to add a hearty "amen" to his comment that you gotta have a good idea.

In technology marketing, if you don't have an idea, you can give it up. I once worked for a company who had a brilliant, world-changing idea. It was that architects should use computers as more than pencils to design buildings. It was a powerful idea grafted onto an industry that can be described politely as "traditional." (Read flippin' resistant to change.)

Yet because this idea was so right, so powerful, so obvious the Freedom Center at ground zero in NYC is being designed today using that technology. It really did change the way a fundamental aspect of the world — the way buildings are designed.

What's more, finding a community interested in that idea and making them aware of it, evoking passion about it and getting people to talk about it was relatively easy (if labor intensive).

Technology companies that are devoid of ideas are usually the ones that hire commodity PR firms in the vain hope that you can put a gloss on something pedestrian and make noise about it.

Truth is, if you haven't got the goods, you only end up with one hand clapping. Or, like the title of the Grateful Dead song, you just get rounder.

At AgencyNext, we prefer getting edgier as we go faster.

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