Seth Godin’s blog(セス・ゴーディン ブログ)2009年1月9日:What to do when the new thing doesn’t work

Every once in a while I hear from frustrated bloggers and other new media denizens. They’re frustrated that their work isn’t spreading fast enough, that the new tools aren’t working the way they want them to.

The kneejerk rejection is always the same: Spam! Promote! Advertise! Enough with this zen nonsense, I want to be in charge. Who can I hire? How can I spend? Who do you know? The new tools didn’t work, I need the old tools.
反射的におこる拒絶反応は、いつもあることだ。「スパムだ! プロモーションだ! 広告だよ!」と。新しい機能はうまく動作しなかったし、僕は今まで使ってたのを必要とすると思う。

From the start, you have to choose a path and stick with it. Either you are on the path of the TV Industrial complex, and you’re prepared to promote and spam and spend and make average stuff for average people… or you are busy embracing the new media for everything it can offer.

Don’t get stuck in the middle. It’s painful.

When the new stuff doesn’t work, do the new stuff more and better.