In a recent conversation, a friend of mine expressed frustration over the increasing trend of people being hailed as experts or masters in a particular field, even when they lack expertise or relevant qualifications. He complained that the audience often applauds and follows individuals with empty credentials and supports unsuccessful endeavors. Because I’ve heard such complaints frequently lately, I smirked mockingly and shared a recurring observation:
It’s not about what you do but how you sell it.
He vehemently disagreed with this observation, leading to a heated debate. While my friend emphasized the importance of quality over quantity, I firmly agreed with him, asserting that we live in an age dominated by image and advertising. Consequently, regardless of how excellent a product is, it cannot be sold at a high price and in large quantities without “effective packaging and marketing.” According to my theory, even a terrible product could achieve high sales figures if marketed well. However, I stressed that such a situation couldn’t be sustainable.
Yet, the point we both agreed on was the same: no matter how well it is marketed and achieves high sales figures, a bad product/business is doomed to decline and eventually disappear after a temporary surge that deceives its owners. The online world is a vast graveyard filled with such products and projects. In the real world, there are numerous historical examples dating back centuries. I believe everyone remembers the example of Cola Turka (a Turkish cola brand) that rapidly gained a market share of up to 25%, only to decline later.
These days, Social Media is a popular concept and industry that everyone is trying to grasp. It will become even more talked about and widely known in 2010. However, ongoing efforts to create empty and useless images, worthless businesses, and excessively consumed customer satisfactions indicate that a healthy point has not been reached. I liken this situation to the infamous crisis of 2000 when the Internet bubble burst.
Those who lived through that period will remember how enormous budgets and reckless spending transformed into a major crisis of customer trust and loyalty. Over time, those who did their job well and differentiated themselves survived and thrived. In short, those who know their business and do it well don’t need to be afraid. When the chaos and flood subside, those who calmly continue in clear waters will be the ones to prevail.