M A R K E T 2 0 0 4 - Seth Godin

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 you
 have
 read
 Free
 Prize
 Inside,
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Free Prize Inside, the condensed version:
Every
 company
 needs
 to
 grow,
 and
 traditionally,
organizations
 have
 focused
 on
 two
 reliable
 ways
 to
accomplish
 that
 growth:
 big
 ads
 and
 big
 innovation.
Click here 
 and
Big
 ads
 are
 a
 problem
 because
 advertising
 doesn’t
 work
 like
 it
used
 to.
 Many
 ads
 are
 underwater,
 costing
 more
 than
 they
generate.
Big
 innovation
 is
 a
 problem
 too.
 R&D
 is
 too
 expensive,
 the
glut
 of
 technology
 and
 patents
 and
 noise
 makes
 it
 harder
than
 ever
 to
 predict
 and
 then
 successfully
 execute
 the
 next
big
thing.