Marketing Mismatch: When New Won’t Work with Old (Riffs on Meatball Sundae) By Seth Godin “People treat the New Marketing like a kid with a twenty-dollar bill at an ice cream parlor. They keep wanting to add more stuff—more candy bits and sprinkles and cream and cherries. The dream is simple: 'If we can just add enough of [today's hot topping], everything will take care of itself.' Most of the time, despite all the hype, organizations fail when they try to use this scattershot approach.†Free Download of Book Summary here: http://changethis.com/pdf/42.01.MarketingMismatch.pdf