Truth is King
This six month old post by Jeff Jarvis hits it... and he ends by saying:
In the end, isn’t the only asset worth owning trust?
Content is not king.
Distribution is not king.
Trust is king in the kingdom of conversation.
So the kingdom is conversation and thanks to the world of blogging and forums anyone can start a conversation and become an expert on a very narrowed niche. This is most exciting in the cycling industry.
We all know this biz runs on passion more then most others. And people reside in this industry because they love it, not to get rich. The hard part is making a viable living.
Question: What the easiest way to make a million dollars in the bike industry?
Answer: Start with two million.
How can joe shmoe frame builder compete in the world of magazine advertising and big budget sponsorship? He'll fail before he starts. You can't out-spend the competition.
But wait, the king is no longer distribution and content. So just cause Trek can buy more ads doesn't mean they'll always win. Now people want to be a part of the conversation and know they can trust what they are hearing.
Sure, the new Cannondale ad may be telling the truth. But it's boring. And corporate. And one sided. And looks just like the ads that lie.
But if I heard straight from an R&D guy on a regular basis and was able to constantly give my feedback... I'd be a lot more willing to drop my cash for his bike. I'd "know" the guy who built it.
The independent frame builder with a long waiting list.
Jimmy Rigsby starts Woodstock out of his garage.
Tim Jackson revitalizes the Masi brand.
One guy, telling one story about what he does and why he loves it. No layers of bureaucracy. No focus groups. No ad agencies. Just truth.
And what industry is better suited for truth tellers then the bike industry? We love a good story.
Posted by Tim Grahl at 12:01 PM