Categories: Articles

The Long Tail By Chris Anderson

This is probably one of the most anticipated business books in the past several years. I was more than excited to see that the author of The Long Tail, Chris Anderson (who is also one of the Editors of Wired Magazine), was kind enough to shoot me a review copy.
It arrived today, and you can rest assured The Long Tail is going to have a thorough reading by the end of the weekend.
I am very much looking forward to diving deeper into Chris Anderson’s theory behind The Long Tail. I’ve long been a fan of the original Wired Magazine article, The Long Tail (which was originally published in October 2004), and the complimentary Blog. I can’t seem to avoid seeing a “long tail” slide in almost every marketing presentation that I attend, so Anderson’s theory has some steam behind it.
The Long Tail book also put a smile on my face when I saw the cover. I love the tagline: “Why the Future of Business is Selling Less of More.” You have to re-read that tag a couple of times, but man it’s a doozy.
I’m also curious to see how marketing agencies are going to be dealing with the core message of The Long Tail – our traditional business model is built around strictly selling more to more people.
Look for The Long Tail by Chris Anderson to be an upcoming selection of the month for The Montreal Business Book Club. Odds are, I will also do a book review for this Blog and probably get it posted on the CMA – Canadian Marketing Association website as well.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.