"This is not Saint Étienne"

Esta é a mudança que muitos ainda não perceberam:

"For fifty years, TV and TV-thinking was the shortcut. Make average stuff for average people (by definition = mass) and promote to every stranger within reach. It worked.
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But mass is fading, fading faster than our desire to be mass marketers is fading. The shortcut doesn't work every time now, and the expectation that success is the same as popularity is still with us.
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Fifty years ago, producers and marketers got smart. They saw the miracle of mass marketing and they adopted it as their own. They amped up mass production and bet on the masses.
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The smart creators today are seeing the shift and doing precisely the opposite:
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Produce for a micro market.
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Market to a micro market.
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When someone wants to know how big you can make (your audience, your market share, your volume), it might be worth pointing out that it's better to be important, to be in sync, to be the one that's hard to be replaced. And the only way to be important is to be relevant, focused and specific."

Por isso, continuam a sonhar com o paradigma dos anos 60 do século passado, continuam a acreditar nas empresas grandes e nas multinacionais que podem ser seduzidas por governos.
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Só que o mundo mudou, o nível do jogo é diferente, os truques agora são outros.


Trechos retirados de "Mass production and mass media"

Há muitos anos, na década de 70 do século passado, a 2 de Novembro de 1977 o FC Porto defrontou no estádio das Antas o Manchester United para a extinta Taça dos Campeões. Na ronda anterior o Manchester tinha eliminado o Saint Étienne. No dia seguinte, o Jornal de Notícias trazia o relato da festa nas Antas (o Porto ganhou 4 - 0, 3 golos de Duda e um de Oliveira, vocês ainda se lembram do velho Duda?), nesse relato havia uma foto que nunca esqueci. Um grupo levava uma tira de lençol branco, presa a uns paus, onde se lia "Attention Manchester United, this is not Saint Étienne, this FC Porto"
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Yes! We are not in Kansas anymore!