About The Anti-Marketer
The Anti-Marketer, aka Paul Paetz , is CEO and Principal Disruption Consultant with Innovative Disruption, Inc., a boutique consultancy specialized in disruptive innovation.
Before founding Innovative Disruption, Paul accumulated over 2 decades of wide-ranging experiences in technology marketing, sales and management and consulting. He is a free thinker who challenges conventions with the goal of achieving market-leading business performance, although some times he does it just for fun. A "quant" at heart, the Anti-Marketer is both analytical and creative. Add to these characteristics a healthy dose of skepticism, and you get someone who sees common problems from a novel perspective, and cuts through the crap quickly to create unique solutions.
A contrarian by nature, Paul grew into the field of disruptive innovation naturally, initially by forming an independent marketing consultancy practice in 2003 focused on brand-building, corporate communication and revenue growth strategies. An outgrowth of 20+ years of strategic marketing experience in the software technology arena, he worked with a number of technology innovators, and became increasingly interested in why a select few break away from the pack, but the majority end up failing or only achieving moderate growth. In 2006, he merged his practice with The Disruption Group to focus on disruptive innovation, and more specifically on disruptive marketing and business strategy. Paul launched Innovative Disruption, Inc. at the beginning of 2008.
One thing the Anti-Marketer has learned is that disruptive innovation isn't simply about creating a "disruptive technology" and then watching it skyrocket to success. In fact, there is no such thing as disruptive technology, but there are lots of innovations with potential to disrupt. Importantly, it is the marketing, business, and product strategies that make disruption happen, and the methods by which disruption happens are entirely predictable and able to be planned for.
About this blog
The Anti-Marketer agrees with the old adage that 50% of the dollars most companies spend on marketing are wasted. However, unlike the majority who lament that the problem is they don't know which 50%, Paul can tell you with a high degree of certainty which programs add little value or may even be counter-productive, and which help you build a growth business that can achieve market disruption. He aims to share those insights in this blog.
On top of new marketing techniques like blogging, search engine optimization, social media and word-of-mouth marketing, you might find it surprising that The Anti-Marketer doesn't discriminate against older and still-effective approaches including direct mail, advertising and PR. When used appropriately, he believes any of these tools can achieve market-disrupting results -- the key is knowing when, how and why.
Although now more focused on the business strategies that make disruption happen in his day job, the Anti-Marketer is still passionate about calling out good and bad marketing, and in guiding his clients towards an understanding of the critical role marketing plays in the disruption process. Long time readers of this blog will recognize that it is evolving yet again to more clearly focus on fulfilling that function and on examination of disruptive marketing.
More reading
The Anti-Marketer, in his alter ego personality of Paul Paetz, also authors Disrupt This, a blog about disruptive business strategy, which identifies and scores disruptors and non-disruptors. The general strategy piece that used to be part of The Anti-Marketer blog is silently moving to Disrupt This, and is enjoying its new home.
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