Seth Godin is a marketeer who has a great talent to tell it like it is: simply, clearly and with wit and surprise. This, his latest book, is no exception.

The title gives away the premise. The meatballs and the sundae do not go together on the same plate and this is the analogy for him to lead a riveting discussion on how new marketing opportunities, i.e. those driven by new technology, (all that digital stuff), don't match up to the way companies organize themselves around their customers/clients.

In essence the ‘norm' is to consider how to spend a bit more marketing spend on the ‘new stuff', rather than how the ‘new stuff' might impact how the organization behaves. Seth asks us to consider the latter.

This book thinks about marketing as it should be thought about: from the inside out, a particular mantra at Headmint.

It asks us to consider how the company should behave, on the inside, as a result of the impact, opportunities and consumer expectations arising from the new ways of doing marketing; (and we all know what they are, right?.......if not, also read this book).   

This book is practical. It gives you fourteen well-laid out trends, with lots of business examples, to consider and tells you how to think about them - it's about how you do business on the inside, in order to better deliver the ‘outside' consumer experience.

You can't ignore it and you can't ignore Seth Godin.

A must read for everyone, except maybe your mother... but then, these days, maybe she is more on-line ‘savvy' than us so-called professionals.

You've got to read it!