Al Ries vs. Seth Godin

[robb hecht]

Who is the greater marketing strategist, Al Ries or Seth Godin?

[Len Ellis]

Ries had some important things to say; Godin has some important things to say.
However, both in my view are more tacticians than strategists.
Don't get me wrong, tactics make things happen!
And I'm huge skeptic about strategy, more accurately, what purports to be strategy.
Anyway I wouldn't call either of these guys strategists.

[Al Bredenberg]

That's an interesting observation about Ries and Godin. I thought about this very deeply (for about 20 seconds) and what occurs to me is that I don't think I know either person as either a strategist or a tactician.

How I really know these two experts is as authors. I've never worked with either of them or even heard them speak, although I have exchanged emails with Seth. However, I have read some of their writings and have books by both of them next to me on my shelf right now.

Although I guess I would agree that their writings are more tactical than strategic, I'm not sure that really says much about whether they as professionals are strategists or tacticians. Maybe it says more about what you have to do to get your ideas published and to get noticed in the marketplace. Maybe tactics are a lot sexier than strategy?

Another thought is that maybe this says something about how much harder it is to define strategy versus tactics. And how much harder it is to measure the success of strategy versus tactics.

Al B. -- 2/22/08

[Cprover]

Both 'authors' take big stances on interesting issues in our industry. And I'd say both offer a mixture of strategies and tactics.

As for who's the greater, I'd have to say Al Ries as I feel his positions apply more broadly at a strategic level.

In the end, both market their thinking very well - proof they've had a solid strategic approach to doing so successfully over time, and pulled off some impressive tactics in doing so as well.

All this being said, I wouldn't hire either to work for me or my clients. But that's just me.

[John Hui]

Ries's theory is a little bit old fashioned now. Although every great needs to be focused, brand extension strategy is inevitable to serve today's more sophisticated consumers.

I never liked Godin that much. His first book I read - "Permission Marketing" was nothing but some direct marketing principles.

Mark Hughes, formal VP, Marketing of half.com is really my favorite marketing strategist. If you read his book, "Buzzmarketing," you would agree it's much better and practical marketing book than any of Godin's.

To go back to the topic, I think Ries is a better marketing strategist, and his books are generally better written.

[Ephraim Cohen]

I think Len nailed it. They are both tacticians. Good ones but not people that focus on the more strategic level (though I've seen Al's presentations and he can get more strategic).

That said, like any good author trying to sell books, they sell general rules in what I believe is a world that needs customized solutions. They're a good starting point to get you thinking about what tactics to use.

[Linas Simonis]

Both are great, but a little bit different.

Al, together with Jack Trout, started the entire era in marketing strategy. Seth continued their work and made a great deal with permission marketing.

A lot of these gentelmen ideas are the same, but expressed differently. Positioning - purple cow, for example.

Conclusion: if you are in marketing, you must follow both.

[Jay Deragon]

How about others? Who would you suggest?

[brian halligan]

I would put Seth Godin above Al Ries. He's been very influential in the way I think and many others I know think.