Wednesday, 18 August 2010


It's an attitude

Rony Schenker writes –

Returning to our discussion about conductors' marketing the profession, the daily newspaper Israel Today has published a nice article on how companies sell us products that we do not really need. In the article there were three nice anecdotes (translated by me)
Two marketing managers from a well-known shoe factory came back from looking for new markets in Africa.
The first one summed up the journey, saying 'We don't have anything to look for there, everybody walks barefoot.
The other manger summed up the trip: 'There is a great potential for marketing there – nobody has any shoes.'

Back in the 17th century, in the little village of Cremona in Italy, three violin-manufacturers worked in the same street. They lived peacefully with each other until one day the son of one of the factories hung up a poster: 'Here we make the best violins in Italy'.
Soon after, the second manufacturer hung out a poster 'Here you can find the best violins in the world.
After some time, almost forced to, the third manufacture hung up a poster: 'Here you can find the best violins in this street'.
He was called Stradivari.

For hundreds of years the Cohen family made nails. One day Joseph, the father, told his son: 'I've been working in this factory for fifty years now, and never had a day off. I'm taking your mother abroad for a month and I want you to take over'.
After two weeks, the son emailed his father that all the nails were sold out: 'What should I do?'.
'How come?' said the father.
'I put an advert on the building,' said the son.
The father came back and looked at the advert. It showed Jesus nailed to the cross, and on the bottom was written: 'Cohen's nails last for 2000 years'. The father was furious and asked his son to take it down. 'It is like fuel for Anti-Semitism and will bring us nothing but problems.' He ordered that the amount of nails manufactured be multiplied and went back to his holiday.
Two weeks later, back once more at the airport, Joseph asked his son: 'How were sales over the last couple of weeks?'
'Well', said the son, 'they doubled again.'
'Don't tell me that you put that advert with Jesus back up.'
'No I didn't,' said the son, 'this time it's without Jesus.'
'I want to see it," said Joseph. They went to the factory. Joseph lifted his eyes, and there was a huge advertisement – with only the cross on it, no Jesus. Below was written:
'If only they had used Cohen's nails.'


  1. Andrew ,

    I have been trying to work out since I read your posting yesterday what connection you are making here, if any, between the discussion on "conductor's marketing the profession" and stories about "how companies sell us products that we do not really need".

    I have not been successful. Perhaps you will have time to explain your thoughts on this at sometime in the future.


  2. Wilco, soon.

    For the moment, I leave my opening thought, that marketing is an atitude, and with with what I see as Rony's implicit contribution, that it is something of a mystery but at least itcan give is something to laugh at.

    I am left trying to unravel the really awkward thought that the modern myth of CE is not really marketed by anyone, yet it sells, and sells, and sells.

    Why? How?


  3. At least from our experience (and not only, as we all well know), CE is being marketed! mainly by parents. They are the ultimate agents of CE. The rumour spreads from mouth to ear through parents' own network. Parents can also teach professionals. I believe that we can and should encourage and support parents in this "job". Parents can be the best "knowledge brokers". Tsad Kadima is currently developing a module, where parents are inaugurating professionals while they are still students. Parents will open their homes ,will enable students to meet them in different and varied authentic environments in their everyday life, share with the students their decision making processes, and explore their life with conductive upbringing. We believe that these students, can than serve as better agents of CE to other professionals, AND, will be better prepared in providing family centered service.