For us, the most useful part of the movie BlackBerry is near the beginning.
BlackBerry is just an idea inside the heads of some tech geeks: a mobile phone with a tiny keyboard that can send and receive emails.
The geeks hire Jim Balsillie, a marketing man, as their joint CEO. They need him to do what they can’t, which is to sell their invention.
He arranges a meeting with the board of Bell Atlantic, and this is the interesting part for us.
He explains that Bell Atlantic’s marketing department is currently selling the wrong thing.
Their advertising is promoting “togetherness”: staying in touch with friends and family, a nice warm feeling.
The problem is people can get “toget
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Tags:Dave Trott
