I've been seeing marketing in everything lately. It's in the way you build your products, to the way you build your web site, to the way you use permission or interruption promotions, to the way you answer the phone (or don't!). Marketing is the promise you make and the promise you keep.

The challenge is that I'm teaching people to be agile and the marketing people are going, "WHOA! Let's put that into a waterfall, shall we?"

 Justin Taylor isn't waiting for the "establishment" to promote his album; he has started a "New Rules" campaign for marketing his new album with this video of Cheesy Little Love Song on YouTube. It's just him and a guitar, no overdubs or loops necessary. And he can PLAY! None of that American Idol preprogrammed junk.

Other videos to enjoy are Andy Mckee doing Africa by Toto and Pino Forastiere playing Fase 1 from Why Not?. Of course another fun video is The Alternate Routes' new song "Asked You Twice" (Also available on iTunes and Amazon.com).

Good marketing takes patience. Build a good product (or song or video) and begin a series of campaigns to spread the word about it. Let people rave about your product and the money will find you.