Cow 4: Its the only thing

Cow # 4: Its the only thing

An example of the importance of incorporating the marketing element in the service itself

“Coachville isn’t a product, it’s a movement. Thirty-two thousand people have joined over the past two years,making it one of the fastest-growing professional organizations . Founded by Thomas Leonard, a charismatic personal coach who recently passed away, Coachville is a group of people focused on helping each other make a living as coaches.
What’s remarkable? Coaching is an entire vocabulary. It’s a profession, a dogma, and it’s viral. Coaches spend a great deal of time selling strangers on the benefits of this new experience, which spreads the word. And many of the coached decide it would be fun to be a coach, so the word continues to spread. By building a central location for the movement, Leonard made it easy for coaches to talk to each other. By facilitating conversations (as opposed to just selling a product), Coachville was able to grow at precisely the time when most dot-coms shriveled. Do you see what’s going on here? The product is the marketing. If it weren’t, there wouldn’t be any coaches. The very act of creating the profession also created the marketing engine.”