Kathy Sierra has a post today about creating passionate marketing. Highlights from her old way/new way section: * Old Way: Ads that imply you'll get laid if you drink/use this product... New Way: Develop and support a socially-orientated online community and/or local user groups where people might get laid for real. * Old Way: Hire a word of mouth marketing firm. New Way: Create something worth talking about. * Old Way: Hire a creative, award-winning advertising designer. New Way: Hire a creative, user-focused product designer." Right on, even if potentially threatening to my livelihood. Some of her other ideas, "Old Way: One 30-second commercial. New Way: 200 dairy cows for poverty-stricken families through Heifer International" are too cuddliscious. Social responsibility is nice, but it's not for every product and it's not particularly "New Way."