Scott Ginsburg: How to Make Loyalty Vanish

Consulting guru Scott Ginsburg often comes up with compelling lists of how to do things right or wrong, and his list on how to make loyalty vanish made me think of traditional publishers, and their disconnection with their customers, and the tool (Google) their customers use to find information. See if any of these from Scott’s full list, ring a bell:

• Completely ignore the self-interest of everyone but yourself.

• Demonstrate complete and utter unwillingness to understand how other people experience you.

• Exude a constant sense of scarcity by creating a monopoly on information.

• Refuse to acknowledge, listen to or implement the ideas of ANYONE born after 1980.

• When people tell you their problems, reflexively respond with the following five-word lie: “I understand how you feel.”

The beauty of Open Access from our perspective anyway is that Open Access exists exclusively to connect people to information – on their terms – not someone else’s.

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