Rocked off your rocker

Scoble, I think you've oversimplified yet again.

Apple is positioning its product as a cultural movement. "Wearing white headphone cords say you're cool" is what Apple's advertising is saying. They imply "you can be like Bono." What's cooler than that?...

...Is this rocket science? Am I off my rocker?

Yes. I think Apple's marketing goes beyond the white headphones (which I don't even like). The word-of-mouth marketing for the iPod has been significant, and it mostly consists of

• Carry every song you own on an object the size of a deck of cards.
• It's as simple as plugging the iPod into the computer. That's it. Really.

So yes, I guess Scoble is right when he says

For those of you who want to sell like the iPod: start by thinking about how to create a cultural movement.

That cultural movement should be: Fuckin' easy, and fuckin' awesome!