1. ROCK ON: Chapter 8
Leigh Ann Doyle

2. Marketing Lesson:
Encourage Eccentricity
 Eccentric (adjective): deviating from the recognized or
customary character, practice, etc.; irregular; erratic;
peculiar; odd.

3. Grateful Dead concerts
 Concerts: unusual experience and very casual
 “ A live Grateful Dead show was like anything else in
the music world. The eccentricity of the whole thing
seemed oddly comfortable and satisfying”
 Express themselves in a supportive atmosphere

4. Marketplace
 Customers value uniqueness
 “The grateful dead teaches us that we are all eccentric
in some ways. Smart companies understand eccentrics
and create a market from them”

5. How to be eccentric?
 Build personality into website
 Delete what is boring and what looks like competitors
 Make it unlike others
 UNIQUE STANDS OUT

6. Question
 Is there such a thing as too eccentric in the workplace
or in society?
 Could being too eccentric cause you
to not be chosen for a job?
 At what point do standards come in
to play and does conformity matter?

7. Works Cited
 Scott, David Meerman, and Brian Halligan. "Encourage Eccentricity." Marketing Lessons from the Grateful Dead. Hoboken: John
Wiley & Sons, 2010. 61-66. Print.
 "Eccentric." Def. 1. Dictinary.com. N.p.: n.p., n.d. Dictionary.com. Web. 20 Oct. 2012.
<http://dictionary.reference.com/browse/eccentric>.
 Grateful Dead. Billboard.com. Rovi, n.d. Web. 20 Oct. 2012. <http://www.google.com/
imgres?q=grateful+dead&um=1&hl=en&sa=N&biw=1440&bih=787&tbm=isch&tbnid=kgLcvlq0nOqJ4M:&imgrefurl=http
://www.billboard.com/artist/grateful-dead/4743&docid=-4QG3frevN66WM&imgurl=http://www.billboard.com/ photos/artist/
4743-gratefuldead.jpg&w=617&h=409&ei=bU2DUL7sIsPV0gG8s4HoAg&zoom=1&iact=hc&vpx=1007&vpy=188&dur=4169
&hovh=183&hovw=276&tx=176&ty=64&sig=107375181976879151693&page=1&tbnh=133&tbnw=209&start=0&ndsp=27&ve
d=1t:429,r:4,s:0,i:149>.
 Grateful Dead live light show. Gibson.com. N.p., n.d. Web. 20 Oct. 2012. <http://www.google.com/
imgres?q=grateful+dead+live&um=1&hl=en&biw=1440&bih=787&tbm=isch&tbnid=IPupTxVNOe2kFM:&imgrefurl=http
://www2.gibson.com/News-Lifestyle/Features/en-us/ where-can-you-download-
313.aspx&docid=QTUwE7AQo0xjeM&imgurl=http://images.gibson.com/Lifestyle/ English/aaFeaturesImages2009/ grateful-
dead_lightshow.jpg&w=626&h=348&ei=BU-DULmJC5LG0AGanIDgAw&zoom=1&iact=hc&vpx=387&vpy=198&dur=
163&hovh=167&hovw=301&tx=142&ty=93&sig=107375181976879151693&page=1&tbnh=136&tbnw=228&start=0&ndsp=23
&ved=1t:429,r:1,s:0,i:85>.
 Grateful Dead live show. last.fm. N.p., n.d. Web. 20 Oct. 2012. <http://www.google.com/
imgres?q=grateful+dead+live&um=1&hl=en&biw=1440&bih=787&tbm=isch&tbnid=BdvnuLqEOs5jKM:&imgrefurl=http
://www.last.fm/music/Grateful%2BDead/%2Bimages/ 13036099&docid=porgQugY1Jx7TM&imgurl=http://userserve-
ak.last.fm/serve/_/13036099/ Grateful%252BDead%252B%252B%252BLive.jpg&w=441&h=300&ei=BU-
DULmJC5LG0AGanIDgAw&zoom=1&iact=hc&vpx=816
&vpy=189&dur=2032&hovh=185&hovw=272&tx=127&ty=81&sig=107375181976879151693&page=1&tbnh=136&tbnw=182&s
tart=0&ndsp=23&ved=1t:429,r:3,s:0,i:91>.
 Tyedye. Brand Flair. N.p., n.d. Web. 20 Oct. 2012. http://brandflair.com/tag/grateful-dead/.
 Question mark:
http://www.google.com/imgres?q=tye+dye+question+mark&hl=en&biw=1440&bih=787&tbm=isch&tbnid=dP9IvLh6AGGFWM:
&imgrefurl=http://www.capitolpride.org/pride2010.shtml&docid=-
Zfh2LIM3W52LM&imgurl=http://www.capitolpride.org/images/question_mark_rainbow_gradient_fill.png&w=496&h=900&ei=r
mWDUIqIB_G10AG_1IFY&zoom=1&iact=hc&vpx=353&vpy=131&dur=2342&hovh=303&hovw=167&tx=99&ty=152&sig=1064765094
08045353444&page=1&tbnh=128&tbnw=71&start=0&ndsp=36&ved=1t:429,r:1,s:0,i:74