When everyone's online voicing their ad-subverting opinions and being both hard to reach and nearly impossible to persuade, it's time for a radically different approach to marketing.

In Do or Die, Razorfish chairman Clark Kokich shares his prescription for more effective marketing: moving from just saying things to your audience to actually doing things people find entertaining, useful, and relevant.

Do or Die also takes you through case studies of companies that have made the move from saying to doing, and delivers a 9-point manifesto for how to organize your company for making your own move.

In Do or Die, Clark Kokich lives the advice he gives by not just saying how marketing has changed, but by showing it in action. With interactive videos, reader comments, and real-time feeds from social media, Do or Die brings to life what a traditional book could never do. Don't just read this book, experience it to open your mind to new possibilities.
- Charlene Li, Author of Open Leadership and Groundswell, Founder of Altimeter Group
In a world that is changing rapidly, brands will only succeed if management learns to be nimble, use today's tools, and listen to their customers. Do or Die is a timely and fact-filled book with case histories that will help you win in today's marketplace.
- Porter Gale, Former VP/Marketing at Virgin America

What's Inside

Now available on :
Read & Hear The Book
When you purchase the Do or Die app for iPad or Kindle Fire, you can read each of the chapters or case studies, or you can listen to them right from the app. The Kindle and Nook eBook versions contains all the same text, but don't have the audio book content.
Just when you thought you knew what you were doing
The changing landscape of traditional marketing
  Don't think in a straight line
Linear problem-solving just could be the problem
What's a marketer to do? Exactly.
Surviving by doing, instead of just saying
Get everyone on the same side of the table
Silos are great for farms, not companies
Stop asking the wrong questions
The right ones about marketing a better experience
Engage in risky behavior
Failure is the new mark of success
Find the big idea or keep looking
Flavor-of-the-month tactics are no substitutes for an idea
Know that you can't know
If you love uncertainty, you'll love the future of marketing
Look for ideas in all the wrong places
Creative thinking can come from anyone
Be in charge of the pig, not the lipstick
The new chief marketing officer has a seat at the biggest table
Quit treating media like an afterthought
Media is now creative; creative is now media
The story behind the story
Where this book came from, and why it isn't a book
Read the Case Studies
When you purchase the Do or Die app for iPad or Kindle Fire, you can experience of these nine case studies with full text, interactive features, and video interviews. The Kindle and Nook eBook versions contains all the same text, but don't have the videos or interactive features.

Watch The Interviews
When you purchase the Do or Die app for iPad or Kindle Fire, you'll watch interviews with some of the most quoted and respected thought leaders in marketing. The Kindle and Nook eBook versions don't include these videos.
Tom Bedecarre
CEO, AKQA
Kirk Cheyfitz
CEO, Story Worldwide
Sarah Fay
Chair of Board of Governors, ad:tech & iMedia
Jeff Hayzlett
Author, The Mirrow Test
Former CMO, Kodak
Carol Kruse
Senior VP Marketing, ESPN
Bob Lord
Global CEO, Razorfish
Jonathan Nelson
CEO, Omicon Digital
Rob Norman
CEO, GroupM North American
Michelle Peluso
Global Consumer Chief Marketing and Internet Officer, Citigroup
Shiv Singh
Head of Digital, PepsiCo Beverages America
Rishad Tobaccowala
Chief Strategy and Innovation Officer, VivaKi
 Topic 1
Just when you thought you knew what you were doing
A short history of the demise of traditional marketing
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman
 Topic 2
What's a marketer to do? Exactly.
The changing landscape of traditional marketing
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman
 Topic 1
Stop asking the wrong questions
The right ones are about making a better experience
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman
 Topic 4
The Big Idea or keep looking
Flavor-of-the-month tactics are no substitutes for an idea
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman
 Topic 5
Quit treating media like an afterthough
Media is now creative; creative is now media
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman
 Topic 6
Look for ideas in all the wrong places
Creative thinking can come from anyone
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman
 Topic 7
Think fast, fail fast, tweak fast
Linear-problem solving is the solution
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman
 Topic 8
Get everyone on the same side of the table
Silos are great for farms, not companies
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman
 Topic 9
Engage in risky behavior
Silos are great for farms, no companies
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman
 Topic 10
Know that you can't know
The new leader is a champion for adaptability
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman
 Topic 11
New Role for the CMO
Sub header goes here
Featuring Kirk Cheyfitz, Michelle Peluso, Rishad Tobaccowala, Carol Kruse, Tom Bedecarre, Rob Norman

Get The Backstory

Clark Kokich is the chairman of Razorfish, a global digital agency that serves nearly a quarter of all Fortune 100 companies. He left a successful career in traditional marketing to move to the digital side in 1999, just as this new industry was beginning to emerge.

If Clark's name rings a bell, that could be because you've seen his words quoted in The New York Times, Financial Times, Ad Age and AdWeek. Or you may have heard him speak at Ad:tech, the Association of National Advertisers, or the American Marketing Association.

Clark sums up his career and the theme of Do or Die in one succinct statement: "I used to be in advertising. Now I do things."