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Seth Godin – marketing consultant and author – just blogged todayabout the art of the putting on a show. In marketing he says, “…even if you're a professional marketer, if your show is cynical or manipulative, it's going to fall apart on you. Even Marlon Brando couldn't live the show all the time if he didn't believe it.”

Scott McClellan, the former White House press secretary, now author, is a perfect example of the marketer whose show fell apart. By taking the job as White House press secretary, he took on the role of communicating public policy. He didn’t believe in the message that he was delivering. It fell apart on him.

Godin further explains that “The difference between a professional and a naive marketer is that the professional can put on a different show in her next job, or for her next brand. Al Yageneh (The Soup Nazi), on the other hand, can only sell soup.”

I’ve sold software to consumers and professionals, consumer electronics, professional services, politicians and non-profits and most recently trail running shoes. Scott, on the other hand, has sold policy and I’m not sure he can sell any of that now.