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September 9, 2005

News & Opinion: Rick Warren on Pyromarketing

By: Dylan Schleicher @ 4:21 PM – Filed under: Management & Workplace Culture


We always try to provide both sides here on the blog. In the current issue of Publisher's Weekly, there is another article about the coming release of Pyromarketing (you can get the back story here). I wanted to share with you the objections Rick Warren had for the book:
My request to Harper-Collins was simply that Greg's forthcoming book not use The Purpose Driven Life as example of pyromarketing, since that would be inaccurate. The effectiveness of 40 Days of Purpose spread from one pastor to another through word-of-mouth endorsement, not through anyone's marketing plan. That doesn't mean pyromarketing doesn't work. It just means that it didn't create the PDL worldwide phenomena.
Warren said he wants all recognition for the PDL sensation to go to God. "My only concern was that no one, neither Zondervan nor myself, claim credit for the astounding success of The Purpose Driven Life book. The worldwide spread of the purpose driven message had nothing to do with marketing or merchandising. Instead it was the result of God's supernatural and sovereign plan, which no one anticipated."

[‘Pyro’ Goes Ahead; Warren Weighs In, Juli Cragg Hilliard, Publisher's Weekly, August 29, 2005]

About Dylan Schleicher


Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.