There are a lot of ‘what’s in it for me’ strategies out there, and they are usually run by ‘what’s in it for me’ people. Right now AIG feels a lot like this, as do seven- and eight-figure bonuses at firms that received government bailout money.
Unfortunately, ‘what’s in it for me’ strategies do work to a point. You get the big paycheck after posting record losses, you make a pile of money spamming or interrupting people or just generally being slightly misleading as your core customer acquisition strategy.
So what’s wrong with a ‘what’s in it for me’ strategy? It’s that it absolutely, positively guarantees that you won’t create something great. Which forces you to ask yourself, “why am I doing this in the first place?”