Well, someone had time to produce a 22 page PDF.

Another great comment! Proof IS marketing. (It is other things too) but finding the most powerful proof you have and pushing that upfront will have a lot more impact than hollow claims and snazzy artwork.

Also, you are totally right that proof also has to be able to be backed up.

That said, I still like how simple their claims are and how boldly they are made.

Proof is not better than marketing … PROOF IS MARKETING!!!

I’m not sure the No. 17 website proves anything beyond having a simple, non-flash animated site is remarkable given that 99% of other design agencies "over-design" their websites.

What’s with the low-res PDF of their company profile from “Step Inside Design” magazine?

You’d think they could have invested some more time to make a high-res PDF of their only marketing piece that TELLS THE STORY of No. 17. After all … proof is marketing.

Hey, good point. I don't know 17 from 21. What I did notice was how entirely their site just focused on naming the people who hired them instead of mission statements, philosophies, etc.

That said, how about a "don't take our word for it" section, e.g. some testimonials, references etc. That would make the "proof" stronger.

Has "#17 the hottest design firm in NY" become a new meme? Based on what criterion?

I'm not suggesting they don't deserve the title, but "proof" has not been forthcoming. Godin has proclaimed so and everyone else has picked it up.

The only example of their work is one live client link from the list and a 22-page PDF that must be printed out to be read, and even then is difficult to read. Even Googling turns up next to zip, just the AirAmerica poster campaign.

I have no business interest in supporting or knocking #17 except to point out that if one of our jobs as business bloggers is to offer some objectivity in the name of helping others, let's do so.

So far, I see this as nothing but an example of a Godin idea virus. Just because it's his idea of what "Less" is and he proclaims it good, is it?

Maybe yes, maybe no.

Proof?

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