Achatz and Alinea

Used to be, 'You've read the book, now see the movie'
but you just can't go by the book ** anymore. Not in the age
of YouTube, Stage 6 and MySpace. You can't sell
yourself enough without a bit of promo video. Just like having
a business without an online presence, your credibility is at
stake.

A current project has me reading about publishing and
distribution of Cookbooks here in the U.S. and so I found
myself entranced by the news that fabled Chef Achatz of
Alinea Restaurant in Chicago has taken a rather novel -
pardon the pun - approach to promote Alinea - the book.
Due out in the Fall of '08, this is no Chicken Soup For
The Whatever Ails You approach. No, he's taken the video
concept of marketing to a new level by presenting us with
the Alinea Book Trailer from 2061wc on Vimeo.



** Well - you've seen the Trailer, now go buy the book !

P.S. Here's a decent review of Alinea before it worked its
way to the list of the Top 50 Restaurants in the world earlier
this year.