Recap: Impossible vs. Perfect via Seth Godin’s Road Trip to Minneapolis
August 31, 2010 Leave a comment
Seth Godin is the author of 12 books, (all best-sellers) about marketing, leadership and being remarkable. His latest book, LINCHPIN, hit the Amazon top 10 on the first day it was published and became a New York Times bestseller. Thanks to my friend Mel Freer (@Melzpetpals) owner of Mel’s Pet Pals, I had the opportunity to see him speak last week at the Pantages Theatre in Minneapolis and took away some pretty interesting insight. Below is my recap.
The old commerce model of business as we know it is dead.
- Make average stuff for average companies, reduce costs and repeat
- Sell cheap stuff for the masses
- Interrupt everyone and tell them what we do
- Yell louder when sales are down
We aren’t using radio and TV how we used to which is good news because that means we get to do better work. We are in a at the dawn of reinventing the way we do business and at the end of the day, it will all come down to a choice. We have to rethink the way we do everything every day and within our world, figure out where we are in our race to the top, the bottom and the race to efficiency.
Impossible vs. Perfect
- The industrial revolution creates impossible outputs
- Impossible things happen every day
- Every problem is a perfect problem because the only way to solve it is to blow up one of the barriers that hold us back, forcing us to do what we don’t want to do.
We have to start searching for something new beyond selling to the masses. This means as individuals we need to figure out how to do new work in ways that are relevant and personal. We should be building lists of customers who will listen so that when we whisper, they spread our message. It will most likely be be more efficient than yelling at the masses.
As marketers, instead of asking; “How can we use social media to create and sell more stuff?”
We need to take a step back and ask, “How can we use the internet as a connection machine that pulls together people, products and information?”
What if we put priorities on the following?
- View permission and reputation as a valued asset
- Create a reason to talk. the product is the marketing. Remarkable products create something to talk about
- People like to talk. If you and I watch the same basketball game we both see something different. After the game, we process the story and talk. If the story resonates it gets momentum
#sethgodinmpls What do you think?