세스 고딘
Author of Purple Cow and This Is Marketing; daily blogger since 2002
606 records in all
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13 basic records of 86
Episodes are real events from public sources, summarised by us.
When New York bars and restaurants went non-smoking about a decade before 2015, trade organizations predicted the industry would die. Instead, the industry actually saw the opposite effect and continued to thrive.
LessonShort-term fears about ethical or health regulations often overlook the long-term growth they can stimulate.
Seth used Pythagoras as an example to show that even great thinkers spend time on things that don't matter. He wanted to illustrate that hard work on a development agenda might turn out to be unimportant.
LessonDon't assume every feature or project on your roadmap will be a breakthrough; some will inevitably be useless.
John McCain attempted to co-opt the existing conservative base by choosing Sarah Palin as his running mate. While this energized the base, it alienated the centrist and female voters he needed to win, leading to a loss.
LessonTrying to co-opt one tribe can sometimes cost you the support of the broader market you need to succeed.
Seth observed that previously successful companies like Groupon and Travelocity began to suffer as Google changed how sites are found. This shift made it significantly harder for new web companies to secure funding and grow.
LessonRelying on a third-party platform for discovery creates a structural weakness that can destroy a business when the platform changes its rules.
While at Yahoo, Seth observed Google winning not just through technology, but by simplifying their interface. Marissa Mayer removed over 180 links to leave just two, sending a powerful marketing message.
LessonSimplicity in design is a marketing decision that signals focus and superiority to the user.
Seth collaborated with Automattic to create an AI bot based on his work. He strictly programmed it to never use the pronoun 'I' to ensure it doesn't pretend to be him.
LessonBe transparent about what a tool is and isn't to maintain trust and avoid the 'deflating balloon' effect of over-hyped tech.
A Thai restaurant owner in Queens succeeded by refusing to 'dumb down' her food for the masses. She focused on making authentic food for her family and providing warmth, which eventually led to significant growth.
LessonStanding for something specific and authentic is a better way to make a difference than trying to please everyone.
After giving about a thousand speeches, Seth decided to stop flying to events to reduce his carbon footprint and avoid the exhaustion of travel. He transitioned to doing his work via Zoom and digital workshops.
LessonProtect your energy and values by eliminating the parts of your work that cause the most friction.
Visible World, led by former BBDO executives and a tech expert, developed a system to assemble custom TV spots from remote servers. This allowed clients like Ford to target specific ZIP codes or small clusters of households via cable operators.
LessonTechnology enables traditional media to behave like digital media by offering granular targeting and customization.
Seth observed that ChatGPT provides fully articulated assertions on any topic without qualification. He noted that critics find it too confident, such as when it incorrectly claims biryani is a traditional South Indian tiffin.
LessonFounders should remember that a tool's confidence does not equal its accuracy.
Seth learned about a service called Trendmapper from John Battelle that tracked Google hits for specific phrases over time. He noticed that while some searches were expected, the most valuable insight was seeing what the early adopter community was tracking.
LessonThe tools used by the 'webhead' community often signal how information will disseminate to the wider market.
Seth observed that when a top salesperson began tracking her calls, time, and results, her performance improved dramatically. While the act of selling remained intuitive, the structure around it became a rigorous process.
LessonEven high-performers can reach new levels by adding data-driven tracking to their natural talents.
Seth Godin printed what he thought was an excess of workbooks, but they sold out in two days. He repeated the process with a second batch of the same size, which also sold out in two days, leading him to print 20,000 more copies.
LessonEven experienced marketers can drastically underestimate demand when launching a new physical product.
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