The World’s Foremost Marketing Guru & Business Week’s “Ultimate Entrepreneur for the Information Age,” Seth Godin is a best-selling author, entrepreneur and agent of change. Named one of the top 21 speakers for the 21st century by Successful Meetings Magazine, Godin draws on his bestselling books and years of being a marketing pioneer to bring audiences of all kinds to their feet.
Listen to audio of the keynote above, and follow along with notes below.
- I’m not interested in what’s next in marketing, but I’m interested in what’s now.
- Things can change when one person stands up and chooses to act differently.
- Betty Crocker is important because when General Mils put her on the radio, they would buy a half hour of air time, and people would phone in and ask questions about baked goods. They hired 250 women to answer cooking questions.
- Duncan Heinz brand started with restaurant guides, then quickly grew to canned goods, and food.
- All that mattered back then was that your product would get in front of people. Ads and interruptions were the work.
- Your boss keeps saying MORE!
- We are told that we are marketers need to interrupt people and put our product in front of people.
- I call it the TV-industrial complex.
- Buy TV ads > Get distribution > Sales > Profit > BUY MORE ADS, and it keeps going around and around.
- If you’re going to interrupt everyone you better put something in front of people that everyone wants to buy.
- The number of food items was overrun.
- Then we had an overage of media channels.
- The number of channels is too big for you to become a mass marketer.
- There isn’t a shortage of noise.
- The average American watches 3-4 hours a TV per night but they can’t remember any of the ads.
- We grew up believing that our job was to buy into this perpetual machine of profit.
- One time I was driving with my kids and they were being loud in the backseat, then all of the sudden they were quiet for about 4 seconds, because they were staring at a cow. It was just a normal cow. So I kept driving. But what if it was a purple cow? I would have stopped and taken a picture.
- Remarkable – worth making a remark about it.
- The art of marketing is to start being the first step in the process of making things that are worth talking about in the first place.
- We are no longer in an environment where you can out buy your competition.
- Your product needs to be for someone not for everyone.
- Attention is the asset of the future. The privilege of marketing to someone who want to be marketed to is the only asset that matters.
- If you make an average product, why would someone want to hear from you? They don’t!
- You have to make something that people care about.
- Revolutions disrupt things.
- There have been 4 revolutions in history
- Cheap energy – kerosene, oil, or gas
- Cheap output
- Cheap media
- Cheap connection – it is cheaper to connect now than ever before in history. All of that stuff that used to be scarce is now abundant, but what is scarce is who is willing to listen to you?
- These connections lead to tribes.
Seth Godin on the publishing industry model
- I’ve tried really hard not to be a hypocrite. When the number of books goes up, but the umber of people stays the same, something has to go.
- When I can deliver the right book to the right person, all of the sudden the scarcity of shelf space and all of these other things goes away, and replaced with abundancy instead.
- Doing things that don’t make sense is what artists do all the time.
What is your favorite failure and what did you learn from it?
- I did a video aquarium.
- The biggest failure of mine was when I wrote a book and spent $80,000 and sold 300 copies, but two guys started yahoo.com for less than $80,000.
- It’s not the resources you have, it’s what do you see? What do you notice?
- Circuit City didn’t do anything wrong, and because of that they are now Circuit City gone.
- How do I use this as platform for valuable change?
- Weirdness is already becoming the new norm because people are doing what they want. They are visiting the website they want. We’re seeing more and more people as we get wealthier, we’re using that wealth to get weirder, to be more like ourselves.