Tag: seth godin

Purple Cow: Transform Your Business by Being Remarkable by Seth Godin

Purple Cow: Transform Your Business by Being Remarkable by Seth Godin

The world has changed. There are far more choices, but there is less and less time to sort them out.” pg 13

Seth Godin, prolific author of business blogs and books, shares his insights about why a product must be remarkable to cut through the noise and get an audience’s attention. He opines that this remarkable “Purple Cow” quality is the only way a business can succeed in the modern world, as the old methods of mass marketing through expensive television ads is going the way of the dodo.

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“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow.” pg 3

The trouble with this remarkable stuff is that there is no clear method to create it. It is a “I’ll-know-it-when-I-see-it” type situation. For businesses looking to up their Purple Cow-factor, there are very few directions in this book, other than, it’s important to be a purple cow. I could see that unclear quality being frustrating for some readers.

“The old rule was this: Create safe, ordinary products and combine them with great marketing. The new rule is: Create remarkable products that the right people seek out.” pg 21

The “right people” being the influencers or the early adoptors of whatever type of product it is that you’re selling. Marketing to the niche, rather than mass marketing to the crowd, is, according to Godin, the best strategy for the new world of marketing.

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Take Goodreads, for example. Publishers want to get their advance reader copies into the hands of those who talk to their friends about what they’re reading and are passionate about books, the readers who exhibit “otaku”. Godin defines “otaku”: “Otaku describes something that’s more than a hobby but a little less than an obsession.” pg 94

The obsessed, passionate readers talk about what they’re reading to the extent that they start an “ideavirus”, which Godin talks about in another book. In this way, Godin says, you build momentum for whatever remarkable product you’re selling. They can’t help but talk about it because of its fascinating qualities. As this movement builds, the books end up on readers’ favorite shelves, eventually becomes a Reader’s Choice pick, and then the book sells itself.

The products that aim for the largest audience are bland and have had their remarkable edges filed off. And, that’s bad, according to Godin.

“The system is pretty simple: Go for the edges. Challenge yourself and your team to describe what those edges are (not that you’d actually go there), and then test which edge is most likely to deliver the marketing and financial results you seek.” pg 101

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There are definitely dated portions of this book and, as I said, it is nebulous. To get meaning out of it, readers need to distill the underlying ideas and apply them to your unique business. But, I still learned things.

The reason I read Godin is he encourages readers to think differently. He gets my creative circuits firing. I like that.

Recommended for readers who may need a creative jump-start for whatever remarkable product they’re creating. This book isn’t a road map, but it could be a compass.

Thanks for reading!

The Big Red Fez: How To Make Any Web Site Better by Seth Godin

The Big Red Fez: How To Make Any Web Site Better by Seth Godin

The premise of Seth Godin’s non-fiction book about how to improve business websites is this: imagine consumers as a monkey in a big red fez looking for a banana, i.e., whatever it is you’re selling or promoting. You want whatever the “banana” is to be as big and bright as possible because if the consumer can’t find it, like right now, they’re going to go somewhere else.

“Some people might object to the characterization of web surfers as monkeys. After all, they say, we’re smarter than that. No, actually, we’re not. We’re not smart because we’re busy, or we’re distracted, or we’ve never been to a particular site before and and we’re not mind readers.” pg 8

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Yes, the specific information about how to lay out your website is outdated. (The examples he uses for newsletters are too.) But, if you take his general business advice and apply it in broad strokes to your blog or social media accounts, it is still incredibly useful.

For example, I don’t answer all of the messages my business account receives on its Facebook page because we get too many. I had a generic robot response set up that said something like “thank you for your interest, we can’t get back to you right now”. Godin pointed out that most websites lose an opportunity to further connect with the consumer by not utilizing the “thank you” portion of the interaction. The consumer has already reached out to you through a sale, or in this case, a message. Why not direct them back to other items or services your business sells when replying?

As I said, he was applying this idea to the sales portion of a website, but I started thinking about other potential applications and realized that I was missing a golden opportunity to share further information about our business.

I now use the automated message response to thank the person for contacting us AND providing the links to our YouTube page and Patreon account. I may have never come to the realization — that the person reaching out to the business wants more than just a thank you note — if Godin hadn’t pointed it out. Thanks Seth!

He also had some interesting ideas about what kinds of things to post on your website/social media accounts. Sometimes, he asserts, you just need to strike up a conversation.

“The biggest win you can create when you interact with a customer is actually not closing a sale. The biggest win is getting someone to tell ten friends, who then come do business with you.” pg 75

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Good business is about how valued you make the consumers feel. Make the interactions about them and their needs.

Don’t read this book if you’re actually interested in website design. I’m afraid you’ll be sorely disappointed.

Do read this book if you’re interested in general business principles that you can apply to your digital interactions. I’ve generated a half dozen different ideas on how to improve my online business presence, all thanks to The Big Red Fez.

Thanks for reading!

Linchpin: Are You Indispensable? by Seth Godin

Linchpin: Are You Indispensable? by Seth Godin
linchpin

Seth Godin draws on his experiences in business and life to convince the reader to be a linchpin rather than a cog in the machine of work.

He says it better than I did: “This book is about love and art and change and fear. It’s about overcoming a multigenerational conspiracy designed to sap your creativity and restlessness. It’s about leading and making a difference and it’s about succeeding.” pg 2

You have our attention, Godin. What do we do?

Through a series of blog-like sections, Godin explains that there is no road map or simple answer. “Our world no longer fairly compensates people who are cogs in a giant machine. … Leaders don’t get a map or a set of rules. Living life without a map requires a different attitude. It requires you to be a linchpin.” pg 19

Essentially, you have to embrace the uniqueness and drive that is inside of you. You have to create a platform of work rather than a resume. You have to decide to discard mediocrity.

“The very system that produced standardized tests and the command-and-control model that chokes us also invented the resume. … Great jobs, world-class jobs, jobs people kill for- these jobs don’t get filled by people e-mailing in resumes.” pg 72

That’s so outside the usual paradigm of work, for most of us, that it can sound scary.

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“Often, when people hear about my radical ideas for how you should train for a career, as well as the best way to present yourself, they object. They point out that not fitting in is certainly going to be an ineffective way of getting one of these average jobs. … If you need to conceal your true nature to get in the door, understand that you’ll probably have to conceal your true nature to keep that job. … The linchpin says, “I don’t want a job that a non-linchpin could get.” pgs 78-79

It seems like he’s asking a lot, but the alternative is to give up and conform. Godin says that this mindset isn’t impossible: “My fundamental argument here is simple: In everything you do, it’s possible to be an artist, at least a little bit.” pg 94. We can do that, right?

I didn’t agree with everything in Linchpin. I thought that Godin was far too hard on journalists… it is easy to look at an industry, or any situation really, from the outside and criticize the people in the thick of it.

News agencies know that they have to embrace the future or die. Just how to do that is up for grabs and adding Godin’s toolbox of how to excel at work couldn’t hurt. I don’t think that reinvention or evolution is an impossible task. It’s just tricky because, as Godin noted, “there is no roadmap.”

Recommended for people who may be bored with where they are and can see a glimmer of where they want to be- but aren’t sure how to get there. Also recommended for those who work in the newspaper business because we clearly need more linchpins.