Purple Cow by Seth Godin

My notes on “Purple Cow” by Seth GodinpurpleCow

  • Remarkable marketing is the art of building things worth noticing right into your product. If it isn’t remarkable, its invisible
  • The Advertising Age
    • Before: Word-of-Mouth
    • During: Ever increasing consumer prosperity, and endless consumer desire. Simple formula: Advertise on TV & mass media = increased sales
    • After: Word-of-Mouth with new networks at rocket speed

Poke The Box by Seth Godin

My notes on “Poke The Box” by Seth Godinsethpokethebox copy

Kinds of capital

What can you invest? What can your company invest?

  • Financial capital – Money in the bank that can be put to work on a project or investment
  • Network capital – People you know, connections you can make, retailers and systems you can plug into
  • Intellectual capital – Smarts. Software systems, Access to people with insight
  • Physical capital – Plant and machinery and tools and trucks
  • Prestige capital – Your reputation
  • Instigation capital – The desire to move forward. The ability and guts to say yes. This is the most important capital of our new economy

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Linchpin: Are You Indispensable? How to drive your career and create a remarkable future By Seth Godin

My notes on “Linchpin: Are You Indispensable? How to drive your career and create a remarkable future” by Seth Godintélécharger (2)

The law of the Mechanical Turk

  • The law: “Any project, if broken down into sufficiently small, predictable parts, can be accomplished for awfully close to free.”
  • Eg Jimmy Wales led the tiny team at Wikipedia that destroyed the greatest reference book of all time. And almost all of them worked for free.
  • The Encyclopaedia Britannica was started in 1770 and is maintained by a staff of more than a hundred full-time editors. Over the last 250 years, it has probably cost more than a hundred million dollars to build and edit.

  • Wikipedia, on the other hand, is many times bigger, far more popular, and significantly more up-to-date, and it was built for almost free. No single person could have done this. No team of a thousand, in fact. But by breaking the development or articles into millions of one-sentence or one-paragraph projects, Wikipedia too advantage of the law of the Mechanical Turk. Instead of relying on a handful of well-paid people calling themselves professionals. Wikipedia thrives by using the loosely coordinated work of millions of knowledgeable people, each happy to contribute a tiny slice of the whole.
  • The internet has turned white-collar work into something akin to building a pyramid in Egypt. No one could build the entire thing, but anyone can haul one brick into place.

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“Everyone is Clueless” – Article by Seth Godin

Particularly enjoyed this blog article by Seth Godin entitled “Everyone is clueless“:

The problem with “everyone” is that in order to reach everyone or teach everyone or sell to everyone, you need to so water down what you’ve got you end up with almost nothing.

Everyone doesn’t go to the chiropractor, everyone doesn’t give to charity, everyone has never been to Starbucks. Everyone, in fact, lives a decade behind the times and needs hundreds of impressions and lots of direct experience before they realize something is going on.

You don’t want everyone. You want the right someone.

Someone who cares about what you do. Someone who will make a contribution that matters. Someone who will spread the word.

As soon as you start focusing on finding the right someone, things get better, fast. That’s because you can ignore everyone and settle in and focus on the people you actually want.

Here’s a video that David sent over. I am thrilled at how much this guy loves his job, and I’m inspired by his story of how he turned down Pepsi as a vendor. He turned them down. But everyone wants Pepsi! Exactly. Once he decided he wanted someone, not everyone, his life got a lot better.

Permission Marketing by Seth Godin – Have your customers given YOU permission?

My Notes on “Permission Marketing” by Seth Godin:

My Summary:

Rather than write an advertisement in a feeble attempt to get people to buy (when they have never even heard of you before), simply ask them for permission to send them more information (a free report, a free sample, a list of “common mistakes” in your industry).

And in that information you send them, ask for permission to send them more.

After you build up a relationship in this way over time, then you can start selling.

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Tribes – We Need You To Lead Us by Seth Godin

My Notes on “Tribes – We Need You To Lead Us” by Seth Godin:3828382

The best synonym for leadership is management. That used to fit, but perhaps no longer. Movements have leaders and movements make things happen. Leaders have followers. Managers have employees.  Managers make widgets. Leaders make change.

It takes only two things to turn a group of people into a tribe:

  • A shared interest
  • A way to communicate

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Meatball Sundae by Seth Godin

Like all of Seth Godins books, this book was simple, to the point and easy to digest.51g8syHXezL._SY344_BO1,204,203,200_

14 Trends Facing Us Today:

  1. Direct communication between producers and consumers
  2. Amplification of the voice of the consumer and independent authorities
  3. Stories spread, not facts (need for an authentic story as the number of sources increase. saying one thing and doing another fails, because you’ll get caught)
  4. Extremely short attention spans due to clutter
  5. The long tail (and the short head)
  6. Outsourcing
  7. Google and the dicing of everything
  8. Infinite channels of communication
  9. Direct communication and commerce between consumers and consumers
  10. The shifts in scarcity and abundance
  11. The triumph of big ideas (in factory based organisations little ideas are the key to success, now its about big ideas in a noisy marketplace, and not advertising but viral)
  12. The shift from “how many” to “who”?
  13. The wealthy are like us (the new bell curve)
  14. New gatekeepers, no gatekeepers (don’t need to work with big guys to get bigger)

Now What?

Now that you are aware of the trends, what action can you take today to position you and your business for the future?

Need help to figure that out?

If you need help to figure that out, call me today on (07) 575 8799 or email me.