Скачать или смотреть Seth Godin Marketing secrets (More isn't always better)

Timestamp:
00:00 – Introduction & Empathy in Marketing
00:51 – Two Choices in Marketing: Steal or Serve
01:30 – The Smallest Viable Audience
02:39 – How Great Businesses Are Built
03:16 – Apple as a Case Study
04:00 – Apple’s Product Strategy & Intentionality
05:00 – Critique of Apple’s Current Approach
06:12 – Scarcity vs. Network Effects
07:06 – Apple’s Shift from Empathy
07:43 – Steve Jobs’ Role at Apple
09:12 – Saying No: Leadership vs. Management
10:12 – Building a Business in a Noisy World
11:24 – Focusing on Better, Not More
12:45 – The Value of Non-Generic Products
14:03 – The Goal: Being “Fine” for Your Audience
14:45 – The Fear of Serving a Small Community
15:32 – “Dance with Fear” & Mindfulness
17:08 – Using Fear as a Compass
18:28 – Practical Advice for New Creators
19:36 – The Power of “Yet” and Starting Small
21:06 – Finding the Right Audience
22:45 – Writing for Bots vs. Writing for People
24:25 – The Power of Habits Over Goals
26:00 – Compound Interest of Self-Improvement
27:45 – Risk vs. Fear
29:00 – Global Warming & Cultural Change
31:00 – The Role of Community in Change
32:45 – The History of Innovation
34:00 – Innovating in the Age of AI
Seth Godin on marketing: A one to one conversation with the permission marketing expert himself

https://www.ProductiveInsights.com/200

Seth Godin and I caught up on the Productive Insights YouTube channel to talk about a few things recently.

In this Seth Godin interview, Seth and I covered several topics including (but not limited to) his book titled Linchpin, Seth Godin's marketing approach, the fact that Seth's blog only had a few dozen readers for the first few years after it launched, a digital marketing strategy for new business, and Seth Godin's view on tribes.

Seth Godin's been on several podcasts, but I attempted to elicit his best marketing tips for online business, and how to build an enduring brand using meaningful marketing approaches.

Here are some excerpts from our conversation:

The truth is, we live in a noisy world and it's hard for a business owner to be heard in the cacophony of voices out there. We have two choices: Spam people or find our minimum viable audience and go from there

Great companies exist because they have empathy. While Apple has taken a different path lately, Seth explains that from his conversations with Steve Wozniak he knows that Apple started its journey using empathy marketing. Steve Jobs' ability to lead (rather than to manage) was to decide when to say "no". He was able to decide where his grit was going to lie, and we can too.


"Fine" is a goal. You don't have to be the 'winner', you just have to serve enough people who care. To cater to a small community that resonates with your product is scary, but you need to learn to 'dance with fear'

You might say: "But Seth you've been doing this for 20 years ... what if I'm starting today? How do I make a difference? How do I make a mark in the world?" The answer: You start with one person and so delight them that they'll tell their friends.


We talked about the conversation between Seth and I, that led to my blog post titled "Just begin"

Seth explained how in the first three or four years he wrote, his blog had dozens of people read it, not thousands.


We talked about a habit focused planning as an alternative approach to goal-focused planning. Goal-obsession by definition robs you of the present moment and keeps you distracted with the future


Seth explained that goals are different from outcomes and risk is different from fear


We talked about how we as business owners can contribute to preserving the environment. A cultural shift away from the Milton Friedman profit-at-all-costs mindset is the key to solving this. And it starts with us.


We riffed on how to survive and thrive in a world increasingly driven by machine-learning and the importance of being a creator and facilitator of valuable networks

Here's a thought experiment for you: Imagine there was no internet and there were only 300 people in the village ... in that setting what would you do to make those 300 people want to talk about you. How do you do the really hard thing of being worth talking about?


We talked about emotional labor and the fact that it's is work worth doing.

I hope you find this content useful.