The simple but difficult marketing flip:
From, “Pay attention, I want you to buy what I made.”
“I’ve been paying attention, and I think I can offer you what you want.”
- Seth Godin
"Don't scale because you think there's a pot of gold over that rainbow. Scale because you're ready and eager to do heroic work, every day, forever." - Seth Godin
"The most important question in marketing something to someone who hasn't purchased it before is,
'Do they trust me enough to believe my promises?' Without that, you have nothing.
If you have awareness but people haven't bought from you before, it's likely they don't trust you as much as you would hope. If you are extending from one business to another, it's also likely. In fact, if your value proposition is solid but sales aren't being made, look for trust issues.
Earn trust, earn trust, earn trust. Then you can worry about the rest."
- Seth Godin
"Marketing in 5 Steps
- Invent a thing worth making with a story worth telling and a contribution worth talking about.
- Design and build it in a way that a few people will particularly benefit from and care about.
- Tell a story that matches the built in narrative and dreams of that tiny group of people, the smallest viable market.
- Spread the word.
- Show up. Regularly. Consistently. Generously. - for years and years. - to organize, lead and build confidence in the change you seek to make. - to earn permission, to follow-up, to earn enrollment to teach."
"It doesn't matter if you're right, it matters if you are understood." - Seth Godin (Note - This quote is in reference to creating a new name of for your title/role.)
"The first step is to say it poorly. And then say it again and again and again until you're able to edit your words into something that works. But mostly, you need to decide that it matters." - Do the Word - Seth Godin
"You don't launch a popular blog, you build one. The writing isn't the hard part, it's the commitment." - Seth Godin
"Every day we can wonder and worry about whether a blog post is worth it. Not whether or not the microphone is working, but whether it's worth using at all.
It's much easier to spend a lot of time making your microphone louder than it is working on making your message more compelling..." - Seth Godin
"The unhappy theory of business ethics is this: you have a fiduciary responsibility to maximize profit. Period. To do anything other than that is to cheat your investors. And in a competitive world, you don't have much wiggle room here." - Seth Godin
"You will be labeled, like it or not. If you earn the label of a 'person who builds things, ships them and sells them to someone who values them...' you're way ahead of the pack." - Seth Godin
"For me, doing is at the core of it. If you've done something with what you've learned, then maybe you know it." - Seth Godin on February 5, 2014
"The goal, then, isn't to draw some positioning charts and announce that you have differentiated your product. No, the opportunity is to actually create something that people choose to talk about, regardless of what the competition is doing." - Seth Godin
"The best experiences and the biggest ideas don't fit into a category. They change it. They don't get filed away, they transform us." - Seth Godin
"Ideas that spread win. Ideas don't have to be selfish to win, in fact, it turns out that the more generous the interactions an idea produces, the more likely it is to spread." - Seth Godin
"If you're not willing to get your 'worst one ever' out of the way, how will you possibly do better than that?" - Seth Godin
"I'm not sure there's any number of Facebook likes that can replace a hug." - Seth Godin
"More than ever, we express ourselves with what we buy and how we use what we buy. Extensions of our personality, totems of our selves, reminders of who we are or would like to be. Great marketers don't make stuff. They make meaning." - Seth Godin
"Micro trends matter more than macro ones, but most of all, people matter. Individual human beings with names and wants and interests." - Seth Godin
"The best way to honor someone who has said something smart and useful is to say something back that is smart and useful. The other way to honor them is to go do something with what you learned." - Seth Godin
"You know something is important when you're willing to let someone else take the credit if that's what it takes to get it done." - Seth Godin
"The paradox is that by the time you get to be senior, the decisions that matter the most are the ones that would be best made made by people who are junior..." - Seth Godin
"The people who successfully start independent businesses (franchises, I think are a different thing) do it because we have no real choice in the matter. The voice in our heads won't shut up until we discover if we're right, if we can do it, if we can make something happen. This is an art, our art, and to leave it bottled up is a crime." - Seth Godin
"If you'd rather be a chooser, enter a market or a transaction where you have something to trade, something of value, something to offer that's difficult to get everywhere else. If all you have is the desire to get picked, that's not sufficient." - Seth Godin
"A good job is largely anonymous and forgotten (but still important). A personal job, on the other hand, is humanized. It brings us closer together. It might not be remarkable, but it stands out as memorable because (however briefly) the recipient of the work was touched by someone else. Often, remarkable work is personal too, but personal might just be enough for today." - Seth Godin
"A remarkable performance is one that exceeds expectations so much that we talk about it. (Remarkable, as in worth making a remark about). In just about every field, it's possible to be remarkable, at least for a while, and thanks to the increasing number of connections between and among customers, remarkable work spreads your idea." - Seth Godin
"The wettest, weirdest environment is human interaction. Whatever we build gets misunderstood, corroded and chronic, and it happens quickly and in unpredictable ways. That's one reason why the web is so fascinating--it's a collision between the analytic world of code and wet world of people." - Seth Godin
Not the easiest, but the quickest:
Don't demand authority.
Eagerly take responsibility.
Relentlessly give credit."
- Seth Godin
"Marketers need to spend less time making promises and more time keeping them." - Seth Godin
"If you're considering word of mouth, stability and lifetime value, it's almost always true that the easier it is to get someone's attention, the less it's worth." - Seth Godin
"Giving your team cover for their cowardice is foolish. Give them a platform for bravery instead." - Seth Godin
"The only real help is self-help. Anything else is just designed to get you to the point where you can help yourself." - Seth Godin
"Marketing yourself to a new person often involves being charismatic, clever and quick--but most jobs and most relationships are about being consistent, persistent and brave." - Seth Godin
"If you are love with the perfect, prepare to see it swept away. If you are able to dream of the impossible, it just might happen." - Seth Godin
"Confusion sets in when you're not sure if your product or service is bought or sold, or worse, if you are a salesperson just waiting for people to buy." - Seth Godin
"Leaps look good in the movies, but in fact, success is mostly about finding a path and walking it one step at a time." - Seth Godin
"When you focus on delighting an audience you care about, you strip the masses of their power." - Seth Godin
"More time on the problem isn't the way. More guts is. When you expose yourself to the opportunities that scare you, you create something scarce, something others won't do." - Seth Godin
"... outsiders are way more likely to approach your organization with fabulous projects if they think they're likely to both get a good reception and succeed when they get to market." - Seth Godin
"The internet revolutionizes both sides of the equation. ... Legions of unsophisticated marketers are getting both sides of the equation wrong."
"They invest a lot in hoopla, spin and hype to get strangers to notice them (once), making the cost of a connection high, and then, once they borrow a little attention, they put everything into a one shot transaction, which few people engage in, and those that do create little value, because the permission asset is then discarded." - Seth Godin
"It's not enough to be aware of the domain you're working in, you need to understand it. Noticing things and being curious about how they work is the single most common trait I see in creative people. Once you can break the components down, you can put them back together into something brand new." -Seth Godin
"Anyone who takes responsibility for getting something done is welcome to ask for the authority to do it." - Seth Godin
"The goal isn't to do work and hand it in just before it's due. The goal is to do the work as beautifully as you can, faster than anyone else, so you can do more work." - Seth Godin
"The internet has opened the door for millions of businesses to do things differently, because there are other assets now, assets that can transcend location. Your permission to talk to customers, your reputation, your unique products--you can build a business around them online." - Seth Godin
"The reason business writing is horrible is that people are afraid. Afraid to say what they mean, because they might be criticized for it. Afraid to be misunderstood, to be accused of saying what they didn't mean, because they might be criticized for it." - Seth Godin
"The next time you have a choice between chasing the charts (whichever charts you keep track of) and doing the work your customers crave, do the work instead." - Seth Godin
"We happily give up our freedom and our income in exchange for having someone else take responsibility for telling us what to do next." - Seth Godin
"We must be talented, powerful and resilient creatures indeed given how much we manage to produce despite the constant undercutting, ridicule and needless censorship we aim at ourselves." - Seth Godin
"When you delight the weird, the overlooked and the outliers, they are significantly more likely to talk about you and recommend you." - Seth Godin
"It takes a lot of guts to stop measuring things that are measurable, and even more guts to create things that don't measure well by conventional means." - Seth Godin
"It's easy to be afraid of taking a plunge, because, after all, plunging is dangerous. And the fear is a safe way to do nothing at all. Wading, on the other hand, gets under the radar. It gives you a chance to begin." - Seth Godin