The death of the TV/Industrial complex runs right through Seth’s work. The world has changed from the (relatively) simple world of mass marketing. Advertising average goods to average people doesn’t work anymore.
Whether you are building a permission asset, spreading an ideavirus, creating something remarkable, or looking to build a tribe … you first need to focus.
… the market often belongs to the first person who brings you the right story on the right day. Yes, you must be first (and right) in that market or this market. But that doesn’t mean you have to be first (and right) in the universe. The market is splintering more than even some pundits predicted in 1998 (that would be me). Which means that the idea of monolithic marketing messages to monolithic markets makes no sense. The race is now to be the first mover in the micro-markets where attention matters.
Whatcha Gonna Do with That Duck?: And Other Provocations (2013) – Seth Godin
See Also:
On Average | On Humans | On Ideaviriuses | On Intangibles | On Leadership | On Marketing | On Mythology | On Strategy | On True Lies
Or choose a path towards stories that mean business.
Explore the art and science of business storytelling. The rabbit hole goes way deeper than you think.
The Business Storytelling Glossary lists the concepts, ideas and definitions that use in my work. Your mileage will vary.
