Small is the New Big: Seth Godin Speaks
December 17th, 2006 • 5 comments
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You can’t buy attention. And if you want to be big, you first must think small. Those are some of the beliefs held by marketing guru Seth Godin. He helped to illuminate and define the power of the individual in business and society. Thinking small may be the single biggest shift in marketing today, and impressing four people (not four thousand) is how the best companies practice their craft. For many reasons, Godin believes that marketers now have the greatest moment of opportunity since the invention of the television, but taking advantage of the moment requires courage.
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I do agree with Seth about the statement of taking small risks, rather than waiting for a top-down approval to change the way we do marketing or engage in PR. Existent customers do not know what they want in the future and asking them for innovative ideas is useless. Marketers have to use their imagination and take small risks while introducing new ways to amaze their customers. This is the same concept that is described in the book The Innovator’s Dilemma” By Clayton M. Christensen in a higher detail. Thank you for the link to Seth’s blog summaries and e-books, which are free!
[...] Colleague Jennifer Jones excitedly told me last week her podcast interview with Seth Godin went extremely well. I emailed Seth (we’ve interacted a few times) and introduced him to Jennifer, who we both would both be perfect for her show on Marketing and Social Media. [...]
[...] I read Small is the New Big by Seth Godin a couple months ago. It is a great read. Here, Seth talks with Jennifer Jones with Podtech, Via Jeremiah’s blog. [...]
[...] Getting bigger is great. But to paraphrase Seth Godin: no matter how big we get, we have to think and act like we’re small. [...]
[...] To paraphrase Seth Godin again: "Small is the new Big, not so much in size, but small in how you think and act." (You can listen to this interview – focus is on social software and marketing, so be warned – here.) [...]