Tag Archives: Seth Godin

Early in the game

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31.4% of Americans don’t have internet access; 88% of all users have never heard of RSS; 59% of American households have zero iPods in them; 30% of internet users in the US use a modem; Detroit (one million people) has six Starbucks.

Seth is reminding us “all the growth and opportunity and the fun is at the leading edge, at the place where change happens” and we’re living on a never-ending adoption curve. For those of us in media, who depend on advertising… I’d rather be early to the this dance than late.

Bonus Quote: Doing it for free

“…pioneers are almost never in it for the money. The smart ones figure out how to take a remarkable innovation and turn it into a living (or a bigger than big payout) but not the other way around. I think the reason is pretty obvious: when you try to make a profit from your innovation, you stop innovating too soon. You take the short payout because it’s too hard to stick around for the later one. ”

 

Seth Godin on comments

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“I think comments are terrific, and they are the key attraction for some blogs and some bloggers. Not for me, though. First, I feel compelled to clarify or to answer every objection or to point out every flaw in reasoning. Second, it takes way too much of my time to even think about them, never mind curate them. And finally, and most important for you, it permanently changes the way I write. Instead of writing for everyone, I find myself writing in anticipation of the commenters.”

—  Seth Godin blog post

 

Seth Godin: No more job interviews

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I’ve long held that job interviews are a waste of time. They tell you nothing. And once someone is hired, you usually know within a week if you made the right decision. But then it’s too late. My man Seth Godin (I know, I know) suggests a better way:

“There are no one-on-one-sit-in-my-office-and-let’s-talk interviews. Boom, you just saved 7 hours per interview. Instead, spend those seven hours actually doing the work. Put the person on a team and have a brainstorming session, or design a widget or make some espressos together. If you want to hire a copywriter, do some copywriting. Send back some edits and see how they’re received.

If the person is really great, hire them. For a weekend. Pay them to spend another 20 hours pushing their way through something. Get them involved with the people they’ll actually be working with and find out how it goes. Not just the outcomes, but the process. Does their behavior and insight change the game for the better? If they want to be in sales, go on a sales call with them. Not a trial run, but a real one. If they want to be a rabbi, have them give a sermon or visit a hospital.”

I’ve been thinking about the various job openings we have at Learfield, wondering if this could work for us, and I can’t see why it wouldn’t. But more to the point, the traditional interview technique is worthless, so what have you got to lose?

Maybe means no

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I spent a good chunk of 1987 driving around Iowa, trying to sign radio stations to the new statewide news network we were starting. My first pitch (Roger Gardner was with me) was to Larry Edwards, the GM at WMT in Cedar Rapids. Probably the #2 station in Iowa at the time. We told him what we were planning to do and he asked if we had a contract with us. We did, and he signed it on the spot.

The next day we met with Betty Baudler and Rich Fellingham (GM and Ops Mgr) at KASI in Ames, Iowa. We told them about the network and they signed on the spot. I think the same thing happened a few days later with Andy Anderson at KMA, Shenandoah.

The point here is not that I’m a great salesperson (I’m not). The point is, these managers did not say “maybe.” Eventually, we got to some that wanted to “think about it.” But these guys understood what we were going to do and decided –on the spot– they wanted to be part of it.

They weren’t all that easy and I got a lot of “maybe’s” over the years (“Could you send me another copy of your proposal?” or “Let me talk it over with my program director and we’ll get back to you.”) Somewhere in about year 15 I remember saying to a couple of prospects:

“If you had to give me a yes or a no today, which would it be?”
“Uh, I don’t like being pressured!”
“No pressure, I’m just curious. If you HAD to say yes or no right now, which would it be?”
“If you’re gonna pressure me, then the answer is no!”
“Great. I won’t take any more of your time.”

Anybody that was EVER going to say yes would have stopped me before I got to the door. Or called the next day to say she changed her mind. Never happened. (End of 20 year flash back)

In Small Is the New Big, Seth Godin reminds me that “maybe means no.” He also explains the intellectual dishonesty that is behind most “maybe’s.”

“Dealing with change ultimately does make you confront one thing: dishonesty. And dishonesty–intellectual dishonesty, decision-making dishonesty, not-willing-to-face-the-music dishonesty–is the greatest enemy that a company can have. We disguise it as waiting to get more informaiton or looking for more input. In fact, the real deal is that we’re not willing to look the situation in the eye and make a decision, right or wrong. And so companies and individuals put off acknowledging what they already know and acting on it. They don’t commit to a decision until they have to–even if they’ve already made the decision in their minds, and a delay in making it official means spending more money, making mistakes, and staying up all night to catch up.” (Pg. 133 Small Is the New Big, Seth Godin)

So maybe I’ll respond to the next pitch I get with:

“I’m not going to say “yes” to your proposal. Ever. You can have a “no,” or a “maybe.” Which would you perfer?

Leveraging your customers (fans)

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One of the ideas Seth Godin talks about (on his blog, in his speeches and in his new book) is turning your best customers into marketers. Make it easy for them to tell your story. One of the examples: The Beastie Boys gave digital cameras to fifty of their fans and invited them to film one of their concerts. They edited the best of these into a film.

I’m only remotely aware of who the Beastie Boys are but I love the idea. I’d love to try this with one of our sports properties. Some big rivalry might be fun (Missouri vs. Kansas?). The idea isn’t to get great play-by-play shots, but tail-gate fun, etc. I don’t know what you’d get but you announce that the resulting video will be on the Mizzou website (brought to you by Sponsor To Be Named?).

A lot of work? Sure. Big money maker? Maybe not. Lot of fun? Maybe.