“I’m astonished at how long it takes an idea to filter from the early adopters to the masses. What sort of person just read the Da Vinci Code or just discovered the iPod? I was standing in a nice store in a nice suburb and heard one 25 year old explain to a 30 year old what gmail was… it’s so easy to assume that everyone already gets it.”
— Part of the answer to one of ten questions Hugh Macleod posed to Seth Godin
Just received my copy of Seth Godin’s new book, small is the new big and flipped it open to page 155:
“The number of channels of communication is going to continue to increase. And either you’ll have a channel or you won’t. Either you’ll have access to the attention of the people you need to talk with (notice I didn’t say “talk at”), or you won’t. So the real question to ask isn’t, “How much will I get paid to talk with these people?” The real question is, “How much will I pay to talk with these people.”
The title of the book refers to a blog post from June, 2005. Godin talks about the new book in a half-hour, moderated Skypecast this afternoon at 4:00 p.m. CDT.
Update: Poor old Seth had to introduce himself because the moderator has tech issues and was late getting into the Skype call. Looked like about 25 or 30 folks on the call and they never got around to taking questions. Typepad — which sponsored the Skypecast– plans to post portions of the audio on their blog.
Seth Godin observes there are more than 3 million millionaires in the U.S. (8 million if you count real estate). In the same post, he says the average household has $8,000 in credit card debt.
I clearly remember when there was no such thing as a consumer credit card. You paid for the things you purchased with cash or a personal check. Perhaps that’s why I have never failed to pay my credit card bill. As soon as the bill came in, I paid it off. Period. And that was true when I was living on small town DJ money back in the early 70’s.
I consider myself fortunate that I come from a time and place where you paid your bills and you paid them promptly. (And if you feel the need to email to tell me I’m an insensitive prick, please attach a scan of our credit card bill. We’ll go over it together.)
I’m just saying… the way we view debt has changed. For good reasons or bad.
Seth Godin offers an explanation for why Nielsen is just now getting around to rating viewership of commercials:
The answer is that the networks are a critical client of Nielsen, and the last thing in the universe they want is to rate commercials. The surprising thing is that many advertisers don’t want the ratings either. Why? Because as soon as you measure, you need to admit you failed. So you need to tell your boss you wasted a few million dollars…
The Internet has been messing with (disrupting?) traditional media since the beginning but I’ve always felt the real disruption would occur in the advertising arena. Who is listening and watching our commercial messages? What do they think about them? And how are they reacting to the messages? Answers: Lots of people. They love them. Racing to make a purchase.
Seth Godin calls this the most important “marketing pothole”:
Great marketing pleases everyone on the team, sooner or later. But at the beginning, great marketing pleases almost no one. At the beginning, great marketing is counter-intuitive, non-obvious, challenging and apparently risky. Of course your friends, shareholders, stakeholders and bosses won’t like it. But they’re not doing the marketing, you are.