Seth Godin

Quotes are word for word from the source.

• Taking personal responsibility

  “It's far more predictable and reliable to simply take it ourselves. At least that way, we can do something with it.”

  Our noteSeth explains why taking responsibility is more effective than waiting for others to accept blame.

• Pushing boundaries first

  “It's almost always easier to roll something back a little than it is to push it forward.”

  Our noteSeth argues that starting with an extreme and scaling back is better than starting safe.

• Purpose of presentations

  “Presentations aren't about the most concise exposition of facts, they are about changing minds.”

  Our noteSeth explains that presentations should focus on persuasion rather than just listing facts.

• Life changing meetings

  “It's hard to believe, but a lot more than five years ago, I met Bill Taylor and Alan Webber and my life changed (for the better!)”

  Our noteSeth reflects on how meeting the founders of Fast Company magazine impacted his life and career.

• The cost of procrastination

  “Every time I've posted a job or an offer with a deadline, I get amazingly well-written and thoughtful notes one day after the deadline has passed, begging for another chance”

  Our noteSeth observes how people miss opportunities by waiting until after the deadline to act.

• Earning Attention

  “The best marketers, of course, use the needle and the vise at the same time. They don't assault, they don't demand, instead they earn attention.”

  Our noteCombining targeted focus with relentless consistency to win customers.

• Analyzing failure systems

  “If we do it a second time, it's worth taking a hard look at the system that set us up for failure.”

  Our noteSeth explains why recurring mistakes are often a result of the underlying system rather than individual error.

• Insulating the creative process

  “Harsh to say, but the fact is that great storytellers and artists and ruckus makers manage to insulate themselves from the people they're going to hassle.”

  Our noteSeth explains why creators must protect their work from the friction of those it might disturb.

• Handmade variability

  “Implicit in the desire to have something handmade is that while it might be better than what you're used to, it might be worse.”

  Our noteHe explains the inherent risk and appeal of non-industrial goods.

• Binary outcomes

  “Most of the things that we do have two possible outcomes: they might work or they might not.”

  Our noteSeth simplifies the nature of risk in everyday business and life decisions.

• Market acceptance responsibility

  “It's your fault, of course, because the market is the market. You can lead it, but you cannot force it to change.”

  Our noteThe creator is responsible for aligning their work with what the market can accept.

• Managerial ego

  “Because managers like to make decisions. Because managers like to be right.”

  Our noteHe reflects on why feedback loops are often resisted in corporate structures.

• Content Over Media

  “Your challenge isn't to scrape up enough money to buy TV time. Your challenge is to make video interesting enough that we'll choose to watch it and choose to share it.”

  Our noteSeth discusses the shift from traditional TV ads to viral web content.

• Valuing expert advice

  “But advice, solicited advice from a well-meaning and insightful expert? If you confuse that with criticism, you'll leave a lot of wisdom on the table.”

  Our noteSeth explains the danger of mistaking helpful advice for personal criticism.

• Free startup education

  “The startup school , a 15-session free course, recorded live (forgive the occasional audio difficulties). This one has really resonated with many of the entrepreneurs and freelancers that have listened to it.”

  Our noteSeth mentions his free 15-session course designed for entrepreneurs and freelancers.

• Search dependency risk

  “If you're dependent on being found in a Google search, it's probably worth rethinking your plan.”

  Our noteSeth warns about the danger of building a business model entirely dependent on search engine visibility.

• Authentic boundaries

  “Go to the edges, but don't imagine that pretending it's bigger than those edges is going to last because it won't.”

  Our noteSeth warns against over-promising or faking intelligence in AI products.

• Free vs Enrollment

  “Free is a really compelling way for an idea to spread. But enrollment often comes with some risk and tension.”

  Our noteSeth discusses the balance between making things free and getting people to commit.

• Beyond following rules

  “When I find people who don't like to cook or who say they are bad cooks, it's simply because they're trying to follow a recipe, and that feels like being an indentured servant.”

  Our noteSeth discusses the psychological barrier to creative cooking.

• Nature of publishing

  “The short version is, publishing is not a business; publishing is an organized hobby.”

  Our noteSeth gives advice to aspiring writers about the industry.

• Customized TV advertising

  “Visible World is offering a technology that allows marketers to automatically assemble TV spots from components stored on a remote server and customize them to a ZIP code”

  Our noteSeth discusses the emergence of technology that allows for hyper-local TV ad customization.

• Value of earned trust

  “It is worth more precisely because you cannot simply command it to comply.”

  Our noteHe discusses why earned media carries more weight than paid advertising.

• Business blogging utility

  “Debbie actually has a purpose... she's collecting data and links and advice about using blogs for business.”

  Our noteSeth explains why a specific blogger's work is valuable to her audience.

• Avoid weasel words

  “People hate weasel words. We can smell em from a mile away. So don't use them.”

  Our noteSeth explains why copywriters should avoid using evasive or non-committal language.

• Pitfalls of Big Data

  “Mass marketers love the promise of big data, because it whispers the opportunity of once again making average stuff for average people, of sifting through all the weird to end up with that juicy audience”

  Our noteSeth explains why mass marketers are drawn to data-driven targeting for average products.

• Paying for services

  “I like having a service I can pay for, because when you buy something, you're the customer, not the product.”

  Our noteSeth explains why he prefers paid hosting services over free alternatives.

• Defining a Linchpin

  “Don't merely tell them who the linchpin is, but tell everyone why-what's their art, what fear do they overcome, how do they contribute.”

  Our noteSeth provides instructions on how to describe an indispensable person for a video project.

• Meeting customer expectations

  “Embrace expectations and build a product or service that fits what people are looking for. No change of behavior necessary.”

  Our noteSeth explains the first option when dealing with market expectations.

• Customer focused content

  “But the best part is the second half, in which the focus is on you and your projects and your issues.”

  Our noteSeth explains why the interactive portion of his seminar is the most valuable.

• Specific targeting

  “A product for everyone rarely reaches much of anyone.”

  Our noteSeth warns against the trap of trying to appeal to the mass market.