You can not change what people think, or their narrative. Yelling the loudest is not gonna do anything in a world with infinite options. You win by being remarkable: have a great idea, build a worthy product around it, reach out to the weird people.

Lead with ideas

Kamiwaza(Japanese word) is when you try to be the myths, the superheroes, and the channel gods. Kamiwaza is the destination in the pursuit of excellence.Godin ties the notion of kamiwaza to those who can truly make a huge impact in our post-industrial world – the new age artists, including entrepreneurs, executives, and artists. Anyone who dares to destroy, create, & connect.Kamiwaza is the opposite of focus-group product building, which creates mediocrity. It is about creating authentic products with soul.

Kamiwaza = authentic God-like

We like doing what other people are doing. That's why culture works. But not all people. Our people. We are in sync with our tribe. Who's job is to tell people how to be in sync? Yours. Marketing today can be summed up as "People like us do things like this". We just have to figure out:<ul><li>who the people like us are and ... </li><li>how to invent a product, a culture, a movement for those people.</li></ul>

People like us do things like this

Nobody knows how to build a mouse ... on their own. One would have to understand plastics, electronics, manufacturing, supply chains, etc. Only a team can produce value in this new collaboration economy. This requires:<ul><li>coordination</li><li>trust</li><li>permission - the privilege of delivering messages to people who want to listen</li><li>sharing ideas</li></ul>These principles require 2 foundations: generosity (because nobody likes selfish people who just take and never give back) & art (which begs for connection).

The attributes of a collaborative economy

What did the first fax machine owner do? He told everyone about it so that he could have who to communicate with.Having a remarkable product means it grows through word of mouth. It's how most successful companies grew. When you have a remarkable product, which stands up for something, authentic ... remote controls don't matter.

Marketing is what you build

The good news everything is a click away. The bad news is that everything is a click away. The question is whether you are worth reaching. Wether you are worth buying from.

You needs lots of ideas to get a few good ones. Good ideas are a metric of quantity not just quality.

Good ideas come from bad ideas

Mass production enabled by the assembly line, requires mass distribution, which requires mass marketing: "How can we make as many people buy our stuff?""Mass-" anything means average. If you are gonna advertising something to everyone, you better make something everyone wants to buy. Problems:<ol><li>Most common problems have been solved & price is the main differentiation.</li><li>Consumers can now turn off advertising. They have a remote control and they are not afraid to use it.</li></ol>

Mass Marketing is about keeping the factory happy

A collection of Insights from marketing mogul's best books, blogs and videos

business

Business

marketingandsales

Marketing & Sales

timemanagement

Time Management

7 days with Seth Godin

Seth Godin, the world-renowned marketing and leadership author inspires us on how to get our ideas spread when mass marketing and traditional advertising have moved to the past. Key points: • Mass marketing and traditional advertising don’t work anymore. • Everyone is a click away, which means that both opportunities, but also competition, are increasing. • “People like us (do things like this)” - the job of the marketer is to find the people like us and determine what do things like this really mean. • The winners will be those who can find the right niche and lead them. Questions to consider: • What is the niche customer segment your product or service is for? • How can you reach and lead that group? • How can you make your customers feel that you see and hear them? You can also find a written summary of the keynote at https://www.nbforum.com/event-summaries/ Bio: Seth Godin is the author of 19 books that have been bestsellers around the world and have been translated into more than 35 languages. He’s also the founder of the altMBA and The Marketing Seminar, online workshops that have transformed the work of thousands of people. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership, and most of all, changing everything. You might be familiar with his books Linchpin, Tribes, The Dip, and Purple Cow. His latest book, This Is Marketing, was an instant bestseller around the world. In addition to his writing and speaking, Seth has founded several companies, including Yoyodyne and Squidoo. His blog (which you can find by typing “Seth” into Google) is one of the most popular in the world. In 2018, he was inducted into the Marketing Hall of Fame. More than 10,000 people have taken his powerful workshops, including altMBA and The Marketing Seminar.

product

Product & Design

Seth Godin, the world-renowned marketing and leadership author inspires us on how to get our ideas spread when mass marketing and traditional advertising have moved to the past. 

Key points:
• Mass marketing and traditional advertising don’t work anymore.
• Everyone is a click away, which means that both opportunities, but also competition, are increasing.
• “People like us (do things like this)”  - the job of the marketer is to find the people like us and determine what do things like this really mean. 
• The winners will be those who can find the right niche and lead them.

Questions to consider:
• What is the niche customer segment your product or service is for?
• How can you reach and lead that group?
• How can you make your customers feel that you see and hear them?

You can also find a written summary of the keynote at https://www.nbforum.com/event-summaries/

Bio:
Seth Godin is the author of 19 books that have been bestsellers around the world and have been translated into more than 35 languages. He’s also the founder of the altMBA and The Marketing Seminar, online workshops that have transformed the work of thousands of people.

He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership, and most of all, changing everything. You might be familiar with his books Linchpin, Tribes, The Dip, and Purple Cow. His latest book, This Is Marketing, was an instant bestseller around the world.

In addition to his writing and speaking, Seth has founded several companies, including Yoyodyne and Squidoo. His blog (which you can find by typing “Seth” into Google) is one of the most popular in the world.

In 2018, he was inducted into the Marketing Hall of Fame. More than 10,000 people have taken his powerful workshops, including altMBA and The Marketing Seminar.

Video clips from Nordic Business Forum events, exclusive interviews and much more! Nordic Business Forum wants to play its part in creating an encouraging entrepreneurial atmosphere.

SETH GODIN

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