I was in NYC (Tribeca) this week to spend the day at a Q&A session with Seth Godin. He is a marketing guru and author of a lot of best selling business books. Like these:
Here are some of the gems that I liked.
"A "brand" is the promise of an experience." [Boy, could I riff on that one!] Brand IS the experience. Accept that most people won't like you. Build a tribe that will.
Commit to one marketplace or two. You can't chop all the trees down in the forest with one hatchet.
"It's way easier to sell water to thirsty people than to make thirsty people. It's OK to remind people they're thirsty." The corollary to that is People buy to avoid pain more often than they buy to gain pleasure.
You can try to create demand for your service, like trying to make people thirsty. Or you can find thirsty people and sell them water.
"Define failure before you start. When you reach that point, stop, learn and move on to the next thing." [It's a concept from Seth's book, The Dip]
"People spend their time and attention and money in places that make them feel valued." Are you making your customers feel valued?
What is the world view of your target customer? Does your marketing line up with that?
For a brief few, Seth talked about working for a start-up versus working for Google or Apple or Facebook. A start-up is about growth If you want fast-paced; to make an impact; and to learn, join the start-up. Google, Apple, Microsoft, and Facebook are in the "keep it going" mode. You won't have an impact there. You will be a cog in the machine. In our world, working for any of the billion dollar LEC's or MSO's is like working for Facebook, only a lot less cool on your resume.
What is Important to you? Tom Peters says that he can tell what is important to you from calendar. What does your schedule say about what's important to you?
It's all about Direct Marketing and Pay for Performance. (Social media is a tool of direct marketing.)
There is no road map.
It's all about connection and association. Are you connecting people?
We have mass disruption going on today. Every industry including our own is being disrupted by the Internet. Why? The Internet is the first device that is both a Receiver and a transmitter. That's the problem.
Hopefully one of these nuggets gets you thinking.
Some notes made it to this Power Point I created.