I was both excited and elated to interview Seth Godin on The Places We’ll Go Show. His presence and insights have always been transformative, making it a privilege to have him share his wisdom with our audience. Here’s what I learnt from our conversation with Seth Godin.
Marketing’s Changing Landscape
Seth highlighted how traditional marketing, which relied heavily on industrial capitalism’s norms, has been upended. The shift to online shopping and remote work has fundamentally changed the landscape, forcing marketers to adapt quickly or become obsolete. “Marketing the old way is over,” Seth asserted, urging marketers to embrace the new reality rather than cling to outdated practices.
The Power of Soft Skills
Seth’s emphasis on soft skills over hard skills was another key lesson. He explained that while hard skills are easy to measure, soft skills like resilience, empathy, and the ability to understand and navigate complex situations are what truly set great marketers apart. “It’s about resilience and empathy,” he said, stressing the importance of these attributes in navigating the current marketing landscape.
Seth’s advice was clear: marketers must develop these soft skills to solve the “hard problems” that are worth tackling. He urged a shift from using “but” to “and” in our mindset, highlighting how this simple change in language can foster a more proactive and positive approach to problem-solving.
Embracing Responsibility and Being on the Hook
Seth’s thoughts on the role of Chief Marketing Officers (CMOs) were particularly striking. He lamented the short tenure of CMOs and attributed it to a lack of understanding of their true role. “The job is not to do advertising or hype or to make a new logo. The job is to realize that everything the company does that touches the market is marketing,” Seth explained.
He urged CMOs to take full responsibility for all aspects of the customer experience, from customer service to environmental impact. “If your customer service phone isn’t under your purview, then you’re not really the head of marketing,” he stated. This comprehensive approach, he argued, is essential for effective and sustainable marketing.
The Fallacy of Authenticity
In a thought-provoking segment, Seth challenged the conventional wisdom around authenticity in marketing. “Authenticity is a crock,” he declared, arguing that what customers and audiences truly value is consistency. He illustrated this with the example of a surgeon or a performer, noting that people want the best version of these professionals, not their authentic, flawed selves.
Seth’s point was that in a professional context, consistency and reliability often matter more than authenticity. This insight encourages marketers to focus on delivering a consistent and reliable brand experience rather than striving for an ill-defined notion of authenticity.
The Importance of Community and Ethical Marketing
Seth is a strong advocate for ethical marketing and community building. He criticised the practices of social media companies and urged marketers not to fall into the trap of chasing vanity metrics. “These aren’t your friends, they’re not even friends, and they don’t like you,” he said about social media platforms, emphasising that marketers should focus on genuine community building rather than superficial engagement.
He also stressed the importance of sustainability in marketing, arguing that marketers have a critical role to play in addressing environmental challenges. “We can’t have a business without civilisation,” Seth stated, urging a shift in marketing practices to support long-term sustainability.
Consistency and Continuous Improvement
Perhaps one of the most inspiring aspects of our conversation was Seth’s personal story of continuous improvement. He shared how he started out ranked 600th out of 900 speakers at Internet World but worked his way up through relentless practice and refinement. “I decided that I was going to get to number one,” he said, illustrating the power of persistence and dedication.
Seth’s journey underscores the importance of consistency and the willingness to embrace failure as part of the path to success. This message resonates deeply, especially as we reflect on our own journey with The Places We’ll Go Show, which has grown and improved over its first year.
Conclusion
Interviewing Seth Godin was a truly enlightening experience. His insights on the evolving nature of marketing, the importance of soft skills, and the need for ethical and responsible practices are invaluable. Seth’s emphasis on consistency, community, and continuous improvement offers a roadmap for marketers navigating the complexities of today’s world. As we move forward, his wisdom will undoubtedly inspire and guide us in our pursuit of excellence.
Watch full interview here: https://www.youtube.com/watch?v=JOjGRRXdtuY&t=2222s
