you don’t have to like my blog but it’s the only one that’s like it as opposed
the only one that’s like it as opposed
the only one that’s like it as opposed to trying to make it like everybody else
to trying to make it like everybody else
to trying to make it like everybody else and that’s what we do for a living we
and that’s what we do for a living we
and that’s what we do for a living we tell stories not slogans story patience
tell stories not slogans story patience
tell stories not slogans story patience is for the impatient who picks average
is for the impatient who picks average
is for the impatient who picks average who picks mediocre nobody we got Google
who picks mediocre nobody we got Google
who picks mediocre nobody we got Google we got Facebook we’ve got eBay we got
we got Facebook we’ve got eBay we got
we got Facebook we’ve got eBay we got Amazon none of them spend any money on
Amazon none of them spend any money on
Amazon none of them spend any money on advertising there’s a way you’re going
advertising there’s a way you’re going
advertising there’s a way you’re going to get what you want or cause the change
to get what you want or cause the change
to get what you want or cause the change that you want to change to happen is
that you want to change to happen is
that you want to change to happen is you’re gonna figure out a way to get
you’re gonna figure out a way to get
you’re gonna figure out a way to get your ideas to spread if you can get the
your ideas to spread if you can get the
your ideas to spread if you can get the first two breaths over with you’re going
first two breaths over with you’re going
first two breaths over with you’re going to get the balloon filled up because
to get the balloon filled up because
to get the balloon filled up because it’s downhill from there just like
it’s downhill from there just like
it’s downhill from there just like skiing the goal is not to get to the
skiing the goal is not to get to the
skiing the goal is not to get to the bottom of the hill the goal is to have a
bottom of the hill the goal is to have a
bottom of the hill the goal is to have a bunch of good runs before the Sun sets
bunch of good runs before the Sun sets
bunch of good runs before the Sun sets the challenge that entrepreneurs have I
the challenge that entrepreneurs have I
the challenge that entrepreneurs have I think is to stop looking for someone
think is to stop looking for someone
think is to stop looking for someone with a rule book consumers don’t care
with a rule book consumers don’t care
with a rule book consumers don’t care about you at all they just don’t care
about you at all they just don’t care
about you at all they just don’t care he’s an American author entrepreneur
he’s an American author entrepreneur
he’s an American author entrepreneur marketer and public speaker he’s the
marketer and public speaker he’s the
marketer and public speaker he’s the author of 17 books tribes and linchpin
author of 17 books tribes and linchpin
author of 17 books tribes and linchpin are his two best-selling books his blog
are his two best-selling books his blog
are his two best-selling books his blog is considered to be the number one blog
is considered to be the number one blog
is considered to be the number one blog in the marketing space according to
in the marketing space according to
in the marketing space according to adage power he’s Seth Godin and here his
adage power he’s Seth Godin and here his
adage power he’s Seth Godin and here his top 10 rules for success
you know I started my blog about five
you know I started my blog about five years ago if you type stuff into Google
years ago if you type stuff into Google
years ago if you type stuff into Google you’ll find it and along the way people
you’ll find it and along the way people
you’ll find it and along the way people said why don’t you have Twitter why
said why don’t you have Twitter why
said why don’t you have Twitter why don’t you have video why don’t you have
don’t you have video why don’t you have
don’t you have video why don’t you have a podcast why don’t you have comments
a podcast why don’t you have comments
a podcast why don’t you have comments why don’t you have this why don’t you
why don’t you have this why don’t you
why don’t you have this why don’t you and there’s lots of things I could have
and there’s lots of things I could have
and there’s lots of things I could have done and if I had done those things I
done and if I had done those things I
done and if I had done those things I wouldn’t have had at the blog I have
wouldn’t have had at the blog I have
wouldn’t have had at the blog I have today but by saying this is all I’m
today but by saying this is all I’m
today but by saying this is all I’m willing to do it’s going to be just this
willing to do it’s going to be just this
willing to do it’s going to be just this once a day me and my voice and I’m not
once a day me and my voice and I’m not
once a day me and my voice and I’m not going to pay attention to the way other
going to pay attention to the way other
going to pay attention to the way other people are telling me a blog is supposed
people are telling me a blog is supposed
people are telling me a blog is supposed to be you don’t have to like my blog but
to be you don’t have to like my blog but
to be you don’t have to like my blog but it’s the only one that’s like it as
it’s the only one that’s like it as
it’s the only one that’s like it as opposed to trying to make it like
opposed to trying to make it like
opposed to trying to make it like everybody else how many people visit
everybody else how many people visit
everybody else how many people visit your blog more than I can count
your blog more than I can count
your blog more than I can count I actually don’t spend a lot of time
I actually don’t spend a lot of time
I actually don’t spend a lot of time looking at the numbers because then I
looking at the numbers because then I
looking at the numbers because then I spend all my time trying to make the
spend all my time trying to make the
spend all my time trying to make the numbers go up and my goal isn’t to have
numbers go up and my goal isn’t to have
numbers go up and my goal isn’t to have the most popular blog my goal is that my
the most popular blog my goal is that my
the most popular blog my goal is that my blog to be whatever I needed to be in
blog to be whatever I needed to be in
blog to be whatever I needed to be in that moment and so I’ve forced myself
that moment and so I’ve forced myself
that moment and so I’ve forced myself not to study the stats I do know
not to study the stats I do know
not to study the stats I do know Technorati says I’m the 12th most
Technorati says I’m the 12th most
Technorati says I’m the 12th most popular blog in the world which is fine
popular blog in the world which is fine
popular blog in the world which is fine and it’s growing but what I’m really
and it’s growing but what I’m really
and it’s growing but what I’m really focused on is what kind of email do I
focused on is what kind of email do I
focused on is what kind of email do I get do I get an email from people who
get do I get an email from people who
get do I get an email from people who say yeah look at your blog every once in
say yeah look at your blog every once in
say yeah look at your blog every once in a while or during an email from people
a while or during an email from people
a while or during an email from people say I’ve been reading it for six weeks
say I’ve been reading it for six weeks
say I’ve been reading it for six weeks and look what I changed in my life thank
and look what I changed in my life thank
and look what I changed in my life thank you for inspiring me to do that and
you for inspiring me to do that and
you for inspiring me to do that and that’s what gets me out of bed to do it
that’s what gets me out of bed to do it
that’s what gets me out of bed to do it every day I love going to farmers
every day I love going to farmers
every day I love going to farmers markets and if you go to the farmers
markets and if you go to the farmers
markets and if you go to the farmers market and this guy’s got better
market and this guy’s got better
market and this guy’s got better strawberries and this guy because he’s
strawberries and this guy because he’s
strawberries and this guy because he’s using less of something in it he’ll tell
using less of something in it he’ll tell
using less of something in it he’ll tell you the details but no one’s waiting
you the details but no one’s waiting
you the details but no one’s waiting there because this guy’s got a cuter
there because this guy’s got a cuter
there because this guy’s got a cuter sign because this guy’s telling a story
sign because this guy’s telling a story
sign because this guy’s telling a story that’s resonating with me and that’s
that’s resonating with me and that’s
that’s resonating with me and that’s what we do for a living we tell stories
what we do for a living we tell stories
what we do for a living we tell stories not slogans stories little red
not slogans stories little red
not slogans stories little red riding-hood is a story once you’ve heard
riding-hood is a story once you’ve heard
riding-hood is a story once you’ve heard it you’re going to remember it for your
it you’re going to remember it for your
it you’re going to remember it for your whole life and it’s something that
whole life and it’s something that
whole life and it’s something that resonates and that it matches the way we
resonates and that it matches the way we
resonates and that it matches the way we want to see the world so when we see a
want to see the world so when we see a
want to see the world so when we see a kid with a lemonade stand it’s different
kid with a lemonade stand it’s different
kid with a lemonade stand it’s different than when we see a vending machine
than when we see a vending machine
than when we see a vending machine selling lemonade even if it’s exactly
selling lemonade even if it’s exactly
selling lemonade even if it’s exactly the same product because the story
the same product because the story
the same product because the story around it is what people are paying for
around it is what people are paying for
around it is what people are paying for so when I meet small business people all
so when I meet small business people all
so when I meet small business people all I ask them is not what’s their balance
I ask them is not what’s their balance
I ask them is not what’s their balance sheet but what’s their story why should
sheet but what’s their story why should
sheet but what’s their story why should I pick you why do I care about what
I pick you why do I care about what
I pick you why do I care about what you’re doing and if you start giving me
you’re doing and if you start giving me
you’re doing and if you start giving me all this inside baseball statistics
all this inside baseball statistics
all this inside baseball statistics about why you’re two percent better than
about why you’re two percent better than
about why you’re two percent better than some other competitor
some other competitor
some other competitor I’m already glazed over because that’s
I’m already glazed over because that’s
I’m already glazed over because that’s not part of the way I see the world
not part of the way I see the world
not part of the way I see the world patience is for the impatient that in
patience is for the impatient that in
patience is for the impatient that in fact when you’re getting started in your
fact when you’re getting started in your
fact when you’re getting started in your in-laws are making faces at you and
in-laws are making faces at you and
in-laws are making faces at you and you’re not sure if you’re going to be
you’re not sure if you’re going to be
you’re not sure if you’re going to be able to pay the rent and you don’t know
able to pay the rent and you don’t know
able to pay the rent and you don’t know why you’re living in Brooklyn to begin
why you’re living in Brooklyn to begin
why you’re living in Brooklyn to begin with and you’re going to have to move
with and you’re going to have to move
with and you’re going to have to move back to Florida
back to Florida
back to Florida it’s easy to say you know what I need to
it’s easy to say you know what I need to
it’s easy to say you know what I need to go faster to pick up these scraps to
go faster to pick up these scraps to
go faster to pick up these scraps to pick up these scraps and sometimes what
pick up these scraps and sometimes what
pick up these scraps and sometimes what that does is it gives you the foot up to
that does is it gives you the foot up to
that does is it gives you the foot up to get to the next level but sometimes what
get to the next level but sometimes what
get to the next level but sometimes what that does is it just makes your scrap
that does is it just makes your scrap
that does is it just makes your scrap collector and that one of the things
collector and that one of the things
collector and that one of the things that we see when we look at the work of
that we see when we look at the work of
that we see when we look at the work of people who have put really big ideas
people who have put really big ideas
people who have put really big ideas into the world who have built online
into the world who have built online
into the world who have built online platforms right is that they got there
platforms right is that they got there
platforms right is that they got there by being patiently impatient or
by being patiently impatient or
by being patiently impatient or impatiently patient whichever way you
impatiently patient whichever way you
impatiently patient whichever way you want to juxtapose it that if you look
want to juxtapose it that if you look
want to juxtapose it that if you look around at the blog’s you read or the
around at the blog’s you read or the
around at the blog’s you read or the people you respect online or the
people you respect online or the
people you respect online or the organizations you want to work with them
organizations you want to work with them
organizations you want to work with them of the overnight success is just that a
of the overnight success is just that a
of the overnight success is just that a myth that you know the much-vaunted
myth that you know the much-vaunted
myth that you know the much-vaunted Twitter was a failure a complete failure
Twitter was a failure a complete failure
Twitter was a failure a complete failure for two years nobody used it and if they
for two years nobody used it and if they
for two years nobody used it and if they took the mindset of well if it doesn’t
took the mindset of well if it doesn’t
took the mindset of well if it doesn’t work in two weeks we got to go do
work in two weeks we got to go do
work in two weeks we got to go do something else you never would have
something else you never would have
something else you never would have heard of it
heard of it
heard of it mediocrity is very common it means being
mediocrity is very common it means being
mediocrity is very common it means being average average people are average
average average people are average
average average people are average mediocrity is for losers the reason
mediocrity is for losers the reason
mediocrity is for losers the reason mediocrity is for losers is given the
mediocrity is for losers is given the
mediocrity is for losers is given the choice of five places to eat lunch are
choice of five places to eat lunch are
choice of five places to eat lunch are you going to pick the mediocre one given
you going to pick the mediocre one given
you going to pick the mediocre one given the choice of five people to hire are
the choice of five people to hire are
the choice of five people to hire are you going to pick the mediocre one in
you going to pick the mediocre one in
you going to pick the mediocre one in fact in our Google fueled world where
fact in our Google fueled world where
fact in our Google fueled world where you have a choice of a million things
you have a choice of a million things
you have a choice of a million things for every topic who picks average who
for every topic who picks average who
for every topic who picks average who picks mediocre nobody so as a
picks mediocre nobody so as a
picks mediocre nobody so as a salesperson you have a big problem
salesperson you have a big problem
salesperson you have a big problem because there’s all this pressure on you
because there’s all this pressure on you
because there’s all this pressure on you to be average all this pressure to have
to be average all this pressure to have
to be average all this pressure to have a bigger kickback selling more items all
a bigger kickback selling more items all
a bigger kickback selling more items all this pressure to call on more and more
this pressure to call on more and more
this pressure to call on more and more people offering them more and more to
people offering them more and more to
people offering them more and more to fit in to wear the same clothes every
fit in to wear the same clothes every
fit in to wear the same clothes every other salesperson to show up the same
other salesperson to show up the same
other salesperson to show up the same ways every salesperson make the same
ways every salesperson make the same
ways every salesperson make the same pitch and be cheaper and guess what
pitch and be cheaper and guess what
pitch and be cheaper and guess what nobody wins a cheaper except for maybe
nobody wins a cheaper except for maybe
nobody wins a cheaper except for maybe Walmart that the big win is when you
Walmart that the big win is when you
Walmart that the big win is when you refuse to settle for average or mediocre
refuse to settle for average or mediocre
refuse to settle for average or mediocre and you say I’m going to give up 90% of
and you say I’m going to give up 90% of
and you say I’m going to give up 90% of what I could do and here’s an example if
what I could do and here’s an example if
what I could do and here’s an example if I go to yahoo.com there’s a hundred
I go to yahoo.com there’s a hundred
I go to yahoo.com there’s a hundred fifty links on that one page a couple
fifty links on that one page a couple
fifty links on that one page a couple years ago if I went to google.com two or
years ago if I went to google.com two or
years ago if I went to google.com two or three so Google lost all the
three so Google lost all the
three so Google lost all the opportunities to drive people to finance
opportunities to drive people to finance
opportunities to drive people to finance to drive people to weather to drive
to drive people to weather to drive
to drive people to weather to drive people to this drive people to that and
people to this drive people to that and
people to this drive people to that and instead they did one thing and so if
instead they did one thing and so if
instead they did one thing and so if someone’s at worst I searched even
someone’s at worst I searched even
someone’s at worst I searched even though the searches were very similar
though the searches were very similar
though the searches were very similar everyone said go to Google because they
everyone said go to Google because they
everyone said go to Google because they stood out as opposed to be in the middle
stood out as opposed to be in the middle
stood out as opposed to be in the middle and I talked about this a little bit in
and I talked about this a little bit in
and I talked about this a little bit in Purple Cow but this takes it further in
Purple Cow but this takes it further in
Purple Cow but this takes it further in Purple Cow I said the only way to win is
Purple Cow I said the only way to win is
Purple Cow I said the only way to win is to be talked about because you can’t
to be talked about because you can’t
to be talked about because you can’t advertise you where you can’t spam your
advertise you where you can’t spam your
advertise you where you can’t spam your way you can’t call your way into a
way you can’t call your way into a
way you can’t call your way into a presence you get there could by people
presence you get there could by people
presence you get there could by people talk about you but no one talks about I
talk about you but no one talks about I
talk about you but no one talks about I know it’s really average carpeting
know it’s really average carpeting
know it’s really average carpeting salesmen never write what they talk
salesmen never write what they talk
salesmen never write what they talk about is the barefoot carpeting salesman
about is the barefoot carpeting salesman
about is the barefoot carpeting salesman who doesn’t wear shoes and here’s why
who doesn’t wear shoes and here’s why
who doesn’t wear shoes and here’s why and let me tell you about what happened
and let me tell you about what happened
and let me tell you about what happened when I bought something Baba and that
when I bought something Baba and that
when I bought something Baba and that spreads the word so what we grew up with
spreads the word so what we grew up with
spreads the word so what we grew up with was Mad Men Mad Men was advertising in
was Mad Men Mad Men was advertising in
was Mad Men Mad Men was advertising in getting with the same thing if you spend
getting with the same thing if you spend
getting with the same thing if you spend enough money on advertising you would
enough money on advertising you would
enough money on advertising you would succeed but now that’s over
succeed but now that’s over
succeed but now that’s over so what we’re left with is the product
so what we’re left with is the product
so what we’re left with is the product is the marketing look we’ve got Google
is the marketing look we’ve got Google
is the marketing look we’ve got Google we got Facebook we’ve got eBay
we got Facebook we’ve got eBay
we got Facebook we’ve got eBay we got Amazon none of them spend any
we got Amazon none of them spend any
we got Amazon none of them spend any money on advertising they spend all
money on advertising they spend all
money on advertising they spend all their money on making something people
their money on making something people
their money on making something people will talk about so if you think about
will talk about so if you think about
will talk about so if you think about the Leaning Tower of Pisa now they
the Leaning Tower of Pisa now they
the Leaning Tower of Pisa now they didn’t make it lean on purpose but if
didn’t make it lean on purpose but if
didn’t make it lean on purpose but if you ever go to Pisa there’s tons of
you ever go to Pisa there’s tons of
you ever go to Pisa there’s tons of tourists there because if you see the
tourists there because if you see the
tourists there because if you see the Leaning Tower you can talk about it when
Leaning Tower you can talk about it when
Leaning Tower you can talk about it when you go home right well it doesn’t matter
you go home right well it doesn’t matter
you go home right well it doesn’t matter that just a hundred miles away is the
that just a hundred miles away is the
that just a hundred miles away is the Parthenon which is one of the most
Parthenon which is one of the most
Parthenon which is one of the most beautiful buildings in the world it’s
beautiful buildings in the world it’s
beautiful buildings in the world it’s subtle it’s not easy to talk about so
subtle it’s not easy to talk about so
subtle it’s not easy to talk about so the question is are you going to build
the question is are you going to build
the question is are you going to build something that is interesting
something that is interesting
something that is interesting that’s Leaning Tower of Pisa are you
that’s Leaning Tower of Pisa are you
that’s Leaning Tower of Pisa are you going to make a product or service that
going to make a product or service that
going to make a product or service that when people are done using it they can’t
when people are done using it they can’t
when people are done using it they can’t help but tell their friends about this
help but tell their friends about this
help but tell their friends about this guy Dan Otto rohwedder invented sliced
guy Dan Otto rohwedder invented sliced
guy Dan Otto rohwedder invented sliced bread and he focused like most inventors
bread and he focused like most inventors
bread and he focused like most inventors did on the patent part and the making
did on the patent part and the making
did on the patent part and the making part and the thing about the invention
part and the thing about the invention
part and the thing about the invention of sliced bread is this that for the
of sliced bread is this that for the
of sliced bread is this that for the first 15 years after sliced bread was
first 15 years after sliced bread was
first 15 years after sliced bread was available no one bought it no one knew
available no one bought it no one knew
available no one bought it no one knew about it it was a complete and total
about it it was a complete and total
about it it was a complete and total failure and the reason is that until
failure and the reason is that until
failure and the reason is that until wonder came along and figured out how to
wonder came along and figured out how to
wonder came along and figured out how to spread the idea of sliced bread no one
spread the idea of sliced bread no one
spread the idea of sliced bread no one wanted it that the success of sliced
wanted it that the success of sliced
wanted it that the success of sliced bread like the success of almost
bread like the success of almost
bread like the success of almost everything we’ve been talking about at
everything we’ve been talking about at
everything we’ve been talking about at this conference is not always about what
this conference is not always about what
this conference is not always about what the patent is like or what the factory
the patent is like or what the factory
the patent is like or what the factory is like it’s about can you get your idea
is like it’s about can you get your idea
is like it’s about can you get your idea to spread or not and I think that the
to spread or not and I think that the
to spread or not and I think that the way you’re going to get what you want or
way you’re going to get what you want or
way you’re going to get what you want or cause the change that you want to change
cause the change that you want to change
cause the change that you want to change to happen is you’re going to figure out
to happen is you’re going to figure out
to happen is you’re going to figure out a way to get your ideas to spread and it
a way to get your ideas to spread and it
a way to get your ideas to spread and it doesn’t matter to me whether you’re
doesn’t matter to me whether you’re
doesn’t matter to me whether you’re running a coffee shop or intellectual or
running a coffee shop or intellectual or
running a coffee shop or intellectual or you’re in business or flying hot-air
you’re in business or flying hot-air
you’re in business or flying hot-air balloons I think that all this stuff
balloons I think that all this stuff
balloons I think that all this stuff applies to everybody regardless of what
applies to everybody regardless of what
applies to everybody regardless of what we do that what we are living in is a
we do that what we are living in is a
we do that what we are living in is a century of idea diffusion that people
century of idea diffusion that people
century of idea diffusion that people who can spread ideas regardless of what
who can spread ideas regardless of what
who can spread ideas regardless of what those ideas are when I was never good at
those ideas are when I was never good at
those ideas are when I was never good at this and the reason I was never good at
this and the reason I was never good at
this and the reason I was never good at this is it turns out if you’ve ever
this is it turns out if you’ve ever
this is it turns out if you’ve ever tried it
tried it
tried it that the first couple breaths are really
that the first couple breaths are really
that the first couple breaths are really hard getting started is the opposite of
hard getting started is the opposite of
hard getting started is the opposite of the plunger getting started with this is
the plunger getting started with this is
the plunger getting started with this is really hard but if you do the physics
really hard but if you do the physics
really hard but if you do the physics after the first two breaths the
after the first two breaths the
after the first two breaths the percentage change in latex that you’re
percentage change in latex that you’re
percentage change in latex that you’re making gets smaller and smaller and
making gets smaller and smaller and
making gets smaller and smaller and smaller with each breath and that the
smaller with each breath and that the
smaller with each breath and that the model is if you can get the first two
model is if you can get the first two
model is if you can get the first two breaths over with you’re going to get
breaths over with you’re going to get
breaths over with you’re going to get the balloon filled up because it’s
the balloon filled up because it’s
the balloon filled up because it’s downhill from there
downhill from there
downhill from there so the way I look at the resistance even
so the way I look at the resistance even
so the way I look at the resistance even before I knew what it was called is
before I knew what it was called is
before I knew what it was called is pretty straightforward
pretty straightforward
pretty straightforward if I’m going to do the first two breaths
if I’m going to do the first two breaths
if I’m going to do the first two breaths I’m going to finish it so I’m really
I’m going to finish it so I’m really
I’m going to finish it so I’m really obsessively careful about what I decide
obsessively careful about what I decide
obsessively careful about what I decide to do the first two breaths about
to do the first two breaths about
to do the first two breaths about because I know that if I start it then
because I know that if I start it then
because I know that if I start it then it’s all downhill I’m gone I’m going to
it’s all downhill I’m gone I’m going to
it’s all downhill I’m gone I’m going to ship so I thrash at the beginning at the
ship so I thrash at the beginning at the
ship so I thrash at the beginning at the beginning there’s lots and lots and lots
beginning there’s lots and lots and lots
beginning there’s lots and lots and lots of argument and discussion with lizard
of argument and discussion with lizard
of argument and discussion with lizard brain lots and lots and lots of thinking
brain lots and lots and lots of thinking
brain lots and lots and lots of thinking and scenario planning that says wait a
and scenario planning that says wait a
and scenario planning that says wait a minute if I do these first two breaths
minute if I do these first two breaths
minute if I do these first two breaths if I start thinking about a cover or a
if I start thinking about a cover or a
if I start thinking about a cover or a thesis or whatever I’m going to finish
thesis or whatever I’m going to finish
thesis or whatever I’m going to finish it so I better decide now the end result
it so I better decide now the end result
it so I better decide now the end result is you get a lot of spare time on your
is you get a lot of spare time on your
is you get a lot of spare time on your hands because you’re not resisting
hands because you’re not resisting
hands because you’re not resisting you’re not delaying you’re not saying oh
you’re not delaying you’re not saying oh
you’re not delaying you’re not saying oh I need to see this next episode of Mad
I need to see this next episode of Mad
I need to see this next episode of Mad Men because there might be something
Men because there might be something
Men because there might be something useful in it for the next thing I’m
useful in it for the next thing I’m
useful in it for the next thing I’m going to write you don’t have that
going to write you don’t have that
going to write you don’t have that conversation because you’re already over
conversation because you’re already over
conversation because you’re already over the first two breaths that it’s all
the first two breaths that it’s all
the first two breaths that it’s all downhill from there there isn’t just one
downhill from there there isn’t just one
downhill from there there isn’t just one dip get hurt it’s not like let’s get
dip get hurt it’s not like let’s get
dip get hurt it’s not like let’s get through that dip and we’re done Steve
through that dip and we’re done Steve
through that dip and we’re done Steve Jobs helped invent the personal computer
Jobs helped invent the personal computer
Jobs helped invent the personal computer helped launch the graphical interface
helped launch the graphical interface
helped launch the graphical interface helped launch the mp3 business helped
helped launch the mp3 business helped
helped launch the mp3 business helped launch computer animation at Pixar he’s
launch computer animation at Pixar he’s
launch computer animation at Pixar he’s not done right the point is just like
not done right the point is just like
not done right the point is just like skiing the goal is not to get to the
skiing the goal is not to get to the
skiing the goal is not to get to the bottom of the hill the goal is to have a
bottom of the hill the goal is to have a
bottom of the hill the goal is to have a bunch of good runs before the Sun sets
bunch of good runs before the Sun sets
bunch of good runs before the Sun sets and so what great sales people do is not
and so what great sales people do is not
and so what great sales people do is not get to one dip and say I’m done I’m
get to one dip and say I’m done I’m
get to one dip and say I’m done I’m going to the beach they look for the
going to the beach they look for the
going to the beach they look for the next dip because that’s all life is is a
next dip because that’s all life is is a
next dip because that’s all life is is a series of dips that’s why we’re here to
series of dips that’s why we’re here to
series of dips that’s why we’re here to go through the dips you know the facts
go through the dips you know the facts
go through the dips you know the facts are facts
are facts
are facts in the last 25 years the number of jobs
in the last 25 years the number of jobs
in the last 25 years the number of jobs created by the fortune 500 is zero big
created by the fortune 500 is zero big
created by the fortune 500 is zero big companies don’t create jobs we know this
companies don’t create jobs we know this
companies don’t create jobs we know this big government doesn’t pay attention to
big government doesn’t pay attention to
big government doesn’t pay attention to that because they’re financed by big
that because they’re financed by big
that because they’re financed by big corporations but what we know is that
corporations but what we know is that
corporations but what we know is that our future is being described and built
our future is being described and built
our future is being described and built by entrepreneurs the challenge that
by entrepreneurs the challenge that
by entrepreneurs the challenge that entrepreneurs have I think is to stop
entrepreneurs have I think is to stop
entrepreneurs have I think is to stop looking for someone with a rule book
looking for someone with a rule book
looking for someone with a rule book stop looking for some franchise or
stop looking for some franchise or
stop looking for some franchise or how-to book or dummies guide say send me
how-to book or dummies guide say send me
how-to book or dummies guide say send me this money do this you will succeed
this money do this you will succeed
this money do this you will succeed because that’s not where growth comes
because that’s not where growth comes
because that’s not where growth comes from that’s being a pawn in somebody
from that’s being a pawn in somebody
from that’s being a pawn in somebody else’s game what I’m arguing for is
else’s game what I’m arguing for is
else’s game what I’m arguing for is doing the hard work of being original
doing the hard work of being original
doing the hard work of being original and the difficult work of navigating
and the difficult work of navigating
and the difficult work of navigating without a map because if you do that
without a map because if you do that
without a map because if you do that that is when you earn money and when
that is when you earn money and when
that is when you earn money and when you’ve created value consumers don’t
you’ve created value consumers don’t
you’ve created value consumers don’t care about you at all they just don’t
care about you at all they just don’t
care about you at all they just don’t care part of the reason is they got way
care part of the reason is they got way
care part of the reason is they got way more choices than they used to and way
more choices than they used to and way
more choices than they used to and way less time and in a world where we have
less time and in a world where we have
less time and in a world where we have too many choices and too little time the
too many choices and too little time the
too many choices and too little time the obvious thing to do is just ignore stuff
obvious thing to do is just ignore stuff
obvious thing to do is just ignore stuff and my powerbal here is you’re driving
and my powerbal here is you’re driving
and my powerbal here is you’re driving down the road and you see a cow and you
down the road and you see a cow and you
down the road and you see a cow and you keep driving because you’ve seen cows
keep driving because you’ve seen cows
keep driving because you’ve seen cows before cows are invisible cows are
before cows are invisible cows are
before cows are invisible cows are boring who’s going to stop and pull over
boring who’s going to stop and pull over
boring who’s going to stop and pull over there oh look a cow nobody
there oh look a cow nobody
there oh look a cow nobody but if the cow was purple isn’t that a
but if the cow was purple isn’t that a
but if the cow was purple isn’t that a great special effect I could do that
great special effect I could do that
great special effect I could do that again if you wanted if the cow was
again if you wanted if the cow was
again if you wanted if the cow was purple you notice it for a while I mean
purple you notice it for a while I mean
purple you notice it for a while I mean if all cows are purple and you get bored
if all cows are purple and you get bored
if all cows are purple and you get bored with those too
with those too
with those too what marketers used to do is make
what marketers used to do is make
what marketers used to do is make average products for average people
average products for average people
average products for average people that’s what mass marketing is the thing
that’s what mass marketing is the thing
that’s what mass marketing is the thing that’s going to decide what gets talked
that’s going to decide what gets talked
that’s going to decide what gets talked about what gets done what gets changed
about what gets done what gets changed
about what gets done what gets changed what gets purchased what gets built is
what gets purchased what gets built is
what gets purchased what gets built is is it remarkable and remarkable is a
is it remarkable and remarkable is a
is it remarkable and remarkable is a really cool word because we think it
really cool word because we think it
really cool word because we think it just means neat but it also means worth
just means neat but it also means worth
just means neat but it also means worth making a remark about and that is the
making a remark about and that is the
making a remark about and that is the essence of where idea diffusion is going
essence of where idea diffusion is going
essence of where idea diffusion is going thank you so much for watching I made
thank you so much for watching I made
thank you so much for watching I made this video because Chris seven eight to
this video because Chris seven eight to
this video because Chris seven eight to zero
zero
zero asked me to so if there’s a famous
asked me to so if there’s a famous
asked me to so if there’s a famous entrepreneur that you want me to profile
entrepreneur that you want me to profile
entrepreneur that you want me to profile next leaving the comments below see what
next leaving the comments below see what
next leaving the comments below see what I can do
I can do
I can do I’d also love to know which of Seth
I’d also love to know which of Seth
I’d also love to know which of Seth Godin top ten rules had the biggest
Godin top ten rules had the biggest
Godin top ten rules had the biggest impact on you leave it in the comments
impact on you leave it in the comments
impact on you leave it in the comments and I’ll join the discussion thank you
and I’ll join the discussion thank you
and I’ll join the discussion thank you so much for watching continue to believe
so much for watching continue to believe
so much for watching continue to believe and I’ll see you soon
it’s really painful to be in business
it’s really painful to be in business you know you’ve got everything at stake
you know you’ve got everything at stake
you know you’ve got everything at stake you got your reputation at stake and
you got your reputation at stake and
you got your reputation at stake and it’s just not working and we fall into
it’s just not working and we fall into
it’s just not working and we fall into these traps of being impatient of being
these traps of being impatient of being
these traps of being impatient of being self-absorbed and of being selfish we
self-absorbed and of being selfish we
self-absorbed and of being selfish we say oh I bought this ad so I have the
say oh I bought this ad so I have the
say oh I bought this ad so I have the right to put it in front of you we say I
right to put it in front of you we say I
right to put it in front of you we say I only have three weeks to make my
only have three weeks to make my
only have three weeks to make my marketing campaign work well if you
marketing campaign work well if you
marketing campaign work well if you really needed it to work in the next
really needed it to work in the next
really needed it to work in the next three weeks you needed to start two
three weeks you needed to start two
three weeks you needed to start two years ago and we get self-absorbed we
years ago and we get self-absorbed we
years ago and we get self-absorbed we say to ourselves I understand my
say to ourselves I understand my
say to ourselves I understand my business I’m in in it every day
business I’m in in it every day
business I’m in in it every day so I’m going to assume everyone else
so I’m going to assume everyone else
so I’m going to assume everyone else understands my business as opposed to
understands my business as opposed to
understands my business as opposed to taking a step back and realizing no one
taking a step back and realizing no one
taking a step back and realizing no one owes you their attention and no one owes
owes you their attention and no one owes
owes you their attention and no one owes you their money and so when we bring you
you their money and so when we bring you
you their money and so when we bring you Millett II and generosity and clarity to
Millett II and generosity and clarity to
Millett II and generosity and clarity to the way we do business all the mistakes
the way we do business all the mistakes
the way we do business all the mistakes go away what you do for a living if
go away what you do for a living if
go away what you do for a living if you’re a salesperson is not take orders
you’re a salesperson is not take orders
you’re a salesperson is not take orders because they can outsource that or put
because they can outsource that or put
because they can outsource that or put it on the web what you do is a sales
it on the web what you do is a sales
it on the web what you do is a sales person and not bother people into buying
person and not bother people into buying
person and not bother people into buying from you because that’s not a scalable
from you because that’s not a scalable
from you because that’s not a scalable strategy what you do as a sales person
strategy what you do as a sales person
strategy what you do as a sales person is you communicate emotion but you can’t
is you communicate emotion but you can’t
is you communicate emotion but you can’t communicate emotion and Trust to someone
communicate emotion and Trust to someone
communicate emotion and Trust to someone if they’re not listening and the only
if they’re not listening and the only
if they’re not listening and the only people going to listen to you are the
people going to listen to you are the
people going to listen to you are the people who are pre-sold on you because
people who are pre-sold on you because
people who are pre-sold on you because someone told them about what you do and
someone told them about what you do and
someone told them about what you do and how you do it organizations that want to
how you do it organizations that want to
how you do it organizations that want to do marketing used to do marketing by
do marketing used to do marketing by
do marketing used to do marketing by interrupting people they used to do it
interrupting people they used to do it
interrupting people they used to do it by yelling at people who didn’t want to
by yelling at people who didn’t want to
by yelling at people who didn’t want to hear from them about stuff they didn’t
hear from them about stuff they didn’t
hear from them about stuff they didn’t want to hear about and they figured if
want to hear about and they figured if
want to hear about and they figured if they just yelled it enough people often
they just yelled it enough people often
they just yelled it enough people often enough they’d make enough money to earn
enough they’d make enough money to earn
enough they’d make enough money to earn it back
it back
it back small business is wrestled with this
small business is wrestled with this
small business is wrestled with this because small businesses don’t have
because small businesses don’t have
because small businesses don’t have enough money to yell at everyone well
enough money to yell at everyone well
enough money to yell at everyone well the world has changed pretty
the world has changed pretty
the world has changed pretty dramatically we have discovered that
dramatically we have discovered that
dramatically we have discovered that people don’t pay attention to ads they
people don’t pay attention to ads they
people don’t pay attention to ads they skip the ads they don’t respond to the
skip the ads they don’t respond to the
skip the ads they don’t respond to the as they’ll remember the earth-boy the
as they’ll remember the earth-boy the
as they’ll remember the earth-boy the Internet is doing is making it easier to
Internet is doing is making it easier to
Internet is doing is making it easier to follow people you want to follow to
follow people you want to follow to
follow people you want to follow to connect the people you want to connect
connect the people you want to connect
connect the people you want to connect so the future of marketing it turns out
so the future of marketing it turns out
so the future of marketing it turns out is leadership if you do something that
is leadership if you do something that
is leadership if you do something that people want to follow if you connect
people want to follow if you connect
people want to follow if you connect people to people they want to be
people to people they want to be
people to people they want to be connected to they’ll join a tribe or
connected to they’ll join a tribe or
connected to they’ll join a tribe or group of people interested in
group of people interested in
group of people interested in accomplishing something and if you can
accomplishing something and if you can
accomplishing something and if you can lead a tribe then the marketing will
lead a tribe then the marketing will
lead a tribe then the marketing will take care of itself
take care of itself
take care of itself small businesses have a lot of
small businesses have a lot of
small businesses have a lot of advantages here
advantages here
advantages here biggest one is they’re run by human
biggest one is they’re run by human
biggest one is they’re run by human beings whereas big businesses are often
beings whereas big businesses are often
beings whereas big businesses are often run by committees people don’t want to
run by committees people don’t want to
run by committees people don’t want to follow a committee they want to follow a
follow a committee they want to follow a
follow a committee they want to follow a person and you must be genuine and
person and you must be genuine and
person and you must be genuine and authentic in order to connect these
authentic in order to connect these
authentic in order to connect these people and you have to care or else
people and you have to care or else
people and you have to care or else they’re going to set telling you you’re
they’re going to set telling you you’re
they’re going to set telling you you’re not so some big companies can certainly
not so some big companies can certainly
not so some big companies can certainly do it
do it
do it individuals conserving do it Oprah in
individuals conserving do it Oprah in
individuals conserving do it Oprah in the United States does it all the time
the United States does it all the time
the United States does it all the time coming like Apple which is the third
coming like Apple which is the third
coming like Apple which is the third most valuable company in America right
most valuable company in America right
most valuable company in America right now just past Walmart does it because
now just past Walmart does it because
now just past Walmart does it because Steve Jobs appears to be a human being
Steve Jobs appears to be a human being
Steve Jobs appears to be a human being because their products appear to be
because their products appear to be
because their products appear to be designed by people for people when you
designed by people for people when you
designed by people for people when you carry around your iPhone or whatever
carry around your iPhone or whatever
carry around your iPhone or whatever it’s a symbol to the other people in the
it’s a symbol to the other people in the
it’s a symbol to the other people in the tribe and so this process does work it
tribe and so this process does work it
tribe and so this process does work it works for B Cummings and for small ones
works for B Cummings and for small ones
works for B Cummings and for small ones the beauty for small companies is that
the beauty for small companies is that
the beauty for small companies is that tribes don’t have to be very big to be
tribes don’t have to be very big to be
tribes don’t have to be very big to be effective if you have a thousand true
effective if you have a thousand true
effective if you have a thousand true fans thousand people who’ll drive across
fans thousand people who’ll drive across
fans thousand people who’ll drive across the country to see you perform thousand
the country to see you perform thousand
the country to see you perform thousand people who will tell their friends
people who will tell their friends
people who will tell their friends that’s enough to make an impact
”
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