Personal Democracy Forum Report: Seth Godin
by Josh Bernoff
Seth is a flame thrower. We all know that. Here are some of his thoughts.
The key "Ideas that spread, win." Successful democracy is about spreading ideas and causing action.
Godin says this starts with TV -- interrupt people to put your idea in front of them. This worked. Especially in politics.
The TV industrial complex: Buy ads, get donations, get elected, get more donations, around and around.
Now the world is filled with noise. TV is broken. (Yeah, we know that Seth.) This is why it will cost a billion dollars to elect a president. The amount of clutter is huge. "We can't just keep branding everything. . . .We can't keep just being spammers."
Political sphere -- still marketing like targeting people in a singles bar. As opposed to romancing people who care about their ideas.
"Permission cuts through the clutter."
Now politicians are realizing they are in the fashion business.
So in politics, stop trying to be average for average people. Instead, start with the geeks and the nerds -- the early adopters. The message starts with the geeks and the nerds.
The key "create stories people want to share."
Also: "people feel good when they are connected with other people with the same ideas."
Turn the marketing funnel into a megaphone for your customers.
His new version of the cycle is this: Be remarkable. Tell a story to your sneezers. They spread the word. Get Permission. And so on.
Seth's critics say he is full of attractive ideas that don't work. I disagree. Seth is a disciple of the new thinking. Listen to him. Take his ideas and shake up your thinking. Yes, he lets you do the real work for yourself. Is that so bad?