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Seth Godin Talks About Tribes And Marketers' Tribulations

Todd Wasserman interviewed Seth Godin about his new book, Linchpin, before the author and dynamic speaker's keynote at the IAB MIXX Conference & Expo 2010 in New York yesterday. The book offers advice on how to make yourself indispensible in a down economy.

"Great creative work is rarely done in a beanbag chair by a coddled creative with a big budget and unlimited M&Ms," Godin tells Wasserman. "The situation many people are in now is either a platform to do your best, most generous work ever, or it's the plank you'll walk on as you whine your way out the door."

(For the record, we got rid of our beanbag chair about the time that Lehman Brothers went belly up.)

As to who's doing great marketing right now, Godin offers up six companies for whom "the product is the marketing": Groupon, 37signals, Threadless in the Windy City and Lula's Sweet Apothecary, Pure Food and Wine and Uniqlo from the Big Apple.

Shiela Shavon, meanwhile, covers Godin's actual address over at BrandChannel. The headline reads: "Seth Godin: 'We've Branded Ourselves To Death.'" The takeaway: "People need a reason to purchase, to be part of something bigger, to join a tribe."

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