Seth Godin's Top 4 Marketing Insights

[caption id="attachment_5189" align="aligncenter" width="497"] Seth Godin's Top 4 Marketing Insights[/caption]

I think 'business = marketing' very occasionally.

Because sometimes, business seems like the act of creating a new market by making a good product and making it known to customers.

If you look at companies that are actually growing fast...

"The real strength of Netflix isn't that you can choose good content (via data), it's that you can market it more effectively."
(Jonathan Friedland, former Netflix CCO)

In terms of marketing, there are many cases where the singularity was created.

There are a lot of experts on marketing, but among them, I enjoy watching Seth Godin's content.

So today, I would like to summarize some of the most impressive things I encountered.

1. Now, 'who leads whom' is more important than 'what makes'.

[caption id="attachment_5190" align="aligncenter" width="349"] Now, 'who leads whom' is more important than 'what makes'.[/caption]

"I think we're at a pretty important point right now."

“The reason is that we are at a point where the methodology in which ideas are generated, propagated, and realized is completely different from the past.”

“At first, we had the idea of ​​a ‘factory’.”

It was an era in which, by creating an 'efficient factory', changes that could change the world could also be made.

"The idea of ​​'television' emerged"
"The era of success has unfolded if it comes out a lot on TV and gets enough commercials."
"And now a new 'leadership model' has emerged."

“It’s just changed the way people lead.”

"I call this the 'tribe idea'"
“Actually, lack is a very simple concept.”
“It’s about connecting people and ideas and leading them.

“But these days, as the internet and mass media spread rapidly,”

“There are also tribes that are different from the existing ones.”

“(The important thing for marketers in a situation like this is) to find something worth changing, find a bigger tribe that gathers a tribe, and then spread the idea and spread it again and again.”
“When you do that, you create something bigger than yourself.”
“It’s a kind of movement, movement takes place.”
"And you don't even have to mobilize everyone for that."
"If you take Kevin Kelly's advice, you'll need (just) a thousand or so fans."

“Most movements, and the leadership we exercise, are created when we find broken groups.”
“They already have something they most crave.”

"(You know) The Beatles didn't invent teenagers. They just decided to lead them."
"Hugo Chavez did not create a disgruntled lower and middle class in Venezuela."

“Hugo Chavez also led them.”
"Bob Marley didn't make the Rastafarian either."
"Just be the first and follow me."
“(Simply put) they created a space for [people] to do what they wanted to do, and they connected people who had already thought of it.”

"And they all have one thing in common: 'Heretic'"
"Most heretics see what's happening now and say, "

"'It can't be like this. I'm going to go ahead and show that I'm wrong and change this'"
"(Simply put it) You see a phenomenon and say, 'I hate this"
"And they say this again"
"'It's important. We have to work together.'"
“Of course, not everyone follows it.”
“But not everyone is needed to make a difference.”
“(As I said before, it takes only a few people to make a difference)”

"Now, I'm going to ask you three questions."
"First, what the hell makes you feel uncomfortable?"
“Second, who are you connecting with?”
"Third, who are you leading?"
“Now what you need to focus on is recognizing that it’s not ‘what you make’, but ‘who leads whom’ that makes the difference.”

https://www.youtube.com/watch?v=vrJY85dBJLc

2. Consumers put themselves first, and unique things are created when they understand that.

[caption id="attachment_5193" align="aligncenter" width="351"] Consumers put themselves first, and unique things are created when they understand that.[/caption]

"Marketers invest a lot of money to get consumers' attention"
"(Ironically) consumers spend money to save time"
"The Internet is the first medium invented in the last 100 years to make advertisers unhappy"
“(All of a sudden) the link between running an ad and earning money has been broken, and it will probably continue.”
"Modern marketing in the new era is trust, awareness, and "getting people's attention is more important than ever"

“They made what the market wants to say”
"Now companies are not saying, 'Now that we've made this, how can we get people's attention?'
"We have to let the market decide what we're going to build."
"(To do that) companies must encourage 'weird'"
"Instead of thinking, 'What would the public want?'"

“The public doesn’t listen to [the company’s message] because there are already too many options.”
“If you think that marketing is spending money to get people’s attention (in this day and age), that’s a big mistake.”
"If you think it's marketing, you probably won't succeed"
"(Rather) you should start by understanding what nobody cares about."

"People (everyone)
"I care most about myself"
"In fact, someone tweeted about a particular brand or
"Preferences a brand because it's a tool that in itself symbolizes who you are"
“You’re talking about yourself, not the brand.”

"What I want to say here is 'stand out'"
"The word 'to stand out' is a word that sounds sophisticated and valuable in its own right"
“And indeed, the dissemination of ideas also starts with 'stand-out'.”

"An increasing number of people are very lightly ignoring messages sent to an unspecified majority in the same way as before."
“Instead, more and more people are actively collecting information, showing interest in products or services that they ‘have a love for’.”

“This new consumer base wants to find and listen to advertisements.”
"Because they themselves are 'interested'"
"And luckily if the company provides them with valid information or value."
“Those consumers are willing to spread that fact to others.”

"Most of the problems that arise these days when planning a product or coming up with a new marketing idea are..."
"Because I don't consider these otakus"

"(To summarize) it is a very simple principle"
"When you get the 'interest' of a consumer, they pass the information on to other consumers"
“You don’t have to be a geek yourself (of course you do).”
“All you have to do is find out what people want and meet that need precisely.”

3. The most dangerous thing these days is to settle for something ordinary

[caption id="attachment_5197" align="aligncenter" width="341"] The most dangerous thing these days is to settle for something ordinary[/caption]

"The most important thing to watch out for right now, the biggest risk factor is..."
“It’s about being complacent with the current stable thing.”
“(As I mentioned before) these days, bold and standout ideas are entering the market more stably.”
"And one more thing that should not be overlooked"
"These days, the word 'good' is used in the same sense as the words 'tired' or 'average'"
"Now it's hard to be noticed by people just by 'good enough'"
"Rather than that, new approaches and ideas create a more 'noticeable' effect."
"So what you need to pay attention to is 'who wants what,'"
“The next thing is to find out who is willing to spread this idea.”

“In the past, marketing used to show advertisements to consumers who were not very interested in the product and force them to buy it.”
“But the marketing of the future needs to move away from this practice, win fans and drive results through the opinions they shape.”
“Consumers these days no longer believe in advertisements and rely more on information exchanged between individuals.”

4. In the end, scarcity creates 'value'

[caption id="attachment_5198" align="aligncenter" width="375"] In the end, scarcity creates 'value'[/caption]

“(I think) you can start a business this way”

"Find something people have to pay you for while solving their problems."
"And then do the smallest project associated with it."
"And repeat this process."
"Don't try to do something perfect or huge and monstrous (from the beginning)"
"Just get started"

“Will I become a leader who creates new art, or a manager who repeats production of only the best?”
“In a connected economy based on care and trust, we must all become artists.”
“And only those who fail until they become (real) artists”
“(As I said before) In the era of mass marketing, the average product that everyone wants to become popular.”
“In this connected age, only the best products make sense: art.

“So when you start a business, you have to figure out what you can do that other competitor can't.”
"(In the end) scarcity creates value"