Tag Archives: Seth Godin
The last 24 hours have presented me with more than a couple of chances to take a hard look in the mirror. But this morning’s opportunity, which came courtesy of the incomparable Seth Godin, gave me the greatest cause to pause.
“I’m often stunned by the lack of questions that adults are prepared to ask…” is how he opens his December 27th blog. “When you see kids go on a field trip, the questions pour out of them.”
It’s so true. Kids want to know everything. Yes, some want to show off, others want attention, but for the most part, kids just want to know why and how, and they will keep asking until it makes sense to them (I know this because I raised two very curious people).
Adults, on the other hand, are usually afraid to look ignorant or foolish. And I’m hardly an exception to that rule. It takes great effort for me to say, “Pretend that I know nothing about this subject and explain it to me in a way that I don’t make any false assumptions.” As a writer, often of technical subjects, this is the only way I can make sure that all the acronyms and shorthand phrases aren’t being used in a different way by a different technology.
Yet there are other times where my ego takes over and I sound like a total fool.
Yes, that’s right (and this is directed at my own ego): when my ego takes over, I inevitably sound like a fool. I don’t ask questions or seek clarity about things that I don’t really understand. I say things that are off topic or that try to shift the focus back to me.
So, after reading Seth Godin’s blog this morning, I realized (or maybe remembered) that asking questions is the first step in learning and growing. Being genuinely interested in the answers is the second step. And in both cases, my ego is the biggest obstacle. When my need to appear smart takes over, I rarely look as smart as I would like.
The result of all this pondering is that I think that I might rephrase that famous quote from Abraham Lincoln and Mark Twain to say something more along the lines of “Better to ask a question and appear a fool, than to assume to know and remove all doubt.”
People tell me all the time that their customers buy based on performance and specs, so it is incredibly important to get those up front. This is where their research misses just a little bit, because people justify their purchase decisions based on performance and specs. However, most people don’t know (or are unwilling to admit) why they selected the product they chose to support with the logic they did.
This even goes for Christmas lights.
Seth Godin believes that Christmas lights show our need to be part of a community. He says it’s the same for most Facebook posts, tweets, and blogs. They’re all ways to share and contribute. I think he’s right.
By nature, we are social animals. Even introverts like me occasionally need to be around people. It has been a key to our species’ survival (safety in numbers), so it’s very much a part of our social DNA. As such, we subconsciously want to fit in with a larger community, even if we have to do it by standing out. Research has shown that the first person to stand out is rarely as important to the activity becoming a movement as the second person to join. The second person makes it acceptable.
In any neighborhood, the first person to hang their Christmas lights sets the baseline for that neighborhood that year. They are often derided for jumping in too early. However, the second person makes it okay for everybody else to do so. The last person is often derided as much as the first. Both the first and last are too far out on the fringe (especially if it’s by more than a day), and nobody wants to catch the crap that comes with being on the fringe.
For most of us, social pressure plays a much bigger role in our lives than any of us (myself included) are willing to admit. For marketers, this means that success is rarely about speeds and do-hickeys (though important) and much more about making your product or service socially cool. This is true even if the community that finds your product or service is small. Better to be a hit in a small community than largely ignored by all.
Huge success comes when that community consists of a lot of early joiners — the second people in. These are your influential enthusiasts. And they carry the most social impact of all because they’re not so far ahead of the curve that society can’t relate. They’re just far enough ahead that the rest of society aspires to be like them.
Since marketing is all about generating revenue, you don’t want to be the starving artist on the fringe, too far ahead of the curve to be acceptable. There’s a reason that’s called the “cutting edge” or “bleeding edge” — it can be painful. You want to be just ahead of the wave. This is marketing’s sweet spot.
It’s also the coolest place in any community.
Find that spot and as a marketer, you’re golden. Apple does that better than anybody, which is why they have a brand that everybody aspires to be.
Speeds and do-hickeys are still important to help people justify the emotional need to be part of that community. Just remember where they fit in the hierarchy of needs.