Seth Godin's Blog, page 318

It's so tempting to do a little bit of everything. All the tools are there, a click away. You can be the designer, the copywriter, the head of customer service. Hey, you can even do the manufacturing or easily outsource it to a commodity producer. One benefit of diversification is that you can average out your risk.

Or you can be a wallah. Someone who does only that one thing.

An old colleague of mine calls himself a chai wallah. Perhaps he loves spiced tea, but I'd prefer to believe it's a...

Stamps (remember those?) make direct mail work. Because it costs money to send a piece of junk mail, you'll think two or three times before you mail something to a million people.

Email, of course, is free.

Except it's not. The friction that slows down sending email to everyone all the time is the cost of all the people you'll lose. You might lose them because they unsubscribe, or more likely, you'll train them to ignore you. Worse still, you might just make them annoyed enough to badmouth...

Non as in non-profit.

The first issue is the way you describe yourself. I know what you're not but what are you?

Did you start or join this non-profit because of the non part? I doubt it. It's because you want to make change. The way the world is just isn't right or good enough for you... there's an emergency or an injustice or an opportunity and you want to make change.

These organizations exist solely to make change. That's why you joined, isn't it?

The problem facing your group, ironically...

I think it looks like this:

We spend all our time on execution. Use this word instead of that one. This web host. That color. This material or that frequency of mailing.

Big news: No one ever succeeded because of execution tactics learned from a Dummies book.

Tactics tell you what to execute. They're important, but dwarfed by strategy. Strategy determines which tactics might work.

But what's the point of a strategy if your goals...

In the age of rapid cycles and connected data, how long are we going to have to settle for dumb software?

Here's the detail screen from iCal. If I write a long text to go with an appointment, the only way to see the whole thing is to hit "edit."  But I don't want to edit it, I just want to see it.

If I try to schedule an appointment for 2 pm, it requires me to not only hit the 2, but also select pm. I have never once had a meeting at 2 am. Shouldn't it know that?

When I type in someone's name, ...

I think it's dangerous and often fatal to put free on top of an existing business model. Things fall apart.

People look at the free revolution and say, "oh, that could never work. If I gave x, y or z away for free, I'd fail." They're right. They will fail... If they keep the model the same and just give away stuff for free.

The way you win is by reinventing the model itself. So, for example, lululemon doing giant free yoga classes in New York. The more people come, the more clothes they'll...

What we do in the long run, over time, drip by drip, affects the market so much more than an angry reaction or urgent event.

Smoking a pack a day for twenty years is a great way to be sure you'll die early. Far more likely, in fact, than getting hit by a car. And yet it's so easy to talk to our kids about cars...

Delivering out of the box remarkability day after day counts for far more than one hit or one misstep. When we teach people about our story or our industry or about making...

We try so hard to build the first circle.

This is the circle of followers, friends, subscribers, customers, media outlets and others willing to hear our pitch. This is the group we tell about our new product, our new record, our upcoming big sale. We want more of their attention and more people on the list.

Which takes our attention away from the circle that matters, which is the second circle.

The second circle are the people who hear about us from the first circle.

If the first circle is...

This is a default response for many people--irked customers, angry bosses, disappointed colleagues. It's easy to go into high dudgeon (in fact, low dudgeon isn't even in the dictionary, it's always 'high').

The thing is: it doesn't work. It rarely succeeds in accomplishing much, and it makes you unhappy at the same time.

What if you took it out of your toolbox of responses?

What if, just like becoming a cannibal or painting your face green, you eliminated righteous indignation as an option in...

Lots of books cross my desk, and I think Amazon has me down as customer of the year. I've noticed that the quality of books keeps going up, particularly some of the business titles I've seen lately.

No room for all of them here, but I've made a handy one-page guide to some books I've been reading lately. You can't go wrong with any of them. If you meet an author in the street, give him a hug. Then buy his book.