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Ep. 42: On story, strategy and stealing attention with marketing guru Seth Godin
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What happens when one of marketing's most influential thinkers shares his unfiltered wisdom about the state of our industry? Seth Godin joins the WFA Better Marketing Podcast to deliver profound insights that challenge conventional thinking about what makes marketing truly effective.
Seth dismantles common misconceptions about marketing's purpose: "Marketing is about how we're going to tell a story that other people want to hear," he explains, emphasizing that great storytelling isn't an innate talent but a learnable skill developed through careful observation and adaptation. His pioneering concept of permission marketing, introduced decades ago, rings truer than ever in our attention-scarce digital landscape.
The conversation explores the critical distinction between strategy and tactics that confounds many marketers. "A strategy is a philosophy of becoming. It's the hard work we do before the hard work," Seth explains. He contrasts enduring brands like Patagonia and Apple, whose core strategies have remained consistent for decades, with organizations that merely copy competitors in a tactical race to the bottom.
Perhaps most powerfully, Seth reminds us that "when you pick your customers, you pick your future." This profound yet simple insight encourages marketers to cultivate relationships with clients who align with their values, even if that means walking away from those who don't.
Ready to rethink your approach to marketing? Listen now for timeless wisdom that cuts through the noise and gets to the heart of what makes marketing truly matter.
Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.
Chapters
1. Introduction to Seth Godin (00:00:00)
2. The Art of Storytelling (00:01:26)
3. Applying Marketing Truths in Corporate World (00:03:32)
4. Permission Marketing in the Digital Age (00:06:20)
5. Strategy vs Tactics Discussion (00:10:40)
6. Building Products That Speak for Themselves (00:15:13)
7. Building Brands Through Promises (00:20:53)
8. Creating Systems That Value Storytelling (00:25:41)
9. Seth's Advice for Uncertain Times (00:30:33)
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