20130820-085836.jpgWe're at Inbound 2013, a gathering of around 5,300 inbound marketers from like 35 countries. We are all jammed into a standing room only auditorium to hear Seth Godin, and here we go.

Here are the main points from Seth's keynote address:

  • Professional wrestling is fake. (Did you know that?)
  • Don't be so focused on today that you forget to ask, "what's next?"
  • For 100 years, we have been in an interchangeable culture. If someone leaves, you can swap someone in that position.
  • Mass media was invented to make mass marketing happen. "Mass" means average.
  • Our quandary as a business is that people don't have to listen if they don't want to.
  • If you as a marketer think you can buy attention, you are sorely wrong. There are too many channels.
  • In the last 8 years, marketers are learning that they can fall outside of "normal."
  • "Normal" people are ignoring mass marketers. Marketers grow companies by being on the edge.
  • Humans are really good at connecting. How can you leverage this in your business? We are entering a "connection economy."
  • There are no shortcuts in the connection economy.
  • The connection economy is built on 1) coordination, 2) trust, 3) permission, 4) exchange of ideas
  • Form a network of people that want to pay attention to you.
  • Customers connect with generosity and art (people doing things their way)
  • Juilliard makes musicians play music exactly the way it's written. As a business person, can you play your own version from your point of view?
  • Being remarkable and genuine can make customers want to connect with you.
  • Are you running "full cheetah?"
  • As the leader of your tribe, you have to build your community on purpose, with communication and clarity.
  • No one is asking you to invent a culture, they are asking you to lead them and unify communication.
  • Are you copying your boss? Another company? People will not follow that kind of company.
  • Marketers need to seek out things that might not work. "What we need to do is jump off the cliff and grow wings on the way down." - Kurt Vonnegut
  • "I will innovate, but failure is not an option."
  • At work, the voice of resistance makes you a sheep. Step forward and tell someone, "I made this." Don't be afraid to tell someone that your product or service might not be right for them.
  • Don't strive to be heard when you're here. Strive to be missed when you are not.