5 Minutes with Seth Godin

The following interview was originally published by me at Joyful Jubliant Learning

Welcome to 2008′s first installment of the JJL Interview Series. Today I have the privilege of speaking with one of my favourite bloggers and authors, Seth Godin.  Seth just released his newest book Meatball Sundae: Is Your Marketing Out of Sync.

Benjamin Bach: What is a Meatball Sundae?

Seth Godin: A meatball sundae is the unfortunate result of mixing two good ideas.

The meatballs are the foundation, the things we need (and sometimes want). These are the commodities that so many businesses are built on.

The sundae toppings (hot fudge and the like) are the New Marketing, the social networks, Google, blogs and fancy stuff that make people all excited.

The challenge most organizations face: they try to mix them. They attempt to slap new marketing onto old and end up with nothing but a failed website.

BB: What if I’m making a delicious ice cream sundae – can I have too many toppings on that ?

SG: The New Marketing demands that you go where people are… not that you hope that they come to you. At the same time, though, you need focus.

So yes, it’s easy to get distracted.

BB: What is a Purple Cow ?

SG: A purple cow is something worth talking about, something remarkable.

If you can’t make something worth talking about, then don’t expect your message will spread.

BB: I recently heard you say “The more people you reach the more likely it is that you’re reaching the wrong people.”   Can you explain that ?

SG: What a great riff! I hope I actually said it.

BB: You did, during your podcast with Phil Gerbyshak.

SG: As you get closer and closer to the masses, you’re getting farther and farther away from the people who actually care about you, who will actually talk about you.

BB: WOW, that’s powerful – I’m glad I wrote it down when I listened to the podcast!  Seth, why do I need to build a permission asset ?

SG: That’s the only thing you can build online. The privilege of sending anticipated, personal and relevant messages to the people who want to get them. Not a jingle, not a stupid ad, but messages people actually look forward to and respond to.

BB: Thanks so much Seth!