Saturday, March 06, 2010


Are you creative? An artist?

I couldn’t draw to save myself but after listening to Seth Godin last week as he talked about creativity – I reached the conclusion that maybe I can be an artist after all.

Godin, marketing guru and author of the Purple Cow and Linchpin, argues that we need to become artists, to tap into our creative side, if our businesses are to stand out in today’s sea of commerce.

The old marketing tools no longer work. We need to do something different, be different and do it first. The old factory mindset that works within rules, always doing the same old, same old just doesn’t cut it anymore. But what does?

Godin believes that “the market for something to believe in has become infinite.” Marketing has become leadership and consumers want to buy and invest in brands that stand for something. What do you stand for?

When you live in fear, and don’t want to step outside your comfort zone, then you have a lizard mind declares Godin. “Anxiety, he says, is experiencing failure in advance.” He described several trends that caught on just because they were different – like selling odd socks as a pair (would suit those of us who have sock-eaters in residence) or the Candy Store on Highway 11 where no one would expect such a broad selection of candies and where customers spend on average $60 per visit!

What can you do that makes your product or service different? Godin’s closing advice was make art, give a gift and do work that matters. Sounds good to me.

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