Articles, Blog

“All Marketers are Liars” – Seth Godin speaks at Google

October 7, 2019


SETH GODIN: So they’ve provided champagne, which I’m delighted. Because a toast to all of you. You guys have built something
for the ages. I’m quite intimidated to be
standing here talking to you at all, and to the people
in New York who we can’t see or wherever. Because I have no business
telling you anything. But I can give you a warning. This is a key moment in the
lifecycle of the company. That, as the stakes keep getting
higher and higher, and the opportunities keep getting
bigger and bigger, and the number of smart people keeps
increasing, so does the competition, so do the stakes,
so does the opportunity to pay a $200 fine. And what I want to do today is
really place a stake in the ground about a key conceptual
underpinning that I want to sell you on, and then try to
outline why I think Google has succeeded to date, and how
repeating that could really help you move forward. I spent the weekend
in Las Vegas. And I want to tell you I spent
a half an hour in a line with nothing to do but watching this
52 year old woman play an obscure form of poker. And she was winning. And what I noticed as I watched
her was that her right leg was over her left leg. And every once in a while,
her left leg would go over her right leg. But then she’d get really
nervous and put her right leg back over her left leg. And she kept trying to get
better and better at keeping her right leg over
her left leg. Because you could tell that she
had decided that right leg over left leg was lucky,
left leg over right leg didn’t work. And that what superstition
is is ascribing incorrect behavior to certain outcomes. And she had totally bought into
the fact the placement of her right leg was essential. This is a picture
of Gordon Bell. He’s wearing a baseball
cap mounted camera. He works at Microsoft now. But some of you, if the
engineers in the room may know, that he’s one of the
people invented the minicomputer. And he sent me an email the
other day, because he’s working on something
interesting, and the name rang a bell. And I looked him up. And if you look at what digital
was doing when digital was doing it, nobody had better technology than they did. And the question is how many of
you have a digital computer on your desks? Not very many. There is a belief among a lot
of companies, especially in the Valley, especially on this
road, Amphitheater Road, that technology wins. And what I want to sell you
really hard on is not the technology wins, ’cause
I don’t think it does. I think what technology
does is it gives you shot at marketing. And if you don’t buy into that,
then, I believe, the company, sooner rather than
later, is going to smash into a wall. This is Powerade
in a fountain. And right next to it
is Minute Maid. And if you look closely on the
Minute Maid dispenser, you see it says “Contains 0% juice.” Now the thing is Minute
Maid’s got no juice. You guys have juice, lots
and lots of juice. The challenge isn’t do you
have enough juice? ‘Cause you do. The challenge is what are
you going to do with it? How are you going
to market it? Because if you market the juice
properly, you won’t end up like digital or the long,
long list of companies that include Sun Microsystems that
said, technology is going to solve every problem. The marketing will take
care of itself. I believe that the underpinnings
and what made Google work were some
brilliant, maybe not intentional, but brilliant
marketing decisions. And those decisions have allowed
you the freedom to do some really cool technology. And the question I want to ask
you is how are you going to put it together? April 1999. This was Yahoo’s homepage. A quick count would show
you about 175 links. That same day, this was
Google’s homepage. Studies have been done to show
that if you show the average person the results of a Yahoo
search in those days and a Google search in those days,
formatted identically, they couldn’t tell which
one came from who. But it was obvious when
you looked at the page where you were. What happened was geeks and
nerds and early adopters and people like me, the ones who are
always getting bugged by their friends on how to use the
internet, like what’s that E thing with the planet circling
around it mean? We sent our friends to Google. Because we knew they weren’t
going to come back and bother us later. Because if you sent someone
to Google, they knew what to do it. If you sent them– sorry– to Yahoo, they had no clue. So we stopped sending our
friends to Yahoo. And we started sending
them to Google. That was a really brilliant
thing that you did, and continue to do. When I was at Yahoo, they
built an amazing auction engine, an auction engine that
was better by every measure– features, reliability, speed,
user interface– than eBay. When was the last time you
bought or sold something on Yahoo Auctions? Never. Because eBay had something
going for it that Yahoo couldn’t get. And it had absolutely nothing
to do with technology. I’m talking about billion-dollar
decisions here that have nothing to do with
really well executed Ajax. So the two giant marketing wins
that I want to outline, you know what they are, but I
want to describe them, because they’re at the heart of what
I’ve been writing about for seven or eight years is this. The first one is look
at the chart. It’s only two years. That growth is spectacular. That is organic growth. No Super Bowl commercials. No TV commercials. No billboards outside
of the Valley. Where did it come from? It came from the fact that
people told their friends. That is what made you grow. Not the technology, but the
fact that people chose– probably because of the
technology, in part– to tell their friends. Number two, this is a slide I
use in almost every single presentation I do where I really
have to whap people upside the head ’cause
they believe in their brand too much. And the caption on the slide
is, no one cares about you. No one wakes up in the morning
wondering about you. No one cares about your stock
options, your growth, or anything else. But I had to amend it
for this company. First time ever. He cares about Google. I have a Google shirt that one
of your engineers sent me. And I wore it to the Union
Square Market in New York city last year. And I’m walking through
the market. And the woman selling peaches
turns to me, and she said, do you work at Google? Google is my friend. Google is my life. And it’s still true, even
in the jaded Valley. If you tell people you work at
Google, you’re guaranteed to have an intelligent
conversation, where they want to ask you all these
questions. They want to touch the
hem of your coat. People care about Google. That what happened
is you made an audacious promise to people. You changed the way they
interacted all day long when they’re supposed
to be working. All day long when they’re
surfing, you changed their interaction. And that interaction made them
care about your brand. And that means you have
a platform to do some spectacular things. But if you blow it just a few
times in a row, they won’t care about Google anymore. And you’ll be back to that
slide, wherever it is. That slide. I’m hoping that we can
stay on that one. So what’s number two? Number one was organic growth,
word of mouth, people caring about a brand. A brand that’s like
the Wizard of Oz. A brand that means an
enormous amount. Number two, espresso machines. Do a search on espresso
machines. 845,000 matches. But there, on the side, in blue,
the engine of revenue. Why did it work? It worked for two really
important reasons. Reason number one is it delivers
anticipated personal and relevant messages to the
people who want to get them when they want to get them. I do not want to see an AdWord
for espresso machines when I’m in the middle of driving
down the highway. I don’t want to see it when I’m
watching the Super Bowl. But if I just type in espresso
machine, I want to see an AdWord for it. It’s about me. It’s about what I’m interested
in right now. And it’s delivered in a format
that I want to get it. And as you try to exploit other
ways to deliver revenue, what’s at the heart of that is
are you delivering it in the right place at the right
time in a way that people want to get? And it’s what I call permission
marketing, the privilege of marketing to people
who want to be marketed to, of selling to people
who want to be sold to. So when I look at some of the
other initiatives that you’re going down the road with, they
may be leveraging some of the people who are used to
paying you money. But they’re not about delivering
that sort of message in that sort of way to
someone who wants to get it. And that is at the core of
what’s driven the revenue of this company. The second reason that those ads
work is that they used to cost $0.05. And the difference between the
way Google put the wedge out there to get people who didn’t
advertise on the internet to advertise on the internet and
everybody else is everybody else hired a lot of really
expensive salespeople and tried to get Procter & Gamle
to give them $1 million. I was in that category. I got Procter & Gamble to give
my company almost $1 million for advertising. It takes years. And they end up forcing you to
make average stuff for average people that doesn’t
work very well. And then you got to go out and
make more sales calls. But you guys said, it’s $0.05. And some fringe person
took you up on it. And it worked. And someone else came on. He said, I’ll pay
$0.10 for that. And then someone else. And so now, an espresso machine
an costs $5.82. No sales force required. Put those two pieces together,
and you have this magnificent engine. And the challenge is how can you
take care of the buyer and the prospect in a way that
makes them both happy? So the new book– the one
you have a free copy of. Free lunch, free scooters, free
books, unbelievable– is about cats. I hate cats. They just give me the creeps. Big ones, little
ones, all cats. My son, Mo, his birthday
was yesterday. That’s why we had cake to
go with the champagne. My son, Mo, made a contract
with the people across the street that he was going to
take care of their cat. And after a little while,
it was a bit of a pain in the neck. And suddenly the cat was
in danger, was going to starve to death. I had to take care of the cat. I don’t cats. Turns out the cat only eats
Fancy Feast cat food. Fancy Feast cat food, three
times the price, half the size, super stinky. First thing to understand
about cat food. Cat food is not for cats. If cat food was for cats, it
would come in mouse flavor. Baby food is not for
babies either. But that’s another story. This flavor, my favorite
one is this one. It’s grilled salmon. Because of course, cats in the
wild they hold out till– You call your cat in from
outside where it’s torturing a small rodent. And you give it this stuff
that costs $5 a can. Why? It’s not for the cat. It’s for you. Look what it says on the back
of Fancy Feast cat food, and on their website. “Fancy Feast gourmet cat food
is finely ground and smooth like pate, offering a taste and
texture to please every cat’s discriminating palate.”
Now, the cats in California are really nervous about
that new foie gras law. So you’re just going to have
to leave the state if you’ve got one. But my point is that what the
marketers at Fancy Feast figured out how to do
is tell a story. When you buy Fancy Feast,
you are not buying sustenance for your cat. You’re buying well being
for yourself. How do I explain the fact that
every day 30 million PET plastic bottles end up in
landfills in the United States, when 30 years ago, there
was zero market for what we call bottled water. The water in the United States
is the best in the world. And the stuff that comes
out of the tap is free. People don’t buy bottled water
because they need it. We don’t. We buy it because we want it. And what we want is the story
we tell ourselves. We tell ourselves this story
about wellbeing and freshness and portability and Christmas
and all that other stuff. And so, we’re paying $6,
$7, $8 a gallon for it. Chanel No. 5. No one needs that. But it costs $25,000 a gallon. And when we buy it, we’re buying
the story, the way it makes us feel. Well, here’s the thing. Back to that peach seller
in Union Square. Google makes people feel a
certain way when they do it. If all we had was the code on
your servers, we might go sell it on eBay for a couple hundred
thousand dollars. But the story that the stock
market tells itself, the story that users tell themselves,
the story, to belief that we’ve got when we use
it is priceless. And the challenge that you’ve
got– since every person in this company’s a marketer. Some of them are marketers
who code– is to deliver on that story. How many of you remember these
when you were a kid? You’re all geeks. You all remember this, right? How many of you wanted a
pair of x-ray specs? I’m going to ruin the secret,
just in case you were curious. The secret of x-ray specs is the
ad promises that when you hold your hand up and you put
on the glasses, you can see the skeleton in your hand. It turns out, you can. Of course, if you hold up a
book, you can also see the skeleton in your hand or a cat,
you can see the skeleton in your hand. Because on the glasses is etched
a little skeleton of your hands. Now, these cost $1. And if you’re 11 years old,
$1 is a lot of money. So you mail out the $1. And you already have
your money’s worth. Because for two weeks, you’re
dreaming about the power you’re going to have when
you have the glasses. For two weeks, you’re imagining
the havoc you’re going to be able to
wreak at school. Then, you get ’em. You’re heart broken for
like 10 seconds. And then you say,
who can I fool? And you get two more weeks
of joy for $1. That’s what we’re doing here. That’s what we do with almost
everything we make, unless it’s about feeding people
or sheltering them. We’re giving people stuff they
want, a story they can tell themselves. What marketers do for a living,
traditionally, if they have a funnel. They dump stuff in the top
of the funnel, people. Most of them fall out. But every once in a while,
someone comes out the bottom, and it’s paydirt. And the reason AdWords works so
well is that you’ve got a really efficient funnel. You’re able to sell people who
are already halfway down the funnel, 2/3 of the way
down the funnel. If I want people who type in
experimental kidney cancer treatment, that person isn’t
way up at the top. They’re down here. And they’re worth more. And the thing about funnel
marketing is it’s getting more and more expensive to put
people in on the top. And what my new writing is about
is about taking that funnel and flipping it
onto its side and turning it into a megaphone. That what helped Google grow is
not that you paid a lot of money to put a lot of people
in the top, which is what started Amazon. But instead, what happened is
you flipped the funnel. And you figured out a way to get
people like me to tell 100 people or 1,000 people
what you had. And when I see a new Google
thing coming down the road, I can look at it and I can tell–
so far I haven’t been wrong once– whether it’s going to spread or
not, whether it’s going to succeed or not. And it’s all about does the
funnel get flipped? The Gmail marketing
was brilliant. The limited number of
people going in. People being able to
trade entry things. Selling them on eBay
for lots of money. What was that? That wasn’t Google talking
about Gmail. It was other people talking
about Gmail. So this is a picture
I show a lot. This is a product right there,
a pain reliever. Brand manager spent $100 million
last year trying to interrupt me. $100 million on coupons and
shelving allowances and TV ads and magazine ads and SPIF’s,
so that when I went to the deli, I would buy her product. Because it’s 4% better. And if I could just buy her
product, she figures I’m with it for life. And the problem is I don’t have
a pain reliever problem. I solved my pain reliever
problem 20 years ago. I buy the stuff in
the yellow box. So why should I switch? She’s invisible. She doesn’t exist. And what I say to most
organizations is whatever you’re marketing, whatever
you’re selling, you’re the blue box. You’re busy talking to people
about a product that they’re not interested. Again, I apologize. It’s fuzzy. I had a bad cold
when I took it. But the point of the slide is
you have to decide when a new product comes along, when a new
opportunity comes along, is it a blue box? I don’t have an auction
problem. And solving my auction problem
is going to make it really hard for me to pay attention. I’m not going to pay
attention to you. Because it’s not on my
list of things I’m really worried about. Craigslist didn’t come along and
say, we’re going to solve your eBay auction problem. They solved a totally different
problem that people were happy to hear about. So as you go down the list, the
question you offer these things is are we offering
a blue box? So where do you go from here? Well, it starts in France. My wife, who some of you have
met, has transportation narcolepsy. She falls asleep in any moving
vehicle, unless there’s a really good movie
on the plane. And the four of us planned
a long trip to France. And we missed a flight. We missed a connection. 17 hours. 16 and 1/2 hours, my kids have
been making a ruckus. And my wife has been asleep. And we’re almost there. We’re driving through
this pasture. The sun is shining. The sky is blue. And I noticed it’s quiet
in the backseat. My kids aren’t making
any noise at all. I look in the rearview mirror,
figuring they’re still asleep, or they are asleep. They’re not asleep. They’re looking out the window
transfixed, staring at this perfect specimen of a cow. For about five seconds,
and then they went back to making a ruckus. Because cows are boring. If you’ve seen one cow,
you’ve seen five cows. Five cows, you’ve
seen 100 cows. Because all cows are the same. But what if it had been
a purple cow? What if out the window there’d
been a real honest to goodness purple cow? I would have pulled over. My wife would have woken up. She would have take some
digital pictures. I would have called people at
home, told them I was looking at a purple cow. My kids would have jumped out
of the car, run across the street, hopped over the fence,
and rubbed the cow to make sure it was really and truly
purple so they could tell their friends that they had
touched a purple cow. Because a purple cow
is remarkable. And what I wrote about in that
book, Purple Cow, is what remarkable means. And it doesn’t mean beautiful,
or ideal, or perfect. It only means one thing. Worth making a remark about. And the challenge is, if you’re
going to bother doing something, is it worth
talking about? And the amazing thing about the
thousands of you here is you keep doing it. You keep making stuff
worth talking about. I’ll show you a couple
examples. Hummer and the Mini. The Mini, small enough to put
in the trunk of the Hummer. But they had a lot in common. For four years, they sold
at full retail. For four years, they
made a profit. For four years, they had a
waiting list. Because they were on the edges. General Motors loses money on
every midsize car they sell. Because if you want to buy a
midsize car, just buy a Toyota or Honda, the cheapest one. It’s at the edges that the
people wait in line. It’s at the edges that people
will notice you. And as this company gets bigger,
there’s going to be more and more pressure to be
safe, to be in the middle. So you just show ’em this one’s
slide. this is how much money, to scale, BMW spends
marketing each car sold in the United States. And that’s how much money
Lincoln Mercury spends. Because Lincoln Mercury makes
average cars for average people and spends the
money hyping them. And BMW has a marketing
department called engineering. And they keep making
stuff that people choose to talk about. This is the Hummer
SUT concept car. The cool thing about
this is the tires are designed by Nike. Big orange stripe on ’em. Now, you could say, Nike tires
are not going to get me from here to San Francisco
any better. And I would say, neither
is a Hummer. That no one buys a Hummer
to get to San Francisco. They buy it to tell a story, to
talk to their friends, to tell themselves a story,
to have a message. It’s the free prize, the bonus,
the extra, the thing we’re really paying for. Tiffany’s gives the jewelry
away for free. The box is what they
charge for. ‘Cause if you give somebody
jewelry from Tiffany’s, all they talk about is the box. That’s what you’re paying for,
that you care enough to pay five times more than you should
have. And that model, that story, there’s nothing
wrong with it. Tiffany’s doesn’t pretend. They say, if you pay this much,
you get the blue box. And that’s why–
you can do this experiment and you’ll see– out a Google logo on somebody
else service and test ’em. And see if they like
it or not. And they’re much more likely to
like it. ‘Cause they tell themselves a story when they
see it’s from you, at least for now, if you keep it up. So we get into this era of
emotional marketing. If you want me to talk about
something, you better deep down love it, or else
why should I? And it’s become very easy as
the pressure goes on to put out something that’s
good enough. And it’s just good enough,
I’m going to notice. And I won’t tell anybody. So you’re in the fashion
business, just like George Armani, just like
Tommy Hilfiger. You change things a little, just
enough to make them worth talking about. Does the average consumer
really need 2.7 gigs of storage on their
email account? Probably not. But it adds to the story. It’s the fashion. It was something worth
talking about. So a couple examples from
the non-online world. If you decided to enter the sock
business, you could say, what do socks do? And the answer would be they get
rid of odor and they keep you from having blisters. And you can go to China. You can get these socks
made for $0.12. You could sell ’em to
WalMart for $0.20. That would be the end of that. Or you could do what this little
company in Westchester called Little Miss
Matched did. They make 133 styles of socked
aimed at 11 year old girls. And you can’t buy a pair. They only sell ’em
in odd numbers. The 11 year old girl goes to
school and says to the other 11 year old girl, wanna
see my socks? Wanna see my socks? What a great marketing
strategy. Because that 11 year old girl
goes to the next 11 year old girl and she says, I gotta
get some of these things. And the next think you know,
everybody in school’s wearing socks that don’t match. We didn’t need more socks. But we wanted them. We wanted the story
that goes with it. This, on the other hand, is
a picture– a bad one– of chocolate-covered pickles. So I want to just spend one
minute talking about what I’ve been working on for the last
six months, and then wrap things up, and make sure I have plenty of time for questions. I don’t think people
surf the web. I think that this whole idea of
surfing the web is a little bit of a fraud. Because when you
surf, you’re– if you were good at it–
effortlessly going from side to side, thing to thing. That’s not what really
people do. What they do is they poke. They poke around a lot. Poking in, poking out. So if you went to that espresso
machine thing, what you’d probably do is click
on one, realize it was SEO, back off. Click on one of the ads,
oh yeah, click back. Click on another
ad, click back. Which is good for you because
that’s $20 of revenue if they do it four times. But back and forth and
back and forth. And then finally, what you’ve
done is you’ve established all these clues. You’ve gotten all these little
things that you needed. And the problem with clues
is they’re too slow. The problem is that, yeah, you
could find 1.9 million matches on almost any one or two word
search, which is what almost everyone does. And you could poke and you could
poke and you could poke and you could poke. And then, you’re going to give
up, or finally, you’re going to have meaning. If you sat down in the cockpit
of the Concorde, and someone held a gun to your head and
said, launch this plane in the next 10 minutes, it
wouldn’t be easy. There’s no way you’re just going
to flip the first switch you come to. You’re going to take
a few minutes. You’re going to look around. You’re going to try to make sure
you understand the big picture before you fire
up the engines. That this search for meaning is
the opposite of what most people experience when
they’re online. They are really trapped. They’re stuck. You can’t get someone to be a
happy surfer until there’s a sense of meaning, until they
get this big picture. And I think the next
frontier– and the project I’m working on
is called Squidoo, if you want to check it out. But the idea is how do you
put, in one place, enough clues that in one second
I get the big picture? I have enough meaning to
actually go and take action? So I’m going to close by showing
you two charts and telling you one story. This is what brought us
Revlon and Procter & Gamble and even Cisco. Step number one, buy ads,
hire a sales force to interrupt people. Buy Super Bowl ads, TV ads,
magazine ads, newspaper ads, radio ads, SPIF’s. All those things. Interrupt lots of people. If you have money, you
can interrupt people. Once you do that, you’re going
to get more distribution. This is what happened
to Revlon in 1946. That distribution’s going to
help you sell more stuff. And then, if it was 20 years ago
and you were really smart, you’d take all the money
you made and interrupt more people. And around and around
and around it goes. And any of you who have been
on a sales call or taken in incoming from someone in the
outside world understands that this is still the way
most people think. Anyone asks about CPM, this
is what they’re thinking. Anyone whose website is the same
for all the keywords they buy, this is what they’re
thinking. This mindset is why Web
1.0 didn’t work. Because everybody was busy doing
this until the price of banners went down to $0.01. The alternative is
what I call the fashion permission complex. Step number one, make something
worth talking about. If you can’t do that,
start over. Step number two, tell it
to people who want to hear from you. And step number three, they do
what other people used to think of as marketing. They’re the ones who
spread the word. They’re the ones who interrupt
their friends. And then, the hardest part–
and this is where Google Toolbar comes in– is get
permission from these people to tell them about your
next fashion. So as your asset base grows– think about the iPod. Think about 60,000 people
turning into a webcast of Steve Jobs’ keynote speech. Think about 60 million Amazon
customers who get email and read it– you have the ability to
launch new fashions. And you don’t have to start
from scratch every time. And you end up not trying to
find customers for your products but finding products
for your customers. So where all this leads
is to the Hallmark card and gift stores. There’s 1,000 Hallmark
card and gift stores all around the country. This story’s true. If it wasn’t true, I
would make it up. But it’s true. 1,000 card and gift stores
around the country. Hallmark has a group of people
they call their heavy users. The average Hallmark heavy user
buys 52 greeting cards a year, not counting Christmas. And the problem is in July. Unless you’re stocking up for
your Labor Day wrapping paper or your Rosh Hashanah gift,
there’s just not a lot of reason to go to a
Hallmark store. So they were pretty
slow in July. And this guy named Don comes
up with an idea. Collectible Christmas
ornaments. $10. Limited edition. Only in July. So if you’re a heavy user, you
stumble into the store July, you’ve given a level permission
to the clerk. She says to you, have
seen the new collectible Christmas ornaments? And now, our conversation takes
place built around the brand, built around interaction
that leads to that person seeing the Christmas
ornaments. And in that moment, she gets
$10 worth of joy before she even bought it. $10 thinking
about how her family’s going to feel. Thinking about being in
on the ground floor. Thinking about selling
her whole collection just before she dies. Thinking about the whole
family feeling the beautiful tree. She buys a Christmas ornament. And on the way out, the clerk
says, can I have your name and address so I can send you an
anticipated personal and relevant postcard next year
when the new Christmas ornaments are ready? Sure. And then she takes a Christmas
ornament home and puts it in the attic. Because it’s July. And it stays in the attic
until December. Then, they put up a tree. And they take the Christmas
ornaments down. And they decorate it. And people come over. Blanche, what a lovely tree. Betty, do you like it? They’re my new collectible
Christmas ornaments from Hallmark. Whole conversation takes place
that Hallmark didn’t pay for. If this sounds like Google
it’s ’cause it should. Hallmark did paid for by making
something worth talking about in the first place. But now, here’s the
missing link. At the end of the conversation,
Betty says to Blanche, next year,
when I get the postcard, we’ll go together. And year after year after year,
with no advertising at all, they built this business
of people who wanted to get the postcard. And in 1999, The Wall Street
Journal wrote a detailed article about it. And it turns out that on July
17, Don sent the postcard to the people who wanted
to get it. And in one 24-hour period, he
sold $100 million worth of junkie Christmas ornaments and
made $92 million in profit. Which is about how much you
guys made on July 17. But still. And here are the
two questions. Question number one,
is it time for Don to ask for a raise? The answer is they made him the
chairman of the board of Hallmark two years ago. And question number two is when
are you going to build an asset like that one? Right now, you have no idea
who I am, you have no idea what I search for, you have no
permission to talk to me directly, and I want you
to do all those things. But you can’t do it unless
you ask first. And the opportunity– the
opportunity with the Toolbar, the opportunity with the
interactions, the opportunity with Gmail, with all the other
things you’re building– is to start now before it’s
too late to build in a permission asset, to build in
the ability to have people want you to be a
closer partner. To be there so you can make
them the next fashion and they’ll listen in one day. And then you can get
to the next thing. Building that asset has eluded
almost everybody who’s ever been on the net. The notable exceptions
are Amazon and eBay. And what the opportunity here is
to keep building remarkable stuff, but to build it with the
compass that says, if we build stuff that people want
to hear about in a way they want to hear about it,
they’ll want to keep interacting with us. So I’m going to stop there. I got about 10 or 15 minutes
for questions. And I know Katina is going
to hit you upside the head if you ask them. I’ll answer them. Or you can answer them. KATINA: [INAUDIBLE] SETH GODIN: Oh, I hate dashes. KATINA: OK. All right. We can go. SETH GODIN: ‘Cause everyone will
leave. And then I’ll feel really bad. OK? So you can’t leave until you ask
questions, Who’s got any? I’ll call on people. I’ve done it before. Yes, please. AUDIENCE: You talked
about the blue box. The Google Mini, the product
I represent, is a blue box. What advice do you
have for me? SETH GODIN: I’m sorry. I didn’t hear. The Google? AUDIENCE: The Google Mini. It’s a search appliance for
small and medium businesses. So it’s Google.com technology. SETH GODIN: Right. So the question is– I’m sorry. What’s your name? AUDIENCE: I’m Patsy. SETH GODIN: Patsy markets
the Google Mini, which my wife has a Mini. And I’m visualizing this
orange convertible. It searches. So the Google Mini is a search
appliance for small and medium sized business. She thinks she’s
got a blue box. I think she doesn’t And I think you don’t because
you’re falling into a fairly common trap, which is it’s
really important to you. And you know how great it is. And you know that if everyone
understood how great it is, they’d all line up to buy it. The problem is A, most
people don’t have a search appliance problem. They don’t wake up in the
morning and say, how am I going to solve this search
appliance problem? And because they don’t have
it, you are stuck. So when you said blue box, I
would have thought you meant the Tiffany box. You’re the other blue box. AUDIENCE: It is a blue box. SETH GODIN: We agree. Yes. You’re that blue box. So the challenge you’ve got is
that small businesses rarely tell each other about these
sort of successes. So if I bought one and it
worked, I would not tell my friend who also has a
small business, you got to get this thing. So it’s a problem. It’s not entering a marketplace
that’s geared to have these conversations. So as an organization, you need
to help them have the conversations. That by bringing these people
together, the ones who have it and the ones who don’t, by
figuring out platforms where it’s easy for people to talk
to each other, they’re more likely to talk about it. You can’t say, everyone in the
room let’s talk about the Google Mini. But what you can do is share a
couple case studies, then get out of the way. And let ’em tell each
other the truth. And that, as you build these
communities of people who talk to each other, things happen. So if I’m a Yellow Page ad
salesman, a very best thing that could happen to me
is I get to talk to the Chamber of Commerce. ‘Cause one third of the people
there have had success with the Yellow Pages. Then, I leave. And those one
third of the people stand up and start talking to the other
2/3 of the people. And this idea of sneezers,
the powerful ones. I’d go find people who have
really successful blogs who are small business people, like
the guy who runs FogBugz. And I’d give him one. And I’d say, no strings
attached. Here it is. And if he starts liking it, and
he writes about it, you’re flipping the funnel. You’re giving him a megaphone
where he can talk to other people about how it
has helped him. And so that’s why blogs are
really a powerful tool in making this work. So again, it’s thinking about
not that you deserve the conversation, with regards to
how good it is, but how can you cause conversations
to take place? Does that make any sense? Yes, sir. AUDIENCE: I’m just wondering
when remarkable becomes too remarkable? I think that’s something where
Google is [INAUDIBLE] newspapers every single day. You start to see the [INAUDIBLE]
changing. So it’s not so much
about love. It’s about what you’re
doing well. SETH GODIN: Yes. AUDIENCE: I’m wondering how
do you manage that? SETH GODIN: That’s
a great question. We have to distinguish between
brand conversation and product conversation. The brand conversation of Google
has a lot of ennui starting to happen. Because we’ve heard it before. We don’t want to hear how
much the stock is worth. And we don’t see those two guys
any more, even when there are three of them. We just don’t want to
see that anymore. And that happens to
every single brand there’s ever been. It’s going to happen here. That’s different than the
product conversation. So Ferraris have been around
a really long time. But when the new Ferrari comes
out, we want to see it on the cover of Road & Track. So that’s not a conversation
about Ferrari. That’s a conversation
about the Modena. And the challenge you guys have
is yes, Gmail 1.93 is a little better than 1.9. But we’re not going to
talk about that. What we are going to talk
about is how cool Google Earth is. For a little while anyway, until
we realize, for most people, I can’t spend my
whole life on it the way I can with Gmail. So the challenge you’ve got is
how do you keep creating new fashions, Giorgio Armani style,
four times a year, on a schedule that works
for people? That keeps expanding
the conversation? And at the core of it– and
I’ve been talking to my friends at Mozilla
about this is– the best ones are ones that work
better when your friends use ’em too. So the reason eBay grew is
because eBay sellers told lots of prospective buyers, go
check out my auction. So there’s certain things you
guys are launching that work better, like Video, if lots and
lots of people use ’em. So it’s easy to talk about
those. ‘Cause there’s selfish motivation. But there are other things
you’re launching that don’t. And those aren’t going to get
talked about nearly as much. And so, you need a blend. You need to have utility in
there, like the Google Mini. There’s nothing wrong
with that. But if you want to grow, the
real growth is going to come from things that work better
when my friends get ’em too. And I will selfishly tell
my friends to go do it. Yes, please. AUDIENCE: [INAUDIBLE] SETH GODIN: Yeah. AUDIENCE: [INAUDIBLE] SETH GODIN: They find you. OK? So the question is, where you
find the first group of people to tell your story to? The answer is they find you. That if your product is really
going to be remarkable to them, they’re out searching. They’ve got that otaku. They’re always looking for the
next Ramen noodle shop that’s better than any other Ramen
noodle shop there ever was. And so, the people who are in
the fashion business don’t have to run lots of TV
ads to [INAUDIBLE] which is worth more than
Vogue without the ads. ‘Cause they’re paying
attention. So the beauty of it is you
already have the attention of millions and millions and
millions of people. The challenge is not to bludgeon
all of them when you have something that appeals
to a small number. That instead, it’s about slicing
the group into their real desires and obsessions,
and then talking to the smallest possible group,
overwhelming that group with the goodness of it. My favorite example
is Napster. Napster could have launched
in nursing homes. The problem is that nursing
homes don’t have speed net access and they’re not that
interested in new music. But the real problem is that
people in nursing homes don’t know many other people, whereas
people on college campuses know 50 other people. So you could persuade one person
in one nursing home. But she’d only tell
three people. Persuade one person at
the University of Michigan, he tells 50. And they tell 50, now
you’re at 2,500. So it’s going to grow
much faster. So Napster only needed to
persuade 50 people before it got to 5 million
all by itself. And that’s the best kind of idea
viruses, the ones where you just need a tiny group
of people who are already interested. You don’t have to
twist their arm. Yes. AUDIENCE: So one thing that’s
really popular right now for certain kinds of products,
like video games and electronic gadgets, is to hire
people to go into forums and do buzz marketing
for you, right? And infiltrate the secret
society and tell people how great your product is. How does that play into
the permission model? And is that a genuinely way
’cause there’s a certain element of not-genuineness
to it? When people find out,
they feel cheated. SETH GODIN: Well, there’s a
certain element of scum, fraud, deception,
lying, deceit. And I think you always
get caught. And Sony got totally hammered
with the graffiti campaign they did. And there’s not a lot of
patience in communities for being used. So there are always people who
are willing to come and pour pesticide into the pond. And the rest of us
have to suffer. But the people who are in it
for the long haul don’t succeed by doing that. You can’t. Because the beauty of
the net is it’s 360. And people can look behind
and at the side. And what I say in All Marketers
are Liars is the worst thing you can
do is be a fraud. That the reason Ford Motor
Company laid off 25,000 people is that for seven years, they
defrauded people about SUV’s. For seven years, they told us
that SUV’s were reliable and efficient and safe. When, in fact, they lead to
wars and people dying in traffic accidents. And if they had told us a true
story, they’d still be around. But instead, people all of a
sudden one day realized what was going on. And if you look at Ford Explorer
sales, they went like this at the same time that
car stuff went like this. Because people find
out the truth. And once they find out the
truth, they never forgive you. And if you don’t believe me,
ask someone who works for a tobacco company. Thank you for bringing that up. Yes, sir. AUDIENCE: So do you think we’d
be better off launching 1,000 remarkable ideas but each worked
so-so, because we don’t have the resources to work
them thoroughly? Or focusing on 10 remarkable
ideas and executing them perfectly, giving them all the
attention they deserve, but then we can only do 10
instead of 1,000? SETH GODIN: Well, see
I think the Mythical Man-Month comes up here. Nine women working in perfect
harmony can’t have a baby in a month. And so I’m not sure that it’s
a fair trade of 10 perfect ones versus 1,000
half-assed ones. I think, instead, what works is
saying, strategically where are the places where we’re most
likely to be able to have the right combination of
sneezers and permission and people who are obsessed with a
product that wants to spread? Verses how do we do all the
things that pop into people’s heads that can be done? And so, when we look at fashions
that succeed, the “Numa Numa” song all the way
up to a car design that was done by one guy in one night, it
doesn’t usually have a lot to do with the last 500 people
who perfected it. It usually has a lot to do,
instead, with it being in the right place at the right time
with the right story. And so, I don’t think it has
anything to do with how many you launch. I think you just have to take
a deep breath and spend an hour to say, what’s our story? And should we cancel
this right now before it’s too late? Because there’s a lot of
things that come out– not necessarily from here,
but in the world– ’cause you can do ’em. When if, instead, you said,
there’s no story here. We’re only doing to
because we can. You’re much better off not. That’s really where
I’m coming out. Thank you, Alex. Yes, sir. AUDIENCE: I was wondering if
you had an opinion on what we’ve done wrong with
Google Maps. It was really amazing when it
came out two years ago or something, and has like, spread
among all of nerdom. But my sister visited me
over the weekend, and had MapQuest maps. And it’s just a dagger
through my heart. And now, Yahoo has scrollable
maps, Microsoft has scrollable maps. And we’ve got this cool thing. But it seems like nobody
really knows about it. SETH GODIN: OK. So I do have an opinion. I have an opinion on everything.
and I don’t know what I’m talking about. Those are just two caveats. Problem number one is when you
launched Google Maps, for most people who need to get to their
hotel, they didn’t have a map problem. Digerati had an Ajax
map problem. There wasn’t one. But I didn’t have a directions
map problem. And the amazing thing about
Google Maps, when you first looked at it after you realized
how cool it was, is it was really hard to print
and really hard to get the driving directions so I could
take ’em with me when I went. So it was really cool and fun
to do and to look at my backyard with the satellite. And so, the Digerati, the Boing
Boing people, we all went crazy. And it made it to The Times
yesterday with The Sopranos. Really cool gimmick. And it’s worth talking about,
but not aggressively. Because I’m not solving
anyone’s problem. It’s an entertainment vehicle. And so, the challenge there
is, if it’s going to grow, it’s going to grow because lots
of people put in their sig, here’s how to
get to my office. They put in their Squidoo lends,
here’s my Google Map ready to go. They put on their company
website, follow us Google Map. And that’s blocking
and tackling. Because real radio doesn’t
feel broken. It is broken, but it doesn’t
feel broken. And if it doesn’t feel broken,
you’re not going to dig deep. So what did they do that
was brilliant? They broke radio by
taking Howard off. And when you take Howard off
radio, to millions of people, radio is now broken. So they got to go figure
out how to fix it. And the problem is maps
weren’t broken. You can’t break them. And so, it’s really hard to
figure how you can monetize and grow that in the face of
competition that can copy you. And sometimes have to say,
we can’t win that one. It’s going to be a tie. AUDIENCE: Well, also
Yahoo advertises. And there are TV
ads for Yahoo. SETH GODIN: There are
TV ads for Yahoo. They don’t pay for themselves,
but they exist. And so, if you want to measure traffic, they’re
always going to win if they’re willing to lose money
on getting the traffic. You could also get more traffic
if you used your homepage and put a big
Maps button there. But it would cost you a lot. It’s not worth it. So again, back to
my challenge. If I’m looking at Google 10
years from now, Google wins because 50 million or 500
million people all around the world have said, watch
me search. Watch my life, make it better. And if that was happening, then
all of a sudden, you know that I’m staying at the Artisan
Hotel in Las Vegas. I don’t have to go to Google
Maps and type it in. It just shows up in my RSS feed
ready to go, directions from the airport to my hotel. That’s what I want. Not Ajax. Thank you. I got time for you, and
I think I’ll stop. AUDIENCE: All right. SETH GODIN: Thanks. AUDIENCE: Related question is
with these products that have network effects, there’s an
advantage for the first mover. If we launch them early, we
get a lot of users, right? Are we better off launching
them early, and then maybe adding the remarkable later? So we get users, and, at some
point, we get the resources to put in the bang. Or do we wait to launch these
products until we have something that’s amazing at the
risk of the competition launching something else before
we do, and being eBay? SETH GODIN: So here’s
my answer. On the Westside Highway at
54th Street in New York, there’s a really funny
billboard. How many of you have seen it? Exactly. It’s invisible to you. It doesn’t exist. And the same
thing is true for most people and Delicious. The same thing is true for most
people in lots of things. EBay wasn’t the first
auction site. EBay was the first auction site
that figured out how to get its story straight and
delivered on its promise in a way that was easy to scale. And so, you don’t have to invent
the next thing that has network effects. What you have to do is tell the
story to the right people on the right day in the right
way so that they can quickly go and use it. And that’s different. Does that make sense? So I think it’s a mistake the
launch something fast to be first if it’s not good. I think it’s got to be good. It’s got to scale because your
brand can’t afford for you guys to launch stuff
that’s not good. But what you can do is take a
look and say, wait a second. In just a few weeks, that
thing is happening. How fast can we use that and
put it out better, good enough, worth our brand? And it’s not a year. It’s eight to 12 weeks because
that’s how long your competition is going
to take to put something like that out. But if the mindset
is we’re Google. It must be flawless. Then, you’re never going to be
able to have a purple cow. Because all the Digerati
have seen it before. And if we’ve seen it before, and
you’re the me-too copycat company, then you become like
a company up the coast a little bit. And you don’t want to be them. So I’ll quit while I’m ahead. Thank you again for
your attention. Keep up the great work. I’m a big fan.

55 Comments

  • Reply JOEMAMA5905 September 24, 2007 at 5:41 am

    Powerful vid.

  • Reply Conrad Weis June 24, 2008 at 9:11 pm

    He keeps talking without saying anything, really. Hope they didn't pay for that! :-/

  • Reply Derek McClain November 2, 2008 at 1:46 am

    Seth Godin has truly become THE industry leader. He really gets it when it comes to all things marketing. I love all of his books and can't wait to read Tribes!

  • Reply Paul Waltz March 19, 2009 at 8:53 pm

    I'm a marketing intern at Fat Atom Internet Marketing, and even in my first few weeks as a marketer Seth Godin has taught me a lot about how people think, and the best ways to talk with people about products. Actually we have a page called Authentic Marketing that is basically dedicated to Seth Godin.

  • Reply II May 12, 2009 at 6:40 pm

    03:18 "you guys have jews. lots and lots of jews. the challenge isn't 'do you have enough jews?'cause you do. the challenge is 'what are you going to do with it?'. because if you market the jews properly you won't end up like digital."

  • Reply YULitle May 14, 2009 at 8:05 pm

    Juice… fool

  • Reply ancalites July 4, 2009 at 6:00 pm

    yeah he kind of just states the obvious really

  • Reply cschopf July 29, 2009 at 9:21 pm

    Its google….

  • Reply alanbrit August 23, 2009 at 1:16 am

    It has to do with video compression. Google it for details

  • Reply Johan Thepumpkin August 25, 2009 at 5:33 am

    Google is the uploader..

  • Reply takewhole September 7, 2009 at 9:39 pm

    Hmmm, so much bullshit
    1. Google -a very simple web page with a box for your search. No advertisment no extra news no nothing.
    2. The search results are usually very good from the search so the technology is very good and the presentation is excellent
    3.Google started at a time when few true search engines were on the market
    Thats the end of it simples. You dont need Seth Godin to tell you that. Its a good product that the whole world hooked onto and is happy with. Thats why Google grew.

  • Reply takewhole September 7, 2009 at 9:42 pm

    So when will Google fail? When they become overtly commercialised whic h is slowly happening, the ads are coming in and Google is monopolising, when the ads get too much ppl will latch onto the next simple easy to use non commercialised well presented search engine.

  • Reply George Namho December 9, 2009 at 11:19 am

    Awesome Message

  • Reply bluelightproductions January 25, 2010 at 12:23 am

    he is so full of shit, all marketers are not liars, what fuck head

  • Reply Richard Saupe March 17, 2010 at 6:00 pm

    seth is a great speaker and marketer.
    studied and use his and other top marketers to help promote my clients!

  • Reply Neil Mo March 18, 2010 at 11:46 am

    @BeeyondNeptoon er… Einstein, Spinoza, Jesus, Niels Bohr… most of the worlds greatest film-makers, comedians… ok there's also Steve Ballmer, Sarah Silverman, Benjamin Netannyahu…

  • Reply Neil Mo March 18, 2010 at 11:47 am

    @BeeyondNeptoon hmmmm, google "famous jews" and test your own theory…

  • Reply ballsotong May 22, 2010 at 4:43 am

    china doesnt give a fuck abt google. suck it man google 😉 baidu and tudou pawned google and youtube. COS THEY HAVE NO LAW BABY.

  • Reply sirmarkthomas July 28, 2010 at 11:32 pm

    For the guy that asked "Do you know what we have done wrong with Google maps?", I would say try building an application that works and doesn't just look pretty. There currently is a viral message of "don't use Google maps, it sucks" going around. Maybe if google better tested this product and made the necessary corrections, Seth wouldn't have to candy coat his answer with non-offensive rhetoric. Seth is the man nevertheless.

  • Reply Pillo Kiddo September 6, 2010 at 9:07 am

    @richardsaupe and what was the result of use Godin and other marketers to promote to your clients?

  • Reply TheSeaMyst October 21, 2010 at 5:18 pm

    An internal error has occurred yahoo posted was removed hackers are here taking your posts if they say to much all of them.

    1. Please Enter a Comment Posts are blocked but you will not block the witness that delvers gods people from sin. 'Or you can just all pave paradise and forget my plan and give everything away on our above ground of hate if that's your choice than I will call this a defeat and say enough!

  • Reply TheSeaMyst October 21, 2010 at 5:18 pm

    No threw ground dreams for California no un patrolled roads whee police lie in wait to 'Entrap even there own children, and you for there own security plan 'No more freedom and they can take your last gun 'OK 'I will give up if you don't listen now I am dune please get a think tank and decide now I will call saint peter and end this now.

  • Reply badda71 October 25, 2010 at 3:25 pm

    @ballsotong what's a law baby?

  • Reply cromicus November 1, 2010 at 12:13 pm

    at 13:00 when he's talking about bottled water, dude in the front row takes a swig of bottled water…

  • Reply evilclown99 March 9, 2011 at 1:56 am

    Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah, Blah.

  • Reply Sim Ply April 24, 2011 at 2:04 pm

    What kind of success has he developed for his, students, if his really good, then he must have developed many entrepeneurs.If not,,,,,,

  • Reply Kai Tale May 2, 2011 at 7:52 pm

    @ballsotong what do you mean by they have no law? how does google have law?

  • Reply misschristaljoy July 14, 2011 at 1:46 pm

    #1 Rule In Marketing: No One Cares About You.

  • Reply MrPrankmastergeneral September 9, 2011 at 9:45 pm

    @misschristaljoy #2 Rule In Marketing: No One cares about you!

  • Reply killgreed February 6, 2012 at 6:43 pm

    Kids, "What type of Pesticides, would you like with your GMO's, Agent Orange?"

  • Reply sockmonkey6666 May 8, 2012 at 7:49 pm

    How to sell people crap they don't need.

  • Reply R Lomeli July 13, 2012 at 5:39 am

    wanna see my socks ! 🙂

  • Reply Jenny Tokumei September 2, 2012 at 10:29 pm

    The reason I switched to Google was that back in mid 2000, a friend of mine linked me to Google and told me to search for "stupid idiotic moron". When the search results came back, it asked at the top "Did you mean George W Bush?"

  • Reply Digital Ad Agency / Adwords Consultants NYC LA San Francisco LONDON November 29, 2012 at 11:25 am

    Jake, Yep… Another Seth Gem! …
    I'm going to have to upload the 25 Step Social Media Marketing Checklist on my Channel. Inspired! Thanks~!

  • Reply laralotas4 December 21, 2012 at 5:42 am

    I have a question, have you heard of this program called the Intellitus Cash System? (Google it). My father says it earns people oodles of income.

  • Reply Internet Marketing January 1, 2013 at 3:20 am

    Great channel and awesome ViDz..! ;-o !

  • Reply Samira Ariyadasa January 6, 2013 at 1:47 pm

    It would be a shame if you did not earn money faster when these other normal people earn extra income fast easily with Smarter Money Maker (go google it).

  • Reply Red W March 7, 2013 at 2:14 am

    The best (and not always the most profitable) marketers will only sell what they believe in. Like what I do. Adopt a puppy. It's good for the soul.

  • Reply Subin K cherpulassery March 17, 2013 at 5:12 am

    300bestmovies.blogspot.in

  • Reply Moore628 October 20, 2013 at 4:00 am

    R8rio
    Ri
    R
    tiorio

  • Reply Remote BPO Outsourcing October 25, 2013 at 2:30 am

    We don't see marketers as liars. It's just that they have to be creative when promoting campaign advertisements.

  • Reply Henry Stradford March 17, 2014 at 5:17 pm

    "All Marketers are Liars" – Seth Godin speaks at Google
    His younger years…
    about.me/HenryStradford

  • Reply RAVI PADMA April 3, 2014 at 5:00 pm

    yes his words 100% right total moving lairs market defi ; to public service but prsnt defi ; marketers public property they were getting benefit how lie liars they were  take up Seth Godin sir take up  

  • Reply martin shervington April 15, 2014 at 5:40 pm

    "All Marketers are Liars" – Seth Godin speaks at Google
    This was from 7 years ago and was recommended by YouTube. Very interesting to watch now…

  • Reply Chris Saenz May 8, 2014 at 2:46 am

    2006 talk by Seth Godin.  He correctly predicts Google Now at 45:18;

    "If I'm looking at Google ten years from now, Google wins because 50 million or 500 million people around the world have said, "Watch me search, watch my life; make it better." And if that was happening, then all of a sudden, you know that I'm staying at the Artisan Hotel in Las Vegas, I don't have to go to Google Maps and type it in, it just shows up in my RSS feed, ready to go, directions from the airport to my hotel."

  • Reply Dan Haddock July 30, 2014 at 9:35 am

    So glad Seth lays into Frauds on this video! 
    It rebuild my faith in the internet.

  • Reply The Wall Street Journal March 21, 2015 at 6:26 am

    At 44:00 hey Google, Bing maps is better for professional drivers like me because: i can link more than location together. I can ask how do I get from A to B to C to D.

     My sister is what turned me on to Bing maps. In her former job, it turns out she the entire Meals On Wheel database was handled with Bing maps. Something Google maps would not deliver.    

    Your Google maps software is perfect,  it has all the data needed for navigation. But… it's only designed for a narrow range of use cases.

  • Reply Feliciano Raxon November 17, 2015 at 7:26 am

    qiero ver videos musicales ingles de los 80

  • Reply Carlos Bravo January 10, 2016 at 1:53 pm

    hey hey! Have you ever tried – Zammu Amazing Cash Crop (do a google search)? Ive heard some great things about it and my mate got great results with it.

  • Reply Евгений Ищейка シ October 25, 2016 at 12:51 pm

    Нажми кнопку субтитры. Потом настройка субтитры/язык/русский.

  • Reply Vilm,a Arnaiz December 18, 2016 at 8:11 pm

    Seth ,you like a god help me or share your secret at least

  • Reply Isuzu Buyer March 17, 2017 at 7:05 pm

    People pay money for this???

  • Reply Clark Magnuson May 28, 2017 at 8:26 pm

    30 years ago my title was "proposal manager".
    Someday you will realize that 95% of what is said is false. When you can tell what is true, you will then get rich.

  • Reply Roy Montero December 2, 2017 at 8:42 pm

    5:33 – "First one is, look at the chart it's only two years. That growth is spectacular. That is organic growth. No Super Bowl commercials. No TV commercials. No billboards outside of the valley. Where did it come from. It came from the fact that people told their friends." — Seth Godin

    https://www.youtube.com/watch?v=AZnYRaQfjK4&t=5m33s

  • Reply Roy Montero December 13, 2017 at 5:08 pm

    5:56 – Growth comes from the fact that people tyell their friends. — Seth Godin

    https://www.youtube.com/watch?v=AZnYRaQfjK4&t=5m56s

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