Written by Anthony Demangone
I've been reading his most recent book: The Icarus Deception. I think it is well worth your read.
My take on the book. Godin argues that we live in a post-industrialist world. The industrialist world was a world of more efficient production. Making things faster. Cheaper. Those days are gone. Today's world is one of connections. Consumers have more choices. And so do "creators." The barriers to reaching a market have been greatly reduced, if not altogether eliminated. Everyone can become self-published. Make a YouTube video. Connect via the web.
This is good and bad. Because the barriers are so low, everyone can pitch an idea. Or a book. Or a training webinar. Or write a management blog, even. So, it is easy to enter the market, but very hard to stand out.
Godin, again and again, hammers at one of the main points of his book. If you create something - it must be art. It must make a connection. If not, then why?
The laborer in the world of connection and art embraces the opportunity to do a little bit more, not less. Since emotional labor scales so dramatically, the ability to bring a little bit more to the table is the chance of a lifetime. "A little more" compounds, because ideas spread. A little more compounds because in a connected economy, word spreads and people flock to art that means more.
You don't need more activity; you have to dig deeper instead.
Godin is seen as a marketing guru, but I think his genius goes further. We live in a crowded world. Everyone has a webpage, LinkedIn profile, Facebook page, and Twitter Account. I get email pitches and watch television commercials, but rarely do I see art. Rarely do I see someone who dug deep to impress or wow me.
Those that push for that, who dig deep, surely take chances by not playing it safe. But they give themselves a chance to be so much more.
So, here's to digging deep this week, everyone. Let's make some art.