I always knew Seth Godin was smart.
But a couple of weeks ago, I interviewed him for my TalentZoo.com podcast, The Naked Career. And folks, let me tell you, he is smaaaaart. Crazy smart. Spontaneously brilliant smart.
Normally on my podcast, we edit out the and pauses and rambles and ums and so forth. But in this interview, I don’t think we had to edit a word he said. Seth slammed out one sound bite after another. Yow.
In our conversation, I asked a few tough questions and he pulled no punches.
Sally: How can CMOs stay small if their primary objective is to gain market share?
Seth: If any CMO’s primary objective is to gain market share, she should get a new job.
And I totally agree with him, despite the backhanded bitchslap.
A few more morsels of so-true-it-hurts Godin input.
- What ad agencies ought to do, in my opinion, is not focus on selling ads anymore. And instead, focus on getting in deeper within the clients, and help the clients make products that people want to talk about.
- The problem is that ad agencies have defined themselves as the people who take the mediocre products and add interesting ads to them, and washed their hands and say, we can’t do anything about what the factory brings us. And my answer is, of course you can, and the clients actually want you to, you’re just not working hard enough to get that piece of business.
- Style and fashion spread through the ad agency business really fast. But they’re very bad at changing what they do for a living, they’re very bad at any form of new media, they’re bad at pushing clients to really dramatically, fundamentally reinvent themselves. What they’re very good at is adopting a new slogan or a new look or a new image. That’s deckchair re-arranging.
- The way to get promoted in an ad agency is to get a new client who spends lots of money on television. Well, if that’s the way you get promoted, what do you think people are going to do all day?
- If an ad agency goes to a client and says, Let us sit with your R & D people and invent five cutting edge, remarkable products that can spread. We think it’s going to work, just let us do it and don’t pay us until it does,’ most clients are will say Go for it!’ But the ad agencies aren’t willing to make that offer. What the ad agencies say is, “Here’s a list of our services, here’s what they cost, choose what you want.”
Like I said. Crazy smart.
Listen to the complete podcast here:
Length: 23:12, Size: 13.2 MB