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All Marketers Tell Stories

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Free Prize Inside

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Why the internet works (and doesn't) for your business. And vice versa.

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Permission Marketing

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Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

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The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

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we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

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Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« In search of dolphin leather | Main | Demonization »

Pivots for change

When industry norms start to die, people panic. It's difficult to change when you think that you must change everything in order to succeed. Changing everything is too difficult.

Consider for a minute the pivot points available to you:

  • Keep the machines in your factory, but change what they make.
  • Keep your customers, but change what you sell to them.
  • Keep your providers, but change the profit structure.
  • Keep your industry but change where the money comes from.
  • Keep your staff, but change what you do.
  • Keep your mission, but change your scale.
  • Keep your products, but change the way you market them.
  • Keep your customers, but change how much you sell each one.
  • Keep your technology, but use it to do something else.
  • Keep your reputation, but apply it to a different industry or problem.

Simple examples:

  • Keep the musicians, but change how you make money (sell concerts, not CDs).
  • Keep making guitars, but make bespoke expensive ones, not the mass market ones that overseas competition has made obsolete.
  • Keep the punch press and the lathe, but make large scale art installations, not car parts.
  • Keep your wealthy travel clients, but sell them personal services instead of trips to Europe.
  • Keep the factory that makes missiles, but figure out how to make high-efficiency turbines instead.

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Listed below are links to weblogs that reference Pivots for change:

» Changing Jobs? - Four Questions To Ask from Leading Questions
Big change. Little change. It's all change. I was thinking about this after writing yesterday's post on Seth Godin's post Pivots of Change where he shows how little changes can make the difference between success and decline. I was thinking... [Read More]

» Seth's Pivots for Change from Leading Questions
Being a good innovator is being able to see value in things that others don't. This is what Seth Godin points to today in his post on change. It's difficult to change when you think that you must change everything... [Read More]

» You must be you to see the wish to change in the world. from Purple Pointr
... be the world you wish to see the change in? ... be the wish in the world to see you change? (i) inspired by Mahatma Gandhi, whose famous quote reads You must be the change you wish to see in the world according to quotedb.com, but it may have been ... [Read More]

« In search of dolphin leather | Main | Demonization »