Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

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

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

poke.the.box

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.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

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

ONLINE:

IN STORES:

the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

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

ONLINE:

IN STORES:

the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

ONLINE:

IN STORES:

v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

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

ONLINE:

IN STORES:

whatcha.gonna.do.with.that.duck

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.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« A diet for your mind | Main | How to listen »

Why do we care about football?

For someone outside the US, the visceral connection with football seems mysterious. You can understand a lot about the future (and past) of marketing once you understand how the sport turned into a cultural touchstone.

Tribes -> TV -> Money  -> Mass -> TV -> Tribes

Football as we know it started in colleges. It was an epic muddy battle, pitting one alma mater against another, a war-like, non-balletic battle that united (at a pretty elemental level) the tribes on each side. As it grew as a college sport, it became as much of a social event as a sporting one, with alumni and students finding connection around a game.

But if that's all it was, today wouldn't be the biggest day of the year for several industries. If that's all it was, you wouldn't be able to pick a fight merely by challenging the hegemony of football or the local team. We'd be spending as much time and energy on soccer or lacrosse or basketball, but we don't.

No, it turns out that, quite accidentally, football, more than any other sport, is made for television. It's better on TV than it is live. The combination of the play clock, the angles, the repetition and the opportunity for analysis all make it perfect to watch on TV. And perfect to run commercials on. TV and football grew up together, side by side. Instant replay and the thirty-second commercial, supporting each other. 

It's not an accident that the commercials are as much a part of the Super Bowl as the game. The commercials represent both the cash component of football as well as the cultural souvenirs that go with our consumption of the game.

Fifty years ago, a coat salesman paid $4,000 for the rights to film a game, and NFL Films was born. The decisions Ed and Steve Sobol made over the years turned the sport cinematic, amplifying the tribal origins but taking them much further. They used sound editing and shot on film, all to transform a game into a spectacle.

Then, the second great accident occurred: As football became the official sport of television, it generated billions of dollars in revenue. This revenue led advertisers to push for more football, which led to more television, which led to colleges transforming football from a small sideline into a cash cow of some focus, despite the fact that it has very little to do with the core mission of the institution.

People justify the unpaid (and dangerous) labor of college football players by pointing to all the scholarships. But the scholarships aren't for playing football, they are for appearing on TV. That's what pays for the system.

The media-football complex drives deep into childhood, with many kids fast-tracked from a very young age into the game (not soccer, not baseball, not physics) at some level because of TV and because of money and because of tribes. If football is part of what we stand for, then of course we're happy to have our kid be part of that. But what does it mean for football to be part of what you stand for?

No one stands for movies, or ice cream or double-entry bookkeeping. No, a sport has become a pillar of our worldview, a tribal and economic connection to our past and our future. We don't want to understand the history and the money and the happy accidents. We just assume that this is as it was and as it will be. 

Going forward, no other sport will ever have a run like this, because the TV-cash part of the connection can't be recreated. Mass TV built many elements of our culture, but mass TV (except for tonight) is basically over. 

The new media giants of our age (Facebook, Twitter, Google, etc.) don't point everyone to one bit of content, don't trade in mass. Instead, they splinter, connecting many to many, not many to one.

The cultural touchstones we're building today are mostly not mass, mostly not for everyone. Instead, the process is Tribes -> Connections/communities -> Diverse impact. Without the mass engine of TV, it's difficult to imagine it happening again. So instead we build our lives around cultural pockets, not cultural mass. Our job as marketers and leaders is to create vibrant pockets, not to hunt for mass.

But for next season... Go Bills!

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e2017c3677f6ce970b

Listed below are links to weblogs that reference Why do we care about football?:

« A diet for your mind | Main | How to listen »