The REAL Future of Marketing with Seth Godin

[@eliasagutierrez]

I love how he emphasizes that marketing is about telling genuine stories and connecting with people, not just chasing clicks or trends. His idea that strategy is more like a compass than a map really resonates-it's about having direction even when the path isn't clear.

[@CHIENNGGKHO]

The cleanliness will cleanse all homes in the world and update all HVAC systems and renovated also home sin the world

[@MilitaryCollectibles]

You try stories. I'll use data driven. And let's see who wins.

[@Jessebowyer]

@@MilitaryCollectibles you will both lose! The future is not data. The future is not stories. The future is the data in the story! The future is the story told through the data!

[@kevinduigou3212]

CONTENTS: *What Marketing Really Is* (00:00:00) *Marketing and Strategy Are The Same* (00:00:35) *Strategy as a Compass* (00:01:24) *The Power of Focus* (00:04:21) *Understanding Games in Strategy* (00:08:27) *Authenticity vs Consistency* (00:10:11) *Finite vs Infinite Games* (00:12:24) *The Four Pillars of Strategy* (00:17:05) *Best Minutes* (00:20:01) *Empathy and Strategy* (00:21:00) *Understanding Systems* (00:23:35) *Book Publishing Strategy* (00:27:28) *The Birth of Email Marketing* (00:31:08) *Focus and Success* (00:35:46) *The Bigger Arc* (00:40:00) *Learning from Book Publishing* (00:40:28) *The Power of Long-term Games* (00:41:28) *AI Revolution* (00:43:45) *Education and Initiative* (00:47:34) *Mastering Storytelling* (00:49:02) *Don't Hustle, Build Trust* (00:53:38) DETAILED SUMMARY: *What Marketing Really Is* (00:00:00) Marketing is not about hype or hustle. It's about telling true stories that spread and creating work that matters for people who care. Common mistakes include: - Chasing clicks and short-term interactions - Following hype instead of creating value - Not focusing on meaningful connections *Marketing and Strategy Are The Same* (00:00:35) Marketing problems are actually strategy problems. Strategy involves: - Identifying the change you want to make in the world - Understanding what tools you have available - Creating systems to help people get where they want to go Example: "If you can answer those questions marketing is really easy, if you can't then you're just chasing around for a slogan." *Strategy as a Compass* (00:01:24) Strategy is not just a plan but a philosophy of becoming. It involves: - Making assertions about how the world is and will be - Being resilient and adaptable - Understanding that the future is uncertain Example: Strategy for internet investors in 1993-94 was betting on increased connectivity and convenience. *The Power of Focus* (00:04:21) Success comes from commitment to one thing rather than chasing trends: - Stick with what works and get better at it - Don't dilute resources across multiple platforms - Focus on being remarkable in one area Example: Seth's decision to focus on blogging instead of spreading across multiple social platforms. *Understanding Games in Strategy* (00:08:27) Games are encounters with: - Limited resources - Finite number of players - Specific rules Business situations like job interviews and customer interactions are games that require strategic thinking. *Authenticity vs Consistency* (00:10:11) Professional success requires consistency over authenticity: - Professionals show up as their best selves - Authenticity is for friends, consistency is for professionals - People want reliable performance, not raw authenticity *Finite vs Infinite Games* (00:12:24) Two types of games in business: - Finite games: Have winners and end points (like soccer) - Infinite games: Focus on continuing play (like catch) Example: Nordstrom's customer service approach as playing the infinite game of building relationships. *The Four Pillars of Strategy* (00:17:05) Strategy is built on: 1. Games: Understanding strategic interactions 2. Empathy: Seeing from others' perspectives 3. Systems: Recognizing invisible forces that drive culture 4. Time: Using it strategically for long-term success Example: Building a podcast audience from under 100 listeners to millions by betting on time and consistency. *Best Minutes* (00:20:01) A best minute can be meaningful interactions like changing someone's mind during a conversation. It's about actively seeking valuable moments rather than waiting for them to happen accidentally. The speaker contrasts this with professionals who might struggle to recall their best work minutes. *Empathy and Strategy* (00:21:00) Empathy in business isn't just about being kind - it's about understanding your audience's freedom to choose. Example given: A stand-up comic bombing because the audience doesn't speak English. The lesson is to pick the right audience and make better work for them, rather than forcing people to accept what you're offering. *Understanding Systems* (00:23:35) Systems are everywhere - from venture funding to gym memberships. The key is recognizing how systems work and either working within them or choosing different ones. Example: Venture funding comes with specific expectations about PowerPoint decks, clothing, and timeframes. You can't change the system, but you can learn to work within it effectively. *Book Publishing Strategy* (00:27:28) The speaker shares insights about the publishing industry as a system. Key points: - Focus on writing books that readers want to share - Aim to sell the first 10,000 copies to your network - Don't fixate on bestseller lists - Write only when the idea demands it *The Birth of Email Marketing* (00:31:08) Fascinating story about inventing email marketing through gaming platforms like Prodigy and AOL. The speaker created games with 86% email open rates and 35% response rates, which led to developing permission marketing concepts and founding Yoyodyne, later sold to Yahoo. *Focus and Success* (00:35:46) Discussion about the balance between focus and exploration. The speaker admits to not being great at focusing but emphasizes understanding what success means personally. It's about knowing when to push through the difficult parts (the dip) and when to move on to new projects. *The Bigger Arc* (00:40:00) - Seth discusses his purpose of helping others understand tools and concepts - Acknowledges his privilege and aims to leave things better than he found them - Emphasizes the importance of teaching and sharing knowledge *Learning from Book Publishing* (00:40:28) - Faced 800 rejections in his first year - Met a mentor who helped him understand he was playing the game wrong - Book publishing industry rewards patience and long-term execution - Example: "the book publishing industry until recently does not reward short-term hustle" *The Power of Long-term Games* (00:41:28) - Discusses the importance of avoiding short-term gains - Shares personal experience of refusing to become a spammer in 1993 - Emphasizes the value of strategy transparency - Example: "if you're not talking about your strategy it's either because you're afraid of it or you're embarrassed by it" *AI Revolution* (00:43:45) - Compares AI impact to electricity revolution - Predicts massive transformation in next 5 years - Discusses job evolution and adaptation - Example: "if you do a job that AI can do either you're going to figure it out first and change your job so that AI works for you or your boss is going to figure out first" *Education and Initiative* (00:47:34) - Criticizes current educational industrial complex - Emphasizes importance of teaching resilience and initiative - Discusses potential of AI in education - Example: "what we need to figure out how to do is teach people resilience and initiative" *Mastering Storytelling* (00:49:02) - Defines stories as hooks into existing experiences - Emphasizes importance of tension in storytelling - Shares personal learning through practice - Example: "stories are simply little invisible hooks into the experience we already had" *Don't Hustle, Build Trust* (00:53:38) - Differentiates between sports hustle and business hustle - Emphasizes building trust over pressure tactics - Discusses productive work vs. manic behavior - Example: "nobody I have ever met says I really like that person they hustled me" CONCLUSION - 1. Marketing is about telling true stories that spread and doing work that matters for people who care, not about hype or short-term tactics. 2. Strategy and marketing are deeply connected - strategy involves identifying the change you want to make and the tools needed to make that change happen. 3. Focus on one thing and do it exceptionally well rather than being mediocre at many things. This requires making hard choices about what not to do. 4. Understand the difference between finite and infinite games in business - infinite games focus on continuing play and creating long-term value rather than just "winning." 5. Approach systems strategically - either work with them or find ways to change them, but don't ignore their existence and influence. 6. Build empathy by truly understanding your audience and creating conditions that help them get where they want to go. 7. Develop better storytelling skills through practice and genuine interest in the audience, focusing on creating tension and emotional connections. 8. Be consistent rather than just "authentic" - professionals deliver reliable performance regardless of how they feel. 9. With AI and technological change, focus on creating value that machines can't replicate and position yourself to use AI as a tool rather than compete with it. 10. Don't confuse hustle with productivity - focus on shipping work consistently and building trust rather than using pressure tactics for short-term gains.

[@kirstikuu8818]

Thank you for this, Kevin 🙏

[@Dimple_23]

Thank you for the summary!!

[@nanakay648]

Thank you

[@stealth797]

Dude I'm so proud of you Eric. They say success is a game of attrition. I've been a subscriber for years and seen your videos barely get any views year after year after year. The fact that you never quit and are finally seeing success is inspirational AF 💪

[@LevelingUpOfficial]

Thanks for the support! It's definitely been a journey.

[@jean6453]

This is one of the best interviews that I have seen with Seth about his newest book. Thank you for doing what you do.

[@123Untangle]

OMG!!! Reality Transurfing’s explanation of systems changed my life. Also, Seth’s explanation of marketing has changed my life. Thank you for doing the work to bring these insights to us. 23:39

[@FilipDigital]

Awesome! Thank you for sharing this great conversation! Great insights again! :)

[@CastleHassall]

Great interview.. in my opinion the "Best" minute is whatever YOU feel is the best minute and WHAT is best can change in every moment of our lives depending on our mood and priorities at the time thanks again to you and Seth for doing the interview.. from Rolland at Castle Hassall on the edge of The Atlantic by the way empathy is caring how others feel..

[@crystalraeproductions1505]

I enjoyed this interview. Thank you.

[@LevelingUpOfficial]

Glad you liked it!

[@AK-dr2sl]

I rate this podcast as A1 out of all watched so far. A good Game 🎯 indeed by Siu and Seth.

[@lisaaoun9246]

Very constructive thank you !

[@pearlyn9436]

The gem ❤

[@ReeInvesting]

good stuff

[@carlgould]

great!

[@CaptainPlanet007]

Eric, how many companies have hired you and you made them successful?

[@Nas-ds1lg]

The host did not do his homework. He clearly admits skimming the book; he asks about systems without any prompt or insight. This is laconic 😊

[@LevelingUpOfficial]

The host thanks you for your attention

[@LastCastAdventures]

Seth is a very patient man. Research from the interviewer would’ve probably made this interaction more meaningful.

[@DarkmanXSincere]

My God, you wanted to say “LaCOniC” so bad. How about you squeeze in the words Sesquipedalian and Pedantic next time smarty pants lol

[@ericfromshuckabuck]

Not adjusting your strategy away from blogging to whats popular IS NOT a shiny object. Its simply marketing where the eyeballs are. You sell the same product or service, the way you get leads and customers will always be changing. Blogging will be dead soon, almost completely dead.

[@LevelingUpOfficial]

I get your point-marketing evolves.

[@danbuffington75]

10:10 why authentic is nonsense

[@CastleHassall]

with AI there are BILLIONS of people who DON'T WANT TO and often CAN'T be creative thinking workers.. they WANT or are ONLY ABLE to deal with being a "cog" .. we aren't all blessed with your abilities.. it's going to lead to HUGE job losses when it's combined with robotics and self driving vehicles.. there are SO MANY cab and truck drivers for example who will not have a way to earn soon with self driving vehicles there will be HUGE problems with this with civil unrest etc especially when interviewers get replaced, then it'll get REALLY tetchy

[@sevenRyeh]

It’s going wrong it’s a age thing don’t ever challenge a local successful business

[@matthewchandler2647]

I don’t want to be the hater but what are you guys even talking about? Title says the future of marketing but I’m 20 minutes in and I haven’t heard anything about actual marketing.

[@jamesteague5232]

I can't watch the rest of this. I love Seth and respect him. This guy talking to him..... not so much. He didn't even bother to read Seth's whole book. There are people walking around in the background of the video. I hope Seth charged you a ton of money. Complete disrespect for the man.

[@LevelingUpOfficial]

If that’s all you got from this then i feel sorry for you.

[@jean6453]

​@@LevelingUpOfficial I would respond to this as I imagine Seth might - "Well, this podcast isn't for you".

[@MilitaryCollectibles]

This is NOT the future of marketing. These people are completely disconnected from the real work 99% of marketers do every day. They live in a fantasy world. It would be easy to beat either of them in a 24 hour contest.

[@CaptainPlanet007]

How?

[@seven7vii7]

and your credentials are? Talk is cheap. Seth is an accomplished author, speaker, and entrepreneur. And you are?

[@macduff67]

This interviewer is a tool, he’s terrible!

[@LevelingUpOfficial]

I am a tool indeed!

[@CastleHassall]

please don't feed the AI.. so many people who THINK they can use it will find that they are not needed in business when the AI is used to do it by others (sttategists, interviewers, designers, administrators etc etc etc)

[@macduff67]

He was so arrogant he didn’t even read his book!