Seth Godin: How to Do Work That Matters for People Who Care

Legend alert!!! Seth Godin is a force of nature and a shaman to so many creatives and entrepreneurs. He has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and his 18 (yes, count them - 18!) bestselling books. If you’ve been following his work, you’ll know he’s one most brilliant marketing minds of our time. Seth’s latest book, This Is Marketing, helps reframe how thinking small is the new big! More precisely how we will find success if we at first make our products - whatever they are - for the smallest viable audience. Seth believes your most generous and insightful work needs this help - YOUR HELP - finding the people it’s meant to serve....
If there has been a guest that can speak directly to that little voice in your head - and help you get this marketing stuff RIGHT - it’s Seth. Pure sage. And purely actionable.
In this episode:
* The riskiest thing you can do it make average stuff for average people and pitch it to the masses. Instead, focus on the smallest viable audience (e.g. your patrons at table 4 of your restaurant) and bring magic to them, they will come back and they will bring their friends.
* If you try to please everyone, you’ll stop pleasing the people you care about. Seth shares some strategies on how to focus on the people that care about your work and better serve them.
* We all want to do work that matters for people who care. But we trip ourselves up thinking we need to become an evil marketer and spam the world. Fortunately, the best way to achieve your marketing goals is to help others become who they want to be.
* and much more…!
Enjoy!
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Chase Jarvis is well known as a visionary photographer, fine artist and entrepreneur. Chase is cited as one of the most influential photographers of the past decade. As an entrepreneur, Chase created Best Camera - the world's first mobile photo app to share images direct to social networks - sparking the global photo sharing craze. He is currently the founder & CEO of CreativeLive, the world's largest live-streaming online education company, having delivered more than a billion minutes of free live education worldwide.

[@RichMaciverPhoto]

"You're probably not good enough. But you could get better and if you keep getting better sooner or later, you'll be better" - I listened to that about 4 or 5 times. So solid.

[@Firuzeh]

Me too!

[@youssoofyoussef2691]

You're probably not good enough. But you COULD GET BETTER AND IF YOU KEEP GETTING BETTER SOONER OR LATER you'll be better

[@micheleinacharles-hazellem1968]

Thanks for writing that 4yrs later … ❤

[@albi7024]

"Show me 10,000 pictures ... take more pictures, take more pictures. Then come back to me and tell me you have no photographic talent. But first, do the work." That is perfect. Such a great answer. We let ourselves off the hook by using the no talent excuse. Talent BUILDS. Talent is DEVELOPED. Do the work.

[@ChaseJarvis]

Albi Kociu truth!!

[@RahulKumar-he5ss]

I love it that the video is black and white. Makes it so easy to focus on the words rather than the colors.

[@djlive408]

Rahul Kumar great point !

[@GGGGG-ec2ef]

Chase, you might want to check your encode settings for the glitchy upper right corner on Seth's camera angle. I get similar errors sometimes when using Adobe's "maximum render quality" when exporting (assuming you're using Premiere).

[@misionriqueza]

"The low price is the hiding place of the average creator"

[@SaraSpruth]

Another excellent interview! I found myself taking notes and saying oh there's more! Thank you for this rich and engaging conversation this morning.

[@caleb-hess]

"The low price is the hiding place of the average creator."

[@sabelozulu4871]

Seth Godin is definitely a force of nature!!!

[@SusaneRibeiro]

This video should have a million likes! The depth was amazing. Thanks, Chase, you are an amazing interviewer, wow, we can see that was flow. Amazing. Keep up the amazing work, it is inspiring me on my own youtube channel in Portuguese. :)

[@ChaseJarvis]

love to hear it!

[@posterupid5931]

Chase, you’re a great host. I am so glad that you brought Seth to the show! I learned so much invaluable lessons. Thank you for the great conversation!

[@Tallontherocks]

Is it me. Or is Seth going so deep that I cant comprehend.

[@JulesCapa1]

Makes perfect sense to me. It's simpler than it sounds - focus on small, make it amazing through practice and be a specialist.

[@TheZGALa]

I put mattresses on the floor and rented half my house on airbnb last month to pay my mortgage.

[@4PatriotSolutions]

My son and I took 36 pics of a rock and he got a gold star (best in class) for 1 of them. The Lion... a rock formation in Red Rock Canyon Las Vegas. His mom took it in the divorce.

[@Tracyjonesband]

Your ex-wife steals like an artist 😂

[@transitpix]

It's like one day you see Chase riding a dragon and you follow them to see God and He says, "Go see Godin. He knows this stuff." And here we are.

[@embraceyourpearls5549]

“Emotional labor = effortless care.” So much gold in this Seth Godin interview! Thank you, Chase Jarvis. You are a caring and thoughtful interviewer. I’m a new fan! 💯

[@ChaseJarvis]

Appreciate you! So glad you stumbled on this one. Seth's wisdom is pure gold.

[@soulcostume]

Dear Chase, this is so far one of Your best interviews I listened. Even my fav is with Mr Larry King ♥ But Seth Godin... Come oooon :)))) Excellent. Learn-Apply, thank You!!!

[@TheZGALa]

"Film is like water." my first photography teacher said if I remembered nothing else, we should remember that. That was a black and white photography class before digital came along and made it even easier to carry around than water! I have taken hundreds of thousands of pictures. Most of them are crap. Every now and then I get a great one. Just recently I am actually confident enough in my writing, filming, photography, singing--all my modern-day storytelling mediums to put my creativity on display, receive feedback, and slowly get better with practice, practice, practice.

[@BKLevi]

I just want to say Thank You so very much for this perspective. I discovered Seth for the first time tonight on KZbin. Wow! The third, hour-long video in a row. I will have to read his books. I'm an artist/painter, and now a digital artist also. I've been creating for over 30 years, but always hanging back and not getting my artwork out there. I really think this video has made all the difference in the world to my mindset. Thank You from the depths of my soul, both of you, Chase and Seth. Peace.

[@Firuzeh]

Thank you for this! Such great conversations!🙏🏼🙏🏼

[@ChaseJarvis]

Just dropped a new interview with Seth. Hope you have a chance to check it out. So many great takeaways.

[@Firuzeh]

@@ChaseJarvis I will definitely check it out! I sometimes listen to the conversations you have with people more than once, since often there is the equivalent of a great book in an interview! You have a great heart and mind!

[@JoanneHastie]

I've been listening to "This is Marketing" on Audio since listening to this as a podcast. I've been rewinding chapters so I don't miss an idea. Absolutely awesome to inspire me to keep going.Thank you Chase for sharing Seth Godin's latest work.

[@ChaseJarvis]

Great to hear you're digging in a bit deeper. So much value.

[@Portrayalpress]

"I wish I could write Tequila Mockingbird". Note to self - turn auto caption off😂

[@khanshoyeb7]

To Kill A Mockingbird 😂

[@LetsDoThis123]

Always enjoy solid interviews with Seth. Although the yellow pixels top right on Seth's camera was super annoying.

[@The1Devotion]

I literally hit the 30 second backward button at 47:08 ! ABSOLUTE GOLD .. thank you ❤️

[@bnibcdcreativemedia9851]

Funny. Ive done and continue to do hard physical labor all my life, while striving to find the emotional labor opportunities. Only to come up empty handed and having to continue physical labor so I can pay my bills and play this game called LIFE. But Ill keep listening.

[@ShawnMicheldeMontaigne]

The best interview yet, Chase. A true gem I'm going to watch again (and probably again).

[@ropersix]

8:15, the irony is, the original Banana Republic, the small store in Mill Valley, is exactly the kind of business Seth says is the future. It was quirky, based on stories, and of interest to a very small number of people who shared the adventure travel spirit. He should maybe include its story in a future book or talk, because it's a good one that illustrates his philosophy perfectly. But the J. Peterman character on Seinfeld once provided the short version of the same idea: "My stories are what sell these clothes."

[@anquirojm4123]

Jimmy Buffett took it where Grateful Dead most likely didn't. He never had a Top 10, but the Parrot Heads would crawl naked over broken glass to be in his shows and follow him anywhere.

[@sinitzinit]

Get Better Clients!!!! Thanks Chase you bring so much value I'm excited!!!

[@alexhartan]

Great video, loved the noir look of it, but the glasses MUST stay yellow.

[@hamala7437]

the guest been know at least, by a marvelous launcher of a flight, then, what matters comes, it's not totally depend on the guest anymore, then most of what this guest been practically launched, all landed but faced difficulties to relaunch, a total failure eiiiz, once leaving thiim, thiiy can't do it,

[@jaybread22]

GREAT conversation! I rewound the part about pricing 3x's. It totally changed my perspective on how to deal with potential clients wanting services I don't sell at the low price that they want to pay.

[@ChaseJarvis]

Yes! love to hear it.

[@DrSharonSchembri]

"The riskiest thing you can do is make average stuff for average people and pitch it to the masses" #LoveIt 🤓

[@JoelTibbits]

“The art of making an assertion I didn’t know before, and now that I know it, you have changed me.” Fabulous interview, thank you for creating this and sharing!

[@pb4844]

You are God, Seth. Thanks for changing my life ..xx

[@jasongrady8590]

If I could like this video twice I would. Thanks!

[@kmmk292929]

really great conversation! thanks for sharing. One suggestion though - why is there little yellow scratchy marks in the video? If it's for visual effect, I think you don't need those, it's a bit distracting.

[@ScottWebb27]

I keep watching and watching...

[@othentikgym974]

Seth Godin + Chase Jarvis = Extreme Value

[@ChaseJarvis]

Humbled!

[@mountainman6172]

One day, I will take Seth to an Ethiopian restaurant. One day! x)

[@jon8367]

I’m the minute 55:00 ! He is talking something that interest me. Does anyone know where I can read more about it?

[@marcia.adrian]

OMG... thank you so much.. this podcast just give me a way when I thought I didn't have one. Seth Godin is my mentor, work that matters for people who care is my motto since forever. Thank you sooo much Seth and Chase. 💥🙏👏👏👏

[@ChaseJarvis]

Glad it helped! 🙌🏼🙌🏼

[@TheZGALa]

lol 1300+ uploads in and still getting better sloooooowly. I can feel the tension growing for a snap though, like on a fault line.

[@ChaseJarvis]

Gabrielle Angel Lilly love this!

[@RichMaciverPhoto]

Some incredible insights in here Chase, thank you! And thank you Seth for sharing all your wisdom!! Love it.

[@ropersix]

On the pricing, it's a little hard to hold firm on your prices, when you're the one going after a new client. I mean, how do you position yourself as the expert who commands the higher price, when you're the one approaching them?

[@aronchoi6836]

Timothy Roper - the way I interpret this...when you position yourself by being the best in a specific niche, the demand for what you offer will exceed the supply. Seth and Chase have demonstrated this by adding value to the market first through their blogs, interviews, books, etc. Basically, publishing more work that matters to the market that wants to pay for the best and getting better based on feedback.

[@clippersncurls]

This is a good question Timothy Roper- What you have revealed of yourself is that, in my opinion, you are engaging in the art of chasing after clients. Seth and Chase(no pun intended) aren't chasing. Once you put a price on your work, you will weed out the ones who either can't or don't want to afford you yet, from the ones who can and will. It becomes a further definition of your viable market. Keep doing good work and keep getting better for those who want it. Will you chase 50 @ $10 or accept 5@$100? I think the time spent chasing 50 would bring greater rewards making your work better for the 5 and the 5 they share with. All the best!

[@NicolaCairncross]

Seth teaches Attraction Marketing and I have been following him and taking action on it since the very early days (1998-1999) and it works!

[@ropersix]

@@NicolaCairncross I do have Seth's new book--maybe it's time to read it and take what he says seriously.

[@mcosicc]

Love You!!

[@F8Entertainment]

thankyou for this 💓

[@JamesScottGuitar]

“Jerry Garcia didn’t have to get a Sponsorship deal with Dove Soap or Axe..” 😂😂😂😂 I LOVE Seth Godin. He ALWAYS provides the most valuable insights into human needs and how to help others... He’s the Dalai Lama Of Marketing. He comes from a place of compassion. He always starts with the fundamentals of serving others... He distills everything down to a core message: Care first, serve first, offer your help to those who need the help, they’re the ones who want your help.

[@ChaseJarvis]

haha. love that.

[@FelipeSergente]

One of the best ads i had on my videos.

[@TheZGALa]

I love listening to you (Seth) talk about this book on all my favorite platforms! Great questions, Chase. SO much of this resonates with me. I sing/play guitar in a band, and performing to intimate/small audiences is so much more pressure in a way. ALso, if someone "boos", it is good reason to Rock Harder. Much Love to you both!

[@jasoncuray]

One of the best interviews I’ve ever seen. Thanks Chase!

[@ChaseJarvis]

Thx Jason! New interview with Seth just happened to drop earlier today. Hope you have a chance to check it out.

[@jasoncuray]

@@ChaseJarvis That's great! also ordered The Practice and it is really good to see Seth all over youtube again!(well, suggested video algorithm)

[@peterorthmann5612]

Does anyone care anymore? Or, is it all about getting a great bargain for some tacky crap? Maybe I have simply been around people who lack the sophistication or the financial resources, but I am not seeing those people who give a damn about good work.

[@brettturner3326]

There are people who care. I know a few.

[@LoriSavingWild]

What a great interviewer you are. You follow your interviewee beautifully, something that is hard and not done by most interviewers on KZbin. Thank you!. You are both brilliant.

[@ChaseJarvis]

Appreciate the kind words. Thx Lori!

[@MyMEGAamazinglife1]

Aren't you the photography guy? I used to be subscribed years and years ago when I was studying photography.

[@lschiz-photography1765]

Absolutely incredible!! This is the wisdom, insight and reveal I have been searching for as I have wrestled with starting up a photo biz after 10 years of shooting. Got the book. Tons of notes from this. Chase, your too are incredible in your role and this craft of interviewing. Knowing asking leading and then getting out of the way do Seth can expound. Thank you Seth and thank you Chase!

[@djlive408]

I’m reading “this is marketing” by Seth and it’s pure gold. Highly recommend it!

[@PH1M0]

Brilliant generous, conversation !👏 Thank you both 🙏

[@brianmillerspeaks]

One of the best interviews with Seth during this book launch tour. Thanks so much, Chase. New to your work, but a long time Seth fanatic. Subscribed.

[@ChaseJarvis]

Brian Miller: Behind the Magic thank you!! welcome to the tribe ;)

[@gerdasnyman5140]

love your shows... making notes as I listen... thank you for inspiring me...

[@ChaseJarvis]

Nice! love to hear it. Thx so much for tuning in!

[@radiaiffath9937]

This is a pure gem!! Can't thank you guys enough.. Taken some incredible notes that'll be with me forever..

[@GerhardReus]

Thank God for Seth Godin

[@refaldahlan5176]

Bookmark for self: 1:01:01 Seth's productivity habits

[@chumsx]

my favorite part - 46:05

[@kylelougnot]

Such practical wisdom for those who can grab onto the concept of minimum viable audience. We are all taught to go after the largest possible audience, yell the loudest, and hope to sell something. Taking the opposite approach is so freeing for a small marketer like me, and for those of use who are thoughtful by doing work that matters for people who care. This is solid gold for people who are willing to give it a shot.

[@byronbaronv]

14:01.

[@_misterJ]

'Having the guts to be specific as opposed to hiding behind infinity' Deep and meaningful, thanks Seth

[@salsabird321]

Fantastic interview witch SPOT ON questions, in which I recognized myself a lot! Thanks for this very helpful video!

[@Actidad]

Some great input. I love "people like us, do things like this"

[@ChaseJarvis]

💯

[@Actidad]

@@ChaseJarvis thanks for the love. Keep up the great work👊

[@priyanksingh6315]

Absolute masterclass

[@justtriesjkl]

Life goals= be on @ChaseJarvis #creativelive

[@AquariusRising]

Who bought the book? Got mine the other day, it's really good!

[@hollycade6351]

So many mic drop worthy moments, Seth is a living legend 🙌

[@suchoudh]

How dare I do that.. ? How could i let these people down. Man he is so very inspiring.

[@XaimeAneiros]

Great insights here, thanks Chase for making this conversations happen.

[@NickPelletier]

Chase it's been a while since I've listened, and after listening to this I'm going to go back and listen to every one I missed for the past several months. Your content has been a huge blessing for me and a lot of motivation. Thank you for doing it. Seth Godin is great, thanks for having him again. Hope to meet you some day.

[@ChaseJarvis]

Welcome back!

[@lyndaevans1132]

Seth, your aim in writing Linchpin is evident in every page, and I thank you.

[@VincentFulco]

Really awesome question/comment from Chris at ~29 minutes. Well done overall!

[@NicolaCairncross]

Really enjoyed that! Great questions too!

[@OrenHatum]

Awesome episode - excellent questions by Chase Jarvis and powerful answers by Seth Godin!

[@ChaseJarvis]

Thx Oren!

[@AshleyMurphyArt]

Sold!!!!!! ✔️ Great wisdom in a book! Thank you Seth and Chase.

[@endlesshybrids]

There are so many videos with Seth but this is one of the best!

[@RICKLOPROJECTS]

repeat to self " I am banksy, I am Jerry! when they first started out!" great vid!

[@johnathonwright3879]

Dude. You're awesome! Its hard to find good interviews. Also, didn't know you were the founder/CEO of Creative Live :o always loved the concept of it. Keep doing you man. Its working. Also, you got a new subscriber.

[@ChaseJarvis]

Welcome Johnathon! Glad you're here. Will keep 'em coming 👍🏼

[@zemedebezuneh5491]

Seth is an Amazing guy! He is the one I follow. The more I read and listen to his stuff the more I admire him. He nudges me to think a bit deeper and choose to be better drip by drip...Step by step..

[@ChaseJarvis]

so true ⚡️

[@jamiemartinez7612]

2 years old and everything is still useful today. I love Seth and I loved this interview. You are an excellent host. 👍

[@ChaseJarvis]

Thx Jamie! I have it easy. The guests bring all the gold. 🌟

[@leedsdrumacademy]

Damn, Chase, you're looking huge.

[@StephenMykal]

this is great

[@conradodesa2]

hey Chase, I would love to see you with Sadhguru.

[@casperfigge]

#22:00 try to tech one / don't be a marketer be a teacher

[@sachetsofrelish]

Blast! I have to go and buy the book now.

[@gabialmeidaworld]

Great stuff!

[@THE-VVATCHER]

fantastic

[@BrittanyPoet]

Amazing interview.

[@robinsandorf6075]

Good show. Thank you.

[@aronchoi6836]

Tremendous value and depth here. The biggest thing I took away from this is that feedback, whether positive or negative, on something I create is not a reflection of me necessarily. It could just be it’s not what they are looking for. Instead, focus on creating for who you want it to be for...and focus on the process of always getting better.

[@DamianDemasi]

Pure gold! Thank you!

[@a.m.a.b7368]

49:49 Great talk on Pricing

[@ChrisHansenCristoforoM54]

Exactly what I needed to hear- thank you both !

[@kavanlake871]

That was awesome. Thank you 🙏

[@oomraden]

thank you for keeping interviewing people, Chase!

[@ChaseJarvis]

Tommy Hartanto will never stop!

[@therealbrianmaya]

Are these available as an audio podcast?

[@ChaseJarvis]

Brian Maya yessir- iTunes.com/chasejarvis ;). I’ll look for your subscription! Love it if you are willing to leave a review!

[@therealbrianmaya]

@@ChaseJarvis Awesome, thanks!