Mobile and Tablet Marketing, Search Marketing, WordPress

It’s Not Their Fault, It’s Yours

I find myself in the middle of a book binge once again, with four on my plate right now.
Small is the New Big

I picked up Small is the New Big, by Seth Godin, this weekend. I’m already enjoying it although Mr. Godin took me by surprise. Had I read a little more about the book, I would have noticed that the material is a compilation of his work… I suppose it’s a lot like listening to a ‘Greatest Hits’, great to hear all the songs… but wondering why you didn’t just listen to all the cd’s you had on the shelf.

At the end of the day, I’ve forgotten much of what I’ve read or heard from Mr. Godin. It’s something we all suffer from. How much of every book do you remember? Luckily, I buy hardcovers because I often pick up old books and browse through them for inspiration and ideas. This is one of those books. If I simply pick this book up and read the passage I’m about to speak about, it will have been worth 10 times what I paid.

Mr. Godin is an incredibly talented writer – often putting the most complex situations into simple terms that you can act upon. Not a lot of other writers inspire the way he does. And I’m sure not a lot of other writers have the following that Mr. Godin does. His reading doesn’t tell you what you are doing is wrong or right, he simply asks the questions and states the things that make you face your situations head on.

On page 15, Seth states:

If your target audience isn’t listening, it’s not their fault, it’s yours.

That may not sound like a huge wow, but it truly is. The statement can be transformed into a number of different premises:

  • If your customers can’t use the software, it’s not their fault, it’s yours.
  • If your prospects don’t buy the product, it’s not their fault, it’s yours.
  • If they don’t visit your website, it’s not their fault, it’s yours.
  • If your employees aren’t listening, it’s not their fault, it’s yours.
  • If your boss isn’t listening, it’s not their fault, it’s yours.
  • If your application doesn’t work, it’s not their fault, it’s yours.
  • If your spouse isn’t listening, it’s not their fault, it’s yours.
  • If your kids aren’t listening, it’s not their fault, it’s yours.
  • If you are not happy, it’s not their fault, it’s yours.

I suppose the point is, what are you going to do about it? Seth goes on:

If one story isn’t working, change what you do, not how loudly you yell (or whine).

Change what you do. You have the power to change. Change doesn’t mean that you have to do it alone, though. Ask for help if you need it.

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