I am again in the middle of a book binge, with four on my plate right now.
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 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 Greatest Hits. It’s great to hear all the songs… but I’m wondering why you didn’t just listen to all the CDs you had on the shelf.
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 pick this book up and read the passage I’m about to speak about, it will have been worth ten times what I paid.
Mr. Godin is an incredibly talented writer – often putting the most complex situations into simple terms you can act upon. Not a lot of other writers inspire the way he does. And I’m sure not many other writers have the following that Mr. Godin does. His reading doesn’t tell you whether your actions are wrong or right; he asks the questions and states what makes 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 several 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 unhappy, it’s not their fault but yours.
I suppose the point is, what will you 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.
