No question about it, Seth Godin is a genius. If you want to do business on the internet it starts with people trusting you. For that matter, it ends with people trusting you. If you can’t develop trust, you’re not in business online. The Joe Lazauskas interview with Seth is revealing and inspiring. Here’s a quote from the interview. You really should read the whole thing.
“… in a world of zero marginal cost, being trusted is the single most urgent way to build a business. You don’t get trusted if you’re constantly measuring and tweaking and manipulating so that someone will buy from you.
I don’t have any problem with measurements, per se; I’m just saying that most of the time when organizations start to measure stuff, they then seek to industrialize it, to poke it into a piece of software, to hire ever cheaper people to do it.
The challenge that we have when we industrialize content is we are asking people who don’t care to work their way through a bunch of checklists to make a number go up, as opposed to being human beings connecting with other human beings.”
The video below is about content marketing in general. Have a look and let me know what you think.