Tag / seth godin

by Nathan Coumbe

You can’t control the weather. You CAN wear a coat.

Seth Godin wrote on Medium that knowing what the weather forecast is give us the illusion of being able to control it. 

Of course that’s not true. 

We seek control in our lives and settle for these illusions without actually being able to do anything about it. 

You can’t control whether or not it’ll snow, but you can prepare by putting on coats and boots.

You can’t control whether or not it’ll rain, but you can stick an umbrella in the car just in case. 

You can’t control whether or not a post you write will go viral. But you can write the post and ship it. And if it doesn’t, you can write another one tomorrow. 

In short, if you want to control something, you can control yourself. Your actions, reactions, words. 

But that’s all you can control. 

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by Nathan Coumbe

If you want to be a teacher…

Teach. 

Make videos. Write blog posts and articles. 

Host a workshop or a live social media “conference”.

Teach what you’re learning and you’ll get better at it. 

It’s a practice. And you don’t need permission.

(Though it helps if you know what you’re talking about.) 

The same holds true for just about any other practice or identity you wish to adopt.

“Just do it” isn’t a slogan reserved only for Nike.

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by Nathan Coumbe

Bad marketing & yogurt

I was at the grocery store buying yogurt for my wife made by a well-known brand. I called her on FaceTime to confirm which flavors she wanted.

She told me the flavors, and I found them – strawberry, mixed berry, and vanilla. 

Strawberry was red. Mixed berry was purple, red, and blue. Vanilla was a yellowy-cream color.

Later when I got home, my wife informed me I’d also bought lemon and black cherry (both of which were disgusting). 

The black cherry was a mixture of the same colors used for both strawberry and mixed berry. And the lemon was a lighter shade of the yellow that was on the vanilla yogurt.

Not only were the colors too similar to distinguish between them, but they were all stacked on top of each other in the refrigerator. Naturally I saw one flavor and grabbed all the ones in the same stack, assuming they were together for a reason.

Now this could easily be the fault of a merchandising person, but I don’t like to think that way. 

I’d like to argue that it’s the fault of bad marketing.

Marketers have a responsibility to distinguish between their products. 

Putting products in the same metaphorical “boat” as other products, then letting customers assume they’re the same, or solve the same problem, or have the same purpose? That’s terrible marketing. 

This is misleading to you, the customer. And when you bite into the lemon-flavored yogurt (thinking it’s vanilla), you’re in for a nasty, unpleasant surprise. 

That leads to anger, frustration, a bad experience, and a literal bad taste in your mouth. It’ll prevent you from doing business with them in the future.

Making product lines nearly indistinguishable from each other is a good way to confuse customers and prospects, frustrating them when it comes time to make a decision. 

My favorite case study for this issue (apart from yogurt) is Apple.

Most of their iPhones are indistinguishable from each other, with only the most minor differences between them. These are differences only an expert in photography, mobile device design, or someone with a lot of spare time on their hands would recognize. 

Their computers suffer fro the same issue—minor “improvements” that, to the average person, make no difference whatsoever in how they use it, what they get out of it, or why they should spend more (or less) money on it.

The solution is to make products that are remarkable, radically different from what’s come before. 

That way there’s a reason to buy one or the other. When customers have lots of options—and they can’t tell the difference between them—often the simplest solution is to buy the cheap one.

Or… Walk out the door.

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by Nathan Coumbe

Marketable skills

The Music School at University of North Texas has a list of what they call “marketable” skills that each of their degree plans develop. Skills include:

  • Performance communication
  • Excellent memory capability
  • Command of music computer programs
  • Pattern understanding
  • Improvisation and analytical capabilities

Now, as a former full-time musician myself and current corporate employee, I can safely say…

No one has ever paid me for any of this. Which is the supposed to be the definition of “marketable skills”—things worth paying for.

If you take Seth Godin’s definition of marketing to heart (which I do), then marketing means creating change in another person. And to take it a step further, it means creating a change in them that also prompts them to “pay” for your skills in some way.

You will then see that none of those skills do anything like that. However, they may give you the ability to accomplish that goal.

Those skills might allow you to:

  • Move another person so deeply that they become a raving fan of your music
  • Leave someone in awe of your stage presence and artistry (so they’ll come to more concerts and buy your albums)
  • Create a piece of music so astounding that someone tells 10 of their friends (and they tell 10 more…and on and on it goes)
  • Hypnotize an audience with intricate rhythms and on-the-spot creations so outrageous they beg to “know the trick”

All of these outcomes from your skill development lead to similar results: obsessed fans who tell other people and support your art because they can’t live without you.

The skills aren’t marketable.

But what you create with them and put into the world is.

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by Nathan Coumbe

Do you do what you THINK you do?

If you’re a business owner or freelancer, what problem would you say you solve for your customers? (Hint: it’s probably not the same as what they think.)

If you’re an employee, do you know what problem your company was created to solve? What its original purpose was? Do you know why customers hire your employer?

Odds are, what you think you do and the reason your customers actually buy from you are quite different. 

But if you want to increase your levels of success and sales, you have to align those two things.

Whether you’re starting a business or building a musical group, there are two marketing questions you must ask first: 

  • Who’s it for? 

And

  • What’s it for?

And if you work with others, you must also ensure they know the answers to these questions. If they don’t know, they won’t care, nor can they truly help you succeed.

“No involvement, no commitment.”

—Stephen R. Covey

In fact, it’s a good idea to solicit answers to these questions from your people. You might get closer to the truth of what it is you’re trying to do.

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by Nathan Coumbe

It’s not an absence of passion

It’s a presence of fear. 

That thing you were considering—now you feel you aren’t “passionate” enough about it to pursue. 

The business you thought of starting. The video you were going to film. The degree you thought about getting.

You’re telling yourself you aren’t passionate about it. And therefore it’s not worth doing. 

You’re wrong. 

Passion has nothing to do with it. You’re just scared. 

Scared of starting. Scared of failing. Unsure of what it will look like once you commit. 

To paraphrase Seth Godin: if it scares you, it’s a pretty good sign you should try to do it.

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by Nathan Coumbe

The first thing to do when you get laid off…

I lost my job yesterday – nothing to do with me. Something happened with the company, and I was one of the casualties.

There’s nothing I can do about it but to accept the reality of the situation and figure out how I’ll respond, rather than react, to this setback.

And the first thing I did?

I went for a walk.

Even though I really didn’t want to. I did it anyway – and I felt better for it.

When something like this happens, the best thing you can do is to get in some movement. Any form of exercise will do:

  • A long walk
  • A few laps at the pool
  • A great strength session

Get the heart pumping, the blood flowing to your brain, and the endorphins storming throughout your body.

There’s another thing you need to do, too—take your daily dose of motivational vitamins.

I love to listen to Seth Godin and Zig Ziglar on a daily basis – the same messages over and over again until I can repeat them verbatim. Why?

Because when I start repeating what they say—when I can finish their sentences—it means I’ve changed the way I talk to myself. Their messages of hope and success become my thoughts on the same topics.

So, if you’re about to lose (or already have lost) your job, take these two steps immediately.

  1. Get in some exercise (and do something physical EVERY SINGLE DAY)
  2. Take your daily motivational vitamin

By the way, here are two great recommendations from Seth & Zig to get you started:

P.S. Check out my cute little video talking about this very topic.

by Nathan Coumbe

Artists & fly fishing

Seth Godin has a short chapter in his book The Practice on his experience learning to fly fish. 

At the retreat, he specifically requested that he not have a hook attached to his rod so he could focus instead on the practice of casting perfectly. 

Without the hook (and therefore without any chance of catching anything), there was no way he could obsess over the outcome. He was focused on the process when everybody else was focused on catching a fish.

The result—he learned how to cast perfectly and mastered fly fishing. His friends obsessed over making a catch and failed to develop the necessary skills.

This is how artists must work. They must focus on the process, not the outcome. They must create and ship work on a regular basis without worrying about whether or not this project will be “the one.”

Process, not outcome. That’s where we need to redirect our focus.

If we don’t set out to create a masterpiece, it’s much more likely we’ll make one in the end.

(A personal aside: I realized after reading this passage that my dad was an artist in the same way. He loved fishing and genuinely did not care if he caught a fish or not in the process. He was totally at peace on a boat or pier casting and reeling, over and over. He had the mindset and demeanor of a true artist.)

by Nathan Coumbe

Who’s your Zig Ziglar?

Zig Ziglar (a native of my very own Mississippi) is practically the grandfather of all motivational speakers. 

He spent years of his life giving incredible speeches on stage. But he also recorded dozens of audio programs to help people change their mindsets and learn his signature theme:

“You can have everything in life you want if you just help enough other people get what they want.”

Seth Godin used Zig Ziglar as a mentor when he started off as a book packager in the 1980s. He had multiple Zig Ziglar audio programs that he listened to on repeat for 3+ hours a day. And it helped him overcome 900 rejections in a row!

Seth is a huge advocate for listening to the same people over and over again as often as you can.

But it’s not necessarily because “positive thinking” can help you get everything you want in life.

Instead, it’s to help you rewire your self-talk so you can…

  • Be more effective in your daily life, 
  • Overcome obstacles and setbacks
  • Be positive when the bad stuff inevitably happens

His advice: find someone who speaks to you in the right way and listen to their messages over and over again… Until you come to believe it yourself. 

Seth Godin is MY Zig Ziglar. 

  • I’ve listened to all of his podcast episodes (200+) at least twice, if not more
  • I’ve watched all his TED talks multiple times 
  • I’ve tried to find every podcast he’s ever been a guest on
  • AND I own just about every one of his books

I wonder: who’s your Zig Ziglar?

Who is someone whose message resonated so much with you that you can’t get enough of them? 

If you’ve found someone like that—in a podcast, audiobook, TED talk, or YouTube channel—I urge you to put them on repeat and rewire your self-talk. 

And if you haven’t, find someone who could do that for you… Seth Godin. Zig Ziglar. Buddha. Tony Robbins. Robert Kiyosaki. Jesus.

The “who” doesn’t matter all that much.

Just find someone and adopt them as a mentor from afar.

by Nathan Coumbe

What if you HAD to start your own business?

I clicked the “Random” button on Seth Godin’s blog yesterday and landed on an old post from 2002.

One passage punched me so hard in the gut that I had to share it with you today in its entirety. 

“Imagine for a second that you just lost your job. Further, imagine that the industry in which you’ve been trained and are working in has just disappeared.

What are you going to do? Are you going to go out and look for another job?

What if there were no choice… what if you had to start something? Anything. What would it be?“

Here’s the thing: your current job is crazy, risky, and unstable, probably more so than any entrepreneurial venture you might start. Why? 

Because you could be fired at any time and lose your sole source of income.

He continues:

“Is it scary? Well, just for a second, consider the alternative. You could work for Motorola or Adelphia or even AT&T, always wondering when the company was going to downsize you at the same time you were busy doing whatever the boss asked just to be sure you’d be the last to be fired…

Sounds to me like running a tiny business is totally safe in comparison.”

You don’t have to mortgage your house or get $500,000 in venture capital to start a small business… 

You can build a tiny business, one that makes a difference for a small group of customers or clients at the same time it secures your income. You don’t even have to quit your job today to get started.

So I repeat the question:

What would you start if you had to?