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Seth Godin served as keynote speaker for the #inbound13 conference which took place in Boston. Godin offered a plethora of advice for the modern company but his main point was that businesses should seek to reach their customers on a personal level. The author includes several of Godinai??i??s quotes from the speech.
Godin urges companies to be on the lookout for new opportunities rather than maintaining status quo. He also notes that over the last century, businesses have treated their people as interchangeable cogs rather than capitalizing on their strengths.
Godin weighed in on pop culture, noting that thereai??i??s more music available today but the business of recording is disappearing. He decried that television mass advertising only supports inferior or poor products. He supports this with the assertion that the average grocery store gets about 17,000 new items every year and expresses doubts that people care about the marketing of these products. Businesses, it seems, may have missed the implications of the internet for the marketing industry, which goes back to Godinai??i??s beliefs on forming connections.
Other parts of the speech expounded on how corporations tend to get caught up in what Godin calls ai???a race to the bottomai??? by seeking their new ideas from the middle as opposed to the fringes. Also, any individual seeking success in the current job market needs to
truly be connected to both customers and colleagues. The best workers seek ways to both lead and, at the same time, make themselves indispensable.
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