Review: This is Marketing by S. Godin

Review: This is Marketing by S. Godin

Like most people, to me, marketing has always felt like a dirty word. When I think of marketing I think of cigarette companies, influencers, and people forcing more crap I don’t need down my throat. And sure, there is plenty of that. However, with that in mind, recently I’ve felt drawn to understand the process a little better, after all, if I ever want to know how to market this blog or myself in the future I will need to have some understanding of the process. Last week I was looking for a new podcast to watch and stumbled across the name Seth Godin. The podcast (here) itself is outstanding and so I decided to purchase his book. Now I think about it, that’s pretty good marketing…

“A lifeguard doesn’t have to spend much time pitching to the drowning person. When you show up with a life buoy, if the drowning person understands what’s at stake, you don’t have to run ads to get them to hold on to it.” –  Seth Godin

This Is Marketing challenged my perception of the modern world of marketing and gave me some good building blocks for moving forward. Seth makes a great point that marketing the right product/service to the right person really can change the world for the better. 

“Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.” –  Seth Godin

The book covers everything you need to know to get going, complete with tasks to follow, and real-world examples. He talks to the importance of finding your niche, defining the problem you wish to solve, creating a narrative, developing a strategy, getting your audience’s attention, and most importantly, pivoting if things don’t work. 

“The relentless pursuit of mass will make you boring, because mass means average, it means the center of the curve, it requires you to offend no one and satisfy everyone.” –  Seth Godin,

There is a wealth of knowledge in this small book, but one other thing I’d like to mention is the emphasis he places on the way marketing has changed in recent times. It’s no longer helpful to pour money into sponsored advertising as we, the consumers, are far more cautious of the data we consume. He believes that in this day and age ideas travel horizontally through people discussing our product and the best way to make an impact is through consistency. Sure it will take longer, but this way your system is built to last. Whether you aim to start the next Tesla or selling crystals on Etsy, this book is worth picking up. It’s smart, succinct, and is an easy read.

“Marketing is the generous act of helping others become who they seek to become. It involves creating honest stories—stories that resonate and spread.” –  Seth Godin

One really important point was that we need to get out of our heads. How many times have you seen someone do something similar to what you want to do and thought ‘that person doesn’t even know what they are talking about, I know more than them’, chances are you are right, but the difference between you and them is that they took the leap. I think its an important message, and we should be grateful to these people, because they have paved the way for us, and if they can do it then so can we.

Double Review: Unbreakable & Rich Dad Poor Dad

Double Review: Unbreakable & Rich Dad Poor Dad

I decided that with all the books I read on understanding human psychology it was about time I deviated and read a couple on better understanding money.

It seems to be one of those areas that ‘spiritual’ people ignore, or say things like “money isn’t so important to me”. This is great, but unless you plan on selling your worldly possessions and moving to a commune, or a cave in the mountains in Tibet, it won’t get you far. Not only that, but I’m a firm believer that the real work comes from existing in the real world. So if we are going to live in this world, we may as well do our best to prepare for it.

Unbreakable by Anthony Robbins and Rich Dad Poor Dad by Robert Kiyosaki are two books by quite possibly the most successful financial authors on the planet. While approaching the topic from two vastly different angles, the knowledge is somewhat similar and the combination gives you a well-rounded intro into the world of financial abundance.

In Unshakable Tony takes us through a series of interviews with highly successful businessmen such as Warren Buffet, offering us insights on how the truly financially successful operate. While not all of us aspire to be multi-billionaires, there are some great take homes on how to enhance your financial situation. Tony Robbins breaks down superannuation funds, the share market and the property market into concepts that those without any previous knowledge can understand, and the results are both fascinating and concerning.

If you want to be certain that you’ll never lost money in the financial markets, you can keep your savings in cash – but then you’ll never stand a chance of achieving financial freedom. As Warren Buffett says, “We pay a high price for certainty.” – Anthony Robbins

“Remember: wherever your focus goes, your energy flows. When you put your entire focus on something that really matters to you, when you can’t stop thinking about it every day, this intense focus unleashes a burning desire that can help you obtain what might otherwise be out of reach. Here’s what’s going on beneath the surface: a part of your brain called the reticular activating system is activated by your desire, and this mechanism draws your attention to whatever can help you achieve your goal.” – Anthony Robbins

Rich Dad Poor Dad spends no time in breaking down those Middle mentalities, money management and excuses like “I don’t earn enough”. He teaches taking greater risks for larger rewards and that its better to becoming a jack of all trades, as opposed to a master of one. He preaches the importance of becoming educated in trading, the property market and other methods of gaining assets, with a focus on making your money work for you. Robert truly believes that the only person getting in the way of financial success is you and that in order to create real financial abundance you have to put in the effort knowing full well it won’t come overnight.

“In school we learn that mistakes are bad, and we are punished for making them. Yet, if you look at the way humans are designed to learn, we learn by making mistakes. We learn to walk by falling down. If we never fell down, we would never walk.” ― Robert T. Kiyosaki

“As I said, I wish I could say it was easy. It wasn’t, but it wasn’t hard either. But without a strong reason or purpose, anything in life is hard. ” ― Robert T. Kiyosaki

The two books combined give you a good introduction into money management, and while both suggest you take some course, whether they are free online or paid workshops, they definitely break the ice and give you some concepts and ideas to get you going.

“Excessive fear and self-doubt that were the greatest detractors of personal genius.” ― Robert T. Kiyosaki

Review: Shoe Dog by Phil Knight (founder of Nike)

Review: Shoe Dog by Phil Knight (founder of Nike)

Footwear has never really been a passion for me, I’ve tried and tried to understand the culture but it’s beyond me, maybe I’m just not overly fashionable. When someone suggested I read a book about Nike I saw no value in it. It took another 3 or 4 people suggesting it, and I copy that more or less fell into my lap before I decided to give it the time of day.

“Have faith in yourself, but also have faith in faith. Not faith as others define it. Faith as you define it. Faith as faith defines itself in your heart.” ― Phil Knight

Shoe dog is a memoir by one of Nike’s founders, a man by the name of Phil Knight. Almost from the moment I picked this book up I was sucked in, I could hardly put it down. He’s an amazing story teller and brutally honest. It really just feels like he’s sitting down with you and chatting with you as a friend. The memoir has it all, psychology, philosophy, spirituality, mythology and he even explores with concepts like coincidence. For better or worse, he’s extremely self critical and really tries to unpack how and why he reacts the way he does, not external factors. Above all else he gives a real understanding of what it took to build a billion dollar company from nothing. I really can’t recommend this book enough.

Starting my own business was the only thing that made life’s other risks—marriage, Vegas, alligator wrestling—seem like sure things. But my hope was that when I failed, if I failed, I’d fail quickly, so I’d have enough time, enough years, to implement all the hard-won lessons. I wasn’t much for setting goals, but this goal kept flashing through my mind every day, until it became my internal chant: Fail fast.” ― Phil Knight