How does serendipity work again? Am I thinking about something, and that resonates unconsciously with someone else, who is drawn to say or do something related to it? Or is that other person pondering and doing, and I unconsciously pick that up and start wondering?

Seth Godin writes a lot of blog posts, and often I read and think, “That makes sense and I see who the target audience is… but it’s not me.” But once in a while I read a post of his and think, “How did he know?”

I have conversations with people transitioning to self-employment, trying to design a small business or grow one from a tiny seed to a productive tree. Lately the questions and concerns have focused on risk. People want to know, What are the real risks of starting a small business and pursuing self-employment? That’s a great question, but the equally important question is, What are the risks of not doing it?”

Seth amplifies the difference in Apparent risk and actual risk.

When I consult with people on steps to transition to self-employment and grow a small business, inevitably we hit some roadblocks when we discuss marketing. Even though I start with a simple, basic overview and the easiest, least expensive things to do, a lot of people get overwhelmed by all they have to consider and learn. I feel like the Grinch, stealing their Christmas. But after reading Seth Godin’s “overview” of questions to ask about your website, I can see that he’s the real Grinch! I’ve been a puppy dog Santa compared to him. But he’s successful because he knows the right questions, like Things to ask before you redo your website.

Sometimes the only thing to move more slowly than a corporation is a non-profit corporation. “When was the last time you had an interaction with a non-profit (there’s that word again) that blew you away? …if you don’t have a ton of volunteers happy to help you, then you’re not working on something important enough.” Seth challenges that head-on in The problem with non.

New media opened the doors for small businesses and solo entrepreneurs to get in the conversation with lots of prospects for a very low cost. Seth Godin sees this is part of a paradigm shift where marketers will build their own platforms instead of using those of the entertainment media.
The platform vs. the eyballs

I have been explaining to people for months now, maybe even years, that using one or a half-dozen marketing tactics is not a marketing plan. Tactics are the means of implementing a strategy. Without strategy, which states the clear outcome desired with defined steps, there is no plan.

Seth Godin explains it succinctly, and of course with a lot more authority, in a recent blog post. You can read what the guru says here:

When tactics drown out strategy