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September 25, 2008

News & Opinion: Profile of a Marketing Guru

By: Dylan Schleicher @ 7:48 PM – Filed under: Marketing & Sales

This week BusinessWeek ran a profile of our friend Seth Godin.
Godin's ability to synthesize and combine topics helps account for his broad influence. "Some people want a deep dive; they want metrics. But if you want someone to take a complicated topic and boil it down to the core, that's Seth," says John Moore, a brand consultant and former Whole Foods Market (WFMI) marketing director. Godin finds patterns of behavior and general problems that exist in seemingly unrelated fields. He sees Mary Anne Davis, a potter at one of his seminars, grappling with the same problem as executives at Boeing (BA): How do you market effectively when your products aren't the kind people buy based on an ad? And this focus on the general rather than the specific explains part of Godin's wide appeal. "The big win is when I say something that's just vague enough that it's useful, but people think I wrote it just for them," he says.

Seth mentions the article on his blog, http://sethgodin.typepad.com/.

About Dylan Schleicher


Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.