The Carey Nieuwhof Leadership Podcast CNLP 684 | Seth Godin Unpacks His Creative Process, Talks Strategy, and Explains How He Overcame 800 Rejections
Seth Godin, a renowned author and marketer, shares his creative journey, emphasizing resilience after facing 800 rejections. He dives into the art of impactful storytelling, revealing how curiosity fuels learning and creativity. Godin illustrates the connection between magic tricks and public speaking, highlighting audience engagement. He critiques feedback dynamics in the creative process and discusses the evolving role of strategy in leadership. Additionally, he explores AI's influence on creativity, advocating for a balanced approach to technology in everyday life.
01:25:37
Brevity in Teaching
- Present the smallest possible nudge that still provides support.
- Anything beyond that hinders learning.
Curiosity vs. Verbosity
- Verbosity often masks insecurity and a fear of criticism.
- True curiosity drives concise writing by seeking to understand and explain.
The Slide Trick
- Seth Godin paid a hotel worker to teach him a physics-defying slide trick.
- He's driven by a need to understand how things work, similar to his interest in magic tricks.
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Intro
00:00 • 5min
The Art of Impactful Storytelling
05:18 • 12min
Cultivating Curiosity and the Art of Wonder
17:46 • 4min
The Art of Engaging Storytelling
22:14 • 5min
Navigating Feedback in Creative Processes
26:50 • 24min
Navigating Strategy: Beyond Plans to Purpose
51:05 • 3min
The Status Game: Culture and Strategy
54:06 • 19min
AI's Impact on Creativity and Everyday Life
01:13:19 • 11min
Exploring New Resources and Upcoming Opportunities
01:24:07 • 3min
Survival Is Not Enough
Seth Godin
In 'Survival Is Not Enough', Seth Godin argues that companies should focus on evolution rather than constant change.
He introduces the concept of 'zooming' – embracing change without pain – which allows organizations to evolve effortlessly and attract people who drive further evolution.
The book provides practical advice on making chaos an asset rather than a threat, applicable to companies in any industry and market conditions.
The Icarus Deception
How High Will You Fly?
Seth Godin
In 'The Icarus Deception: How High Will You Fly?', Seth Godin uses the myth of Icarus to argue against the conventional wisdom of playing it safe.
Godin points out that while the myth warns against flying too high, it also cautions against flying too low, which can be just as dangerous.
He encourages readers to unleash their artistic and creative potential, arguing that in a world where machines are taking over routine tasks, human creativity and passion are the keys to success.
The book emphasizes the importance of taking risks, defying corporate and cultural myths, and creating one's own path rather than following the traditional corporate ladder.
The Song of Significance
A New Manifesto for Teams
Seth Godin
In 'The Song of Significance', Seth Godin addresses the disconnection and disengagement in modern workplaces, particularly in the era of economic instability and remote work.
Through 144 provocative stanzas, Godin critiques outdated industrial management practices and proposes a new approach that emphasizes significance, purpose, and human value.
He argues that leaders should focus on creating a culture where employees feel valued, empowered, and trusted to deliver their best work.
The book uses analogies, such as the comparison between industrial work and the cooperative behavior of honeybees, and includes real-world examples from various organizations to illustrate the benefits of this new approach.
Godin's work is a call to action for leaders to transform their organizations into thriving ecosystems where employees find meaning and significance in their work.
Purple Cow
Transform Your Business by Being Remarkable
Seth Godin
In 'Purple Cow,' Seth Godin argues that traditional marketing strategies no longer work in today's saturated market.
He advocates for the creation of 'Purple Cows' – products or services that are so remarkable they naturally generate buzz and attract attention.
Godin uses the metaphor of a purple cow to illustrate how being ordinary is no longer sufficient; businesses must be bold, innovative, and willing to take risks to stand out.
The book is filled with examples from successful companies like Apple, Starbucks, and JetBlue, and it challenges readers to rethink their marketing strategies to focus on creating truly remarkable offerings.
Permission Marketing
Turning Strangers Into Friends And Friends Into Customers
Seth Godin
In 'Permission Marketing', Seth Godin critiques traditional 'Interruption Marketing' and presents a new approach where consumers are incentivized to accept advertising voluntarily.
This method involves offering value in exchange for attention, educating consumers about products, reinforcing incentives, and deepening relationships over time.
Godin argues that this approach is more effective in today's cluttered marketing environment, allowing companies to develop trust, build brand awareness, and improve sales chances.
Impro
Improvisation and the Theatre
Keith Johnstone
In 'Impro: Improvisation and the Theatre', Keith Johnstone delves into the world of improvisational theatre, providing insights into its history, techniques, and significance.
The book covers various aspects of improvisation, including status, spontaneity, and the role of the audience.
Johnstone also discusses his own experiences and methods, making it a valuable resource for both practitioners and students of improvisational theatre.
Unleashing the Idea Virus
Seth Godin
In 'Unleashing the Ideavirus', Seth Godin explains how companies like Napster and Hotmail have successfully launched idea viruses, which are customer-to-customer dialogues that spread marketing ideas.
Godin provides a recipe for creating your own ideavirus and shows how businesses can use this marketing strategy to succeed in a world that is increasingly resistant to traditional marketing.
He introduces concepts such as 'sneezers' (influential people who spread the ideas), 'hives' (populations most willing to receive them), and 'smoothness' (the ease with which sneezers can transmit them throughout a hive).
This Is Marketing
You Can't Be Seen Until You Learn To See
Seth Godin
In 'This Is Marketing', Seth Godin presents a transformative view of marketing as a generous act of helping others solve problems.
The book focuses on key principles such as targeting the smallest viable market, delivering anticipated, personal, and relevant messages, and building trust through permission marketing.
Godin argues that effective marketing is about creating positive change and helping people become who they want to be.
He provides actionable insights, case studies, and a strategic focus on storytelling, tension, and customer-centric approaches.
The book is designed for entrepreneurs, small business owners, freelancers, and marketers looking to reframe their marketing strategies and connect meaningfully with their audiences.
The Dip
A Little Book That Teaches You When to Quit (and When to Stick)
Seth Godin
In 'The Dip,' Seth Godin challenges traditional views on persistence and quitting.
He introduces the concept of 'The Dip,' a challenging phase between starting and mastering a skill, which is necessary for growth and mastery.
Godin distinguishes 'The Dip' from 'The Cul-de-Sac' (a dead-end situation) and 'The Cliff' (a risky situation), advising readers to quit the latter two but push through 'The Dip' to achieve significant rewards.
The book provides practical advice on recognizing when to quit and when to stick with a project, job, or relationship, emphasizing that strategic quitting can lead to extraordinary success.
The Practice
Shipping Creative Work
Seth Godin
In 'The Practice', Seth Godin emphasizes the importance of consistent creative work and the process of creation over the outcome.
The book argues that creativity is a choice driven by the desire to find new truths, solve problems, and serve others.
Godin insists that the practice itself is the output, and it is what we can control.
He encourages readers to trust the process, commit to the journey, and embrace discomfort and potential failure as part of the creative process.
The book also highlights the importance of generosity and serving others through one's work, and it discourages the pursuit of external validation and outcomes.
Tribes
We Need You to Lead Us
Seth Godin
In 'Tribes: We Need You to Lead Us,' Seth Godin explores the concept of tribes as groups of people connected by a shared interest and a leader.
The book highlights that tribes are not created but assembled, and they thrive on faith, respect, and admiration for the leader and the community.
Godin argues that effective leadership involves challenging the status quo, creating a culture around the tribe's goal, and fostering connection and growth among members.
He emphasizes that great leaders focus on tightening the tribe, using their influence to unite and reinforce the tribe's sense of purpose, and that change is often driven by heretics who challenge existing norms.
The book is a call to action for those who want to make a significant impact by leading a tribe and creating meaningful change.
This Is Strategy
Make Better Plans
Seth Godin
In this book, Seth Godin provides a framework for effective and elegant strategic thinking.
He challenges readers to identify their 'smallest viable audience' and make remarkable work, understand and influence the systems shaping our world, prioritize long-term thinking over instant gratification, and make smart, purposeful choices that shape a better tomorrow.
The book is designed for leaders, entrepreneurs, and change-makers seeking lasting transformation in their careers and communities.
Linchpin
Are You Indispensable?
Seth Godin
In 'Linchpin: Are You Indispensable?
', Seth Godin argues that the modern workplace has evolved beyond the traditional roles of management and labor.
He introduces the concept of 'linchpins' – individuals who are indispensable to their organizations because they invent, lead, connect others, and create order out of chaos.
Godin emphasizes the importance of creativity, passion, and art in one's work, suggesting that these qualities make an individual irreplaceable.
The book encourages readers to stop being mere cogs in a machine and instead strive to become artists who bring unique value and meaning to their work and organizations.
Seth Godin returns to the podcast to unpack his creative process and shares insights from his latest work, This is Strategy.
Seth also discusses how not to listen to trolls and shares lessons from learning magic tricks and his hobby as a Stereophile.
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