Seth Godin has the eyes and ears of marketers throughout the world. He is the writer of the world’s most read marketing blog, and has written several best-selling books on marketing, business and personal development. He is also an entrepreneur and a marketer of significant note, taking his place in the Marketing Hall of Fame, an induction no doubt helped by a stint as Yahoo VP of direct marketing in the 90s. In a wide-ranging interview Godin discusses: Why his advice for young marketers is “Do marketing”. The limitations of 'big data' and why it will only ever lead to incremental gains. What marketers can learn from The Grateful Dead about targeting and segmentation. The battle between good and evil that will define the future of marketing. How marketing helped end the cold war. Why more focus should be on the customer’s purpose and not the company’s.