Speaker, writer, blogger and entrepreneur Seth Godin, having already built a large body of published work on the nature of ideas, how they’re conceived, how they’re spread and how they’re executed, has expanded his intellectual purview with his new book Linchpin. Extending the thoughts and observations he applied to marketing in books like Purple Cow and All Marketers are Liars, his latest work examines how individual human beings, not corporations or organizations, can most fruitfully practice their art in the transforming information economy. Colin Marshall originally conducted this conversation on the public radio program and podcast The Marketplace of Ideas. [MP3] [iTunes link]
I read Linchpin in kind of a strange way: I spread it out so whenever I was reading it, I was also reading another Seth Godin book. What I noticed doing that is that Linchpin just feels different, in a visceral way, than your other books. I heard in another interview with Merlin Mann, a former guest on this show, that you said Linchpin was the hardest book you've ever had to write. Are these two things related?
For sure. Most of the books that I've written, other than probably The Dip, have been written to organizations, written to people who are doing strategy, written to people who are working at the bloodless act of spreading an idea. This book is personal. It's not personal in that it's about me; it's personal in that it's about you. That's a pretty different responsibility for the author. The argument I'm pushing forward is frightening to people, so I had to handle it in a way where I was pushing hard enough to make an impact, but I was treating your fears and skepticism with respect. Otherwise it becomes a jeremiad and isn't very helpful.
How much of the difficulty comes purely from having to switch the whole way you think about your audience? You said you write to organizations, to idea-spreaders — now it's to living, breathing humans, in a sense. Was a lot of the difficulty simply changing your own mindset?
Not really. For me, there is a revolution going on, and I've been lucky that I've been able to carve out a niche by chronicling that revolution and talking about some of the elements of it. The death of the industrial age is the most important historical shift of our time. A lot of people don't see it happening, even though it is changing their lives every day. For me, then, the purpose of this book is to bring home what that death is going to mean to everyone, and what the opportunity it creates means to everyone.
But when I'm writing, I'm not visualizing what the reader looks like. Judging from my inbound e-mail, there is no way to characterize anything about my readers: where they live, how old they are, what their gender is, what their race is, what they do for a living. They don't have anything in common other than the fact that they don't have anything in common.
You have a bit of an angle in the book — I don't know how deliberate it was — it seems like you're somewhat angry that the death of the industrial age, as you've called it, has resulted in a bit of a bill of false goods being sold to a lot of people. Have I characterized that right?
Well, there is no angle. I'm a big fan of gimmicks, but this book doesn't have one. Yeah, I'm angry, and what I'm angry about is that the bill of goods was sold to us ten, twenty, thirty years ago, and it is that if we do what we're told and are compliant, we will be rewarded. It bothers me when I see a bank, which has more power and insight, take advantage of someone, and the person loses their house. It bothers me when I see someone work somewhere for twenty years, doing what they think they're supposed to do, and then lose their job when it's not their fault. It bothers me when we organize schools to create ever more compliant workers for ever more mediocre factories.
I think we need to stop burying our potential and instead start embracing the fact that there's this huge opportunity here, even thought it makes people uncomfortable to tell them the truth.
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