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January 11, 2016
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HEAR SETH GODIN LIVE AT TUESDAY’S GENERAL SESSION
By Tina Berres Filipski
He’s written 18 bestsellers with curious titles such as
The Dip
and
Purple Cow
. He’s defined his brand by being unashamedly authentic. He’s attracted a mass
of followers but his approach is anything but mass market. He’s a prolific and outrageously popular blogger who prefers to read books in print. He endured 800
rejections from publishers in one year yet raised $250,000 from readers in one week to secure a book contract for
The Icarus Deception: Why Make Art?
in 2012.
If you don’t yet know Seth Godin, here’s an opportunity to learn from this marketing master who talks and writes about change, leadership, fear, failure and
changing everything. Godin takes to the stage at the PPAI Expo General Session on Tuesday from 8:30 – 9:50 am to present From Invisible To Remarkable: Dancing
On The Edge Of A Revolution.
In a Q&A in
PPB
magazine’s December issue, Godin gave readers insight into some of the concepts within his latest book,
What To Do When It’s Your Turn
.
PPB
:
You talk about how someone
may reject an idea based on their
worldview. What are some ways to
influence someone’s perception to
get them to say ‘yes’?
Godin:
Actually, it’s almost impossible
to change someone’s worldview,
and bribes don’t work. What does
work is creating (and living) a story
that matches the worldview that the
person already has. [For example]
if someone has the worldview
that they don’t trust strangers, for
example, then become a non-
stranger before you ask them to
trust you. It sounds simple, but too
often marketers are selfish, and we
focus on what we want and what
we believe, not what the prospect
believes.
PPB
:
You also talk about overcoming
fear of failure. What specific actions
can someone take in a typical day
to start thinking differently about
fear and risk?
Godin:
You can’t make risk disappear.
And you can’t make fear go away.
What you can learn to do, the same
way you learned to ride a bike, is
to practice dancing with fear. Fear
isn’t the enemy; fear is a compass, a
pointer to which direction you need
to go to do something worthwhile.
Look for the fear, don’t flee.
PPB
:
What did you dream, for
readers, for yourself, when you set
out to write this book?
Godin:
Books are powerful indeed.
Shared books are more powerful
still. A shared book gives us
something in common, something to
talk about. The goal of the book is
to inspire, not to reassure. We have
a magical moment in time, and I fear
we’re wasting it.
n
KEYNOTE SESSION
Tuesday, January 12
8:30-9:50 am
FROM INVISIBLE TO
REMARKABLE: DANCING ON
THE EDGE OF A REVOLUTION
Seth Godin
Mandalay Bay Ballroom J
Free to Expo registrants
Photo by Cuidad de Ideas