The latest post by Seth Godin


Pennies and dollars

“Watch the pennies and the dollars will take care of themselves.”

I’m not sure this is true. In fact, I’m pretty sure that if you watch the dollars, you don’t have to worry so much about pennies.

Big brands don’t sweat the small expenses. They don’t hassle about a return, or a little coupon fraud or the last penny per square foot on the rent in a prime location. In fact, they understand that there’s a powerful honest signal sent when you don’t worry about the tiny expenses. It shows confidence.

My first business was running a ski club from my high school to a nearby ski area. Most of the other clubs rented expensive coach buses. I rented school buses. That one shift saved thousands of dollars. As a result, I had plenty of money to spend on snacks for the bus, no hassles about refunds if you broke your leg… it was easy to be generous because I’d saved so much on the bus.

So many small businesspeople are crippled by their relationship with money. I know… I used to window shop at restaurants and then go home and eat Spaghetti-Os. The thing is, if you run out of money you lose the game. That’s a given. But what’s the best strategy for not running out of money? Leer más “The latest post by Seth Godin”

more, More, MORE!


by Seth Godin
Some consumers are short-sighted, greedy and selfish.

Extend yourself a little and they’ll want a lot.

Offer a free drink in the restaurant one night and they’re angry that it’s not there the next.

The nuts in first class weren’t warm!

The challenge of winning more than your fair share of the market is that the best available strategy–providing remarkable service and an honest human connection–will be abused by a few people you work with.

You have three choices: put up with the whiners, write off everyone, or, deliberately exclude the ungrateful curs.

Firing the customers you can’t possibly please gives you the bandwidth and resources to coddle the ones that truly deserve your attention and repay you with referrals, applause and loyalty.

Vía: sethgodin.typepad.com

The brand, the package, the story and the worldview


by Seth Godin

Madecasse Madecasse has a lot going for it. It’s delicious chocolate. It’s made in Africa (the only imported chocolate made on the continent with local beans). The guys who make it are doing good work and are nice as well.

The question I asked them is, “does your packaging do its job?”

I don’t think the job of packaging is to please your boss. I think you must please the retailer, but most of all, attract and delight and sell to the browsing, uncommitted new customer.

Let me take you through the reasoning, because I think it applies to your packaging as well.

We start with this: if I’ve already purchased and liked your product, the packaging isn’t nearly as important. I’m talking here about packaging as a sales tool for converting browsers into buyers. (If you’re already a buyer, all I need to do is remind you what we look like). If word of mouth or other factors are at work, your package matters a lot less. But for a company this size, in this market, the package matters a lot. Leer más “The brand, the package, the story and the worldview”