Source: From Gaping Void, Interview With Seth Godin
Update: Seth Godin answers my question in the comments.
I like Seth Godin. But when I read point number one in this interview, I had to wonder if I was dumb.
He claims to be saying something radical but it seems to be a confusing restatement of the most basic business principle: If you provide a product to a market that wants it you are going to be successful.
Or is he saying that if you want to really be successful you should create a product that can become a cult brand for people who are not going to be mere customers but enthusiastic fans who long to rub shoulders with members of a product-oriented clan.
What I'm calling a fan club, he calls a tribe. And someone who wants to sell to a group with very specific tastes, can't worry about trying to please everybody. The decision to turn away from that which is broadly appealing (and therefore bland), he calls leadership.
His examples: Barack Obama, Adrianna Huffington and Harley Davidson.
Harley D is a famous cult brand. But should all motorcycle companies aim at the same kind of appeal, is that what he's saying?
Obama's popularity is simple pop stardom which at times can resemble messianism. In 1968, the new Canadian prime minister, Pierre Trudeau, had a fan base resembling that of The Beatles. But once he started governing, it didn't last very long.
The Huffington Post is something I haven't figured out. I thought that the needs it aimed to meet were already being served by an endless number of blogs. What does it offer that is unique? Its size?
How does this apply to recruiting? He's telling you to become a cult brand for a niche.
And in case you're thinking of writing a blog to attract your niche, Seth's ideal posts are as short as they can possibly be.
