His name is Seth, he's been dubbed the King of Marketing by Forbes, and he cooks for his family every night.

He is Seth Godin, author of 19 bestsellers, including

_Linchpin, Permission Marketing_

and

_Purple Cow._

His daily blog has a readership in the millions.

And he's coming Down Under.

Ahead of his tour in May 2020, the Marketing Hall of Fame inductee shared in an interview with The Growth Faculty lessons from his latest book, the \#1

_Wall Street Journal_

Bestseller and instant

_New York Times_

bestseller

_This is Marketing,_

and some fascinating personal tidbits about himself.

. They dont see what we see, or know what we know. We need to earn enrolment

_Im going over there, do you want to come?_

Empathy is all that is available to us (marketers) if we seek to change someone else

You have no chance of changing everyone. Begin with the smallest viable market. Understand their worldview. Use psychographics, what they believe in, not demographics.

Begin with a hurdle you can leap.

If the small group that you seek to serve believes in you, and trusts you, then they will tell the others \(if it raises their status to tell others about you\).

Your followers will tell others.

A lot of people in marketing say that they do their job, and run ads. I ask them,

_What change are you seeking to make? Oh, Im not changing anyone,_

they say. Me:

_Then, why are you wasting my time?_

No change, no marketing.

There is no impact unless you change someone.

. Do your customers feel you see them? Every brand, every marketer makes hard decisions all the time. Are you erring on the side of looking at your banker, or looking at your customer?

You cant be seen until you learn to see

An authentically bad surfboard? Thats not what I want. I want consistency. I want professionalism. Add that to empathy, and you get a promise of x, y, and z. I see your fears and desires.

Authenticity is nonsense.

, the head of customer service, shes the supply chain. If youre interacting with me, you are marketing. Marketing is more about doing and action, now more than ever people are buying on reputation and proof.

The marketer is the CEO

Think about a logo you admire, it will be a brand you admire. A logo is a symbol. A brand is a promise. If Nike opened a hotel, you would know what it looked like, if Hyatt had a brand of sneaker you would have no idea what it would be like. Hyatt has a logo, not a brand.

A brand is not a logo.

Conversely, brand marketing is spending the money on the prayer, the hope, the belief, that it will change someone over time. If you spend money on FB for branding, stop the measuring, dont measure the clicks.

Direct marketing should be measured.

You do the work, take the risk, yet Google makes the bulk of the money. You need to do something unique and different, so people search for you by name.

In every (Adwords) auction that is taking place, Google keeps 95% of the money.

. If youre a hairdresser, youre not selling a haircut, youre selling an improvement in a persons status. Marketers need to be asking Am I raising the status, keeping it the same, lowering it?

Status is super important

How are you serving them, how are you earning their trust? Writing a blog every day for 17 years earns people trust. Your daily practise might be making 5 phone calls today to your best customers saying 'Hows it going, are you in a jam, how can I help?'

Daily practises for marketers should include strategic thought.

Seths GREAT EIGHT(8 getting to know you questions we ask all our authors)

_Linchpin_

\(by Seth\), Eliot Pepers science fiction trilogy,

_The Beginning of Infinity_

by David Deutsch.

Recommended books:

My friend Sarah Kay is a spoken word poet. It would be fun to do one with her.

If you could co-author with anyone who would it be, and whats the book title?

Best piece of advice

**Whats been your lowest moment, and how did you recover?** Im thrilled at the failures that Ive had, Ive failed more than most people, and thats a symptom of shipping a lot. A low moment would be when you might give up hope, surrounded by despair or hatred or sorrow \(its contagious\), and in those moments I try to be generous. There is someone who needs to be seen by you, and be understood by you.  
  
 **How do you relax?** This privilege I have, which Ive wanted to have since I was 14: this idea that I can make a ruckus in a generous way is the most relaxing thing for me. I hate sitting on a beach and pretending I like it, I hate that.  
  
 **Whats a fun fact thats not widely known about you?** I have cooked dinner for my family every night for the past 25-30 years and Im getting slightly better at it. My current obsession is dosa \(Indian stuffed pancake\), Im trying to make them a little bit crispier, and my friend says that its better dosa than ABCV \(vegetarian restaurant\) in New York City, so almost there.   
  
**Whats the secret of success?** : Defining success in whatever youre doing.   
  
**Whats a prediction for 2025?** I think attention is going to be more scarce. I think the world is going to freak out about atmosphere cancer and the change in the climate, and I think there will more, not fewer, opportunities for service.   
  
_Members can watch the full interview with Seth by logging onto The Growth Faculty - On Demand and[clicking here](https://www.thegrowthfaculty.com/onDemand/search.php?search=seth+godin)._  
  
 **[SETH GODIN THINGS DIFFERENTLY LIVE TOUR 2020](http://www.thegrowthfaculty.com/?promoCode=Launchblog&utm_source=TGF&utm_medium=blog&utm_campaign=SG#sethgodin)**  
  
 _Don't miss the remarkable Seth Godin in a 4-hour seminar in May, 2020. Dubbed by Forbes as the King of Marketing, Seth is the author of 19 worldwide bestsellers, including[Purple Cow: Transform Your Business by Being Remarkable](http://booktopia.kh4ffx.net/07aAM), Linchpin: Are You Indispensable and [This is Marketing](http://t.dgm-au.com/c/1200211/71095/1880?u=https%3A%2F%2Fwww.booktopia.com.au%2Fthis-is-marketing-seth-godin%2Fprod9780241370148.html).  
  
The early bird price is available for a limited time and tickets are now on sale. _  
  
_Melbourne: 18th May, 2020  
Sydney: 19th May, 2020  
Auckland: 20th May, 2020_

_Early bird tickets available[here](https://www.thegrowthfaculty.com/?promoCode=Launchblog&utm_source=TGF&utm_medium=blog&utm_campaign=SG#sethgodin)._

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