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Everyone is Clueless

Ben Lumley - Saturday, November 07, 2009
I'm such a Seth Godin fanboy. The way he puts his ideas across is second to none. His speeches and posts never fail to challenge me and make me think about business and marketing in a completely different way.

Seth recently posted this post about the essence of targetting the right people for our businesses. I've posted things by Seth before so I'm hoping that everyone enjoys this. 

The video Seth links to in this post is a really good watch so please go check it out. 

Everyone is Clueless by Seth Godin...

The problem with "everyone" is that in order to reach everyone or teach everyone or sell to everyone, you need to so water down what you've got you end up with almost nothing.

Everyone doesn't go to the chiropractor, everyone doesn't give to charity, everyone has never been to Starbucks. Everyone, in fact, lives a decade behind the times and needs hundreds of impressions and lots of direct experience before they realize something is going on.

You don't want everyone. You want the right someone.

Someone who cares about what you do. Someone who will make a contribution that matters. Someone who will spread the word.

As soon as you start focusing on finding the right someone, things get better, fast. That's because you can ignore everyone and settle in and focus on the people you actually want.

Here's a video that David sent over. I am thrilled at how much this guy loves his job, and I'm inspired by his story of how he turned down Pepsi as a vendor. He turned them down. But everyone wants Pepsi! Exactly. Once he decided he wanted someone, not everyone, his life got a lot better.

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