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A	
  Summary	
  of	
  
 Seth’s	
  Advice	
  on	
  
        Ge6ng
 Unstuck	
  from	
  the	
  
October	
  Revolu>on	
  
       Weekend
 ★ Why	
  are	
  you	
  here?
 ★ Why	
  do	
  you	
  go	
  to	
  work?
 ★ What	
  is	
  holding	
  you	
  back?




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                                                                                         SHARE GETT ING UNST UCK
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Some rights reserved by James Cridland


                          The target audience is men and

  That product or
                              women Aged 0 and up



 service that you’ll
make,   who is it for?
                                                          oops!
                         If it’s for everyone, you’ve failed.


                         The more specific you can be, the more
                         likely you will make something the
                         specific group of people will find
                         remarkable.




                                                            Getting Unstuck
                                                                              2
Why do tourists who go to New
                        York or Rome go to McDonald’s?
                        Because it’s safe.


                        It’s about how it makes them feel
Those people you are    and what the specific group of

making the product or   people believe.


service for,what do
    they believe?




                                             Getting Unstuck
                                                               3
This group of people,
                                                            what
                                           with their beliefs,
“Find the early adopters,
embrace them, adore them,                     have they bought
support them, don't go away,
don't let them down. And then
                                                  before?
be patient yet persistent. Mass
market acceptance is rare. Viral
connections based on
experience are the only reliable
way to spread new ideas in
communities that aren't
traditionally focused on the
cult of the new.”
http://sethgodin.typepad.com/seths_blog/
2010/09/marketing-to-the-bottom-of-the-
pyramid.html




                                                                 Getting Unstuck
                                                                                   4
Your job is to teach them         This group, with their
and reach them.
                                beliefs, have they bought
There are so many new           a product or service like
creative ways to do it today.                 do they
                                this before and
The key is to use all the        know that you exist?
tools and vehicles that are
available to you to connect
the people you are targeting,
with their beliefs and what
they care about. This is
where communities become
important.




                                                      Getting Unstuck
                                                                        5
This is a deep moral
                                          and ethical issue.
  This group, with their beliefs, have    Depending on what
they bought something like this before?   you are "selling,"
 Have they needed a service like this?    the amount of trust

  And, do they know about you             they have in you
                                          may change.

     and do they trust you?
                                          They can pay you
                                          with cash, attention,
                                          time or connections.




                                               Getting Unstuck
                                                                  6
Does your service or product connect one person to another?


          All Twitter does is connect people. Google connects customers
          to ads - it connects people with trust to people with
          attention.

                                  “Who you hang out with determines
          Godin
                                  what you dream about and what you
                                  collide with. And the collisions and the
                                  dreams lead to your changes. And the
                                  changes are what you become. Change
In this economy,are               the outcome by changing your circle.”
                                  — Seth Godin
 you a connector?




                                                          Getting Unstuck
                                                                             7
Are you solving a
                           problem?


The more you specialize, the more likely
you will solve someone's problem.
Clayton Christensen found that when a fast food chain wanted to improve milkshake sales, they asked people to
describe the ideal milkshake: thick or thin, fruity or chocolatey. Their data was good, but they didn’t see any sales
improvement. By going to the restaurant and analyzing who bought milkshakes when, they found two main buyers:
early morning commuters (who bought 40%) did so to have something to do during their commute and keep them
full; and parents who wanted an innocuous way to placate their children and feel like loving parents.

Christensen suggests that many companies lose out because they don’t know what their customers really need. So
when you’re studying your customers to improve your sales, remember to look for problems they’re having that you
can help them with. Ask questions and always start with the “why.” Motivations are key.

http://www.youtube.com/watch?v=ZcWvrgVnhg4



                                                                                                                Getting Unstuck
                                                                                                                                  8
“How dare someone offer it for
free when I have been doing it
                                           If this catches on among
for a long time? How dare Uber
make it cheaper?” They can
                                           people you are trying to
steal your ideas but they can’t
steal what matters and the way
                                                why won’t cheaper
                                           reach,
you do it.
                                             competitors steal your
"The problem with competition is
that it takes away the                            business?
requirement to set your own
path, to invent your own
method, to find a new way.
When you have competition, it's
the pack that decides what's
going to happen next, you're
merely trying to get (or stay) in
front. Competing with yourself is
more difficult, it requires more
bravery and leads to more
insight."
http://sethgodin.typepad.com/seths_blog/
2012/07/competition-as-a-crutch.html


                                                                 Getting Unstuck
                                                                                   9
The only things that are

  The first question      valuable are scarce. If they
                         were easy, everyone would do
   you need to ask       them.


about your project is:
                         “The only reason every project
  what's scarce?         doesn't scale to infinity is that
                         something runs out. Time, money,
                         natural resources, new fashions,
                         new customers ... something is
                         scarce.”
                         http://sethgodin.typepad.com/seths_blog/
                         2012/06/whats-scarce.html




                                            Getting Unstuck
                                                                    10
“Hard is not about sweat or time,
                  hard is about finishing the rare,
                  valuable, risky task that few complete.
                  Don't tell me you want to launch a
                  line of spices but don't want to make
                  sales calls to supermarket buyers.
                  That's the hard part.


                  Identifying which part of your project
                  is hard is, paradoxically, not so easy,
What’s the hard   because we work to hide the hard
                  parts. They frighten us.”
   stuff?         http://sethgodin.typepad.com/seths_blog/2010/11/
                  sure-but-whats-the-hard-part.html




                                                  Getting Unstuck
                                                                     11
What’s the
                                   value?

As it catches on, does it
become more or less valuable?
In the connection economy, value can increase when
more people find it beneficial. Like TED, the ticket is not
cheap but more people want to go and be on the invite
list. The value is the connections that are being made. It
attracts likeminded people.


Scarcity often creates value.



                                                             Getting Unstuck
                                                                               12
How much does it cost you to
make a sale? What does it take
to make a trusted customer?
                                         What is the
Ideas that sell win. It is easier to
                                         cost of sale?
spread ideas today and it can cost you
very little in direct costs. And most
people buy stuff that they have a
personal connection with or that is
recommended by a trusted friend.


"People don’t value what they pay
money for; they value what others
value. They value what gets talked
about. It’s your job to get people
talking about what you have to offer.
The best way to do that is to give it
away."
— Seth Godin



                                                    Getting Unstuck
                                                                      13
Amazon estimated the customer
                            lifecycle at $33 in profit.


   What’s the life time     “Few businesses understand
                            (really understand) just how

value of a customer, once   much a customer is worth. Add
                            to this the additional profit you

   you make the sale?       get from a delighted customer
                            spreading the word—it can easily
                            double or triple the lifetime
                            value.”
                            — Seth Godin


                            If your current customers aren’t
                            happy using your product or
                            service, then your marketing is
                            simply sending more people into a
                            bad experience.




                                              Getting Unstuck
                                                                14
Is there a way to make this product
                    or service less expensive than you do?


                    If so, you will have more money to
                    promote it. Can you make it faster?


                    In a world where it takes one day or
                    six weeks to get a product or service

How fast can you
                    to market, what can you do
                    differently?

make your product   How can you tap into connections and
                    communities to make it go faster?
   or service?




                                          Getting Unstuck
                                                             15
When will you
                                                    ship it?
When will you ship
your product, service
or book?
Love your plan. Love your vision.
Until you ship, it doesn’t matter.
You need to be prepared to fail - the person who
invented the ship also invented the ship wreck.
Ship it: Have a date and time. Deliver on it.
It takes guts, courage and a strong sense of self to be
brave.


— Seth Godin




                                                                  Getting Unstuck
                                                                                    16
✴ Who is it for?                         ✴ Are you solving a
    ✴ What do they believe?                       problem?                 ✴   What is the cost of sale?
    ✴ What has this group bought             ✴    Why won’t a competitor   ✴   What’s the lifecycle?
        before?                                   steal your idea?         ✴   How fast can you make it?
    ✴   Do they know you exist?              ✴    What’s scarce?           ✴   When will you ship it?
    ✴   Do they trust you?                   ✴    What’s the hard part?
    ✴   Are you a connector?                 ✴    What’s the value?




                                  “The key to wisdom is knowing all
                                  the right questions.”
                                  — John Simone




                                                                                    Getting Unstuck
Photo: Megan Murray
                                                                                                       17
Some Questions About What Your Online                                                  Learning from Bananas

Presence Should Do
As part of the weekend, Seth asked if anyone wanted him to take
a look at their website. We were sitting in a large auditorium and     "It turns out that it's a lot easier to peel a banana
                                                                       if you start from the 'wrong' end.
people shouted out their website urls. I observed how many people
                                                                       You don't even have to use your teeth.
were apologetic about what we were about to see and experience.
                                                                       Here's the thing: I know this. I've tried it. It's true.
They were downplaying the site that future employers, customers        I still peel a banana the hard way. It feels like the
and partners would see even though it is what represents them on       right thing to do.
the web right now. Seth had some great insights for each of them       Selling change is much harder than you think."
and I am summarizing some of the key questions he asked if you         — Seth Godin
are creating an online presence.

"Every website is a marketing effort. Sooner or later, your site              Start here instead of here
involves an interaction with a user, and that interaction won't be
100% technical. You have to sell the engagement, the interaction and
the story you have in mind. While websites have always involved
technology, the tech is secondary to your ability to get your point
across." Seth

✴ Who is it for?
✴ How do people know to come to your site?
✴ Which sites does the kind of person you want to connect with               http://www.fashionfoodfatale.com

   trust? What are their A, B and C sites?
✴ What do you want them to do once they get to your site?
✴ Do you make it clear: what’s the banana?

                                                                                                                Getting Unstuck
                                                                                                                                  18
“I work from my heart. That’s all
                                                                               ★ It’s tempting for entrepreneurs to see something that’s broken
                          I know how to do. I work hard
                                                                                   and want to fix it. We want people to see what we see. Resist
                         and need to keep the lights on. I
                                                                                   the temptation. You don’t have the leverage to change people’s
                         get stuck with making money and
                           delivering excellent customer                           world view.
                            service. How do I make the                         ★   Almost no one wants to admit they are wrong. But they can see
                            business more sustainable?                             new information and have it change their opinion.
                                                                               ★   I have no comments on my blog. I don’t want to have rewrite my
                                                             Being aware           work for people who criticize what I have to say. It would grind

                                                             of why you        ★
                                                                                   me to a halt. That’s why I have posts and no comments.
                                                                                   Ignore them. Reviews don’t really matter.

                                                             are stuck is
                                                                 key
                                                                            ★ Start with the belief that you are really good at what you do.
                                                                            ★ A freelancer gets paid while they work. An entrepreneur gets paid while they
  “How do I deal with                                                         sleep. They hire other people. The challenge is when you are bootstrapping is
  negative reviews and
  people who don’t get
                                                             Ignore the       that the cheapest person you can hire is you.
                                                                            ★ You may have a belief about money that makes you stuck. But money is

                                                             Noise and
                                                                              paper. If you’re mis-valuing money, the trade you make with money is going to
  what I am doing?”
                                                                              be off track.
                                                                            ★ Figure out how to divorce money coming in from value of what you do. There is
                                                                Help          a big difference between bringing flowers on a date than bringing money.
                                                                            ★ Hire someone who likes to think about money or you need to get over your
                                                             People See       negative belief about money.
                                                                            ★ How do you tell a story so the right person is eager to help?




                                                                                          ★ We teach kids in school to ship stuff.
                                                                                          ★ People are trained to wait, cram and not to ship.
                                                                                          ★ When you demolish a building, it’s easy. But everything after
                                                                                              the demolition takes time. Every single step along the way,
“What keeps people
from shipping stuff?”
                                                               It Takes                       someone will say it’s not ready.
                                                                                          ★ We need to have discipline. It’s not genetic.
                                                               Courage                    ★ It’s more important for your product or service to be in the
                                                                                              market than be hidden.
                                                                                          ★ Stay up until you get it done.
                                                                                          ★ As soon as you commit to the date, then your quality goes up.




                                                                                                                                                              19
★ What kind of person signs up to be one of your sales reps?
                                                           ★ Only one in a hundred is like you.
      “I am managing, not                                  ★ Can you change someone’s story? Can you get them to see the
   leading, 75 women in my                                     world the way you do? If you can’t you have to find other people.
   retail business. How do I                               ★ You assume that they signed up and now it should all fall into
     inspire them to lead?”
                                           Stories.            place.
                                                           ★ What leaders do is change the story they tell themselves.
                                           Connect         ★ Some people have misery and they want company. If you want to
                                                               connect people, do it in person rather than online – chat room or

                                             with              campfire. They can be invited in and invited out. They are raising
                                                               the average.

                                            People.
                                                                          ★ Who are you targeting? Do they know about you?
          “I want to create an                                            ★ How will you measure success? Is it making $100,000 in a
          interactive platform for a        What                             year or having 3 kids in Delaware that are no longer being
          children’s book as                                                 bullied?
          storytellers. How can I           Does                          ★ Today, it costs nothing to publish a book. And a lot of people
          make it happen?”                                                   think it doesn’t count.
                                           Success                        ★ Who can you double date with? Is there someone who is
                                                                             established? Oprah doesn’t have a show anymore.
                                          Look Like                       ★ You have to find a new middleman. Who do they whisper to?
                                                                             You need to find someone who can help you get started.
                                           to You?


“I am creating a comic book on
leadership. How should I
                                        Tap into      ★ If you’re going to bother writing something, write something that matters.
                                                      ★ The average American reads one book a year. And the typical book sells
distribute it?”
                                          Your           4,000 copies. So 50 Shades of Gray already captured the market. You have
                                                         to make people light up on every page.

                                       Connections    ★ Just because they bought it, doesn’t mean they read all of it Buying the
                                                         book is one thing but only 20% actually read it.
                                                      ★ Self-publishing – why are you doing it? Always start with the why. Give it
                                                         away, send it to 1000 people who trust you and ask them to send it to more
                                                         people. You’ll make it up in a heart beat.
                                                      ★ 5 years ago what did you make that was scarce? It’s not scarce any more.
                                                         Everyone curates now.
                                                      ★ The challenge of social media is a direct connection between you and people
                                                         who trust you.



                                                                                                                                             20
“How do we

       How do you find the fringes?                                                         differentiate ourselves?
                                                                                            How do we make sure
                                                                                            we are not
                                                                                            boring?”




★ When you are selling to someone in a large organization, it’s not the person’s money. It’s their
    organization’s money. And the bottom line is they are trying to make their boss happy. They need to be
    able to tell a story about buying your product or service. How does that story help them advance and
    make them feel safe? How does it make their boss look good?
★   The person who hires me to give a speech does it because bringing me will make their boss happy.
★   For example, when someone buys training, it goes back to the HR department’s meat and potatoes. All the
    buyer cares about is that she won’t get in trouble after the training is over. She is taking a risk: Bringing
    someone new may get them fired.
★   If you are selling to an average buyer in an average company, they are in the center of the bell curve
    and not interested in change – they are not on the fringe. HBR is good example. Almost no one reads it.
    But many people with money associate with it. That’s why consultants work for three years to write an
    article. They want to be seen by buyers as being on the cutting edge. It’s like double dating – they trust
    HBR so they trust you if you can get an article published, then people will want to associate with you.
★   The cost in digital world to you is zero. If one person reads your white paper or watches your video, it
    doesn’t cost you anything. They trust you because you have been generous. When they call asking for
    more, you then ask for money. That’s why I make it cost money. None of you would be here if I didn’t give
    you stuff for the last 10 years. The core of work that you do you do it with raucous those people find you
    because they want to connect to other people and you are are at the center of the circle.
★   Connect people who want to be connected. They will help you spread the word.




                                                                                                                       Getting Unstuck
                                                                                                                                         21
Be
                                 Uns                                      Unleas
     Unlearn                        tick                                        h




                               Photo: Kelly Greenwell




"All our successes are the same. All our failures, too.
We succeed when we do something remarkable.
We fail when we give up too soon.
We succeed when we are the best in the world at what we do.
We fail when we get distracted by task we don’t have the guts to quit."
— Seth Godin                                                                   Getting Unstuck
                                                                                                 22

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Seth Godin on Getting Unstuck. October 2012 Revolution Weekend

  • 1. A  Summary  of   Seth’s  Advice  on   Ge6ng Unstuck  from  the   October  Revolu>on   Weekend ★ Why  are  you  here? ★ Why  do  you  go  to  work? ★ What  is  holding  you  back? http://gallery.wolfram.com/surfaces/popup/OctahedronTrefoil2.pop.gif SHARE GETT ING UNST UCK 1 1
  • 2. Some rights reserved by James Cridland The target audience is men and That product or women Aged 0 and up service that you’ll make, who is it for? oops! If it’s for everyone, you’ve failed. The more specific you can be, the more likely you will make something the specific group of people will find remarkable. Getting Unstuck 2
  • 3. Why do tourists who go to New York or Rome go to McDonald’s? Because it’s safe. It’s about how it makes them feel Those people you are and what the specific group of making the product or people believe. service for,what do they believe? Getting Unstuck 3
  • 4. This group of people, what with their beliefs, “Find the early adopters, embrace them, adore them, have they bought support them, don't go away, don't let them down. And then before? be patient yet persistent. Mass market acceptance is rare. Viral connections based on experience are the only reliable way to spread new ideas in communities that aren't traditionally focused on the cult of the new.” http://sethgodin.typepad.com/seths_blog/ 2010/09/marketing-to-the-bottom-of-the- pyramid.html Getting Unstuck 4
  • 5. Your job is to teach them This group, with their and reach them. beliefs, have they bought There are so many new a product or service like creative ways to do it today. do they this before and The key is to use all the know that you exist? tools and vehicles that are available to you to connect the people you are targeting, with their beliefs and what they care about. This is where communities become important. Getting Unstuck 5
  • 6. This is a deep moral and ethical issue. This group, with their beliefs, have Depending on what they bought something like this before? you are "selling," Have they needed a service like this? the amount of trust And, do they know about you they have in you may change. and do they trust you? They can pay you with cash, attention, time or connections. Getting Unstuck 6
  • 7. Does your service or product connect one person to another? All Twitter does is connect people. Google connects customers to ads - it connects people with trust to people with attention. “Who you hang out with determines Godin what you dream about and what you collide with. And the collisions and the dreams lead to your changes. And the changes are what you become. Change In this economy,are the outcome by changing your circle.” — Seth Godin you a connector? Getting Unstuck 7
  • 8. Are you solving a problem? The more you specialize, the more likely you will solve someone's problem. Clayton Christensen found that when a fast food chain wanted to improve milkshake sales, they asked people to describe the ideal milkshake: thick or thin, fruity or chocolatey. Their data was good, but they didn’t see any sales improvement. By going to the restaurant and analyzing who bought milkshakes when, they found two main buyers: early morning commuters (who bought 40%) did so to have something to do during their commute and keep them full; and parents who wanted an innocuous way to placate their children and feel like loving parents. Christensen suggests that many companies lose out because they don’t know what their customers really need. So when you’re studying your customers to improve your sales, remember to look for problems they’re having that you can help them with. Ask questions and always start with the “why.” Motivations are key. http://www.youtube.com/watch?v=ZcWvrgVnhg4 Getting Unstuck 8
  • 9. “How dare someone offer it for free when I have been doing it If this catches on among for a long time? How dare Uber make it cheaper?” They can people you are trying to steal your ideas but they can’t steal what matters and the way why won’t cheaper reach, you do it. competitors steal your "The problem with competition is that it takes away the business? requirement to set your own path, to invent your own method, to find a new way. When you have competition, it's the pack that decides what's going to happen next, you're merely trying to get (or stay) in front. Competing with yourself is more difficult, it requires more bravery and leads to more insight." http://sethgodin.typepad.com/seths_blog/ 2012/07/competition-as-a-crutch.html Getting Unstuck 9
  • 10. The only things that are The first question valuable are scarce. If they were easy, everyone would do you need to ask them. about your project is: “The only reason every project what's scarce? doesn't scale to infinity is that something runs out. Time, money, natural resources, new fashions, new customers ... something is scarce.” http://sethgodin.typepad.com/seths_blog/ 2012/06/whats-scarce.html Getting Unstuck 10
  • 11. “Hard is not about sweat or time, hard is about finishing the rare, valuable, risky task that few complete. Don't tell me you want to launch a line of spices but don't want to make sales calls to supermarket buyers. That's the hard part. Identifying which part of your project is hard is, paradoxically, not so easy, What’s the hard because we work to hide the hard parts. They frighten us.” stuff? http://sethgodin.typepad.com/seths_blog/2010/11/ sure-but-whats-the-hard-part.html Getting Unstuck 11
  • 12. What’s the value? As it catches on, does it become more or less valuable? In the connection economy, value can increase when more people find it beneficial. Like TED, the ticket is not cheap but more people want to go and be on the invite list. The value is the connections that are being made. It attracts likeminded people. Scarcity often creates value. Getting Unstuck 12
  • 13. How much does it cost you to make a sale? What does it take to make a trusted customer? What is the Ideas that sell win. It is easier to cost of sale? spread ideas today and it can cost you very little in direct costs. And most people buy stuff that they have a personal connection with or that is recommended by a trusted friend. "People don’t value what they pay money for; they value what others value. They value what gets talked about. It’s your job to get people talking about what you have to offer. The best way to do that is to give it away." — Seth Godin Getting Unstuck 13
  • 14. Amazon estimated the customer lifecycle at $33 in profit. What’s the life time “Few businesses understand (really understand) just how value of a customer, once much a customer is worth. Add to this the additional profit you you make the sale? get from a delighted customer spreading the word—it can easily double or triple the lifetime value.” — Seth Godin If your current customers aren’t happy using your product or service, then your marketing is simply sending more people into a bad experience. Getting Unstuck 14
  • 15. Is there a way to make this product or service less expensive than you do? If so, you will have more money to promote it. Can you make it faster? In a world where it takes one day or six weeks to get a product or service How fast can you to market, what can you do differently? make your product How can you tap into connections and communities to make it go faster? or service? Getting Unstuck 15
  • 16. When will you ship it? When will you ship your product, service or book? Love your plan. Love your vision. Until you ship, it doesn’t matter. You need to be prepared to fail - the person who invented the ship also invented the ship wreck. Ship it: Have a date and time. Deliver on it. It takes guts, courage and a strong sense of self to be brave. — Seth Godin Getting Unstuck 16
  • 17. ✴ Who is it for? ✴ Are you solving a ✴ What do they believe? problem? ✴ What is the cost of sale? ✴ What has this group bought ✴ Why won’t a competitor ✴ What’s the lifecycle? before? steal your idea? ✴ How fast can you make it? ✴ Do they know you exist? ✴ What’s scarce? ✴ When will you ship it? ✴ Do they trust you? ✴ What’s the hard part? ✴ Are you a connector? ✴ What’s the value? “The key to wisdom is knowing all the right questions.” — John Simone Getting Unstuck Photo: Megan Murray 17
  • 18. Some Questions About What Your Online Learning from Bananas Presence Should Do As part of the weekend, Seth asked if anyone wanted him to take a look at their website. We were sitting in a large auditorium and "It turns out that it's a lot easier to peel a banana if you start from the 'wrong' end. people shouted out their website urls. I observed how many people You don't even have to use your teeth. were apologetic about what we were about to see and experience. Here's the thing: I know this. I've tried it. It's true. They were downplaying the site that future employers, customers I still peel a banana the hard way. It feels like the and partners would see even though it is what represents them on right thing to do. the web right now. Seth had some great insights for each of them Selling change is much harder than you think." and I am summarizing some of the key questions he asked if you — Seth Godin are creating an online presence. "Every website is a marketing effort. Sooner or later, your site Start here instead of here involves an interaction with a user, and that interaction won't be 100% technical. You have to sell the engagement, the interaction and the story you have in mind. While websites have always involved technology, the tech is secondary to your ability to get your point across." Seth ✴ Who is it for? ✴ How do people know to come to your site? ✴ Which sites does the kind of person you want to connect with http://www.fashionfoodfatale.com trust? What are their A, B and C sites? ✴ What do you want them to do once they get to your site? ✴ Do you make it clear: what’s the banana? Getting Unstuck 18
  • 19. “I work from my heart. That’s all ★ It’s tempting for entrepreneurs to see something that’s broken I know how to do. I work hard and want to fix it. We want people to see what we see. Resist and need to keep the lights on. I the temptation. You don’t have the leverage to change people’s get stuck with making money and delivering excellent customer world view. service. How do I make the ★ Almost no one wants to admit they are wrong. But they can see business more sustainable? new information and have it change their opinion. ★ I have no comments on my blog. I don’t want to have rewrite my Being aware work for people who criticize what I have to say. It would grind of why you ★ me to a halt. That’s why I have posts and no comments. Ignore them. Reviews don’t really matter. are stuck is key ★ Start with the belief that you are really good at what you do. ★ A freelancer gets paid while they work. An entrepreneur gets paid while they “How do I deal with sleep. They hire other people. The challenge is when you are bootstrapping is negative reviews and people who don’t get Ignore the that the cheapest person you can hire is you. ★ You may have a belief about money that makes you stuck. But money is Noise and paper. If you’re mis-valuing money, the trade you make with money is going to what I am doing?” be off track. ★ Figure out how to divorce money coming in from value of what you do. There is Help a big difference between bringing flowers on a date than bringing money. ★ Hire someone who likes to think about money or you need to get over your People See negative belief about money. ★ How do you tell a story so the right person is eager to help? ★ We teach kids in school to ship stuff. ★ People are trained to wait, cram and not to ship. ★ When you demolish a building, it’s easy. But everything after the demolition takes time. Every single step along the way, “What keeps people from shipping stuff?” It Takes someone will say it’s not ready. ★ We need to have discipline. It’s not genetic. Courage ★ It’s more important for your product or service to be in the market than be hidden. ★ Stay up until you get it done. ★ As soon as you commit to the date, then your quality goes up. 19
  • 20. ★ What kind of person signs up to be one of your sales reps? ★ Only one in a hundred is like you. “I am managing, not ★ Can you change someone’s story? Can you get them to see the leading, 75 women in my world the way you do? If you can’t you have to find other people. retail business. How do I ★ You assume that they signed up and now it should all fall into inspire them to lead?” Stories. place. ★ What leaders do is change the story they tell themselves. Connect ★ Some people have misery and they want company. If you want to connect people, do it in person rather than online – chat room or with campfire. They can be invited in and invited out. They are raising the average. People. ★ Who are you targeting? Do they know about you? “I want to create an ★ How will you measure success? Is it making $100,000 in a interactive platform for a What year or having 3 kids in Delaware that are no longer being children’s book as bullied? storytellers. How can I Does ★ Today, it costs nothing to publish a book. And a lot of people make it happen?” think it doesn’t count. Success ★ Who can you double date with? Is there someone who is established? Oprah doesn’t have a show anymore. Look Like ★ You have to find a new middleman. Who do they whisper to? You need to find someone who can help you get started. to You? “I am creating a comic book on leadership. How should I Tap into ★ If you’re going to bother writing something, write something that matters. ★ The average American reads one book a year. And the typical book sells distribute it?” Your 4,000 copies. So 50 Shades of Gray already captured the market. You have to make people light up on every page. Connections ★ Just because they bought it, doesn’t mean they read all of it Buying the book is one thing but only 20% actually read it. ★ Self-publishing – why are you doing it? Always start with the why. Give it away, send it to 1000 people who trust you and ask them to send it to more people. You’ll make it up in a heart beat. ★ 5 years ago what did you make that was scarce? It’s not scarce any more. Everyone curates now. ★ The challenge of social media is a direct connection between you and people who trust you. 20
  • 21. “How do we How do you find the fringes? differentiate ourselves? How do we make sure we are not boring?” ★ When you are selling to someone in a large organization, it’s not the person’s money. It’s their organization’s money. And the bottom line is they are trying to make their boss happy. They need to be able to tell a story about buying your product or service. How does that story help them advance and make them feel safe? How does it make their boss look good? ★ The person who hires me to give a speech does it because bringing me will make their boss happy. ★ For example, when someone buys training, it goes back to the HR department’s meat and potatoes. All the buyer cares about is that she won’t get in trouble after the training is over. She is taking a risk: Bringing someone new may get them fired. ★ If you are selling to an average buyer in an average company, they are in the center of the bell curve and not interested in change – they are not on the fringe. HBR is good example. Almost no one reads it. But many people with money associate with it. That’s why consultants work for three years to write an article. They want to be seen by buyers as being on the cutting edge. It’s like double dating – they trust HBR so they trust you if you can get an article published, then people will want to associate with you. ★ The cost in digital world to you is zero. If one person reads your white paper or watches your video, it doesn’t cost you anything. They trust you because you have been generous. When they call asking for more, you then ask for money. That’s why I make it cost money. None of you would be here if I didn’t give you stuff for the last 10 years. The core of work that you do you do it with raucous those people find you because they want to connect to other people and you are are at the center of the circle. ★ Connect people who want to be connected. They will help you spread the word. Getting Unstuck 21
  • 22. Be Uns Unleas Unlearn tick h Photo: Kelly Greenwell "All our successes are the same. All our failures, too. We succeed when we do something remarkable. We fail when we give up too soon. We succeed when we are the best in the world at what we do. We fail when we get distracted by task we don’t have the guts to quit." — Seth Godin Getting Unstuck 22