Whatcha Gonna Do with That Duck? (Seth Godin, 2012)

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  • There is not best time to start. If you don't start now, next year you would have asked yourself why you didn't do it.
  • Say no to average.
  • You work is not done when your inbox is finally empty, it is when your boss stop telling you what to do.
  • Before you do something, ask yourself would you do it tomorrow or in 30 days' time?
  • Connect to the right person.
  • Showing up on time is a basic promise.
  • Tiny business
    • Go where your customers are.
    • Be micro-focused.
    • Outlast the competition.
    • Leverage.
    • Respond.
  • 8 important questions
    1. Whom are you trying to please?
    2. What are you promising?
    3. How much money are you trying to make?
    4. How much freedom are you willing to trade for opportunity?
    5. What are you trying to change?
    6. What do you want people to say about you?
    7. Which people?
    8. Do we care about you?
  • 10 secrets of marketing process
    1. Don’t run out of money. 
    2. You won’t get it right the first time.
    3. Convenient choices are not often the best choices.
    4. Irrational, strongly held beliefs of close advisors should be ignored.
    5. If it makes you nervous, it’s probably a good idea.
    6. Focusing obsessively on one niche.
    7. At some point, you’re going to have to either stick to your convictions or do what the market tells you.
    8. Compromise in marketing is almost always a bad idea.
    9. Test, measure, and optimise.
    10. Read and learn.
  • Darwin elephant math: 500 years to get 15 million elephants, however it does not work that way.
  • 7 marketing sins
    1. Impatient
    2. Selfish
    3. Self-absorbed
    4. Deceitful
    5. Insonsistent
    6. Angry
    7. Jealous
  • Smaller market is a better place to start as ball can bounce off the walls.
  • Social media taboo
    1. Follow a ton of people to get people to follow back.
    2. Focus on the number of followers, not on the interests of followers or your relationship with them.
    3. Pump links through the social platform (take your pick, or do them all!).
    4. Offer nothing of value, and no context. This is a megaphone, not a telephone.
    5. Think you’re winning, because you’re playing video games (highest follower count wins!)
  • Modern business plan
    1. Truth
    2. Assertion
    3. Alternatives
      What would people do without your current solution?
    4. People
    5. Money

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