Stories Mean Business - Nick Warren

Stranger Things, Thor Ragnorack and Beowulf.

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I've been sitting here trying not to record this, but ... you know.

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Sooner or later, it was going to come back and bite me in the ass.

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What if the short-term thinking problem (I've mentioned before) is really a feedback issue?

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We're 1001 episodes in. Maybe we need a little reorientation :-) 

This is Episode 1000 of the Stories Mean Business podcast, and today I welcome my first guest ... the marketing LEGEND that is Seth Godin.

Video and Seth on Story Wiki

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Nick: Hey there friends. This is Nick and this amazingly is episode 1000, of the stories mean business podcast. And I’m absolutely thrilled. You’ve listened to the last couple of episodes. You’ll know that today we have, well, a legendary guest. I’m going to say Seth Godin, welcome to the podcast. Thanks for coming on.

Seth: How could I miss number 1,000? 1,000! Well done.

Nick: You know, I was actually, I was saying to my kids, I said in my world, Seth Godin is a rock star. That sense you get when you’re able to follow a really good band for, for a number of years or decades, perhaps, and you get that, you get that sort of sense of the conversation they’re having with themselves.

I think the first book I read of yours was Permission Marketing in 1999. And it really changed the way I thought about how I was building my business. You were talking about stories then, and this is a podcast all about storytelling. What I want to do, if it’s okay with you, is try to just explore a little bit three of the myths that you’ve already talked about in your work.

And I’m going to start with a book that you wrote in 2005, which is one of my favorites, All Marketers Are Liars. And the very first lines in that book. Just fantastic. Here we go. Don’t just tell me the facts. Tell me a story instead. Be remarkable. Be consistent, be authentic. And here’s the line that really got me at the time.

Tell your story to people who are inclined to believe it.

Because most of us still think that marketing is about changing people’s minds. Don’t we? And I’d love to get into why changing people’s minds isn’t really a good idea.

Seth: Yeah. It’s almost impossible to change people’s minds. And first thank you for having me.

And thanks for this work you’re doing. All Marketers Are Liars has the worst title of any book I have ever worked on. It’s an example of how hard it is to change people’s minds...

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Including a behaviour that you might recognise.

Be careful what you wish for.

I've been stuck this past month, but fortunately I've been rereading George Leonard's book on Mastery, which includes a crucial reframe.

In this episode I also talk about audience (yes, again) and self-efficacy.

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