Pre-thinking:

Humans have a need to belong to a group, an organization, a tribe if you will. Godin says that the internet allows us the opportunity to select our own tribes, and that these groups can be powerful forces for positive change. See if you agree that leaders will emerge spontaneously as people move to make society better.

Why you should listen:

“Seth Godin may be the ultimate entrepreneur for the Information Age,” Mary Kuntz wrote in Business Week nearly a decade ago. “Instead of widgets or car parts, he specializes in ideas — usually, but not always, his own.” In fact, he’s as focused on spreading ideas as he is on the ideas themselves.

Who is he:

Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission Marketing, All Marketers Are Liars, and Purple Cow (which was distributed in a milk carton). In 2005, Godin founded Squidoo.com, a Web site where users can share links and information about an idea or topic important to them. Recently, Godin once again set the book publishing industry on its ear by launching a series of four books via Kickstarter. The campaign reached its goal after three hours and ended up becoming the most successful book project ever done this way.

Questions:

1. Godin says that no matter what our work is, what we do is try to change everything. Agree or disagree and explain why.

2. He talks about the making of San Francisco into a no kill city for stray animals, and how one leader made this happen, and debt free, through citizen action. Do you have a cause that needs action? Explain what it is.

3. Are we living through and are right at the key moment of a change in the way ideas are created and spread and implemented?

4. Godin talks about the industrial revolution and the factory model; the electronic revolution and the television model, and says we are reverting to the tribal model. Explain his new model as you understand it.

5. Do you think that there are people already yearning for something that could be brought together? Can you give an example?

6. He offers us three questions to think about. What are they?

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