Our Job is Step Four

Photo by  Daniel von Appen  on  Unsplash


This is Seth Godin...


Marketing in four steps

1) The first step is to invent a thing worth making, a story worth telling, a contribution worth talking about.

2) The second step is to design and build it in a way that people will actually benefit from and care about.

3) The third one is the one everyone gets all excited about. This is the step where you tell the story to the right people in the right way.

4) The last step is so often overlooked: The part where you show up, regularly, consistently and generously, for years and years, to organize and lead and teach and build confidence in the change you seek to make.


As Seth says, "build it and they will come" doesn't work outside of supernatural baseball movies. Ed and I know this from experience. We still have the scars. 

But doing something hard and building something great, telling people about it and then telling them again and again and again via high-quality messaging and content just might. 

If you're a self-absorbed and selfish product or business owner, chances are you aren't telling enough of the right people about the great work that you might be doing behind closed doors. And that's fine. Most leaders are. It's an easy mistake to make. You're focused and busy. 

But what's not fine is being told or realising it, understanding its importance and refusing to change. The basic rules of business say that however great you, your product or your business might be, if you tell nobody about it, nobody - users, peers, investors - is going to use, respect or value what you do.

So if you're building something great, tell people about it. You do it. Or get us to do it for you. 

You stay humble and patient and do great work. And we'll do the rest. 

Your job is step one to three. And our job is step four. 

Edward Playfair