Seth Godin
Embracing lifetime value
Twitter It!By: Seth Godin
If you walk into a company-owned cell phone store to sign up for a contract, what are you worth?
Given the huge gross margins at AT&T and Verizon and the standard two-year contract, I think it’s easy to figure on more than $2000 in lifetime value.
If you ran a business where a customer [...]
Breakthroughs and drips
Twitter It!By Seth Godin
There are only two ways to win in the market.
You can create a breakthrough. A promotion so powerful that people can’t help but engage. An innovation so remarkable, people can’t help but talk about it. A pricing strategy or ad campaign that breaks the mold and is worthy [...]
Ms. In-between
Twitter It!By: Seth Godin
The either-or world continues to decay, confronted by a shifting economy and the tools of the net.
It used to be easy to tell if someone was a journalist. Either you were or your weren’t. So giving special privileges to journalists was easy. Parking permits, press badges, first amendment protections… no problem, [...]
The platform vs the eyeballs
Twitter It!By: Seth Godin
The platform vs. the eyeballs
This might be the most subtle yet important shift that marketers face as they deal with the reality of new media. Marketers aren’t renters, now they own.
For generations, marketers were trained to buy (actually rent) eyeballs.
A media company assembled a large amount of attention. A TV network or [...]
Hop in I´ll drive…
Twitter It! By: Seth Godin
“Hop in, I’ll drive.”
Just because someone offers you a lift, doesn’t mean you have to take it.
In a joint venture or possible business arrangement, it’s reassuring when the other person offers to drive. “Leave it to me,” they might say, or, “I’m socializing this through the organization… be patient, I’ve done [...]