Seth Godinis at it again. On June 14, 2010 at 8pm est – Linchpins around the globe will unite to share, network, connect and collaborate. All inspired by Seth Godin.
Ever since his book Tribescame out and he invited the hale and hearty to purchase his book sight unseen two months before publication and join his TRIIIBES ning and band together – I have been a fan.
So when Seth raised the call for people to host/sponsor/attend this Linchpin event I jumped in with both feet and selected a location in Hudson, OH.
A linchpin, as Seth describes it, is somebody in an organization who is indispensable, who cannot be replaced—her role is just far too unique and valuable. And then he goes on to say, well, seriously folks, you need to be one of these people, you really do. To not be one is economic and career suicide.
Seth describes linchpins as artists – people who bring an undeniable passion to their work.
In a quote from the Amazon description:
Work that you put your heart and soul into. Work that matters. Work that you gladly sacrifice all other alternatives for. As a working artist and cartoonist myself, I know exactly what he means. It’s not what you do, it’s the way that you do it.
The only people who have a hope of becoming linchpins in any organization, who have any hope of changing anything for the better in real terms, are those who have the capacity to do “emotional work” at a high level—to be true artists at whatever they set their minds on doing. The guys who just plod around the office corridors, just turning up for their paycheck…. Well, those guys don’t have a prayer, poor things. The world is just too interesting and competitive now.
When I worked for Pearle Vision, I would often work six days a week; starting before 7am and often working late into the night or returning to the office after putting my children to bed. My father would say “Why are you working so hard – it doesn’t say Debbie Vision over the door?”
I would reply, “It is just how I have to work. It doesn’t matter if no one care…I care and to me, it does say “Debbie Vision.”
He would shake his head and mutter something about working myself sick and to some extent he was right. But I had a passion for making a difference and it is that same passion I bring to my own customers. For although the name of my company still isn’t my own – the stamp on my work has my name written all over it. Just like yours does.
I look forward to meeting other such passionate individuals at the up coming Linchpin event and I would encourage you to find an event or host one yourself this coming June 14th.
Sharing our passion for what we do is a great way to learn new ways to make the customer experience better, to market ourselves better, to learn from each other to be more effective.
I was blown away by the new GM commercial last night. The one minute marketing segment introduced the Reinvention of GM.
Call me Pollyanna (many do) but I liked the fact that they started by admitting some of the wrong directions they’d traveled and then firmly, clearly stated the new direction:
Fewer, stronger brands
Fewer, stronger models
Greater efficiencies
Better fuel economies
New Technology
In short “leaner, greener, faster, smarter.”
I loved the statement “we aren’t going out of business, we’re getting down to business” and “the only chapter we’re focused on is Chapter One.”
Of course, in the process of seeking out a copy of the commercial to share, I found the Spoof version which slaps the face of all those hoping to see GM turn around – for the company, for the employees and most importantly for our country.
But no matter how you feel about GM, their marketing campaign or their business practices, here are a few things we can all take away from the commercial:
1. We need to look at how we do business – are we trying to be all to everyone and therefore not succeeding to be anything to anyone? Fewer brands. Fewer services. Niche message – that’s the way of the near future if we plan to be successful.
2. Are we efficient? Are there ways we can do more with less? Do less but do it better? Spend less. In the most recent issue of Advertising Age, the lead article is entitled “Marketers fear frugality may just be here to stay.” Okay, from a marketing perspective that’s bad – but really if we look at how we spend our time, money and energy to strive to be more efficient and more effective – is that such a bad thing?
3. In the midst of utter failure – the executives of GM (well, at least those that write their marketing copy) are “getting down to business.” They are focused on success. They are going to do whatever it takes to remain a viable option in the competitive auto industry. The message is one of passion and commitment. We can all use a little of that passion for our own business – our customers – our future success. If you had to make a statement with the greatest conviction about your business – what would it be?
I once had a franchisee whose store was in the snow belt of America. Winter months brought few customers and even fewer dollars and during those months he’d refer to himself as “Dead Fred.” The reference signfying that he was unable to pay his bills – ‘dead in the water.’ It was his annual “giving up” season.
Have we given up? Have we given in to the recession – oh well, it is the economy – nothing we can do. We’ve been doing business this way for years – can’t change now.
Certainly that could be what the auto industry in general and GM specifically could be saying but if we are to believe their new commercial, they aren’t going to give in. No Dead Fred here.
I hope the new advertising message is more than a campaign – rather the new way of doing business. Just like each day I need to look in the mirror and see what my New “GM” – my new way of business will be based on the changing environment.
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So what is a linchpin?
