In this ten-minute video, best-selling author Seth Godin talks about a fundamental shift in today's business world that includes marketing, social media and a move toward openness. He says: "You are going to have to change if you want to be there too."
Some food for thought. A quick summary:
- Marketing needs to be responsible for the product.
- You need to measure interaction.
- The only asset that gets built online is permission to talk to people.
I wonder about the first point and how it can be applied to a law firm? I almost think it needs to be turned on its end; instead of making the marketers in charge of the product, perhaps those in charge of the work product should be doing the marketing and (along with it) the listening to the clients. What do you think?
Some additional points he made on innovation:
- Innovation is an invitation to failure.
- Innovation requires solving an interesting problem.
He says that innovation takes place only if these two factors are in place. In other words, there has to be a problem to solve and the organization (or individual) has to prepare for failed attempts before having success.What do you think of Seth Godin's discussion? Anything that strikes you as particular relevant or irrelevant for the legal industry?
Hat tip to Mitch Joel for a link to the video.