Book Review: The Practice, Seth Godin

Seth Godin’s latest book, The Practice, may read like a manifesto about doing creative work, but beyond the apparent surface, it makes a beautiful, inspiring case for generosity and commitment in whatever we do. The concepts apply much more broadly than to work such as writing, music, or the visual arts. Arguably, we are creative in how we lead, how we solve problems, and how we interact with others, too. We can bring many of Godin’s ideas to bear in those dimensions of work as well.

Patient Capital and Content Marketing

Adopting a “patient capital” mindset in marketing means slowly building up an audience by delivering the highest value thinking in the highest quality manner possible. People may not buy today. It means planning at longer timescales — quarters and years rather than days and weeks. You deliberately and intentionally build your reputation by developing your ongoing credibility. In the same way that a patient capitalist defers expectations of return, you defer your expectations of immediate buying decisions by focusing on the long haul.

Decency: A New Meaning for an Old Word

Decency? Yes. When applied to marketing and communications, the concept of decency means treating people with a deep conviction that their time and their attention have value. It means showing a courteous restraint. It means respecting that time and attention are not just finite but irreplaceable resources. It means working within a dynamic of gaining permission, building trust, offering value.

The Thousand People Who Matter

In most areas of B2B fintech or specialized institutional banking services, there are rarely more than a thousand key decision makers and influencers who can make a difference to your business. Potential audience size ties directly to content strategy. B2B financial innovators should focus on getting the highest-quality bespoke content directly into the hands of people who make buying decisions — no more and no less.

10 Traits of Successful Thought-Leading Organizations

To achieve thought leadership at the organizational level takes some work. But there’s good news. Much of this work does not require a huge outlay of capital or high levels of effort. Instead, it requires simply stopping dysfunctional processes and changing mindsets. Here’s what thought-leading organizations do to stay ahead of the pack