Seth Godin

Seth Godin (1960) is an 
American author and an entrepreneur. Godin popularized the topic of permission marketing and has published 11 books. His books Tribes and Linchpin are invaluable must-reads for change managers.

Three is the magic number (Part 2)

Let there be no doubt about it: 3 is the magic number for organizational change practitioners. As I stated a few weeks ago, it is the cornerstone of our basic insights; the anchor that keeps our paradigma from sinking by the slightest breeze. And now there is more evidence, as I am currently reading and thoroughly enjoying Tribes by Seth Godin.


If you can’t state your position in eight words or less, you don’t have a position.


At Reader’s Digest in the 1950s, Lila Wallace used to walk from office to office and say, “It’s a beautiful day. Turn off the lights and go home.” And it was 4 — PM! Maybe if you left the office once a week at 4 PM, the decisions that you would make the next day would be a lot better.

Go home. Have dinner with your family.

You’ll be glad you did.


In fact, competence is the enemy of change! Competent people resist change. Why? Because change threatens them to become less competent. And competent people like being competent. That’s who they are, and sometimes that’s all they’ve got. No wonder they’re not in hurry to rock the boat.

Why Marketeers outperform Organizational Change Experts (PART II)

I always wonder why a glossary is mostly the last part of a document – it just makes no sense. So, let’s not do that and start with the glossary of this very article…

Why Marketeers outperform Organizational Change Experts

Because they share basic insights of Evrett Rogers, Goeffrey Moore, Seth Godin and Malcolm Gladwell! So here is my small manifesto for less academic mumbo jumbo and more marketing common sense. Population Analysis For starters, in a 1962 book called Diffusion of Innovations, Everett Rogers (*) stated that adopters of any new innovation or idea […]