The Icarus Deception and Seth Godin

The Icarus Deception and Seth Godin

This week, Seth Godin made a rare appearance in the UK and I was lucky enough to bag myself a ticket. I’ve been a huge fan of Seth’s since reading his book ‘Purple Cow’ 4 or 5 years ago and applying many of the principles within it to my own business. Since then I’ve read a number of his books including Lynchpin and most recently, The Icarus Deception, the book this event was based on.

Seth has inspired me for a number of years so I was keen to see him live. I wasn’t disappointed.

The Icarus Deception deals with the fact that we are living in a revolution and that most people are struggling to see it. We are moving from an Industrial Economy (think big brands, big spends, loud marketing noise) where everything revolves around greater efficiency, cheaper products and where people are pushed to be average, to what Seth terms the Connection Economy where the connections you make and the opportunities you take to create ‘Art’ will be the most important element to your success in the future. The problem is, not enough people create art.

So what is art? Art is something new. Art is being different. Art is something you made before others. Art is something you probably tried to create time and time again, not being afraid to fail along the way. Are you making art?

A particular theme that interested me is that as we grow up we’re taught not to make art. Schools are there to teach us to stand in straight lines, to conform, not to speak up but to go through the system – junior school, high school, university, job. When are we told its ok to make a ruckus? I certainly can’t remember being given that instruction. The title of the book, the Icarus Deception refers to the Greek myth about Icarus who was taught, while attempting to escape from Crete, not to fly too close to the sun or his wings would burn and he’d fall into the sea. Of lesser mention is the fact he was also taught not to fly to close to the sea or the mist from the water would make his wings too heavy and the same fate would occur. Where are we teaching future generations to fly? Higher than ever or within their comfort zones, where its nice and safe?

A fascinating story using the company Lego was used as means of an example. Allegedly they were suffering grave problems back in the 80’s/90’s, as they stuck to their belief that every product they made should be able to be used for at least two different things. We were told the company was almost bought to its knees until one of its team came up with the idea of selling lego model kits that children (and I’m sure a few adults) could put together themselves. The company was saved and why? Because kids want to follow instructions, to make something perfectly, NOT to make art, NOT to stand up with something new and different and say, “I made this”

So what does it take to make art then? It takes the willingness to fail, over and over again (something I wrote about here). It takes grit and determination. It takes the need to overcome your ‘lizard brain’ and when others say you can’t do it, to carry on. It takes the ability to dance with fear (a favourite phrase of mine) and be ok with ‘this might not work’.

The Icarus Deception is a fascinating book and one that I’m excited about sharing. I for one embrace the connection economy. Am I creating art? Maybe not enough, but I intend to challenge myself with this question on a regular basis.

Are you creating art? If so, please share it with us, after all, an important part of this economy is to be able to stand up and say, ‘I made this’, whatever others say.

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Secrets for Super Successful Business Owners – Nigel Botterill

Secrets for Super Successful Business Owners – Nigel Botterill

On Wednesday night I had the privilege of watching Nigel Botterill, UK Entrepreneur and CEO of thebestof Franchise group present to 100 businesses in my hometown of Exeter. The tour of the country is called “18 Secrets that Super Successful Business Owners Know and Do…” – you can follow the conversation about the tour on the hashtag we created with thebestofexeter at #18secrets.

I’ve met Nigel a couple of times now but this time I was lucky enough to get an hour with him before the big event, discussing ideas and thoughts on business. I’ve written before about how important it is to ditch the negative people in your life and surround yourself with positivity and success – When you chat to someone successful like Nigel you can’t help but be lifted and ideas immediately start to flow – I was at the venue at 5ish and didn’t leave until 9:30pm – it felt like about an hour!

Now i’m not going to simply copy and paste Nigel’s points – that wouldn’t be cricket. However, from the 18 secrets, I’m going to share my big 3 takeaways from the night.

1). “Making the jump from ordinary income to big income business means you need to make the jump from ‘doer’ of the business to ‘marketer’ of the business.” How true – if you’re stuck in the business doing the work on a daily basis, how can you be out promoting it and taking it to the next level? I’ve focused on this quite a lot in my own business in the last year and we’ve certainly reaped the rewards. I’ve built a great team around me who are able to deliver the product, while I market the business. A friend of mine (Richard Carpenter) uses the analogy of driving a car being like running a business: You start by driving the car yourself, taking it in whichever direction you want. The key is to move yourself from the front seat to the back seat and be driven around while you simply direct where you want to go. :) Although I’m being a bit sneaky by putting two tips into one, Nigel also pointed out that we should all concentrate on our marketing first thing in the morning (pref before anyone else gets into work) – a great piece of advice in my opinion and something I’m going to try and focus on over the next few months.

2). Your most valuable asset in business is your database! Your database is critical to your success if you’re going to make it big. Build it at every opportunity, get in contact with your customers regularly, send them something, make them an offer, give them a reason for coming over or for you to go and see them. There are loads of studies about how much easier it is to sell to your current client base than a new one yet many of us get caught in the trap of trying to pour more and more in the top of our funnels while not looking after the people who have already shown they trust us and are willing to spend their hard-earned with us! Absurd when you think about it! Your database makes it easy to keep in contact – go back and work out a plan for it today. (*If it’s email marketing then get in touch with my team at Optix because they offer an amazing service there – plug over*) I particularly loved this sentence from the presentation:

“It’s not your customer’s job to remember to do business with you….it’s your job to remind them”

3). Commit to learning. No successful businessperson got to where they are sitting on their backside watching TV. Many of these people are continually learning, all day everyday. They have huge libraries of business books, they are like sponges for information. Are you? Do you go home and put the TV on or do you read a business book and learn something new about your industry, competitors or other successful people? This last year I’ve spent time building my library of books, especially in the areas of business success and sales. Here are a few that I’ve read recently which I’d recommend hugely (affiliate links):

The Little Red Book of Selling: 12.5 Principles of Sales Greatness

Think & Grow Rich

Purple Cow: Transform Your Business by Being Remarkable

The Tipping Point: How Little Things Can Make a Big Difference

What Would Google Do?

Little Gold Book of Yes! Attitude: How to Find, Build and Keep a Yes! Attitude for a Lifetime of Success

Little Black Book of Connections: 6.5 Assets for Networking Your Way to Rich Relationships

And thanks to a friend Julian Summerhayes who kindly gave me the following book which I can’t wait to read this week:

The Go-giver: A Little Story About a Powerful Business Idea

By the way, here’s the great news for any of you who hate reading (I actually fall into that bracket myself believe it or not) – Check out http://www.audible.co.uk/ – A great site which you can subscribe to and download new audio books/mp3s to your ipod/iphone/mp3 player and catchup with all the great stuff above while on the move :)

So those were the three big take aways from my night at 18secrets – do you agree with these? Do you have some killer tips to share? Let’s discuss…

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