"Godin-uff"

Thanks to Seth Godin for commenting on our last blog entry and pointing out that his book -- Survival is Not Enough was originally published in 2002. However, since much of it still holds true and he stands by it, I thought it appropriate to share some selected/edited key concepts from the book that he has bullet-pointed. Proof, in a way, that fresh ideas -- or fresh thinking does not grow old.

• Change is the new normal.
• If you and your company are not taking advantage of change, change will defeat you.
• Change presents new opportunities for companies to capture large markets.
• Change is the enemy of the current leader.
• Change also represents opportunities for individuals to advance their careers.
• Companies that introduce products and services that represent significant changes can find that they lead to rapid, runaway successes.
• Companies that cause change attract employees who want to cause change.
• The way species deal with change is by evolving. Companies can evolve in ways similar to those used by species.
• Companies will evolve if management allows them to.
• Companies that embrace change for change's sake -- companies that view a state of constant flux as a stable equilibrium - zoom. And zooming companies evolve faster and easier because they don't obstruct the forces of change.
• Once you train the organization to evolve regularly and effortlessly, change is no longer a threat. Instead, it's an asset, because it causes your competitors to become extinct.
• If your company is too reliant on your winning strategy, you won't evolve as quickly.
• Low-cost, low-risk, real-world tests are the most likely to have high return on investment.
• Your company's posture regarding the process of change is far more important than the actual changes you implement.
• If you have employees who don't embrace this posture, they will slow you down and cause you to make bad decisions.

Two Seth Godin books published in recent years that I recommend include: Small is the New Big and Free Prize Inside ... The Next Big Marketing Idea ...and he has a new one, published this last May -- Dip. (This guy is prolific! Do you think Stephen King feels the heat?)

Thanks, Seth! Doug Stevenson for The Innovise Guys

http://sethgodin.typepad.com/