In his podcast, Akimbo, Seth Godin teaches us how to adopt a posture of possibility, change the culture, and choose to make a difference. Here are my takeaways from the episode.

  • The popularity of many items follows the Zipf’s law.
  • When you make a hit product or service, appealing to the whale is essential. We should think about what these whales would want from this product or service. Make something that can turn into a subscription for those whales to come back again and again.
  • Building a hit that is a home run on purpose is very difficult. All best-sellers are surprised best-sellers.
  • Another approach to building a hit is to embrace the motto of “people like us do things like this.” This approach is very different from having a sudden, worldwide sensation. It requires the creator to take this approach on purpose and from the very beginning.
  • For most of us, making hits is to figure out whom we seek to serve and how to create connections for this small group of people.
  • Consider the approach of growing and thriving in the long-tail portion of the power curve.
  • Do not seek out to live on the long-tail, instead, seek out to own the long tail. Create a collection of thousands of pieces of work on the long tail. When someone finds one, two, or five pieces or SKUs of your collection, you have a shot to gain the attention of that audience.
  • When you do not have a hit, get busy creating and shipping. In the meantime, go and find some whales and create a cultural construct of “people like us know about something like this.”
  • Seeking to create a hit for the mass is usually a losing proposition because the mass is not looking for you.
  • Making a hit is about thoughtfully analyzing what kind of hit we want to make, who it is for, what it is for, and how we are going to talk about it.