There's a huge difference between being a replaceable cog on the assembly line and being the one who is missed, the one with a unique contribution, the one who made a difference.
Seth GodinThe mirror we hold up to the person next to us is one of the most important pictures she will ever see.
Seth GodinYou are far more likely to do your best work if you are willing to delight a few as opposed to soothe the masses.
Seth GodinTraditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.
Seth Godin