Personalizatio n wasn't supposed to be a cleverly veiled way to chase prospects around the web, showing them the same spammy ad for the same lame stuff as everyone else sees. No, it is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more important, what they need.
Seth GodinBefore you promise to change the world, it makes sense to do the hard work of changing your neighborhood.
Seth GodinThe weird set an example for the rest of us. They raise the bar. They show us through their actions that in fact we're wired to do the new, not to comply with someone a thousand miles away.
Seth GodinThe mistake so many marketers make is that they conjoin the urgency of making another sale with the timing to earn the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.
Seth Godin