Seth Godin is in the House!
HCI is pleased to announce that Seth Godin will be this year's Strategic Talent Acquisition Conference's closing keynote! You may know Seth from his 13 best selling books, being named the “Ultimate Entrepreneur for the Information Age,” by Business Week, or maybe you own the Seth Godin action figure...
From employer branding, technology, and the power of relationships, to transforming business Seth will share his incredible advice straight from his international best sellers.
For instance, Seth believes that the end of the "TV-Industrial complex" means that marketers no longer have the power to command the attention of anyone they choose, whenever they choose. Second, in a marketplace in which consumers have more power, he thinks marketers must show more respect; this means no spam, no deceit and a bias for keeping promises. Finally, Seth asserts that the only way to spread the word about an idea is for that idea to earn the buzz by being remarkable. Seth refers to those who spread these ideas as "Sneezers", and to the spreading idea as an "IdeaVirus." He calls a remarkable product or service a purple cow. Imagine applying this concept to recruiting!
Let's talk more about that purple cow idea... Seth focuses on the creative thinking necessary for a business to create a “purple cow” an offering that stands out from the crowd and causes customers to take notice. Using real-world examples from extremely successful companies, Seth reveals the benefits of using creative, remarkable thinking to transform business ideas and practices. Seth explores how ideas spread, why the stories companies tell matter, why treating customers with respect pays off, and how these and other business decisions determine whether your business becomes invisible or remarkable.
According to Godin:
There's a lot to be said for conditioning your audience to listen carefully. If they know that valuable information is only going to come at them once, they'll be more alert for it.
Alas, as the nois-o-sphere gets noisier still, this approach is hard to justify.
Repetition increases the chance that you get heard.
Repetition also increases (for a while) the authority and believability of what you have to say. Listeners go from awareness of the message to understanding to trust. Yes, the step after that is annoyance, which is the risk the marketer always faces.
Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you're doing from several angles.
In many ways, the mantra of permission conflicts with the mechanics of frequency. If people are loaning you their attention and you're delivering anticipated, personal and relevant messages, your need for frequency goes way down.
If you're using frequency as a tactic to make up for the fact that you're being ignored, you can certainly do better.
For the rest of us though, saying it twice may in fact be twice as good as saying it once.
Seth being a typically infrequent speaker, no talent acquisition leader should miss this incredible opportunity to hear him present in person and be able to ask him your top of mind questions!