The Problem with Going Viral: Seth Godin on the Truth About Influencers, Status and Affiliation and Why You Should Avoid The Race to the Bottom in AI

Carey Nieuwhof (0:01)

The Art of Leadership Network.

Seth Godin (0:03)

It's worth asking yourself, are you working for the system or is the system working for you? Are you an unpaid employee of Mark Zuckerberg's? Are you doing stuff saying, I have no choice, I'm just doing my job?

The thing about, the truth about influencers is they don't really have a lot of influence.

Carey Nieuwhof (0:28)

Welcome to The Carey Nieuhof Leadership Podcast, man, in for a treat today. Seth Godin is back on the podcast. And this might be my favorite conversation I had with him.

He's doing very few interviews these days. And I was so fortunate that he reached out and said, hey, can we have another conversation? So we're going to talk about some things he's never talked about before publicly, also about getting stuck, getting unstuck, the problem with going viral, the truth about influencers, about status and affiliation. How does that impact us in the church? Handsome thoughts. And why you should avoid the race to the bottom in AI and what the race to the top might actually look like. A lot of us are thinking about how to use AI. Seth's been so helpful to me in figuring out how to use it. And so I'm delighted to bring it back to you. Hey, for all of you who are new to the podcast, welcome. I'm really glad. Hit follow, subscribe wherever you're watching or listening. You'll never miss another episode. So who is Seth Godin?

One of those guests that doesn't need an introduction, but he is the author of 21 international bestsellers that have changed the way people think about work and art. They've been translated into 38 different languages. His breakthrough books include Unleashing the Idea Virus, Permission Marketing, Purple Cow, Tribes, The Dip, Linchpin, The Practice and This Is Marketing. He writes one of the most popular daily blogs in the world, over 10,000 posts. He has given five TED Talks. He is the founder of Alt MBA, the former VP of Direct Marketing at Yahoo, and the founder of the pioneering online startup group YoYoDine. And that is a partial list. So let's move right into my delightful and always stimulating conversation. They all are with Seth Godin.

Seth, there are certain conversations I really, really look forward to. And this is one of them. Thank you.

Seth Godin (2:25)

Me too.

Carey Nieuwhof (2:26)

Me too.

Seth Godin (2:27)

This is always a highlight for me.

Carey Nieuwhof (2:29)

So 10,000 blog posts, which is amazing.

All of this work, all of these books, 21 books, having had the influence you have, I've got to ask the question, which you answered on Diary of CEO, but I want my audience to hear it. Why do you keep creating?

Seth Godin (2:49)

You know, 10,000 blog posts isn't as hard as it sounds, because one blog post isn't particularly difficult for anybody. Everybody wakes up in the morning with something to say, and writing it down is good for the reader, but it's also good for me. And so all 10,000 is about doing one more. And if you do one more enough times in a row, you get the 10,000.

The reason I do this work, regardless of whether I have 1,000 readers, 100 readers or 10 readers, is what an opportunity. How generative is it to be able to turn on lights and open doors just for a couple of people to help a couple other people, the ripple effect. This was impossible 100 years ago.

And it makes every one of my days better to be able to imagine that there's somebody who might benefit from something I can do for and with them. And so it's never scarcity based. It's never, how do I get something from people? It's not, let me give you something so I can get something. It's simply, here's what I'm noticing. What do you think?

Carey Nieuwhof (4:04)

And the world showed up, which is exceptional. You said something on a diary of a CEO that really hit me. When Stephen Bartlett asked you that question. And I think you said, I quoted it and I have it in my notes, but something like turning your hobby into a business is a terrible idea, but making your business a hobby is a great idea. I love that, Seth. Yeah.

Brian Brown (4:28)

Can you unpack that a little bit?

Seth Godin (4:29)

Let's decode that, yeah. So you and I both know people, and it's a symptom of privilege, who have worked to turn their hobby into a business. They are seduced by that sentence, if you do what you love, you'll never work a day in your life. Well, you're not entitled for your hobby to make you money, and the minute you make a promise to somebody, I'm going to sell you this thing I make, I'm going to show up at times, date certain. That promise means you're not allowed to be authentic, you're not allowed to only do it because you feel like it, you're not allowed to act like you're the client. You're not, they are. It becomes completely other focused the minute it's a business. And hobbies aren't outer focused, hobbies are inner focused. And so when you try to confuse those two, you've ruined your hobby and it's not going to be a good business either. Instead, we have the opportunity to say, I see you have a problem, can I help you solve your problem? Notice nothing in that sentence is about this is my hobby.