I read Seth Godin’s blog every time he posts. I’m not sure why, I just do. I guess I’m afraid he’ll write something remarkable and I’ll miss it. Hasn’t happened yet. He hasn’t written anything remarkable and I haven’t missed it.
See EDIT at bottom of page.
Today I read a post from November 29th. The post was titled Great Marketers Are Architects and in it he writes :
” What does an architect do? She reinvents the very nature of what’s delivered and how it is delivered. She reimagines the inputs and outputs of the organization, as well as its story, to create an engine of revenue that grows while benefitting all sides. “
I’m afraid I’m gonna have to disagree with that definition, as Mike Smock disagreed with his whole post on his blog, Maneuver Marketing Communique.
Mike and I ( Great Mike’s Think Alike ) are both a little put off by Seth’s pissy attitude and seeming disengagement from the common person. Seth’s forgotten that most sales are made to common, everyday, ordinary people. By simple, common, everyday salespeople.Simple ( You know I like that word ) method’s and achievements are more life changing than the elitist methods he proposes.
Think of it this way: Most business’ that are ‘turned around’ and/or made profitable are just using fundamental and basic marketing methods that were not being used.
Most sports teams that are brought back to winning ways or back up to average are brought back with fundamentals and basics. That’s why coaches like Bill Parcells and Tom Coughlin are hired over and over again. It’s also why coaches like Jerry Glanville never get over the hump. Too much reliance on gimmicks. Sam Wyche, same thing. Always trying the Flea Flicker and onsides kicks instead of creating a dominant ball control offense and a bend-but-don’t-break defense, which would make the playoffs every year.
Don’t turn it over, control the war of field position and don’t give up the long ball. Do those three things and you’ll get a 10 year contract. Guaranteed.
Back to Seth and his definition of architect. I work with Architects every day. I’m in the construction supply business and am on jobsites every day of the week. I have to get products selected by Architects, so I’m familiar with them to the nth degree.
As for the definition, and architect is : someone who creates plans to be used in making something (such as buildings). Thanks to Dictionary.com.
An architect is a planner. They don’t implement, they only envision. They never touch a board or a brick. I wish they would and did. If so, they’d be better planners.
So if you think an architect’s gonna turn around a company, you’re wrong. The people who turn it around are the one’s you ( Seth ) regularly discredit. They’re the salespeople, the receptionists, the customer service personnel. the shippers and receivers., the AP/AR personnel. They ALL have a direct bearing on whether or not a customer comes back a second and third and subsequent time.
The company will not flourish if they only sell each customer one time. They have to ACQUIRE the customer and then acquire another and another and another and so on.
Architects don’t do this. They plan and map and route, but without the ACTION of everyday, common, simple workers, nothing REMARKABLE ever happens.
You’ve forgotten that Seth, or so it seems. You also made a mint trying to get people to be remarkable, but the truth is basic fundamentals are the thing that’s missing from most of the service industries today.
Without the waitress making a note to herself that tells her that I want steamed vegetables, instead of fries, I won’t be a happy camper and I’ll try a different diner ( I couln’t spell restaurant ). She doesn’t have to be remarkable to get me to leave her a tip, only has to be fundamentally sound. If she’s 1% better than all the waitresses I’ve been to that week, she’ll get the best tip and a repeat customer. 1%, not 50%. Just 1%.
You don’t have to reinvent the very nature, as Seth says, you just have to plan a basic, fundamental route thru your process to have a satisfied customer.
C’mon back to the real world, Seth. Read Mike’s blog and his critique of your writing, your attitude and your blog.
Simple rules ! and more sales cure a lot of ills.
Planners are nice..for the stock holder communications and board meetings, but a real marketer/salesman will be worth more to you in the long run.
I’ve sold tens of millions of dollars worth of products and never once did I have to consult a planner. But I’ll bet you the planner could not have sold a dollar’s worth without a salesman.
EDIT 12-4 – I just received an email from Seth and our semantical differences are now clear.
I feel it’s only right to tell you how professional, nice and thorough he was in his explanation.
I thought it exceedingly rare for a man of his stature to reply to a post from a blogger as insignificant as I am.
Just goes to show you how all bloggers should act. Professional, giving and mature.
Thanks, Seth, for setting the bar and an example.
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