Linchpin could be Mr. Godin’s greatest work so far. He treats the subject with history and sociology as well as a compelling mix of fact, story and philosophy. Using examples that will both shock and inspire, Linchpin leaves you feeling like you have no choice but to reassess your current situation and make the changes he so eloquently urges us toward.
What goes through a marketer’s mind that makes them hire a booth babe? I can just imagine. “Our product is a bit boring so let’s throw some sex at them.” In the long run it does not pay off. It is a leftover from traditional advertising. It cracks me up to see men talking to scantily clad beauties as if the girl was an expert on the product. Yeah, the customer will remember you but probably not what you were selling.
Every time I head to a conference or trade show I have that first impulse to make detailed lists of talks to see or booths to visit. It is easy to quickly build the trip in to an itinerary and rigid schedule. I have learned from past trips that the connections, memories and lasting results rarely come from attending a talk or seeing a new gadget. They come from the people you meet.