During Duct Tape Marketing’s August 16 2006 podcast, the host, John Jantsch, interviewed Seth Godin, who has just published a new book,   Small is the New Big, which is essentially a compliation of Seth’s popular blogs.

The theme of this book is that big used to matter.  Working for big companies used to be enviable, as big companies could defeat small companies with large marketing and advertising budgets. People were obsessed over the economies of scale and no one ever talked about economies of little.

However,  Seth’s view is that when treat people with respect and as individuals, you have the flexibility to react to different changes and circumstances, in a sense you are acting small.

Seth points out that it doesn’t matter if you are a big or small businesses, rather he is saying that businesses must focus on how they act, and the way that they operate in their own economic environment. When you act small, you can eventually become big.

Therefore, Seth expresses that in his experience there does not seem to be any core relationship between the size of the business and how the business acts.

One of the significant changes over the past short while, in Seth’s view, is that people will now seek out information that they think is either important or interesting to them. As there are more alternatives, people are pickier about what they will participate in. He notes that the minute that you treat the client or consumer like a cog in the wheel, you will find your customer/client immediately looking at another competitive alternative.

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