Seth Godin Wants You to Act Like a Human

In Inc.’s Real Talk webinar, the marketing guru advised business owners to get back to basics

The only way to succeed as an entrepreneur–especially when you’re up against larger competitors–is to «get on the side of change.»

That’s according to marketing expert Seth Godin. He says, «2021 doesn’t care about what you were hoping for–2021 is going to come whether you want it to or not.» He spoke with Inc. editor-in-chief Scott Omelianuk Wednesday in the latest live webinar in Inc.“s Real Talk: Business Reboot virtual event series.

In a wide-ranging conversation, Godin talked about his definition of good marketing (and how it differs from advertising), common traps that can sink a business, and how brands can best reach their audiencesA popular author, Godin has written 19 books, including This Is Marketing: You Can’t Be Seen Until You Learn to See (Portfolio, 2018) and is a prolific blogger. He’s also a serial entrepreneur and founder of Akimbo, a platform for online workshops that includes the altMBA program, a four-week intensive workshop, and he hosts the weekly Akimbo podcast.

Amid the global pandemic, when so many norms have been turned upside down, how should entrepreneurs move forward? Here’s Godin’s advice for business owners struggling in the current economic crisis.

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