nickshanagher

This is an important question, according to Seth Godin, the world’s leading blogger on sales and marketing. This question is just one part of his latest book, The Icarus Deception , which tells us not to be afraid to fly too high. Godin is left field of most business book writers that you will come across. He writes like Dr Seuss with more words but the same tipping from the insane to cold common sense truth. Perhaps he knows this is his style. In his introduction he has one sub head referring to “green eggs and ham”. Godin tells us that to be successful today, we have to be artists. Are local retailers artists? I think so. He does too. On page 97 he shows a picture of a blackboard outside Joe Dough’s store. It says: “Come in and try the worst meatball sandwich that one guy on Yelp ever had in his life.” Good retailers around the UK already engage with their shoppers like this. It is the art that gives them an edge against the multiples. This book is not for everyone. 2013...