I first came across Seth Godin when someone (I honestly can't remember who) handed me a little book called "the dip". At the time I was dividing my days between a paying marketing gig and a passion project, fondly nicknamed "The Goose". It was a powerful book for me. The message was simple, yet universally applicable; nowhere more so than in my own life. The marketing gig was great - paid well, connected me with great people and allowed me to express some creativity. But after reading the dip, I realized it was a cul de sac none the less; a nicely manicured, white-picket-fence-and-two-kids sort of cul de sac. Attractive to some, but not the life for me.

After reading Tribes, my decision was made. The Goose had a massive dip to it, but there was a whole group of people on the other side waiting for me. There was a group of people ready to navigate the dip with me. There was a tribe, ready and waiting for me to lead. So I did. I packed in the six figure salary and went out on my own, some hazy business plans and Registered Savings to tide me over. I've never regretted it for a minute.

Now 18 months in, I'm delighted to be pursuing my passion; inspiring and educating all those who care to join the Goose in it's flight. (It's hard to avoid the cheesy puns)

To cap it all, I launched a 12 part author interview series in January. My first subject? Mr. Godin himself. Spending half an hour with him confirmed that which most of us have known all along; in addition to being one of the 21st century's most prolific business writers, he's a wonderful human being to boot.

Happy Birthday, Seth. You're a rockstar.


The system is pretty simple: Go for the edges. Challenge yourself and your team to describe what those edges are (not that you'd actually go there), and then test which edge is most likely to deliver the marketing and financial results you seek.