I am Seth Godin fan. I like his no nonsense approach. He writes what he thinks, sometimes takes a bit of heat for his opinions, and others, simply states the obvious, or restates is so it hits home. For example: his column from 2006 –Ten Secrets of the Marketing Process is quick read, and nothing really new. I just like the way he says it:
My favorite of the top ten:
4. Irrational, strongly held beliefs of close advisers should be ignored. It doesn’t matter if they don’t like your logo.
I wish every one of my clients would read this over and over and over again. You spouse, best friend or neighbor may be a wonderful person, it doesn’t mean they know anything about your market or your business. If you wouldn’t ask this person about making investments for your business, don’t ask them about your marketing!
6. Focusing obsessively on one niche, one feature and one market is almost always a better idea than trying to satisfy everyone.
I absolutely agree: Niche, Niche, Niche – the smaller the market you select, the bigger the impression you can make!