2013 04-28 iStock_000016947133XSmallOnce again, I am taking a brief pause from the 45 Years of Leadership series for the monthly quote. The series will return next week with Marsh’s Leadership View #5.

This month’s leadership quote: 

Our job as marketers and leaders is to create vibrant pockets, not to hunt for mass. – Seth Godin 

This quote comes from Seth’s Super Bowl blog, entitled, Why do we care about football? In this post, Seth claims, that while mass TV built many elements of our culture, mass TV (except for the Super Bowl) is basically over. The new media giants of our age (Facebook, Twitter, Google, etc.) don’t point everyone to one bit of content, don’t trade in mass. Instead, they splinter, connecting many to many, not many to one.

Facebook, Twitter and Google connect businesses to business, businesses to consumers and consumers to consumers. The question is no longer simply are you B2B or B2C but rather who are your customers, who do you want to have as customers and how do you continue to be relevant to them.

Elisa K. Spain


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