Seth Godin–former VP Direct Marketing for Yahoo!, creator of Squidoo.com, writer of the most popular business blog in the world, author of ten best-selling books, and one of the most popular speakers around the globe–”sat” down with me for an interview (via e-mail) about his latest book, Linchpin.
JG: I’d like to begin by thanking you on behalf of myself and my subscribers. We appreciate your time and willingness to share your thoughts. You’ve said that Linchpin is the most important book you’ve written, your life’s mission. What is that mission? Why did you write it?
Seth: There’s a massive change going on in our world, a revolution. It’s the death of the industrial era, and a lot of people, innocent people, are getting hit hard by the changes that are happening.
I think there’s a huge opportunity here, a chance to make a difference and to find one’s calling, and I felt as though my readers could take advantage of it… if they could only see how the rules have changed.
JG: An idea that many can relate with–especially those looking for motivation–is the concept of the lizard brain. Can you describe that for us?
Seth: The lizard brain is an actual part of our brains, a pre-historic vestige responsible for fear and anger and revenge and reproduction. The lizard brain wants you to fit in, not stand out, to play it safe and to not be laughed at.
It’s pretty clear that back in the day, this was a good survival strategy. It isn’t any longer.
JG: Fear is the number one obstacle to change. It keeps our goals and dreams at bay and works hard to maintain the status quo. Though every approach to overcoming fear is unique, how do you personally quiet the lizard?
Seth: That’s a lizardy question, because whatever I do won’t work for you, thus giving the lizard an edge! I think the general idea is to either defeat it through force of will, create systems that fade the volume or just sit with it and let it freak itself out because you refuse to join in.
JG: Many people are stuck in a routine that saps the life out them. They want to be passionate about something, but aren’t sure what that something is. What do you say to those waiting to find their “thing” before acting and shipping? (Shipping, in Seth’s terms, is about making things happen. Ship your ideas, get them out the door.)
Seth: There isn’t one thing. If we had taken Catcher in the Rye away from Salinger, he would have written something else. If Steve Jobs hadn’t done the Mac, he would have done something else. Ship, relentlessly.
JG: There seems to be a powerful thread connecting your recent work. What is the driving force behind that work, the purpose you hope to achieve?
Seth: I think we are living in a revolution, one fraught with risk or filled with opportunity. Will we use it create a better world, treat people with respect, race to the top and do work we’re proud of? Or will we rationalize a race to the bottom?
JG: You can tell so much from a man or woman by their greatest dream and greatest fear. So, what is your greatest dream? What is your greatest fear?
Seth: They’re the same. To use this moment to leverage these ideas in a way that somehow is worthy of the chance I have.
JG: You’ve certainly done that, Seth. Without doubt. I want to thank you again for taking the time to talk with us and bring us all one step closer to becoming linchpins. I know I speak for everyone reading when I say we can’t wait to have you back.
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This was the first of several interviews with Seth. I’ll let you know when the next is scheduled and posted. Until then, please check out his site, his blog, and Linchpin. Visit: http://sethgodin.com/