4.7 262 G.school #110 Invent New Boxes (?) / This is Water (!)
SETH GODIN Checking all the boxes
The simplest way forward is to see which boxes your target market has and then check all of them.
Unfortunately #1: The audience doesn’t publish their actual list of boxes, they conceal many of them.
Unfortunately #2: They don’t all have the same boxes.
Unfortunately #3: If it were that straightforward, your competition would have done it all already.
Great work finds emotions, stories and possibility. Great work invents new boxes.
The Yellow Brick Road is mostly an illusion.
January 26, 2025
