Book: What to do with the Duck

Seth Godin's "Whatcha Gonna Do With That Duck?". The excerpts offer a collection of concise insights on marketing, innovation, business strategy, and personal growth. Godin challenges conventional thinking, emphasizing the importance of standing out, building permission-based relationships, focusing on micro-markets, embracing "good enough," and shipping remarkable work. The document highlights his perspectives on topics ranging from branding and trademarks to the evolving nature of markets and the power of connection.

Main Themes and Important Ideas:

1. The Fragmented and Evolving Market:

• Micro-markets and First Movers: Godin argues that monolithic marketing is obsolete. The focus should be on identifying and being the "first mover in the micro-markets where attention matters." He notes, "The race is now to be the first mover in the micro-markets where attention matters."
• Market Coalescence: While markets splinter, they also "coalesce into something bigger" as people communicate. This highlights the dynamic nature of market evolution.
• Being First (and Right) in Your Market: It's not about being first in the universe, but being first with the right story in a specific market. "Yes, you must be first (and right) in that market or this market. But that doesn’t mean you have to be first (and right) in the universe."

2. Embracing Imperfection and "Good Enough":

• Trial and Error as Learning: Organizational learning largely occurs through trial and error, and error is unavoidable. Godin suggests that extensive research might not significantly reduce marketing errors.
• The Power of "Good Enough": In a world obsessed with more features, there's potential in offering products and services that are simply "good enough" – not the best, but sufficient and perhaps less complex or costly. He questions if "'good enough' might be the next big idea."

3. The Importance of Ideas and Giving:

• Freely Sharing Ideas: Godin advocates for generously sharing ideas as a gift to the community, noting it "will cost you nothing. It will become your gift to the community. And it will be a long-lasting asset that belongs to you, not to the competition." This can apply to various fields, not just traditional businesses.

4. Setting Meaningful Goals:

• Beyond Traditional Goals: Godin encourages setting unconventional goals that foster learning and growth, even if they involve failure or disagreement. He asks, "If you don’t have goals like this, how exactly are you going to luck into being remarkable?"

5. Understanding Your Value Proposition:

• Process vs. Content: When marketing oneself, it's crucial to differentiate between process (how you do things) and content (your specific knowledge and skills).

6. The Question of "Deserve" and Taking Action:

• Focus on What You Do With Opportunity: Instead of dwelling on whether you deserve your luck or opportunities, the focus should be on how you utilize them. "The question shouldn’t be ‘Do you deserve it?’ I think it should be ‘What are you going to do with it now that you’ve got it?’"
• Acting Without Permission: Don't let perceived barriers prevent you from pursuing remarkable work. Often, people are waiting for someone to take initiative. "In my experience, once it’s clear that you’re willing to do something remarkable... without them, things start to happen."

7. The Long Game and Developing Skills:

• Pursuing Goals That Build Capabilities: The pursuit of a goal is valuable if the steps taken along the way develop skills applicable to other outcomes. Avoid dead-end paths with only one desired outcome.

8. A Simple Plan for Action:

• Godin offers a five-step plan emphasizing action, pride in work, respect, promise-keeping, and shipping. "Go, make something happen. Do work you’re proud of. Treat people with respect. Make big promises and keep them. Ship it out the door."

9. Building a Platform:

• Use your current role or opportunities as a platform to create meaningful work and hone your skills, rather than just fulfilling basic requirements.

10. Saying "No" and "Yes" Strategically:

• To overdeliver on current commitments, it's necessary to say "no" to new distractions and "yes" to confronting fears and stepping up.

11. Understanding Customer Motivation and "Their Story":

• Customers buy based on how a product or service fits into the story they tell themselves about who they are. "I buy it because it’s right for me, for the us I invented, the I that’s part of the story I’ve been telling myself for a long time."
• Changing someone's story is often harder than selling them something that aligns with it.

12. The Power of Giving Without Expectation:

• Authentic generosity in business can be more impactful than transactional approaches. Godin's father's business dealings exemplify this: "I realized that I can’t remember one time when he did this to get that."

13. Respecting People's Time:

• Wasting or abusing someone's time leads to distrust and disengagement.

14. Overcoming Limitations:

• External circumstances or personal limitations shouldn't be seen as insurmountable barriers to doing remarkable things. Godin provides examples of successful individuals who overcame significant challenges.

15. The Importance of Internal Factors:

• Before engaging with consumers, focus on internal elements like your story, your generosity, and your connection. "The fascinating thing is that all three of these items happen before the consumer is even involved."

16. Habits in Marketing:

• Creating positive habits in consumers is crucial for long-term success.

17. The Morality of Marketing:

• Marketers must be able to ethically justify their actions and acknowledge the consequences of their marketing efforts.

18. Continuous Learning and Optimization:

• Constantly test, measure, and optimize marketing efforts. Learn from existing resources and avoid repeating past mistakes.

19. Understanding Trademarks and "Genericide":

• The purpose of a trademark is to identify the source of a product or service and benefit consumers.
• "Genericide" occurs when a trademark becomes the generic name for a product category. While it can diminish the exclusivity of the mark, it also signifies widespread adoption of the idea. Godin suggests that spreading the idea is often more valuable than rigidly protecting the trademark. "I figured it was better to be the coiner of a phrase used by millions than to have a little corner of the world all to myself."
• The best trademarks are often fanciful or slightly descriptive, not merely descriptive.
• Registering a trademark (®) provides legal benefits but doesn't inherently increase its value. Simply using the ™ symbol is a good starting point.
• The internet domain associated with a generic trademark can still hold significant value.
• Don't let fear of genericide hinder the spread of a good idea.

20. The Futility of Pleasing Non-Consumers:

• Feedback from people who aren't your customers is often unhelpful as their objections represent why they don't buy from you, not what will make them choose you. "The feedback you get from non-consumers is rarely useful..."

21. Understanding Your Position in the Market Spectrum:

• Consider the trade-offs between volume and price points and consciously choose your market segment (e.g., free, low-cost, premium). Not choosing is still a choice.

22. The Power of Permission Marketing:

• Permission is a privilege, not a right. It requires making a promise and adhering to it. "In order to get permission, you make a promise."
• Subscriptions are strong indicators of permission.
• Treat your permission base with respect and allow them to choose what and how they hear from you.

23. The Five Elements of Marketing:

• Data, Stories, Products (services), Interactions, Connection.

24. The Importance of Smart Copywriting:

• Effective copy should be clear, concise, and focus on the positive benefits for the customer.

25. The Value of Interaction Before Selling:

• Building a relationship through interaction can make subsequent requests or sales more effective. "Interact first, sell second."

26. Understanding "What's It Like?":

• This question often stems from a lack of trust. Sometimes, experiences are unique and difficult to categorize.

27. Becoming an Idea-Shipping Person:

• Focus on completing and launching ideas rather than just starting them. Be realistic about confidence versus delusion.

28. Strategic Investment in Marketing:

• Compromising on investment in measurable media often leads to failure. Go big or focus on unmeasurable media with audiences who aren't obsessed with metrics.

29. The Subjectivity of Value:

• The "worth" of a product is not solely based on its functional attributes but also on the emotional and social benefits it provides to the buyer. The example of Dr. Dre's headphones illustrates this.

30. Ethical Placebos and Worldview Change:

• Placebos can work even when the recipient knows they are placebos.
• Creating giant brands sometimes requires changing people's fundamental worldviews, as seen with Starbucks and Facebook.

31. The Minimum Viable Product (MVP) in Marketing vs. Engineering:

• While MVPs make sense for tools, marketing often requires community adoption and buzz, which might not be present at a minimal launch.

32. Impressions vs. Permission:

• Impressions alone do not guarantee permission and can even erode it.

33. The Simplicity of Pricing (from the Buyer's Perspective):

• Pricing should be considered from the buyer's value perception, not just the seller's cost.

34. Brand Extension:

• Extend your brand when the new offering is significantly better or magical. Avoid mediocre extensions simply to increase variety.

35. The Asymmetry of Small Slices:

• In the long run, small offerings can't always be free. You need to either effectively monetize them or create larger, more valuable offerings.

36. Needs vs. Wants:

• Marketers often succeed by convincing consumers that their wants are needs. This can backfire if those "needs" are exposed as luxuries.

37. Marketing Sins (Human Failings):

• Selfishness, deceitfulness, inconsistency, anger, and jealousy are detrimental to marketing. Humility, empathy, generosity, patience, and kindness are powerful alternatives.

38. The Problem with Big Markets:

• Large, horizontal markets can lack the focus and echo chamber needed for easy entry and growth. Niches are often more effective starting points. "The problem with huge markets is the same problem you’d have with playing squash or racquetball on a court that’s too big."

39. The Nature of Hits:

• Hits change worldviews and appeal beyond gatekeepers through persistence, hard work, and navigating "the Dip."

40. A Strategy for Building Reputation and Sales:

• Attract people in trouble, help solve their problems, build your reputation, and sales will follow.

41. The Power of the "Impossible" and Changing Perceptions:

• Achieving something deemed impossible creates lasting impact and inspires others. The examples of Sputnik and Roger Bannister illustrate this. "When you do something that everyone said was impossible... you get remembered for a long, long time."

42. Small Details That Matter:

• Paying attention to subtle elements like using your own font and being direct in your communication can make a difference.

43. Focusing on Existing Customers (Share of Wallet):

• Attracting new customers is expensive. Prioritize delighting existing customers so they become advocates.

44. The "Circling the Big Domino" Strategy:

• Envision a series of events (dominos) that lead to significant brand outcomes and strategically work towards them.

45. The Power of Licensing:

• Licensing your brand or assets can create new revenue streams and expand reach.

46. The Margins of Digital Goods:

• Digital products often have near-100% gross margins, which should inform pricing and strategy.

47. Defining "Good Enough" vs. Perfection:

• Know when your work meets the required standards ("good enough") and avoid stalling in pursuit of unattainable perfection. "Anything beyond good enough is called stalling and a waste of time."

48. Irreversible Shifts and the Question of Being Missed:

• Technology and changing habits can render once-common activities obsolete. Consider if your absence would be noticed or missed.

49. The "T-shirt Rule" for Remarkable Experiences:

• Would your customers be enthusiastic enough about your offering to buy a T-shirt with your brand?

50. The Impact of High Expectations and Switching Costs:

• In an era of high expectations, even small imperfections can cause customers to switch, and switching costs are becoming less of a barrier.

51. The Importance of Treating Every Opportunity as Potentially the Last:

• Bring your best effort to every interaction, as you never know when it might be your final chance.

52. Clusters and Edges in Product/Service Offerings:

• Creating variations (clusters) can cater to different preferences and increase sales. However, also consider offering distinct outliers (edges) that stand out.

53. Discovery and Personal Perspective:

• People's perception of being "first" is often based on their personal experience, not necessarily the objective reality.

54. Building a Brand Mythology:

• Successful brands often develop a mythology that resonates with consumers beyond the functional aspects of the product or service.

55. The Power of Change and Reframing the Game:

• Don't be afraid to adapt and even try to change the rules of the game if you're not succeeding under the current ones.

56. Creating Talkable, Niche Offerings:

• Products or services designed for a small, passionate group can generate significant word-of-mouth marketing. The example of littlemissmatched socks illustrates this.

57. The Danger of Underdelivering:

• Failing to exceed expectations can undermine your efforts, even if you did your best. "Just because it’s only four words doesn’t mean it’s easy!" (referring to "amaze and delight").

58. Thinking Bigger:

• True marketing impact often comes from reconsidering fundamental questions and developing larger, more ambitious solutions.

59. The "What Does This Remind You Of?" Question:

• New experiences are often initially understood by comparing them to familiar ones.

60. The "Dream Come True" Approach to Business:

• Focus on creating products or services that fulfill customers' aspirations and dreams. "If your business is a dream come true for customers, you win. Game over."

61. The Power and Limitation of Being "Normal":

• Being perfectly average (like Kraft Singles) can be successful for established market leaders. However, insurgents need to be remarkable to challenge the status quo.

62. Multiplication vs. Division (Building vs. Monetizing an Audience):

• Focus on creating value and stories that encourage organic growth (multiplication) rather than solely focusing on immediate monetization (division). "Multiplying scales. Dividing helps you make this quarter’s numbers."

63. The Importance of Context, Permission, and Worldview:

• People's existing beliefs and permissions dictate what they pay attention to. Without these, even extraordinary offerings can be ignored, as illustrated by the Joshua Bell subway experiment.

64. The Obsession with "More":

• The drive for more (customers, features, etc.) is common but can be less effective than focusing on deeper engagement and value for existing connections.

65. Permission as an Asset in the Attention Economy:

• In today's environment, the ability to deliver anticipated, personal, and relevant messages to willing recipients (permission) is a valuable asset.

66. The Power of 10,000 True Fans:

• A sustainable and fulfilling career can be built by cultivating a dedicated base of around 10,000 true fans who actively support your work.

67. Key Business Strategies:

• Focus on niches and splinters.
• Whenever possible, sell subscriptions.
• Earn permission to communicate.

68. Guidelines for Ethical Email Marketing:

• Godin provides a list of questions to consider before sending marketing emails, emphasizing respect for the recipient's time and inbox.

69. The "Hammer Time" Analogy:

• People tend to apply the tools and perspectives they are most familiar with to every problem. It's important to be aware of your "hammer" and be willing to switch to the right tool for the job.

70. Protecting Ideas in the Digital Age (Trademarks and Copyrights):

• Trademark law protects the source of a good or service, not the idea itself.
• Copyright law protects the expression of ideas, not the ideas themselves. Ideas are generally free to be used.

71. Processes vs. Events:

• Long-term success in areas like brand building comes from consistent processes, not isolated events.

72. You Don't Have the Power to Force Change:

• Understand the underlying forces at play and work with them rather than trying to impose your will against them.

73. The Importance of Information Infrastructure:

• Businesses that leverage information effectively can gain a significant advantage.

74. Godin's A-to-Z of Business Concepts (Selected Highlights):

• F is for the Free Prize: The intangible extras that influence buying decisions.
• G is for Go go go™: The mantra for overcoming anxiety and taking action.
• Q is for Quitting: Strategic quitting to focus on what truly matters.
• R is for Remarkable: Being worth talking about.
• W is for Worldview: Understanding your audience's existing beliefs.
• Y is for You: The individual artist and difference-maker.

75. The Power of Tribes and Direct Connection:

• Focus on connecting directly with individuals and leading tribes rather than solely pursuing mass-market distribution, especially in less centralized markets.

76. The (Eventual) Power of the Early Adopter:

• Early adopters, even in challenging environments, can pave the way for broader adoption of new technologies or ideas.

77. Paying Attention to the Attention Economy:

• In addition to the monetary economy, the economy of attention is increasingly important. Consider the "cost" of your communication in terms of the permission you hold.

78. The Nature of Intellectual Property in the Digital Age (Open Questions):

• Godin raises questions about the role and impact of patents and the changing nature of "ownership" in the digital realm.

79. The Evolving Value Proposition of Traditional Goods (e.g., Watches, Books):

• When basic functionalities become ubiquitous and free, the value proposition shifts to other aspects like luxury, experience, or connection.

80. The Rise of Niche and Personalized "Bestseller" Lists:

• The concept of a monolithic bestseller list is fading, replaced by numerous niche lists that are more relevant to individual interests.

81. The Impact of Free and Low-Cost Digital Content (Ebooks):

• The consumption of free ebooks is more akin to browsing than traditional book ownership, leading to a higher volume of less deeply engaged consumption.

82. The Power Dynamics of Retail (Slotting Allowances):

• Retailers wield significant power in influencing product visibility and sales through practices like slotting allowances.

83. The Importance of "Playing as if it Matters":

• Genuine engagement and care lead to better outcomes and recognition, as exemplified by the High-Tech High student outcomes.

84. The Intentional Format of the Manifesto:

• The excerpt is structured as a series of essays or blog posts to encourage sharing, discussion, and critical thinking.

85. The Potential of Culture to Teach Valuable Traits:

• If culture shapes many societal norms, it can also be harnessed to instill qualities like goal setting and curiosity.

86. Ineffective vs. Effective Ways to Cultivate Passion (Baseball Fan Example):

• Focus on experiential engagement and emotional connection rather than rote memorization of facts to build enthusiasm.

87. The "Hacker" Mindset in Learning and Life:

• Encourage a creative, problem-solving approach to all areas of learning and life.

88. The Challenges for "Non-Dreamers":

• Individuals without strong aspirations or average performance may face significant challenges in a rapidly evolving world.

89. Democratizing Creativity (Music Example):

• Technology can lower barriers to entry and make creative pursuits more accessible and less intimidating for everyone.

90. Shifting Language: From "Good" to "Famous":

• Focus on creating work that is noteworthy and talked about ("famous") rather than just being adequate ("good").

91. The Limited Value of Standardized Tests (SAT Example):

• Standardized tests like the SAT may not be reliable indicators of long-term success or happiness beyond their correlation with the prestige of the college attended.

92. The Democratization of Education (Online Courses):

• Online platforms are providing widespread access to high-quality education, potentially creating the largest universities in the world.

93. The Core Offerings of a University:

• Accreditation, cohort, curriculum, and a place to learn.

94. Penguin's Enduring Publishing Philosophy:

• Despite changes in the industry, Penguin remains committed to publishing quality books with good design for a wide audience.

Conclusion:

Seth Godin's "Whatcha Gonna Do With That Duck?" offers a wealth of actionable insights for navigating the complexities of modern business and marketing. The excerpts emphasize the shift towards personalized connections, the power of remarkable offerings, the importance of ethical practices, and the need for continuous adaptation and learning. By challenging conventional wisdom and encouraging a focus on creating genuine value for specific audiences, Godin provides a framework for individuals and organizations to thrive in an increasingly fragmented and attention-driven world.

RYT Podcast is a passion product of Tyler Smith, an EOS Implementer (more at IssueSolving.com). All Podcasts are derivative works created by AI from publicly available sources. Copyright 2025 All Rights Reserved.