‘The linchpin is an individual who can walk into chaos and create order, someone who can invent, connect, create and make things happen” Seth Godin
We blogged a little while ago about Seth Godin’s Linchpin. (You can read the posts here and here)
Everyone who knows me, knows I am a huge Seth fan. (It’s also probably fairly evident if you are perusing our blog for the first time!)
I loved this book.
Recently Seth asked those of us who have read Linchpin, to continue to spread the word, and pass our copy to someone who hasn’t yet read it.
I must admit – I can’t do that!! I have a strong attachment to my books (particularly the ones I love) and this is one that I will re-read. However I will happily purchase copies as gifts – so hopefully that will make up for my attachment.
Marketing Linchpin
The marketing of Linchpin was fantastic. It became a NY Times bestseller in less than a week following release – without any paid advertising.
The buzz was caused not only by Seth’s existing fans (like myself) who eagerly pre-ordered their copies but by the enormous amount of blogging and interviews that occurred surrounding the release. Here is a list(which doubles as a brilliant blog list) and Seth’s post.
Strategically, Seth’s existing fans (brand advocates) spread the word to other fans and new customers. This week, Seth wrote about the value of fans compared with the costs of marketing to strangers in The Circles (No More Strangers).
Cause Related Marketing
Our appetite was also whet when Seth distributed a copy (or chapter if residing out of the US) one month pre release in return for a donation to Acumen – a non profit global venture fund which uses entreprenurial approaches to solve the problems of global poverty. The limited pre release raised US$108,000 for Acumen, which focuses on delivering affordable, critical goods and services – like health, water, housing and energy – through innovative, market-oriented approaches. We got a taste and helped a good cause in the process.
Click here here to see an interview with Jacqueline Novogratz, Acumen CEO and Linchpin.
Inside cover of Linchpin 1st edition.
Calling All Linchpins!
The buzz continues.
One of three ideas detailed in a new call for linchpins is The Linchpin Vook , a Facebook page where people can post videos and stories of their own linchpins.
Linchpin Marketing Lessons for Business
- Harness your existing customers’ passion and advocacy for your brand. These customers will do your marketing for you and spread the word.
- Give something (many things) of value away. (Seth not only provided the book/chapter early on but has since given other e-books and downloads)
- Tie in with a cause for which you’re passionate. Our businesses are just one aspect of a bigger community.
- Say thank you sincerely and often.
Linchpin Extras
Linchpin was published without an index. Josh Bernoff, another fan, kindly organised one! Here it is!
Another great discovery from reading Linchpin was the art of Hugh Macleod - Gaping Void . Here is an interview Hugh did with Seth.
So .. if you haven’t read Linchpin yet .. go do it! It could be the difference in creating and realizing your dreams in 2010!
Thanks to Robin Dickinson who asked if I read the book and inspired this post!
You can purchase Linchpin at our E Store.
Related Posts
Preview Seth’s New Book & Assist A Good Cause
Quiet The Lizard Brain – Courage, Creativity & Creating Value – Seth Godin’s Linchpin
Linchpin Reflections
You Are What You Read
Developing Talent Through Personal Branding
* Title from Linchpin – p49
Hi Anne,
This is excellent…and thank you for your acknowledgment!
After reading your post, I’m now hungry to know what lessons you’ve applied from Linchpin – and what were the results of implementation?
Just to give a bit of context, my online goal is to develop and participate in a community of strong, talented and participative leaders (I guess now I would call them ‘Linchpins’).
It’s a community where the focus is on helping the strong succeed – strong of heart, strong of will, strong of sharing. We’re creating a share-market. A place where we exchange mutual value, encouragement and support.
Specific example: I ask you (a marketing leader) if you’ve read Linchpin (a best selling marketing book). Why? Because I want to share ‘filtered excellence’ with this share community.
Now you’ve been inspired to write this post. Excellent.
So, my next step is to ask you about key lessons and implementation. Why? So that I can add even more value to the community I serve. Ever continuing and building ripples of shared value.
Does that make sense?
It’s great to connect – even better to share value once we’ve connected.
Best, Robin
I too am a Seth Godin fan. He is an outstanding marketeer.
Very clever of him to request we give our ‘paid’ copy of ‘his’ book to our friends.
You gotta hand it to him, he is the King Pin at linching the market.
Great read, thank you.
DMW
Thanks so much for your comments Robin and Catherine.
I appreciate you reading the post and providing your thoughts.
Robin – in respect to application of the lessons from Linchpin: this book for me was more about inspiration and validation. As I mentioned in my ‘Linchpin Reflections’ post – I regard Seth as a virtual coach – nudging us to be the best we can be; urging us to go above and beyond – not settling for second best. This appeals to my perfectionist tendencies – but Seth counsels on those too .. urging us to set a date on projects and ‘ship’ – get them out the door. (I am still working on that one! It is a work in progress!
)
Having always been passionate about what I do, I loved the insights into the emotions we pour into our work which fits with his analogy that work is art, and that we are all crafting.
So for me Linchpin is very much about inspiration and encouragement to ‘Go For It’ – an attitude which both he and Tom Peters (another huge favourite) espouse.
I really look forward to sharing your insights after you’ve read the book. (Don’t forget there about 11 others to read too once you’re done with Linchpin!
)
Catherine – Fellow Fan!
Yes He is the King Pin .. DIVINE!! 
Thanks again guys. Take care.
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I really enjoyed this post. I have even bookmarked it to help your pages improve in the serps. Keep up the good work!
Thanks so much Carley! Much appreciated. Looking forward to talking again soon. Best wishes.