I’ve known about Seth Godin, guru of marketing and new media for a while. I have read and given away his book “Tribes.” For some reason I haven’t subscribed to his blog until recently and I now read everyone. What he has to offer is practical and dare I say wise.

In a recent post he talks about how we have gathered information in the past in a business context. We learned to put our trust in step by step manuals and case studies. Godin points out that the current environment does not allow the time for those to always be the best source of information.

He suggests that analogies are what are useful to grasp what needs to happen. Can business folks schooled in relying on the data driven gifts of the Sensing preference switch the balance to incorporate even more of the Intuitive function into gathering information to drive their business?

As Godin says,

Put aside your need for a step-by-step manual and instead realize that analogies are your best friend. By the time there is a case study in your specific industry, it’s going to be way too late for you to catch up.

Category: Change
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4 Responses to “Seth Godin’s Advice for Case Study Junkies”

Caroline Rennie November 16, 2009

To your question – it’s a trick that Malcolm Gladwell considers an absolute necessity (and actually, something we do whether we intend to or not) in his book Blink. So great thinkers agree: follow your gut. The trick is to admit it, because often data is just gathered and managed to support a gut feeling…


Sandy McMullen November 16, 2009

Thanks Caroline – Right on! It’s easy to say trust your gut than to always let go and do just that. BTW I enjoyed reading BLINK so much I did a painting of it http://sandymcmullen.com/blink1v2.html and Malcolm Gladwell has a print of it which is just so delightful.

Edwas November 17, 2009

Where are you from? Is it a secret? :)

Sandy McMullen November 19, 2009

I just checked my about page and my contact page and NOPE – no way to tell where I am from. It isn’t a secret either – I was born In Toronto and still live here. My husband and daughters are the great adventurers in the family. I am proud that this city is rich with diversity, still pretty civil and has interesting pockets of culture and art. I like the different flavours of neighbourhoods from the Greek restaurants on the Danforth to Kensington on Sunday morning for brunch at Wanda’s Pie in the Sky and the Queen West and Junction artsy scene. I was a partner in an art gallery in the Distillery for 4 or 5 years and loved being there all the time – official Balzac’s coffee addict! – Thanks for asking