Recommended reading for marketers: Linchpin by Seth Godin

Recommended reading for marketers: Linchpin by Seth Godin. I am a big fan of Seth Godin. He was
the first marketer to impress upon me the importance of delighting your customers by creating a
remarkable experience. Linchpin focuses more on how you, the employee, can become a linchpin
within an organization. Some of the key takeaways from this book were:

• No one is a genius all the time, but you do have genius within you.
•  Find ways to deviate from the standard roadmap of the average to become a linchpin.
•  Playing to the average is playing to fail. Become vital to your organization. Be ready to be different.
•  Linchpins find alternative routes to accomplish tasks – solve problems that people have not predicated, see things others have not seen.
•  Depth of knowledge is not enough – you need to combine depth of knowledge with judgement and insight.
•  Understand how gift culture works – and practice free giving.
•  Digital gifts (such as guides, recommendations, how to, etc.) are easy to be generous with.
•  Developing social intelligence is critical for linchpins.
•  Your role as a linchpin is to be able to interface with various groups, bridge between the outside world and the company, bring creativity to problem solving, and manage highly complex situations.