In his blog today, Seth Godin outlined Seven marketing sins.It struck me that “selfish”, “self-absorbed” and “deceitful” are actually antonyms of goodwill or benevolence and, since trust = credibility + goodwill/benevolence, these qualities immediately harm trust in a brand. Throw in some “inconsistent” and you’ve damaged your credibility trust too – a grand slam of damaging trust in your brand. While this post was intended for consumer trust in a brand it applies to B2B marketing as well, to your ability to attract partners for joint ventures and to your ability to get the most out of that partnership.
Here’s the post from This is Seth’s Blog:
Impatient… great marketing takes time. Doing it wrong (and rushed) ten times costs much more and takes longer than doing it slowly, but right, over the same period of time.
Selfish… we have a choice, and if we sense that this is all about you, not us, our choice will be to go somewhere else.
Self-absorbed… you don’t buy from you, others buy from you. They don’t care about your business and your troubles nearly as much as you do.
Deceitful… see selfish, above. If you don’t tell us the truth, it’s probably because you’re selfish. How urgent can your needs be that you would sacrifice your future to get something now?
Inconsistent… we’re not paying that much attention, but when we do, it helps if you are similar to the voice we heard from last time.
Angry… at us? Why are you angry at us? It’s not something we want to be part of, thanks.
Jealous… is someone doing better than you? Of course they are. There’s always someone doing better than you. But if you let your jealousy change your products or your attitude or your story, we’re going to leave.
Of course, they’re not marketing sins, they’re human failings.
Humility, empathy, generosity, patience and kindness, combined with the arrogance of the brilliant inventor, are a potent alternative.