Seth Godin has one of the sharpest minds in marketing. His blog is an endless source of insight and practical advice. I often wonder how he can churn out such a steady stream of pointed observations, while simultaneously writing a best-seller nearly every year. Not to mention regularly speaking to enthusiastic audiences.
But then not every posting can be a home run. Recently, he opined on "business models," a subject that became topical when Internet pioneers realized they didn't have one, as in how to turn eyeballs into money (or in business lingo, "monetize their traffic). Step one, Godin advises, is figure out "what compelling reason exists for people to give you money? (or votes or donations)." The other steps he lists are equally focused on a transaction, whether fending off competitors or acquiring prospects. All of which is well and good, as far as it goes.
But my own research with marketing leaders suggests they think more broadly than maximizing transactions. They focus on building relationships, and that requires a different kind of thinking. 
P&G's Jim Stengel, for example, encourages marketers to find their "higher purpose" -- that is, how they can improve people's lives. Sounds high-falutin', but he says it was the secret behind P&G's success in everything from Pampers diapers to Pringle's potato chips. And it will be the topic of a book he's writing, titled Packaged Good, based on world-wide research he's conducting. Based on the preview he gave me in the research for own book, Secrets of the Marketing Masters, I can't wait to read it. Stengel says he wants to start a movement. Count me in.
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