Digital Texture and Marketing Flywheels and Seth Godin and Zoom

Writing often is a good habit.

Seth Godin does it.

I was about to list other daily writers. But let’s just focus on Seth Godin and the amazing flywheel that he has created. Because his flywheel completely distracted me from the original point of this post (“daily writing is good!”).

I read his email every morning. In fact, the reason I jumped over to WordPress and started my daily blogging habit just now was because I was reading his daily email.

Then I started typing this blog post and I jumped over to the Seth Godin website to grab a link for the second sentence above. When I did that, I saw his newest book, This is Marketing. I realized that this book would be perfect for a big-ish project I am about to start working on. So I ordered a copy of the hardbound edition for $15 (strangely, the paperback is $19).

All of this reminds me of a concept that has been bouncing around in my marketing brain: Digital Texture. Seth Godin may be the best example of Digital Texture in the world.

There has been a massive movement to the digital world as a result of COVID-19. The most obvious example is meetings. I have done hundreds of Zoom meetings over the last six months in place of in-person meetings.

Zoom meetings are flat, both literally and figuratively. Literally, you see a screen, with other little screens, and human heads displayed on those screens. Sound comes out of your computer speakers or headphones; one particular screen containing a human head flashes to indicate who is speaking (so you are not groping about to identify the speaker).

There is a limit to how much of this flat digital world our brain can handle before it becomes weary of the process.

Zoom meetings are also flat, figuratively. This is because of the aforementioned weary brains. I did not realize my Zoom weariness (and the weariness I was causing others) until I read through (yes, him again) Seth’s Rules for Zoom. I was failing on nearly every single one of these rules.

The point is that we have moved to digital, but we have not yet made digital a textured world, one in which we want to engage in. Zoom is just a one-way street. A textured digital world is the one Seth Godin has created, with blog posts, daily emails, courses, books, digital books, etc.

Eventually the rest of the world will catch up to Seth. Maybe COVID-19 hastened this catch up process?

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