Espresso - Seth Godin "Every Marketeer Needs to Know This Secret"

0:09So what's the circle of now? Everyone has one. If you are two years old, your circle of now is seven seconds. Whatever you want, you want it right now. Now. If you are Charlie Munger, your circle of now is 15 years. That you are willing to do something today if it's going to pay off in the next 15 years. So if you want to be a good investor, you better make your circle of now bigger. If you want to act like an infant, you better have a tantrum when things aren't exactly the way you want them to be. So human beings, customers, have a circle of now. How big is it? If you're selling cold drinks at a football match, the people who are your customers have a circle of now of less than 60 seconds.

0:55If you can't get them what they want in less than a minute, they don't want it. Sure. So that's number one. And then the circle of us. The circle of us for a two-year-old is mommy, daddy, and me. That's it. And I don't care about what's happening over there in Albania. Mommy, daddy, me. That's a very small circle of us. On the other hand, Tony, who started Tony's Chocoloni, sells 25 % of all the chocolate in the Netherlands because he cares about people in Tanzania and Ghana and the Ivory Coast. His circle of us is much bigger. His customer's circle of us is getting bigger because he is leading them to think wider.

1:37So it's longer and wider. These are habits and situations that we have. some companies like banks will push you very hard to make your circle of now very short, right? We'll give you money today. Don't worry. You'll have to pay us back in the future. It doesn't matter. And to make their circle of us very small, right? Saying you need the money. You deserve it. And spiritual leaders say, no, no, no. You need a bigger circle of us and a longer circle of now. So we got to decide what story are we telling and who are we telling it to? So what do, how does this link to strategy? The circle of us versus circle of now, are they, are they semiotic or are they binary?

2:21Like, how does it, how does it, how do they link together? So what's Nespresso doing? Nespresso says it's 7am. You want a good cup of coffee. You don't want a good cup of coffee by driving to blank street coffee and waiting. You want a good cup of coffee right now. So circle of now is short. Nespresso is saying, of course, billions of our pods are in landfills around the world. Not your problem. Your grandchildren will worry about that. That's outside of your circle of now, outside of your circle of us. Nespresso would not work if people were not focused on convenience and selfish. Thank you so much for listening to that espresso.

3:06I hope you enjoyed your morning coffee and are ready for the day. Let's be having you, boy. and please do subscribe, follow the podcast, share this espresso on WhatsApp if you liked it. And also there's a link to our newsletter in the show description. I spend 15 hours toiling and writing this bad boy. It's full of wonderful wisdom from the biggest names in food and drink. You're not going to get these in a business book. So please subscribe and thank me later. Two months free. Yep, that's what Espresso sponsors Unleashed are offering. They are supply chain gurus and offer inventory management that talks to your e-com and accounting software.

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