Hard Words from Seth

I really enjoy Seth Godin’s blog. I have even purchased one of his books, Tribes. By the way, that book is well worth reading. Occasionally he writes on how to find a job in this wretched economy. When he does, I almost always don’t like what he has to say, probably because it is true. Generally, his pitch runs along the lines of, you are not entitled to a job or anything else in this world, get up, do something to differentiate yourself in this new high tech universe, and go out and make it happen—yourself. This is the kind of advice one would expect from a self made Internet millionaire, published author, and marketing guru. However, it doesn’t make us 20th century industrial men all that comfortable. I was conditioned and educated to go out and find a good job with a big company that made widgets in a factory. Unfortunately, those jobs are gone and unlikely to ever return.

In “How to Get a Job With a Small Company,” Seth suggests, become a salesman. He contends we are all salesmen all the time anyway so; just do it. I not only feel as though I a not a salesman but I find the stereotype of a salesman kind of creepy. Seth points out that salesmen are the only kind of employee that by definition is not a liability. Since he is only paid when he makes a sale, there is no risk to the employer. Secondly, Seth recommends that his readers learn how to write. Learning to write ad copy, marketing brochures, and other types of similar business correspondence is almost as valuable as learning how to sell. Finally, Seth suggests that the reader learn how to make amazing video, multimedia presentations, and web sites.

All these skills can be practiced and learned for free or for a very small financial investment. However, they all require a very large investment in time and emotional energy. It isn’t easy to become artistic as well as sufficiently computer literate enough to create amazing marketing presentations. How many times can the neophyte salesman hear, “NO! Go Away!” before giving up?

Seth suggests offering the small businessman something for nothing. Remember, he isn’t looking to hire anyone. That constitutes a major risk. A $40,000 a year employee costs a small businessman on the order of $75,000 a year. If the employee does not add more than that to the bottom line, he is a loss. Find out what the small businessman is up to and make him an offer he can’t refuse. Learn how to create a website. Then if a local business wants to promote their weekly specials, offer to set up a web page for free. If the businessman wants to pitch a new account but doesn’t have the time, offer to do it on your own time. Maybe, just make up some add copy on your own and give it to the guy, for free.

Seth contends that if you prove your value the only thing left to establish is how much you will be paid. He ends his article by stating, “This is probably far more uncertainty and personal branding than most job seekers are comfortable with. Which is precisely why it works.”

By the way, in 20th century big company supervisory training we were taught not to take something for nothing from prospective employees, as this could lead to lawsuits under the fair labor standards act. I am afraid that my world is rapidly crumbling into dust.