The best-selling author, world famous blogger and the father of the permission-based marketing movement Seth Godin will speak via live video conference at Pärnu Marketing Conference in Estonia on May 13, 2010. The conference is organized by Pärnu Konverentsid in co-operation with Best Marketing.

Seth Godin gave Hando Sinisalu from Best Marketing an interview:

Your book "Tribes" argues that lasting and substantive change can be best effected by a group of peole connected to each other, to a leader and to an idea. What is the biggest change you have seen in last few years (initiated by some tribe)?

- Electing the president of the United States
- Toppling the Berlin Wall
- Selling a lot of iPads
- Putting global warming on the agenda


Most people are just wasting their time doing nothing and they are not interested in joining a tribe. How to motivate them?

I'm not sure we do. I think it's tempting to convert the unconverted, but in fact, it's far more effective to embrace and motivate the people who have a worldview that shows they already care.


Can one succeed outside a tribe, as a solo player?

Certainly there are people who make an impact without leading, on their own. But it's far more difficult, especially in an interconnected world.


What makes a good tribe leader? What are the characteristics of a tribe leader?

Tribe leaders aren't boring. No one follows a boring person. Tribe leaders don't manage, don't tell people what to do... instead, they point out the goal. And they connect members of the tribe to one another.


Do you consider yourself to be a leader of a tribe? Why or why not and what kind of a tribe?

I'm lucky enough to be influencing several tribes. One of them is the tribe of enlightened marketers, a group of people focused and motivated to make an impact and to change the way marketing works.


What are the best Purple Cow products today?

What do you think? It's up to you, not me. I'm not the vice president of purpleness. If people think something is remarkable, if they talk about it, then it is.


About „Linchpin“. You are a famous and recognized speaker and author. What makes you remarkable? Are you indispensable?

I write things that people seem to want to talk about. I'm indispensable to this extent: if you want me to come give a speech and I can't make it, there isn't an obvious replacement for me.


How can marketing and advertising people from small and new countries become serious players in lobal scene. There seems to be relatively few (if any) great brands and products coming from small and new countries.

I think this is silly. There are plenty of interactions, tribes, books and services coming from all over the world, all the time. And if you're the first, that's okay... just ship it!


We have information that you dont travel out of United States. Why?

I have to balance my speaking with a desire to be at home with my family. The challenge of an overseas talk is that it takes 40 times as much time (often more) than a local one.


What are your favorite brands?

I'm not sure this matters so much.


What's on your current reading list?

My reading list ranges from George Orwell to Chip Kidd to Steven Pressfield to Pema Chodron. Eclectic is good.


On what idea/ concept are you working on at the moment, what is on your mind right now?

This! The ability for individuals to stand up and make a difference, right now before it's too late.



Seth Godin will speak via live video conference at Pärnu Marketing Conference in Estonia on May 13, 2010.


Interviewed by Hando Sinisalu, Best Marketing
Date: May 4th, 2010