Making your small business indispensable

How do you make your small business indispensable?

This interview with Seth Godin he discusses making your business indispensable.  It was make in 2010 and is more relevant now, than ever before.

Seth talks about being authentic in your business, attracting people to your small business and creating your tribe.

He discusses  the way the internet has changed the old fashion interrupt driven marketing techniques. Traditionally, it is difficult for small business to play in this interrupt driven market place due to the amount of money required. It is a large corporation game.

With the advent of the internet and social media the game has changed.  It is now a game that small business and solopreneurs can play in.

Create your Tribe


With the internet and social media marketing small business can create their tribe and their following.

Small business are run by individuals, large business are run by committees of some form.  People can’t form a bond with a committee but they can with individuals.

If you show you are authentic and care about your customers, they will follow you, you can build your tribe.  Seth defines a tribe as:

A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.

Large companies can of course create their tribes, but typically these are lead by charismatic leaders with innovative products, such as what happened with Apple and Steve Jobs.

As a small business you cannot be a smaller version of a large company. Build your relationships, show you care and add value for your customers.

Home Based Small Business

If you are in a home based business then the relationships and stories you tell are vitally important to your success.

As an individual or small organization, all the social networks provide you with a fork in the road.

Either you can work around the edges, spamming your way to more followers and more noise, figuring out how to make some sort of make-believe metric increase as a result of your efforts. Far two many people marketing on social media are just using it as another attempt at spamming.

Alternatively, you can use social media to form 1:1 interactions, making promises and keeping them. This second path means that your followers are actually followers and that your friends are closer than ever to becoming friends.

Seth Godin Quotes that you should take to heart and apply to your business:

Content Marketing is the only Marketing Left

People rarely buy what they need, They buy what they want

Make sure you have good content and you deliver products and services people want.

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8 Replies to “Making your small business indispensable”

  1. Great tips and advice Andy. I have got his book on tribes and must get round to reading it. I started it and then put it away and forgot about it. Thanks for the reminder.

  2. Andy, you’ve highlighted the major reasons for making a small business indispensable: sharing an authentic voice and creating a tribe. It’s too bad that many people take to social media for spamming their message — they’re completing missing the bigger picture: having a 1:1 connection with followers who agree with your shared interest and mission. Very important to learn the differences – thank you for sharing!

  3. Hi Andy,

    This is a great post. Tribes are so important, but more important is understanding what you stand for and why you want people to follow you in the first instance.

    When we care more about attracting the right kind of people and not any old people, magical things start to happen.

    Great Share
    Beth 🙂

    1. Beth, Thanks for your comments, it is encouraging to get feedback on my posts such as you have given. I have been trying to mix it up between advice, tips, how to and about me or my interests. An older post I have is about “our staff” meaning our dogs 🙂

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