When you invest and staff a factory, it’s something significant, and it lasts.
When Heinz gets shelf space at the supermarket, the status quo is powerful and that shelf space might last a generation or two.
Today, the smart money is investing in digital assets, and legions of entrepreneurs are trying to build long-term value online, where it just seems so easy. 100,000 downloads of your new app, or a quick rise to #1 for your new ebook or a million ‘hits’ to a new website.
Easy come, easy go.
The digital asset that matters is trust. Awareness first, then interaction, and maybe a habit, but all three mean nothing if they don’t lead to permission and trust. The privilege of connection.
Everything else is slippery.
Seth Godin is an american author, entrepreneur, marketer, public speaker, an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.