The part of Seth Godin’s Tribes that resonated with me most falls towards the end of the book under the subheading ‘Understanding the Trick’.
Here, Godin draws an analogy between true innovation and leadership to understanding how a magic trick works.
It’s all well and good knowing how the magic trick works; after all, it’s not hard to figure out how to do the ‘Twisted Aces’ or ‘The French Drop’.
The skill is in the art of its performance and creating magic in the spectator’s mind.
The same, Seth argues, is true about leadership.
Understanding and paying lip service to effective leadership is pointless unless you are committed to learning the art of its execution.
How this relates
A hunch I’ve had for a while and, one which I’ve heard others articulate, is that SEO is self-serving industry.
The reams of content and discussion online are full of marketers paying lip service to a best practice of SEO; to the vision Rand Fishkin is often found sermonising.
Look under the bonnet of most websites’ link building strategy though, and you will quickly see practices that are a far cry from Rand’s utopia.
Whilst many are quick to shout at the magician that they know how the trick is performed, perhaps they would be better keeping schtum and using the time saved to perfect their own sleight of hand.