If your organization is interested in serving the post-industrial marketplace (if it’s not, you’re in trouble), Seth Godin is as good a guide as you’re going to find. Not only does he know what’s going on, he understands the impact of rapid technological change on business. As he writes, “the world is being remade again and again, and the agents of change are the winners.”

The quote comes from “A post-industrial A to Z digital battledore,” which lists his 26 favorite neologisms (even though most are not newly-invented words). Several thought-provoking definitions relate to meeting customer requirements including:

• C is for Choice: “Digital commerce enables niches” because “given the choice, people will take the choice.”
• F is for the Free Prize: “People often don’t buy the obvious or measured solution to their problem, they buy the extra, the bonus, the feeling and the story.”
• I is for Ideavirus: “Ideas that spread win, and you can architect and arrange and manipulate your ideas to make them more likely to spread.”
• K is for kindle: Not the ebook reader. “The internet responds better to bonfires that are kindled over time, to ideas that spread because the idea itself is the engine, not the hype or the promotion.”
• O is for the Orangutan: “The primate is the best way to think about how people interact with websites. They’re like monkeys in a psychology experiment, looking for the banana. If your website offers a banana, people are going to click on it.”
• R is for remarkable: “In a world without effective, scalable advertising, remarkable products and services are the single best way to succeed.”
• T is for Tribe: “The opportunity for marketers today isn’t to sell more average stuff to more average people. The opportunity is to find and connect and lead tribes of people, taking them somewhere they want to go.”

You can see all 26 neologisms here. To read more about the new marketplace, click on these articles:

• Creating a Unique Customer Experience
• Stakeholder Mapping
• Walk in Your Customer’s Body Armor
• Serving Customers through Shopper Marketing
• Bottom-Line Value of Customer Engagement
• 9 Ways to Get Closer to Customers

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