I’m not always on the same page as marketing guru Seth Godin, but I am always challenged by his writing. If you’re the type of businessperson looking to transform your thinking about how you engage your audience you really should subscribe to his list. An email a day, seven days a week.

Our normal approach is useless here.

Perhaps this can be our new rallying cry.

If it’s a new problem, perhaps it demands a new approach. If it’s an old problem, it certainly does.

And if you’ve read his book Linchpin you might like to attend one of his global Linchpins are everywhere events on December 7.