Seth Godin gave a speech on the topic of innovation strategy in low growth economy at the Dong-A Business Forum 2015. I was invited to moderate his speech in December, 2015.

Seth Godin is an Author, Entrepreneur and Most of All, A teacher. Seth is an entrepreneur, best-selling author, and speaker. In addition to launching one of the most popular blogs in the world, he has written 20 best-selling books, including The Dip, Linchpin, Purple Cow, Tribes, and What To Do When It’s Your Turn (And It’s Always Your Turn). His book, This is Marketing, was an instant bestseller in countries around the world. The latest book is The Practice, and creatives everywhere have made it a bestseller. Though renowned for his writing and speaking, Seth also founded two companies, Squidoo and Yoyodyne (acquired by Yahoo!). By focusing on everything from effective marketing and leadership, to the spread of ideas and changing everything, Seth has been able to motivate and inspire countless people around the world.

In our conversation, he asked us to be artists and be hubris. In his words, artists are the people who challenge conventional rules with brevity, insights, and determination. Only those who fail constatntly will become artists.

He made it clear that mass production, mass distribution, and mass marketing do not work any more. In the past, average products appealed. However, only ultimate products or “art” appeal in the new, connected world.

While emphasizing the value of constant failures, he separated ready from preparedness. Ready means that people are ready to embrace failure. Since many Koreans are not ready but prepared to be perfect, he suggested them to be Salto Mortale, a desperate jump translated into Italian.