A few of us from Metrica attended Seth Godin's session in London on Tuesday afternoon and I'm delighted to report it was an afternoon well spent... I was totally engaged for the whole three hours, listening intently to everything he said because it made a whole lot of sense. He cut through the clutter of his subject matter with impressive deftness and brought clarity to a whole bunch of frustrations I am sure many of us working in PR and marketing share day to day. 

Here are some (but not too many because you should look him up yourself!) of my key takeaways: 

• Spreading ideas and fostering an understanding of them is key to building demand for associated products and services
• Be the leader, be inspirational - thought leadership and education are key
• A business/product/service needs a story and to live that story – know what yours is and how to tell it effectively

In a nutshell it’s getting buy in to the big idea by telling its story that wins in a 21^st century market place, and as such PR must surely now be coming into its own as ‘the’ strategic communication tool of our time. 

See also Chris Reed's take on Seth’s seminar.