Godin Disruption

The Godin text shows marketing as a means to disrupt the way things are done. He uses the phrase “people like us do things like us” as the backbone to the disruption. In this sense he means that people with similar ideals will follow others with similar ideals. It is up to the marketer to find a clever way to show this ideal in such a way that it creates a change in the customer. This can be seen in the Blue Ribbon case study where a community saved a school’s budget vote by placing many Blue Ribbons on a tree. The blue ribbons represented excellence and placing the amount placed on the tree represented how many people supported the school. By showing the people who voted that they were in fact part of larger community that supported the school, it created a connection between the people, ergo “people like us”. Not only that, Godin stresses to change the worldview of a culture that you are trying to market towards. Changing the worldview of a culture is highly disruptive and this is something that is not touched upon in the Kerin text. Godin expands on this by saying that we should focus on a specific group associated with the culture we are trying to change.

The Kerin text in contrast tries to build upon customer behavior by laying out a purchase decision map that customers may or may not abide to. The Kerin text is more structural with more rules whereas Godin attempts to teach marketing as an art form where change is the biggest factor as the marketer. Godin stresses that marketing is a change of culture for people that are similar to each other. This change will result in action that will cause someone to make a purchase just based off the change alone. The change is the disruption and I fell in love with this viewpoint of marketing because it challenges everything that is set in the status quo.

In the Robinhood Case Study he further stresses the notion of “people like us do things like us”. It is sort of a peer pressure mechanism where people are entitled to follow something if it resembles themselves in some form or shape. The fund raised so much money because the worldview that they targeted, wealthy people with too much money, was tried to be changed with donations. The members of Robinhood had changed the worldview of the members who are donating through the idea that the wealthy do things such as donating to a fundraiser event. The marketers of Robinhood did a good job in showing that wealthy people like us donate to fundraisers. Such a method is a disruptive method in comparison to the Kerin text where they try to understand the customer through traditional methods where they zero in on the purchasing methods of customers. I think it is as simple as Seth Godin states where the consumer is more inclined to purchase something if you change their worldview for something that is curated for them.

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