Without a doubt, my favorite writer of 2007 is Seth Godin. Seth keeps a tremendously informative, thought-provoking and often entertaining blog at sethgodin.typepad.com. Not a day goes by at work that I don't check my RSS feed for his latest post. As I'm working on fresh marketing solutions for our manufacturing business, Seth's ideas always help give a little push in the right direction.
Seth's post today is about the "billion dollar T-shirt" that he and his team made during the rise of the Net in the early nineties. While Seth has certainly contributed his share of innovative web and marketing advances to the world (Yoyodyne direct marketing, Squidoo, Permission Marketing, etc.), he isn't shy to publicly reflect on the opportunities that passed by him and so many others: search engines, auction sites, etc. Instead, he admits, he focused on writing books and t-shirts to promote the books... thus, today he presents us (at least in terms of opportunity cost) the most expensive shirt in his closet... the shirt that reflects the missed opportunity to become a market leader just as curiosity of this new idea, the WWW, was starting to take root.
This inspires me to reflect now on my own mission with my current business. In focusing so much on being better at what we've always done (build machines, sell rain gutter), we CAN NOT keep our heads down and forget to pay attention to the evolving opportunities around us. I think back to my post from a few weeks ago on Shai Agassi's gamble on the future of the electric car. I'm thinking about the Google guys who capitalized on a new concept (web search) at the right moment, as people were gravitating away from AOL and to more freeing web browsers. Or Chad Hurley (who is from my hometown) who capitalized on popular streaming video services by building communities around his own, which we know today as YouTube.
In our business, we're building special machines for our customers. We're engaging our Computer Numerical Control (CNC) machines to carve useful parts out of otherwise useless blocks of steel. In our building products business, we've become the best in the world (at least the world of our customers, based in eastern PA) at providing rain spouting products. Yet, how can we push ourselves outside of these boxes? How can we grow our current operations to more actively participate in today's fast emerging technologies?
I look at a concept such as Project Better Place (Shai Agassi's brainchild), and think, is this the next transportation revolution? Is this the solution that will loosen the noose that the Middle East keeps tight on our economy? Is this a solution that will sweep combustible-engine cars from our highways, across the world, and provide safe, clean, cheaper transportation alternatives for all? And if not Shai, than who else will lead the charge?
Regardless, I hope we can position our business to be a part of the ride.