A few months ago, I traded emails with best-selling author Seth Godin on the subject of marketing inside small businesses. Here's the interview:
Q: What marketing mistake do most small businesses make?
A: They believe in the mass market instead of obsessing about a micro market. They seek the mass market because it feels harder to fail—there's always one more stranger left to bother. It's the small, the weird, and the eager that will make or break you.
Q: What's the right mix for social networking?
A: Comment less, contribute more, retweet none. We need you to be generous, not Dan Rather.