The Song of Significance: A New Manifesto for Teams

by Seth Godin

Significance is inconvenient.

So very true.

Industrial work is a last resort, not a first choice among people lucky enough to be able to make that choice.

Those who say it cannot be done should not interrupt those who are doing it.

Every organization has extremists: the employees, customers, or investors who demand more, pay more, use more, talk more, and share more. These extreme users have great needs and offer greater benefits. They are the heavy users, people with disabilities, the sneezers, and the professionals. They’re the committed. The Stanford d.school has argued that focusing on these users teaches the organization lessons that will work for all users. This is contrary to the typical industrial organization, which is happy to lose the extremists if it helps them serve the masses more easily. Find the nerds, the motivated, and the overlooked, and figure out what they need to thrive. That exploration will reveal what others have needed as well but didn’t care enough to speak up about.

perhaps the most significant collection of sentences in the book.