PHONE+ Reads: Linchpin by Seth Godin

Reviewed by Peter Radizeski

“Linchpins invent, lead (regardless of title), connect others, make things happen, and create order out of chaos. They figure out what to do when theres no rule book. They make their customers and peers happy. They love their work, pour their best selves into it, and turn it into a kind of art.

Seth Godins Linchpin is two books in one. One perspective is that W-2 workers need to find passion and security in their jobs.  The other is that entrepreneurs need to rethink their roles.

In both cases, Godin advises readers to become an Artist, a Genius, a Linchpin. A Genius solves a problem the way no one else has before and brings new thinking to a situation. An Artist is generous and finds passion in his work so that the job is more tolerable not just for them but for those around them. A Linchpin is a connector, someone who brings people together or organizes chaos.

Other ways to be a Linchpin are to lead or inspire people even if it isnt part of your title or job description, to utilize deep domain knowledge, provide an interface between your company and customers, be creative or to be better than everyone else.

One example of how a Linchpin approaches situations might be in customer service, which is pitiful today. A Linchpin is someone who wants to change that situation one interaction at a time. Many companies are experimenting with this on Twitter like JetBlue, Southwest and Comcast.

For telecom agents entrepreneurs in a fast-changing landscape Godin offers a way to rethink how they view customers and vendors. In a way it describes how to be that trusted adviser by being a Genius or Artist.

I recommend this book to anyone not having fun at work any more. The message is simple: Your job is your platform to create Art or Genius. Be proud of what you do and spread your art. Go make something happen.

Peter Radizeski is president of RAD-INFO Inc., an agency representing more than 20 carriers and numerous other vendors. He is also a telecom blogger and author of the book SELLECOM, as well as a founding member of the Technology Channel Association.

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