I've been listening and reading Seth Godin's for over a decade now and the sentence above is a familiar refrain.
But recently, I wondered if there was more to it.
He often says that in order to change the culture—to make things better—we must make better things.
However, changing the culture is hard.
So maybe we don't try to change people, but show up and share our thoughts with people with similar thoughts and belief systems. By doing so, we connect to our tribe.
When I look back at my old writing on the blog, I feel like I was trying to convince people who weren't doing the work to do the work. It reads clunky, awkward, and uncomfortable.
Maybe the better thing would have been to speak to the people already doing the work, and hopefully the others—those few that weren't doing the work—would eventually show up as well.
All of this feels reiterated by this recent post from Seth:
Forward motion happens from two things:
First, creating synchronized, persistent action among the people who are with you.
Second, creating a path where some of the inactive decide to join you.
Insisting that someone choose sides might feel like the satisfying and urgent thing to do, but it rarely leads to enrollment and action.