Are You a Rattle or a Needle?

Seth Godin is a father figure. Sometimes overly finger-wagging and "sage." Other times, right on, like while ruminating on marketing/ advertising in The Needle, the Vise and the Baby Rattle: "The needle uses...pressure to a tiny, carefully selected area and you're going to get penetration...The vise is about providing increasing amounts of pressure over the entire area...agencies have been backed into a corner and mostly do [baby] rattling." But Seth, the rattles are so pretty and jewel encrusted.