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The following is a summary of my main takeaways after reading The Icarus Deception by Seth Godin.
Most of us are familiar with the idea that we must not fly high, where the sun will melt our wings. If you are not familiar with the myth of Icarus, you can find it here. Fewer people know that in the original myth, Icarus is also warned not too fly too low (too close to the sea), as the sea’s dampness will clog his wings.
Seth Godin starts us out by writing about the differences between the world when our parents grew up versus the one we find ourselves in today. He describes that in the past, the industrial economy celebrated standardisation, streamlining, and economies of scale. We were encouraged to get degrees in engineering and science, where we were taught how to conform and how to fit in.
With rise of the internet and social media, and especially after the pandemic, we find ourselves more and more in what Godin calls the connection economy. The connection economy celebrates the podcaster who posts his thoughts on social media, the blog writer who shares their experiences of tavelling the world, and the entrepreneur who turns his passion into a business. The internet has given us a platform to find an audience for our passion, something that was never possible before.
In the industrial economy, we celebrated those who could apply the principles of optimisation to produce amazing abundance. Now, in the connection economy, we find ourselves in the middle of this strange abundance, but despite low prices and free delivery, we find that we are still bored, and we are still lonely. No one wants to pay extra for just another mass produced product, we want something unique, something real, and we seek trust/connection.
Despite low prices and free delivery, we find that we are still bored, and we are still lonely. No one wants to pay extra for just another mass produced product.
Godin encourages us to be bold and courageous, and to start making art. He uses the word art to refer not only to traditional forms of art like the visual or performing art, but also points to innovative work in leadership, coaching, entrepreneurship, and marketing. Art in this context refers to anything that is new, unique, innovative, and that challenges the as-is.
When deciding what art to make, Godin encourages us to seek out the right audience for the art that you want to make. Godin tells stories of famous magicians, comedians, ceos and interior designers to communicate the risk of allowing the audience that is in front of us to dictate what our art must be. If you are performing in front of the wrong audience, then you are taking up space where someone else should be standing. Godin also warns that trying to make art that is ‘appropriate’ for everyone, runs the risk of missing out on the opportunity to make art that is amazing for someone. The connection economy is all about finding your niche, and serving them excellent work.
If you try to make art that is appropriate for everyone, you sometimes miss out on the opportunity to make art that is amazing for someone.
Godin confirms that yes, we do still need engineers and scientists, people working on production lines and people making standard parts. But that does not mean that you have to be that person.
If you were born to be extraordinary, if you have art in your heart, then have the courage to put it out there in the world.
Start. Making. Art!
❤
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