The Song of Significance

May 15, 2023
Offbeat business leadership manifesto that often morphs into a prose poem. Godin, author of many bestsellers, including Tribes, Poke the Box, and This Is Marketing, begins with a provocation: "If you've been paying any attention at all, you already know: work isn't working." Bosses are burned out, workers too, and everyone hates being evaluated as if a machine. "Humans are not a resource," he writes. "We are not a tool." If you're running a fast-food outlet or making widgets, notes the author, you may be inclined to keep things as they are since the objective is to produce and sell as much as you can at the lowest possible cost. But burgers and widgets do not innovations make, and in the longer view, they don't materially add to the advancement of human civilization or constitute anything approaching "significant work." Nor, in the end, do most Zoom meetings, metrics of how many hits an article gets online, or time-motion studies that include how many minutes an employee spends in the bathroom each day. If you want to get to the significant stuff--in Godin's repeated but nicely alliterative mantra "Mozart, not Muzak"--then a boss must stop being merely a boss and be a leader. That involves an entirely different way of thinking and being, a mindset that measures how healthy and happy the people inside an organization are and, in turn, how healthy and happy the organization is. Godin's staccato, sententious style ("Until our existential needs are met, it's difficult to produce the emotional labor needed for progress and possibility") may be a little jarring to readers accustomed to graphs and charts and other business-book appurtenances, but there's a lot of substance underlying the piece on better employer-employee relations and arriving at common, humane goals. Think of Godin as an anti-Elon Musk and this seemingly lightweight book suddenly acquires a lot of heft.

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