I admit it: I'm a certified Seth Godin junkie. And maybe to the point of deifying the man (note the post title - a coincidental homage?). But the simple fact is, the guy's brilliant - and there's no mystery as to why he's one of the most popular blogs on the web

While I've read all of his books ("Purple Cow," "Permission Marketing" and most recently "Tribes"), I sometimes find incredible nuggets of wisdom from his blog. Short, succinct, and surprisingly poignant, this recent post about finding the "magic beans" for online marketing stopped me in my tracks like the proverbial deer in headlights. It's a quick read, but a MUST read. And I guarantee: after you peruse it, you'll be wondering what these "magic beans" might look like. Check it out: 

"Magic beans, TV and the Web"

What I found most intriguing about this entry was the assumption that it applied only to TV. I think that all traditional marketing channels are suffering the same truth at the hands of the Internet - from print to direct mail to outdoor to... restaurant placemats. With mobile web accessibility becoming pervasive in our world, the Internet is quickly evolving as our ONLY channel for information. And so too, the most critical resource for marketing. Think about it: when was the last time you didn't throw the new Yellow Pages directory – sitting on your doorstep in a plastic shopping bag - directly into the recycling bin?

But it's true that TV has been the most effective and profitable marketing tool over the last 40 years. It's had a singular monopoly on the "magic bean supply chain" like no other resource. But as Seth suggests, the Web has forever altered the game. It's time for us to reinvent what "magic beans" might mean to the world of marketing, and question whether we need them at all. I can hear Spencer Johnson inking a new book already: "Who Moved My Beans?" Of course, Seth would likely receive some royalties (you heard this idea HERE first!)

So Jack gets his beans from a stranger, and stumbles upon both challenges and rewards in his epic tale. We can either wait for this mysterious source to arrive with all the answers – or we can make our own magic. I'm banking on the latter... and I think I'll make some bean dip before Sunday night football kicks in.