Seth Godin on Luck

Seth Godin has a post about luck in which he gets away with claiming the LUCK plays a more and more important role in today’s marketing.

Take the case of Levi Strauss & Co. This company was lucky, plain and simple. It makes a garment that was the clothing of choice for a generation of free-spending consumers. But instead of recognizing the luck, Levi imagined it was smart branding, or its employment policies or even its ad agency that had somehow enabled it to grow. Once the luck ran out (and it always does) Levi shrank fast. In just six years, sales dropped more than 30%, and every U.S. factory was closed.

The argument that I buy though is that the more you bootstrap, the longer you stay at the roulette. The longer you play, the better your chances to get lucky.