“If you’re average, you’re toast.”

That line from Seth Godin’s latest book, Linchpin: Are You Indispensible? (Portfolio) sort of says it all. Oddly enough, it isn’t found in the primary text of the book, but back in the bibliographic notes, which just goes to show you that you can’t overlook the margins.

Godin’s book is, I think, of particular note for those who are involved in the product development community for the simple reason that those who are going to be successful are those who are doing notable work. And let’s face it: the average may be suitable but it probably isn’t notable. And if you’re not doing notable things, well, then there’s toast.

There are plenty of important lessons at the ground level in Godin’s book. Whereas his multitudinous other writings are often about marketing and consequently at an arms-length away from the individual level (yes, the arm is attached to the individual, but there is still a distance from the fingertips to the shoulder, to torture the metaphor), Linchpin is personal, and in some ways borders on the self-help genre.

To be sure, he recognizes that most of us work in organizations, and he addresses issues specifically germane to that, such as: “Would your organization be more successful if your employees were more obedient?

Or, consider for a second: would you be more successful if your employees were more artistic, motivated, connected, aware, passionate, and genuine?

You can’t have both, of course.”

And, of course, most managers say they want both, when they really want obedience.

And there is this, which companies of all stripes ought to think about with more than a passing glance: “First, understand that your competition has been building a faceless machine exactly like yours. And when customers have the choice between faceless options, they pick the cheapest, fastest, more direct option. If you want customers to flock to you, it’s tempting to race to the bottom of the price chart. There’s not a lot of room for profit there, though. You can’t out-Amazon Amazon, can you?”

While many managers that aren’t in Amazon’s space might puff up their chests
and proclaim, “We’d never do anything so absurd like trying to beat them at their own game!” these are likely the same people who are worried about creating a better faceless option—and when there’s no ostensible face, there’s no making it better.

Godin uses the term “artist” a lot in the book. But it is really being more like Steve Jobs rather than Picasso, as he quotes the legendary Jobs line at one point: “Real artists ship,” and goes on to explain, “the greatest shortage in our society is an instinct to produce. To create solutions and hustle them out of the door. To touch the humanity inside and connect to the humans in the marketplace.”

We all work. Well, we think we all work. As Godin points out there is a difference between real work and simply doing one’s job: “Your job is about following instructions; the work is about making a difference. Your work is to ship. Ship things that make change.” Or you can simply follow the instructions, do what your boss tells you, and create more mediocrity. Somebody has to do it, right?

So, do you want to have a successful career? Here’s your choice: “Win by being more ordinary, more standard, and cheaper. Or win by being faster, more remarkable, and more human.”

You decide. Or you could let your boss do it for you.