They came for the advance copy of Seth Godin’s new book, Meatball Sundae, and stayed for the keynote.

He opened by citing the history behind Josiah Wedgwood, a potter who Godin considered the person who created marketing when he opened a showroom in London for his pottery in the 18th Century. A 2004 book on Wedgwood called him “the first tycoon.”

Wedgwood layered sales and marketing on top of manufacturing; Godin said manufacturing is the heart of business, and that is where marketing opportunity can be found.

Godin also presented fourteen trends he considers current and important:

•  Direct Communication between business and consumers.
•  Consumers are louder than ever.
•  Authentic stories
•  Speed
•  The new marketplace
•  Outsourcing. If your job can be reduced to a manual