The only way to succeed as an entrepreneur--especially when you're up against larger competitors--is to "get on the side of change."

That's according to marketing expert Seth Godin. He says, "2021 doesn't care about what you were hoping for--2021 is going to come whether you want it to or not." He spoke with Inc. editor-in-chief Scott Omelianuk Wednesday during the latest live webinar in Inc.'s Real Talk: Business Reboot virtual event series.

In a wide-ranging conversation, Godin talked about his definition of good marketing (and how it differs from advertising), common traps that can sink a business, and how brands can best reach their audiences. A popular author, Godin has written 19 books, among them This Is Marketing: You Can't Be Seen Until You Learn to See, and he is a prolific blogger. He's also a serial entrepreneur and founder of Akimbo, a platform for online workshops that includes the altMBA program, a four-week intensive workshop, and the host of the weekly Akimbo podcast.

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