Seth Godin’s take on the academic market
November 4th, 2007 by joseSeth Godin is one of the luminaries of marketing. He posted something thought-provoking recently on his blog:
What if I told you about an industry which:
- Indebts most of its customers, sometimes for twenty or more years a person
- Not only consumes most of four years of its customer’s time, but impacts its prospects for years before even interacting with them
- Enjoys extremely strong brand preferences between competitors and has virtually no successful generic substitutes
- Dramatically alters relations within a family, often for generations
- Doesn’t do it on purpose
…and
…according to most of the studies I’ve seen, there’s very little or no difference in the efficacy of one competitor vs. another.
The industry is, unsurprisingly, US undergraduate college. Seth is a high-profile person, both on and off-line. So is Paul Graham.
Another industry that seems to commit the same sins is of course, the MBA. And this, too, has its critics: Josh Kaufman reasoned that paying around $150000 for the credential to manage a business wasn’t as compelling as it might seem when you can collect most of the books on the area and read them yourself.
But how am I going to get my skills certified, even if I acquire them by myself? How am I going to convince the human resources department of my employer to hire me? Well, easy: by doing admirable things. Instead of presenting a piece of paper, present your crowning achievement. Then going to college changes meaning completely. People may go into a classroom not to get a grade (a piece of the paper that is a ticket for a job), but to learn things that enable them to build better solutions to problems. Under this view, as Graham says, a job is “so-twentieth century”.
It seems that in recent times many people are independently proclaiming that “the emperor has no clothes”.