A book wherein Seth Godin first operationally defines “linchpin,” and then follows up by imploring his readers to becomes those very linchpins.

As for the term linchpin itself, Godin defines a linchpin as a person who is indispensable, who cannot be replaced. Someone who is unique and valuable. But this is fairly standard stuff in the general understanding of linchpin.

Godin takes an extra step by synonymizing linchpin with a looser interpretation of the word “artist.” To Godin, artists are not just painters, sculptors, and semi-crazy people who struggle to make end’s meet. Artists are people who do “emotional work,” e.g. that uncommonly-happy McDonald’s employee who understands that “it’s not what you do, it’s how you do it,” or that cartoon artist who releases a new comic every day simply to share it with the world, or even Steve Jobs (who often talks about the importance of waking up every day and doing what you love).

Finally, Godin derides those who are just (in his terms) “cogs,” the opposite of artists. To Godin, factories are not just industrial buildings built in the early- to mid-20th century. Factories are also offices with cubicles, and Best Buy stores. Factories are essentially anything that require cogs to function. And cogs, by definition, are objects that only do what they’re supposed to do. In other words, cogs are people who just show up, do what they’re told (and don’t dare do anything differently, whether for better or worse, for fear of losing their job), and pick up their paycheck. Godin derides these cogs out of compassion, explaining that their jobs and livelihoods are at risk, based on how quickly our world is changing (cf. the early-21st century global recession).

Godin uses a lot of examples, and makes many other points in the book on why he believes these things, including the “lizard brain,” the importance of gift-giving vs. a gift economy, and the lack of a map to guide one’s self through this process.

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