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Seth Godin has written 12 bestsellers that have been translated into 33 languages

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all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

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Free Prize Inside

The practical sequel to Purple Cow

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linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

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meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

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permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

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poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

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small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

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survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

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the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

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the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

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the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

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the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

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tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

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unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

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v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

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we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

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whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« I probably have better things to do | Main | ...And then it happens! »

When people become cogs


The cornerstone of the industrial revolution was the simple idea that management could dramatically increase productivity by buying machines that did what they were told, were cheap and could scale.

As we've moved to a service economy, though, machines can't handle much of the work. People do.

I thought of this the other day as I got yet another outbound telemarketing call, this one from the local Yellow Pages. The caller, when pressed, admitted he was calling me from India.

I spoke to him for a while and then his supervisor. They were both risking their jobs, though, because everything they did was ruled by the script. Follow the script or lose your job. Follow the script or see your pay docked. Follow the script or you don't get a good commission.

What so many people in the USA and Europe don't realize is that their jobs are being scripted. Relentlessly. And once they're scripted, why exactly should the boss keep paying you? There's someone cheaper-- in another state, in a prison, in a beautiful country with a low cost of living--who can follow your script instead of you.

This is the giant unwritten headline of our post-industrial economy. If your job isn't creative/interactive or local, it's probably going to go away. Offshore software programmers charge by the line, and the boss doesn't have to meet them or give them benefits. Just because you can code/call/file/process or type doesn't mean you're secure. The winners are going to be the bosses (quick, become a boss!) and the fast-changing creative types. That and the folks with a jackhammer on your local street corner.

This is great news for people willing to work cheap, especially those with talent and a local economy with a low cost of living. Of course, they're not safe either, because there's always someone willing to take their place once they become too expensive.

I think our export of "good" jobs is a fine thing. It makes the world a smaller, better and more prosperous place. When you woke up this morning, though, that probably wasn't the first thing on your mind. You were worried about your favorite person--you.

So, what should you do? Now, before it's too late, realize one basic truth: Safe is Risky.

Cogs don't take risks. But cogs are the ones that are next to go.

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» Get intimate from The Bell Curve Scar
In this post, I noted how a recent survey suggests that an overwhelming majority of Americans view a company as a system rather than a social group, then attributed those results to a widespread adoption of management philosophy which evolved from Hen... [Read More]

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