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Seth Godin has written 18 bestsellers that have been translated into 35 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list


All Marketers Tell Stories

Seth's most important book about the art of marketing




Free Prize Inside

The practical sequel to Purple Cow





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




Meatball Sundae

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



Permission Marketing

The classic Named "Best Business Book" by Fortune.



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.




Purple Cow

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



Small is the New Big

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



Survival is Not Enough

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




The Big Moo

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



The Big Red Fez

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




The Dip

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




The Icarus Deception

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





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




Unleashing the Ideavirus

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



V Is For Vulnerable

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




We Are All Weird

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



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.



THE DIP BLOG by Seth Godin

All Marketers Are Liars Blog

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Member since 08/2003

« February 2003 | Main | April 2003 »

Are you remarkable enough to be in my new eBook?

Purple Cow, which is due out on May 8th, is all about being remarkable. About creating a product, a service or an organization that's so amazing that people tell each other about it. Simultaneous with publication of the hardcover, I'm going to release an ebook called "99 Purple Cows". The idea is simple: 99 people, products, services or organizations that are remarkable, each with a short profile.

The goal is that readers will find inspiration in the examples (and that those featured will get the recognition they deserve.) The ebook will cost $9.99 (no surprise) with all proceeds going to If you're featured in the ebook, you can have digital copies for free to distribute to friends and colleagues.

Nominate yourself! Nominate someone else. Click here for the NOMINATION FORM. Please note that your nomination should include plenty of facts and figures and links... don't worry about your writing style, I'll handle that.

I'm probably not supposed to tell you about this

A friend told me about BzzAgent, a company that' s putting a lot of Ideavirus thinking to work. They are trying to build a sustainable, leveraged way of igniting buzz networks. The goal is to help organizations launch great products (Purple Cows) by bringing them directly to the sneezers who can spread the word.

I just hired them to bzz the Purple Cow. Dave, who runs the place, tells me that they're always looking for qualified agents (and qualified clients, natch).

I'll update you as it goes, but in keeping with my plan to talk about the marketing before we do it, there you go.

Madonna decides she likes file sharing

Not that her opinion matters a whole lot, but as a loud critic of Napster, it's interesting to see her (or her minions) now understanding that ideas that spread, win. Madonna grooves with MP3 release | CNET

No, it's not April Fools day yet

But this article from the New York Times comes close. The Sound of Things to Come. I don't know about you, but I want one.

Have you ever changed your mind online?

Have you ever read anything online that made you change your mind about something? An essay, a manifesto, an argument that was so cogent, well-delivered and persuasive that you not only switched positions but also took the time to tell someone else about it?

If you did, I'd like to hear about it. Send me a link. I'm looking for the best online manifestos--sort of a top ten list of persuasion.


Pay you a nickel?

A quick look at Amazon (Purple Cow, for example) shows an interesting gimmick. Answer a question about Amazon's selection and you get a nickel paid to you.

What I like about this (other than the interesting use of Permission Marketing) is that they're opening a fascinating door here. The goal, it seems to me, is not to teach you how many gameboy games they have (350) but to start an entire dialogue with you. Once they start giving you nickels, then they can have a dialogue about how to SPEND those nickels as well.

The other thing I like is how beautifully the UI works. It's a click or two. That's it. Beautiful.

Upstairs is for thinking...

And downstairs is for dancing. And we need more of both, don't you think? Today, we welcome Elly Markson, dear friend, pundit and guru, to this humble blog. Did you dance at work today? Were you tempted?

One of the coolest things that can happen is when our work makes us want to dance. Thanks for pointing that out, El.

Sometimes the elevator doesn't go all the way to the top

Readers of the Purple Cow will remember that I talked about an amazing elevator innovation that is dramatically more efficient because it has you enter your floor into a console in the lobby, not into the elevator itself.

Well, I learned two things today. First, the elevator is cooler than I thought. It doesn't even HAVE buttons inside the cab (which is obvious, but I never thought it through.) It increases speed to destination by 30% (less time to watch commercials or stare at your feet) and it can be retrofitted into existing buildings.

The other thing I learned is that I got the name of the manufacturer wrong! (My trusted source had a mental glitch, apparently. The elevator in question is made by Schindler Elevator and you can read all about it here. If you're in the market for an elevator, feel free to check it out. Sorry for the error.

Another cow auction

They're poorly publicized, but here's the latest chance to buy yourself a large cow (not purple, but remarkable). CowParade Auction.

More cool mail

Yesterday's mail brought a package from Bob Gonze at Glassworks WV. A small shop in West Virginia, he's recreating the art of carving images into colored glass bowls and such. My lousy photography doesn't do this jar justice. Bob's idea is that you could use it as a Purple Cow suggestion box. Neat. If you're interested, contact Bob directly via his site.

Less than 20 minutes

That's how long it took for Brian Peddle to respond to my query about paper airplanes. Impressive.

The link he found: Paper Airplane History Page isn't definitive about whether the plane pre-dates the Wright Brothers, but it's pretty clear from all the data that it does. I'm happy to consider this case closed. Thanks.

PS Five minutes later, we find this link: Cecil Adams on paper airplanes. While I don't adore Cecil as I used to, he's in violent agreement with me. Brian has once again come through.

Udderly breathtaking

Just got this picture in my email box.

That's Charles Gerardi, VP Advertising at a major florida newspaper. He's standing with his brand new Purple Cow. Here's his story:

"Coming off of a very difficult year 2001 in our business (newspaper advertising sales), we needed a "rallying cry" to get focused on turning things around in 2002...and your theory of the "Positive Feedback Loop" (Survival Is Not Enough) was just the catalyst. By channeling our energies into positive recognition, we were able to get off to a fast start, making our revenue budget in January (for the first time in many months).

As the achievement momentum built throughout the year, we'd soon adopted Zooming! as our theme for the year. I began getting e-mails from many on my staff telling me about how they were zooming. (By April, we'd even had t-shirts made for everyone with "Zoom!, Zoom!, Zoom!" down the sleeve). When it was all said and done, we'd made our revenue goal in each of the 12 months of the year, and set an all-time performance record for the company. And people were loving their work!

Now for 2003, our focus had to be very different-- doing the little things right so that we remained efficient and operationally sound. But this isn't very glamorous stuff...this is doing the basics, the fundamentals well so that our foundation stayed strong. This time, we went in search of Purple Cows...the remarkable performances from amongst the herd of mundane tasks we do every day.

Well, that's caught on too...Purple Cows are appearing everywhere...everyone is talking about them, looking for them, celebrating them.

And the excitement really took off yesterday when our new mascot-- !Mooz-- arrived at our offices...painted purple, of course. Found it on Ebay. Now !Mooz (Zoom! backwards... get it?) travels from department to department each day, inspiring the team to stay focused on doing the little things right to keep us on track. People have even started adding their own personal touches to's quickly becoming our roving graffiti board for good works."

Wow. That sure made my day. Thanks, Charles... my guess is that you just drove the price of fiberglass cows on eBay way up!

A correction and a question

In my new book, I use the Japanese word "otaku" to describe a special kind of obsession. Alas, my source for this was overeager and mistranslated otaku. It turns out that otaku means, "a person with an obsession." Sort of like a geek. Forgive me please.

As for my question, my google research can't find the answer, so maybe you can: Were there paper airplanes before the Wright Brothers? Do we know who invented them?

No, she's not a maniac.

So the big news today is that yet another A list musician has realized that the record industry is broken and that record labels are not a smart move for motivated, popular artists with a following. Visit and you can sign up for more info about her new album.

By producing music SHE wants to make, and selling it directly to people who want to be sold to, Merchant changes her life for the better. Even though she's wasting tens of thousands of dollars on needless packaging, she'll still break even in a few days of selling her CD online.

If she's smart, she'll build a permission asset and use it to create a group she can sell albums to whenever she's ready to--not when the label says its time. Natalie, if you're reading this, drop me a line. I can share what I've discovered over the last few projects!

More and more, industries where scale mattered are finding the opposite is true. More and more, people who are Purple Cows are discovering that they can write their own ticket and get what they want AND what they need.

New on the Purple Cow Website!

Red's supposed to be on vacation, but if you visit you'll find we put the banana on the home page (I hate writing about web design, because then people yell at me if I don't follow my own advice.) The real win is to click on #3... two bonus chapters, free. I guess that's the sirloin part of the cow...

Have fun.

You can come to my workshop for free

If you want to come to the new Purple Cow workshop and not pay for it, visit and click on FREE STUFF for details. (hint: if you find a broken email address on the free stuff page, we're fixing it. Sorry.)

Announcing the Purple Cow workshop

Longtime readers will remember that I don’t do consulting. As flattering as it is to believe that a successful organization might actually want my advice about their problems, I’m really hesitant to take this sort of commitment on. Why? Because I figure if I charge someone to solve their problems, I better be confident that I can. And in my experience, a consultant rarely solves your problems—you do. So I’m much happier teaching people to fish.

That said, it’s clear that there’s a lot of excitement about the Purple Cow concept and many people want the energy and insight they can get from brainstorming in person. So, here’s the first in what will become a series of semi-public Purple Cow training and brainstorming sessions.

WHAT YOU GET: 6 hours of intensive brain workout. The first two hours are me, laying the groundwork. The next 4 hours are you (and the other attendees) sharing their specific problems and challenges. As a group, we’ll figure out a thousand PC-approved ways of being remarkable, not invisible.

THE GUARANTEE: I’ve run sessions in my office before on other topics, and I can happily tell you that no one has ever taken me up on the following: If you don’t think you got ideas and insights that were worth way more than you paid to come, it’s free. I’ll give you back all your tuition.

HOW MUCH? $800 per person. Second person in your organization comes for $400, unless it’s your boss—she pays $300.

LUNCH? On me.

WHERE? In my funky office at 145 Palisade St, Dobbs Ferry, NY, 12 miles north of New York City. You can get here on the train from Grand Central in about 40 minutes.

WHEN? Thursday, May 8th. Starts at 10 sharp. Finished by 4, but you can hang for another half hour or so if you want to chat.

HOW TO SIGN UP? This is a very informal process, because space is so limited. Drop me an email at Make sure you put the word YOGURT in the subject line. Why yogurt? Well, it’s milk from a cow, with some culture added, then you shake it up and the thing you end up with is better than what you started with. Sort of.

I've been on the wagon for a long time

But this particular website has driven me to re-enter the fray over bad web design. Clark's Register is a hip clothing store (too hip for me, I was looking for a gift) and somewhere along the way, they decided that the checkout and navigation needed to be part of the overall hipness of the store.

Buttons that don't click, type that's hard to read, unnecessary steps, needlessly nested hierarchies and brand new interface conventions--all in one site, for your shopping convenience.


Free bonus chapter of my new book

Just for loyal readers. Go to and click on #3, the (I'm guessing here) sirloin steak area. My plan is to write a bunch of new chapters as we go--sort of an evergrowing tome. New chapters will probably just go to people who buy the book.

Today's top story

Purple Cow deli & grocery closes its doors. Sad, but not really a surprise. When they opened, they were remarkable. Then they became invisible. And finally, with plenty of remarkable alternatives, they became irrelevant.

Twinkie cake!

Well, it doesn't have any Twinkies in it, it uses chocolate cake mix and frosting from a can, but we can be glad that no cows were injured in the creation of this recipe. Twinkie Cake Recipe from The Honorable William J. Janklow, Governor of the State of South Dakota.

I don't make this stuff up. I'm not smart enough.

I took a lot of flak about my story about NOBS...

A Fast Company piece about why an MBA is a waste of time (hint: the article was a satire, but, like all satire, I sort of agreed with it.)

Here's a more serious take on the same issue:National Post Business Magazine

A blockbuster in the making

For a few months, my friend Scott has been telling me about Meetup. Well, I checked out the site and I think it's worth a look.

200,000 people have signed up for this free service. In a nutshell, they coordinate monthly meetings on specialized topics (in person, in cafes) in 500+ cities a month.

So, for example, it turns out that there are more than 12,000 witches signed up, folks who like to meet and talk about witchcraft and stuff. The nearest meeting to my house is at Gloria Jean's coffee in White Plains on Tuesday at 7.

Who knows. Maybe they'll establish a worldwide network of Purple Cow readers soon. After all, this seems like the definition of early adopter sneezers to me.

« February 2003 | Main | April 2003 »