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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

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

"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




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« Michael's menu response | Main | Two great questions: #2 »

Two great questions: #1

I gave a seminar at the library down the street yesterday. A fund raiser for a good cause. It was fun but I was nervous, because, after all, I've got to see these people in the supermarket and at school every day.

After I finished, there were some spirited questions.

The best question was in response to my story about my sister's quest to create a remarkable resume, something that short circuits the, "Mail my resume to 1,000 companies that would scan it into the HR database and promptly reject me" approach to finding a job.

Sharon pointed out that in addition to creating a remarkable resume, my sister was also putting the recipient in a spot where THEY had to be remarkable. In essency, being 'risky' was the safest path for my sister, but didn't it require that the recipient take a risk by interviewing her? After all, they'd be breaking the rules by voiding the faceless HR shredder.

"Of course," I grinned. "You've got it!" Sharon had cut through a lot of my blather and gotten to the essence of the Purple Cow. The only way you're product or service grows is when people who are willing to color outside of the lines take a chance on it. The only way you get a job interview outside of the status quo is when an interviewer takes a chance on it.

The thing is: if someone isn't willing to take a chance, YOU'RE GOING TO FAIL ANYWAY. Krispy Kreme grew when people willing to take a flyer on a new donut bit one. The folks who were Dunkin Donut fans, unwilling to try a taste of something new are invisible no matter what, right?

In other words, the only growth, the only breakthroughs, the only new customers and great jobs come from people/customers willing to go out on a limb a little bit. So WHY NOT cater to those people from the start?

If you cater to the ignoring masses, they will ignore you. That's what they do.

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