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Twitter: @thisissethsblog





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

« January 2005 | Main | March 2005 »

Jobs you didn't knew existed

Sure, it's off the topic, but this article just cracked me up.

Everyone with a blog is an expert, but everyone in England appears to be an expert on this topic as well.

Link: - Good wishes - and a note of warning - Feb 10, 2005.

Ingrid Seward, editor of Majesty magazine: "When I got a call earlier this morning, I was completely astounded. The fact that it is happening, and that it is happening that quickly is the surprising element here."

A new terminology

4g_webstrategy2New to me, anyway. David Coe at: PDG Graphics sent over this chart. I was immediately grabbed by the terms "above the web" and "below the web". It's a little bit of a riff on the movie business (certain expenses are "above the line" and thus out of the hands of the producer), and it feels right.

Imagine dividing up your world this way. Worth a thought.

Great moments in marketing doublespeak

I clicked "unsubscribe" at the bottom of an email newsletter I got tired of.

This is what the web page it brought me to said:

To ensure the privacy of the subscriber base, you must enter the eMail address that this eMail was initially sent to. If the eMail address you provide does not match that address exactly, it will not be unsubscribed.

I can't tell you how pleased I am that they're looking out for my privacy with such vigilance.

Who decides? The New Middle.

Marketing dollars are getting spent on product placement (Panasonic provides plasma screens to Tony Danza, Pontiac gives cars to Oprah). Marketing dollars are also moving from magazines (stagnant) to adwords and online media (skyrocketing). Marketers are busy building viral campaigns, funding blogs, and yes, by the way, investing in products that are cool enough to actually blog about.

But who's deciding?

My guess is that this is not an organized, top down effort led by the fancy CMO or VP of Marketing. I think it's all happening around the edges while the middle (TV etc.) implodes.

This is accidental and random and it's going to get ugly, fast.

I wonder how long before smart marketers realize the new middle of the marketing department is all that extra stuff.

Wow. Thanks for buying all those books!

CEO READ just posted their top selling books for 2004.

Link: What Corporate America is Reading -- Best of 2004.

1. "Free Prize Inside," by Seth Godin.
2. "Trading Up," by Michael Silverstein, Neil Fiske.
3. "Purple Cow," by Seth Godin.
4. "The Power of We: Succeeding Through Partnerships," by Jonathan Tisch.
5. "Guts!: Companies that Blow the Doors off Business-as-Usual," by Jackie Freiberg, Kevin Freiberg.
6. "Leadership Presence," by Belle Linda Halpern, Kathy Lubar.
7. "Creating Customer Evangelists," by Ben McConnell & Jackie Huba. 8. "Leadership from the Inside Out," by Kevin Cashman.
9. "Becoming a Category of One," by Joe Calloway.
10. "Six Fundamentals of Success," by Stuart Levine.
11. "Love Is the Killer App," by Tim Sanders.
12. "Good to Great," by Jim Collins.

PS my new book is out in May. More on this soon. Thanks again.

Banner of the week.

What a great tagline.


ChangeThis vindicated

One of the most controversial ChangeThis manifestos in my neighborhood is: ChangeThis :: Kill Your Children. Lackey says that juice and Coke are killing our kids.

Today's Associated Press confirms: MSNBC - Sweet drinks tied to kids' weight gain.

Cost of Hard Drive Space

As this spectacularly well-researched and useful chart (Link: Cost of Hard Drive Space) shows, a 3 gig hard drive was $3000 in 1995, not in 2002 as I mentioned below.

I blame my error on the fact that I made up the statistic below without checking first. I may be sloppy, but I'm not dishonest. Refunds available by request.

So, what will it take to succeed?

If it's not money or brilliant programming (see below) what will characterize the success of tomorrow's Net?

1. Relentless execution. This is far and away the winner. Persistence and focus and consistency. We saw how this worked for Amazon and we saw how getting distracted hurt AOL and others. It's far more important today, because markets at rest tend to stay at rest. Changing the market is hard.

2. Resistance to compromise. Because you can do so much, so fast using tools, and because it's easy for non-experts to chime in, the temptation is to go for the middle, to compromise, to be all things. It's the  Purple Cow thing again...

3. What you don't do. This is a little bit like #2. Go take a look at an Amazon page. Now you can do a web search, search inside the book, order it new, order it used, on and on and on. The temptation is to do everything you can do (it might work for Amazon, but it's not going to work for you!) The very best new Net companies understand in their heart and soul what they WON'T do.

4. Desire to be three steps ahead. One step is easy. One step isn't enough. If you're only one step ahead, you'll get creamed before you launch. Two steps is tempting. Two steps means that everyone understands what you're up to when you pitch them. Two steps means that you can get funded in no time. Two steps is a problem. It's a problem because the smart guys are three steps ahead. They're the groundbreakers and the pathfinders. They're the ones inventing the next generation. It's harder to sell, harder to build and harder to get your mother-in-law to understand, but that's what's worth building.

5. Doing something worth doing. Hey, nobody is going to switch to your service because you worked hard on it. Being a little better is worthless.

6. Connecting people to people. Over and over again, that's what lasts online. Folks thought it was about technology and it's not.

7. Monetizing from the first moment. Google without Adwords is worthless. So Adwords are built in to the experience. Not, "hey, we have to do this because otherwise we'll go out of business" but "this actually makes the service better." Given how cheap most online services are to build and run, you can't charge money if the only reason you're charging is to make a profit. Charging adds friction and selectivity. If those two elements are a drag on your service, you will fail. Hotmail's founders missed this point. Banner ads made hotmail worse, not better, and because they didn't build useful ads into the service from the start, they never could.

8. Not depending on a big, hairy partner. Sure it would be great if you could be on Yahoo's home page every day, or built into blogger or featured on Fox every night. But it would be great if you won the lottery, too. That's a wish, not a plan.

9. Ignoring the pundits. Including me. If I'm so smart, why don't I go build your business?

10. Keeping promises. Even though the Net is here and it's real, that doesn't mean that the laws of business have been suspended forever. And those two words capture the best of what we've learned for four hundred years. Do what you say you're going to do and the rest is a lot easier.

Why this "Internet thing" is just starting

Yes, it's only been ten years.

And despite our memories of the crash of 2000, here are ten reasons why I believe that there's about to be a significant flourishing of Net companies and business successes, not to mention extremely cool things for the rest of us:*

1. Penetration. There are 50 times as many people using the Net as there were then. 50x is a multiple you don't see every day.

2. Bandwidth. It's easy to forget how horrible modem surfing was. The prevalence of high bandwidth connectivity means that surfing is far more natural, more frequent and that the experience is better as well.

3. Tools. You can launch most any online service with almost no custom programming. demonstrated to me how straightforward this has become. It also means that finding the world's greatest programmer is no longer a critical component for most services.

4. Servers. When google can offer a gig of storage for free, it's proof that server space is essentially free. You may recall that just three ten years ago, a one three gig hard drive cost $3000.

5. Wifi. The next generation of wifi will be faster, but more important, have a vastly improved range. Which means, for example, that all of downtown Philadelphia will offer free wifi. With ubiquity will come cheap machines that dramatically increase the number of surfers, and put those surfers most everywhere.

6. Multimedia. The web is still stuck in ASCII world, but not for long. Add a few million video cameras, fifty million cell phone cameras, every song ever recorded, every TV show and movie ever made and the contents of most any scholarly book and it gets interesting fast. Sure, the lunkheads at the RIAA and MPAA will make up lies to try to stop it, but the cosmic jukebox meets the realtime surveillance camera is going to happen.

7. Grandmothers. It is no longer necessary to explain to the average American (of any generation) what this "Internet thing" is. Google has made the world safe for entrepreneurs. Don't underestimate how important this is.

8. Teenagers. The Yahoo generation is now getting driver's licenses!! These are kids who have grown up without encyclopedias or videocassettes or lps. These are kids who have completely and permanently integrated the Net into their lives and are about to go to work and to college.

9. VC. Fred Wilson (Link: A VC.) has more than a hundred million dollars to invest in great Net companies. So do a dozen or more other (less talented) venture capitalists. Given that it takes far less money today (see #10 and #3) than ever, this means the search for money is not the challenge.

10. The death of TV. (It wouldn't be a Seth Godin post if I didn't mention the death of TV, would it?) You know what killed the first crop of stupid $100 million Internet consumer service startups? Advertising. They all believed that they need to spend millions to build a brand.  Today, we've got proof--every single (no exceptions!) Internet success is a success because of Unleashing the ideavirus. It's not TV ads. It's word of mouse.

[*Hyperbole alert: forgive me, please, if I've used too many absolutes. No, servers and bandwidth aren't free. No, TV isn't totally dead. It's all part of projecting a few steps ahead. But you already knew that...]

« January 2005 | Main | March 2005 »