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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


An intensive, 4-week online workshop designed to accelerate leaders to become change agents for the future. Designed by Seth Godin, for you.



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 2005 | Main | April 2005 »


means friend of a friend.

Link: Social networks: All around the Net, but underused by news sites.

This is such a loaded expression. It starts with "friend". Not a formal relationship, but a tenuous one. And a relationship that doesn't belong to you! The friendship is between your friend and her friend.

The very idea of utilizing a FOAF network for your own gain is scary. Scarier still is allowing your FOAF network to be used by someone else to make a profit.

There are firms sprouting up every day promising big companies that they will do just that. That they'll organize and exploit FOAF networks to product big profits for corporations. It might work for a little while, but not for long.

The reason is the tenuous nature of the friendships. The fourth person in the chain (marketer, you, your friend, your friend's friend) is awfully low on the totem pole.

So what works? Two things:

1. Smooth, simplify and formalize the process of spreading the idea so if an idea is worth spreading, it'll run into less friction. The white headphones on the iPod, for example, amplify the message of the player even when someone can't see it.

2.  Make stuff that people want to spread even if they don't care about you. The Republicans definitely got this right during the last election cycle.

The 30 books, part 1

I've gotten more mail about my MBA post than any in weeks and weeks. And all the mail says the same thing:

"What are the 30 books?"

I've got three answers. Here's the first one:

There aren't 30 books. There is no tiny canon of the essential books, that once read, will transform you into Warren Buffet or Mark Cuban. There are 300 books, though, and choosing an appropriate variety from the 300 will work just fine.

The point of my post was that the knowledge required is pretty small. The will is hard to find, of course, but you don't find will at business school.

Over the next week or two, I'll try to give an answer that some of you may find more satisfying.

Good news and bad news

So, for 119 Harvard MBA students, the phone rings. "Buddy, you're not going to be admitted to the MBA program because you decoded a poorly written website and found out your admissions status too soon." [This means, of course, that for the next two years, you don't have to pay Harvard more than $150,000 in room and board and lost wages, and  you can build your own business or join a non-profit or run for the Senate].

So what's the bad news?

Plenty of handwringing about the ethics or lack thereof in this case (the media loves the turmoil) but I think a more interesting discussion is what a gift these 119 people got. An MBA has become a two-part time machine. First, the students are taught everything they need to know to manage a company from 1990, and second, they are taken out of the real world for two years while the rest of us race as fast as we possibly can.

I get away with this heresy since I, in fact, have my own fancy MBA from Stanford. The fact is, though, that unless you want to be a consultant or an i-banker (where a top MBA is nothing but a screen for admission) it's hard for me to understand why this is a better use of time and money than actual experience combined with a dedicated reading of 30 or 40 books.

If this is an extension of a liberal arts education, with learning for learning's sake, I'm all for it. If, on the other hand, it's a cost-effective vocational program, I don't get it.

Yes, I know what the Black Scholes equation is. No, I don't understand it. And no, I don't need it. Do you?

Link: - Harvard Rejects Applicants Who Hacked Site.

Here comes Blog Spam

IF a computer can do it
AND someone can make money from it
AND they can do it anonymously
THEN it's pretty clear it's going to happen, even if it ruins a good thing for the rest of us.

Blog growth is accelerating. It's now doubling every five months or so, with 30,000 new blogs coming every single day.

Except that's not really good news, because a whole bunch of those blogs are being created with computers automated to spew out countless brainless blogs.

Here's how it works: you create a program that develops hundreds or even thousands of blogs, all of which are busy referring to each other and to your products. Soon, you start showing up on automated services like google or technorati. You get more than your fair share of traffic.

Hey, it's not against the law.

But yeah, it's selfish and it denigrates a valuable resource that the rest of us depend on.

One more time, I'll say it clearly: anonymity is bad for the net. Wouldn't you like a switch that would prevent all anonymous email from showing up in your inbox? Or a similar switch in google, which would filter out anonymous trash sites? The Wikipedia would work even better if all its contributors were maskless.

Link: Seth's Blog: The problem with anonymous (part VII).

Link: Fast Company | Change Agent -- Issue 51.

Thanks to David Sifry for working so hard on the spam issue and for the incredible service technorati performs. Check out his blog for more on the rapid creation of new blogs: Sifry's Alerts.

File under: stats that cannot be true

Jupiter just published a report that says that 10% of US Net users delete the cookies on their web browser every day and 40% do it (in aggregate) every month.

Let's do a reality check here. This is the same population that can't get rid of pop ups, repeatedly falls for phishing of their Paypal and eBay accounts, still uses Internet Explorer, buys stuff from spammers, doesn't know what RSS is and sends me notes every day that say, "what's a blog?"

Forgive my skepticism, but it's inconceivable to me that 40% of the audience knows how to use their browser to erase their cookies.

The echo chamber effect on the Net is stronger than it is anywhere in the world. Yes, professional women in New York think that lots of women keep their maiden name when they get married (it's actually less than 5%). Yes, people who work out all the time figure that most people do (they don't.). People who run wineries figure that lots of people care about wine (they don't.) But on the Net it is at its worst. The heavy users figure that everyone understands what we understand. (They don't.)

My favorite bit of proof: One of the top 100 things searched for on Yahoo! was "Yahoo". Also on the list when I was there: "web" and "search".

People aren't stupid. They just are too busy or too distracted to care as much as you do about the stuff you care about.

Link: Study: Consumers Delete Cookies at Surprising Rate.

The Best Posts of 2005 (so far... 10 weeks, 10 posts)

For the infrequent visitor, here's a quick look at what's been happening at Seth's blog since the beginning of the year. I picked them for variety, for the frequency of referrals and because they made me think.

Link: Seth's Blog: Don't Shave That Yak!.

Link: Seth's Blog: The ever-worsening curse of the cog.

Link: Seth's Blog: The persistence of really bad ideas.

Link: Seth's Blog: The secret army of ad clickers.

Link: Seth's Blog: Step by step.

Link: Seth's Blog: What you need to know about BitTorrent (part 1).

Link: Seth's Blog: More about words.

Link: Seth's Blog: Numanuma

Link: Seth's Blog: Care.

Link: Seth's Blog: Mob justice

And two bonuses for you!

My new blog: Seth Godin - Liar's Blog

and last year's list: Seth's Blog: The Best Seth Godin Posts of the Year (2004).

Very good is not nearly good enough

I ended my book Purple Cow with the admonition that "very good is bad." A few folks were confused by this, but a post on John Battelle's Searchblog reminded of my point... it's worth another look. is the brainchild of some of the founders of MySimon and other shopping sites. It is supposed to be the next big thing, a google-killer.

Become is very good. A quick bunch of searches demonstrates that it's a totally fine alternative to Froogle or some other shopping engines.

But there's no way in the world people are going to switch.

Customers don't switch for very good. What they've got is already very good! Google wasn't a very good alternative to Yahoo. It was something far bigger than that.

The only way to beat Google or Kodak or Fotomat or McKinsey or JetBlue or you name it is to be over-the-top better, to be remarkable, to change the game.

It's a great time to be a consumer. And it's harder than it's ever been to create stuff worth switching for.

First Time Here?

The neatest blog invention of the week: a persistent blog entry that stays right on top of your blog.

All the data I can see makes it clear that most blogs don't just have a loyal RSS following. People show up in the middle. They miss a month or a year and then they come back.

And since this is the web, they're impatient. Impatient people don't sit still and grok the whole page, check out the archives and figure out what's up. They read a sentence or two and then leave.

So, working with my friend Red at, we built just such a feature.

You can find it here:

Seth Godin - Liar's Blog.

My plan is to change this peristent blog entry over time, adding, for example, a link to the top 10 posts--once I have more than ten.

If you like it, let the folks at Typepad know. Maybe they'll add it.

If they didn't do this on purpose...

Monty Python cast

Perhaps they should have.

When Monty Python's Broadway production of Spamalot has a security leak and exposes 19,000 email addresses (get it... spam a lot...) it's sort of funny. When it's your business, probably not.

I'm on the list, the question is, how will I be able to tell the Python spam from the other spam? Too existential for me.

Link: The New York Times > Theater > News & Features > What to Expect of 'Spamalot'? A Lot of Spam.

Finding the wall

Whenever you try to take a prospect or a customer or a student or an employee through a process, you run the risk of losing them. Sometimes just a few out of a hundred drop out along the way. You lose a few at every step. Sometimes, though, it's a much bigger number.

Too often, we forget to to measure to discover the wall, the one step in the process that nails a huge portion of the population. Maybe, if we left that step out, we'd get a little bit less, but we'd get it from a whole bunch more people.

StuckI was registering an Apple product while the software was installing. I made it to step five, and they wanted to know not just the kind of product, but the "Marketing part number."

I bailed.

The benefits of being registered (dubious at best) were overwhelmed by the hassle of finding out this number. Bye.

Now the marketing gurus at Apple get no data instead of most of the data. My bet is that this is a wall, a place where a huge percentage of people abandon the process.

The same thing happens when people learn trigonometry or apply to your firm for a job or decide whether or not to read about your new products.

Would you/could you have done it?

George Atkinson, the founder of the first videostore, just died.

All he did was buy a few videocassettes and a one inch ad in the Los Angeles Times. That and he followed through and persisted and relentlessly changed one multi-billion dollar industry while inventing another.

He didn't need access to capital or a crystal ball or a fancy network. He just did it.

Could you have done the same thing?

Watching the blogosphere

There are 5 million, ten million, a billion blogs.

What are they saying about issues you care about?

What are they saying about you?

Here's a simple two step way to find out and keep finding out.

Step 1: Visit: Technorati: What's happening on the Web right now.

At the top, type in your name or your brand or your issue, probably in quotes.

After you do a search, choose to make it a Watchlist.

Technorati asks you to register (it's free), and then gives you an RSS feed.

Copy that and go over to: Bloglines | My Feeds.

If you're not a member, you should join.

Now, add the thing you just copied out of technorati and boom, it's being watched for you.

Every time you go back to bloglines, you can see the latest news about your issues and your brands (and your name), from millions of other sites. For free.

Hey, who invented this Internet thing, anyway?

PS, while you're over at Bloglines, paste this in:

It will give you an automatic update of this blog.

You can also get my Liar's Blog automatically updated by pasting this in:

Endless data

Darren Barefoot reveals the most photographed cities (on a per capita basis, as posted on Flickr). Vancouver is on the list because that's where Flickr started. The rest are each explained in their own way (Amsterdam and Vegas are photogenic, New York has too many people who don't own digital cameras), and the list has no predictive power whatsoever (try to guess the next one in the series... answer on Darren's site).

Just because you have access to data doesn't mean that it's helpful. More often than not, it (the data, or lack thereof) is just justification to do nothing about truly pressing issues.

Vancouver - 7.94 Amsterdam - 4.69 Las Vegas - 4.03 Seattle - 3.80 San Francisco - 3.16 London - 2.76 Barcelona - 1.99 Sydney - 1.83 Toronto - 1.32 Chicago - 1.31 New York - 1.13 Los Angeles - 0.62

Link: The Most Photographed City on Flickr | Darren Barefoot.

More on Eyetrack

Link: Eyetrack III - What You Most Need to Know

This is good stuff.

Thanks to Kpaul for the link.


This is how people look at search results:


It's not a theory, it's all sorts of fancy science put to good use. And yes, my headline is a pun.

Think about this the next time you want to save a few shekels on where you show up on the screen.

Now that we've trained people to read Google pages this way, they probably read your site the very same way.



cropped.jpg (JPEG Image, 993x848 pixels) - Scaled (76%).

Milton Glaser threw me out

Ten or fifteen years ago, I took Milton Glaser's class at the School for Visual Arts in New York. It was a portfolio class, which means you had to have talent to get in.

I didn't. (have talent). I persisted, and we agreed that I could take the class with all these fancypants designers on probation. My point to him was that I was going to commission and use a lot of design in my career, and I'd be a good part of the mix. The deal was that I'd sit in for three classes and then he could decide if I added value or not.

The first class I was too scared to participate, but I learned a lot.

The second class, I participated and added some good thoughts.

The third class, I disagreed twice with points he made. It may be that I was the first person in a while who had disagreed with him twice.

He threw me out.

It turns out that:
a. I was right about what I disagreed with him on.
b. I should have figured out how to stay in the class.
c. I ended up buying and doing a lot of design. Go figure.

Anyway, Milton's been thinking a lot of the thoughts I've been sharing on this blog. Worth a read, click below:

Link: Publications.


thanks to Billy Sobdzyk for the ping.

Putting the card in upside down

I bought gas for my car today and put the credit card in upside down. Took a few minutes in the snow to figure out what was going on.

But wait. Computers are close to free. Why should it be my job to put the card in right side up? Why can't the machine read the card in every direction?

Think of how often computers, the web, machines, voice mail systems and other devices require us to change our behavior to make it more convenient for the chip or the chip designer.

I think there's a huge opportunity in using massively redundant computer systems to allow humans to be stupid again.

Exhibit A: Why isn't backing up considered an automatic function too important to be left to the user?

MagTek - The Technology Behind The Transaction.

The six percent solution

Over the last decade or two, many neighborhoods have seen the price of homes increase by 100 to 1000%. Because real estate agents charge a commission based on selling price, this means that many agents make ten times as much as they used to for selling a house.

Obviously, they're not doing ten times as much work.

Sooner or later, in any business that works on percentages, things change and the commissions come under pressure. You can be defensive about this or you can see it as an opportunity.

One broker in Massachusetts now works by the hour (Beating the Realtor commission system). If I were a broker, I'd take the increased cash flow and spend it as fast as I could. I'd fundamentally change what I offer and include a wide range of free services--from a free paint job to help sell the house to a new big screen TV for the buyer or the seller. I'd hire assistants and build a permission-based computer system. I'd realize that no industry is static, especially one where the rates go up by a factor of ten in just a short time.

Obviously, this is about more than just real estate. If you work by the hour, what would happened if you charged a commission instead? (PR folks? Lawyers?) What happens to the sales process when you flip from success-based pricing to time-based? Or the other way around?

Excerpt from my new book

(actually, it's not really an excerpt. It's a short, puffy one page promotional come on.)

While my new blog gets the kinks out, here's the pdf I promised on my new Liar's blog (below).

Download Liarsexcerpt.pdf

Thanks for your patience.

My new book, my new blog

My new book is out in eight weeks.

For the next 56 days, a brand new blog, free excerpts, provocative pieces sure to be misunderstood and even more to read for free:

Seth Godin - Liar's Blog.

Go ahead, be the first on your block.

Brand loyalty

via Sanj:

Yahoo! News - Japanese woman tackles burglar to save designer wallet.

"I was scared, but I was desperate because he was trying to steal my bag with my precious Louis Vuitton wallet inside,"

Expectations Matter (Part 1 of my visit to Apple)

My Mac is fried (long story).

[if you sent me email in the last two weeks, it's gone. I hope to have it back soon, but it couldn't hurt to write again if you're waiting to hear from me!]

anyway, at noon I headed over to the Mac store in the Palisades Mall north of NYC. My expectations were very low. I had no appointment, figured there'd be a huge line and a not very well trained person.

It turns out I waited one minute. One. The person who helped me, Daniel Cilmi, was terrific. He removed my drive, enabling me to send it out for data recovery. He charged me nothing and promised to have a new drive installed by Wednesday.

I'll tell this story to 20 people in person and to all of you right now. This is worth WAY more than a superbowl ad, that's for sure.

Then, pushing my luck, Saturday night I headed out to get the missing "h" key fixed on my other laptop. This time, I even had a reservation. Headed to a different Mac store in a different mall.


The place is swarming with iPodders. There is only one genius there (one other guy flits in and out) and he's surly. The other staff in the store are no help. The atmosphere in the room is tense and close and the staff is clearly projecting a "two more hours on the shift" vibe.

I didn't get any help Saturday night... we left an hour after the appointment with no help.

Suddenly, what seemed like a spectacular bonus, an expectation-busting new way of delighting customers has turned into an annoying tax, a fake, a wished-for mirage that didn't materialize.

All Apple had to do was change my expectations before the second visit. They could underschedule the genius bar, putting fewer people through per hour, but delighting those they helped. They could follow some of the steps in the next posting. They could staff it with happy people instead of surly ones.

Most of all, they could realize this, "Don't bother engaging with customers unless you are prepared to invest enough to exceed expectations and delight them. It's better to do nothing at all."

Treat different customers differently (part 2 of my visit to Apple)

My friends Jackie and Ben (church of the customer)  will probably agree with me-- here goes:

Apple forgets that all customers are not the same. They make the common mistake of believing that every pair of feet that walks in the door is worth just the same as the feet before and the feet after.

My negative Apple store experience last night was the sort of thing that any of my esteemed readers could troubleshoot in less than six minutes.

Problem 1: The geniuses at the Apple bar treat ipod owners like g5 owners. The guy in front of me in line had not one, not two, but three machines with him. He was shlepping $10,000 worth of hardware. That doesn't include the fact that a heavy Mac user buys a new machine every year or two, and if she runs a company, buys 20 or 200 at a time. An iPod owner, on the other hand, has an expensive toy that he can certainly live without for a day or two.

Why is a genius spending his time wisely when he futzes with an ipod for fifteen minutes while the guy with three Macs just sits there?

The trivial solution: Envelopes! Give anyone with a broken iPod a postage-paid padded envelope. Have them fill out a form online (see my idea below) and drop it in a mailbox. The mail takes the broken ipods to cheap locations where they are quickly triaged and replaced.

Problem 2: For a computer company, Apple is doing a lousy job of using a database to track their very best customers. In order to get on line to meet a genius, you need to type in your first name into a queuing system running on all the machines in the store. Shouldn't the system where you reserve your slot with the genius be able to figure out who you are and treat you accordingly?

Aside: As long as we're talking about consumers and treating people with respect, it's essential to remember this: people don't remember how long it took them to get service. They remember what the wait was like.

If i were running the genius bar, I'd keep the people waiting superbusy. First, I'd use one (or more) of the many Macs in the store to have people type in their serial number, name, problem, etc. This is all currently done by the genius, which wastes everyone's time. More important, it would make the customer an active part of the repair process, which would make everyone more engaged and happier.

For iPods, I'd go a lot further. It turns out that there are only three or four things that are wrong with 99% of all the iPods. So why not have a computer-assisted diagnostic station that people could use to reboot or diagnose their iPods with no help at all? Sort of like self serve gas. If, at the end of the process, the machine agrees that the thing is dead, it would print out a receipt and boom, you get a new one.

Apple's going 90% of the way but more often than not, alienating the very people they were hoping would become engines of postive word of mouth. Matt, the aggressive guy with the iPod, said this when he found out his player was dead, "What! I have to wait a week? Can't i just pay the difference in the price and upgrade right here to a new model?" The answer, "We're not affiliated with the retail people. You have to wait until we mail you one."


Not affiliated?

Have to wait?

Won't take more money?

The Genius Bar is genius. But it needs a whole bunch of tweaking. Sort of like the way you treat your customers?

Moral: Every customer touchpoint needs to be actively reavaluated.

"Could we treat our best customers better?"

"Can we change the story people tell themselves in between the time trouble starts and the time it's gone?"

"What are we doing that we've always done, instead of what we should do?"

Don't Shave That Yak!

The single best term I've learned this year.

Apparently turned into a computer term by the MIT media lab five years ago, yak shaving was recently referenced by my pal Joi Ito. (Link: Joi Ito's Web: Yak Shaving)

I want to give you the non-technical definition, and as is my wont, broaden it a bit.

Yak Shaving is the last step of a series of steps that occurs when you find something you need to do. "I want to wax the car today."

"Oops, the hose is still broken from the winter. I'll need to buy a new one at Home Depot."

"But Home Depot is on the other side of the Tappan Zee bridge and getting there without my EZPass is miserable because of the tolls."

"But, wait! I could borrow my neighbor's EZPass..."

"Bob won't lend me his EZPass until I return the mooshi pillow my son borrowed, though."

"And we haven't returned it because some of the stuffing fell out and we need to get some yak hair to restuff it."

And the next thing you know, you're at the zoo, shaving a yak, all so you can wax your car.

This yak shaving phenomenon tends to hit some people more than others, but what makes it particularly perverse is when groups of people get involved. It's bad enough when one person gets all up in arms yak shaving, but when you try to get a group of people together, you're just as likely to end up giving the yak a manicure.

Which is why solo entrepreneurs and small organizations are so much more likely to get stuff done. They have fewer yaks to shave.

So, what to do?

Don't go to Home Depot for the hose.

The minute you start walking down a path toward a yak shaving party, it's worth making a compromise. Doing it well now is much better than doing it perfectly later.

The Tolstoy Rule

All marketing failures are alike; every marketing success is a success in its own way.

Stop looking for case studies and templates and rules.

The quantum nature of remarkability is simple: stuff succeeds today because it's worth talking about. Things are generally worth talking about because they're new and interesting--and once something is talked about, it is neither new nor interesting any longer.

All marketing failures are boring. Most are self-centered.

Marketing successes, on the other hand, are remarkable in their own way.

The ever-worsening curse of the cog

Our story so far:

Since you were five, schools and society have been teaching you to be a cog in the machine of our economy. To do what you're told, to sit in straight lines and to get the work done.

In the early factory era, there was great demand for trained cogs, the cogs even had unions, and cog work was steady, consistent and respected. There were way worse things than coghood.

Over the last decade or two, that's all gone away. I found this via Gizmodo: dottocomu: Clocking on with King Jim's QR code clock and it's a perfect symptom of what I'm talking about. It's a clock that puts up the time in a camera-readable format, making it easy for the factory supervisor to automate time in and time out via cell phones.

More important than the device itself is the thought pattern it represents:
1. cog labor is a lowest-common denominator activity
2. if cog labor gets expensive, automate it
3. if you can't afford to do that, move it somewhere where it's cheaper
4. if your competition does that, figure out how to measure and semi-automate your cog labor to make it cheaper still

The end result is that it's essentially impossible to become successful or well off doing a job that is described and measured by someone else.

Worth reading the italics twice, I think.

The only chance our country (your country, depends where you live), your economy and most of all, your family has to get ahead is this: make up new rules.

People who make up new rules continue to be in very short supply.

The power of habit

It's easy (and dangerous) to underestimate how powerful the habits your customers--consumers and organizations, both--fall into.

Tim and Nina Zagat, founders of the eponymous survey, could eat anywhere they want to. They could eat anything they wanted to. They could probably even do it for free. Yet, according to  The New York Times > Dining & Wine > Heavenly Fish and Tuna Melt: Notable Names Dine In, at least once a week they eat old fashioned NY chinese food from the very same restaurant. And they've been doing it for years and years.

Worth a thought the next time you convince yourself you can get people to change just because you're better.


In a note from American Express (in response to my email to them):

Due to unusually high volume, we will respond within three to four business

How long, I wonder, has the volume been unusually high? How come American Express doesn't have a plan for dealing with this spike?

We've all heard this excuse when we're on hold. Personally, it doesn't make me feel any better. I don't say, "Oh, they've staffed up with plenty of people but this particular moment is an exception so I'll cut them some slack."

What's missing from the cost benefit analysis is pretty clear: a customer just took the initiative to call in, to do business with you, to pay attention. And the company, just to save a buck or so in excess capacity, makes this eager person just sit and wait.

Surely there's a better way.

Before & After, the magazine worth reading

John McWade is a hero of mine, so I'm really excited to discover that Before & After, the magazine for graphic design is now available for free*, online, in the convenient PDF serving size.

You really need to check this out. The way you say something matters, and John completely understands that.

I've learned more from my charter subscription than I have from almost any other magazine.

*free if you've got the print subscription, I'm told. I do, but you probably don't. You should. It's worth it.

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