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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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« March 2005 | Main | May 2005 »

Do as I do?

At the end of this post is a site that analyzes the marketing rollout for All Marketers are Liars.

My goal for my last few books is to take my own medicine, so while I'll argue with the headline, I was delighted to see that others are picking up the steps I'm trying to follow.

Missing from the post, though, is any mention of my "get a nose, get on my blog" offer (Seth's Blog: You too can be famous!) C'mon guys, I've got more than 100 of these noses, just waiting for you to order one.

Anyway, here's the link:

Think Personality: Seth Godin.

Heaven jokes

Not sure why, but I've always liked jokes that involve people going to heaven.

I came across this one by JB. Made me smile.  Link: Indefinite Articles: There's a joke in here somewhere.

There's a joke in here somewhere.



In Heaven, the UI developers are Mac-heads, the security team is BSD freaks, the coders are Linux geeks and the portability developers are Windows nuts.

In Hell, the UI developers are Linux geeks, the security team is Windows nuts, the coders are Mac-heads and the portability developers are BSD freaks.


In Heaven, the marketing team's idol is Seth Godin, the developers' idol is Linus Torvalds, the QA team's idol is Mussolini and the exec's idol is Eric Schmidt (Google)

In Hell, the marketing team's idol is Linux Torvalds, the developers' idol is Eric Schmidt, the QA team's idol is Seth Godin and the exec's idol is Mussolini.

Race for the top, race to the bottom

I'm in Minnesota today, and I'm so delighted by what I'm experiencing.

In addition to extremely nice people, inspiring architecture, a vibrant arts community and surprisingly good food, there's a vibe in the air about the work people are doing. This placed is filled with organizations that are working hard to create stuff that's worth doing.

What a radical difference from so many other places I've visited recently. There, you'll find strip malls and low-grade office parks, with disheartened people following scripts and trying to cut costs. These are consumer and business-focused marketing organizations that have decided that the best way to make a buck is to race to the bottom. To be the cheapest or the fastest to market. No need to worry about a worn carpet or an industrial waste product with side effects. Cutting corners during the day, so they can make enough money to buy what they like at night.

I found the same contrast up in the air. American Airlines is racing to the bottom as fast as they can. The staff has given up. No smiles, no service, no effort. Saving money is the order of the day. Jet Blue, on the other hand, continues to strive to get to the top. From the free wi-fi at JFK to the terminal they want to build there, to the snacks (they even suggest mixes--created by taking say, animal crackers and pretzels and mixing them up--even though it means people are taking twice as much!)

So, I think I understand what happens when you win the race to the top. You end up with a healthy, motivated workforce that's focused on adding art and joy to your products. You end up with profits and market share and a community that's glad you're there.

What happens, though, when you win the race to the bottom?

Amazon changes

AmazonAmazon changed their UI.

How does that make you feel? It's sort of like trying to write left handed, at least for me.

A quick lesson in how hard it is to get people to do something new. Books:.

"We've done the right thing all along"

That's what Pfizer spokesman Jay Kosminsky had to say about their lobbying efforts on Sudafed and methamphetamines in an article in the Wall Street Journal.

This quote goes a long way to explain the huge gulf between business (and politics) and the people.

When I tell people about the title of my new book (link) All Marketers are Liars they usually shake their head and say, "of course." This is one more reason why.

Sudafed and other similar cold medicines, it turns out, are a prime raw material for making meth, an insanely dangerous drug that's ruining the lives of tens of thousands of kids. States have worked hard to require these over the counter drugs to be sold behind the counter instead. They've often been stymied by lobbyists for the drug industry--led for years by Pfizer, which had a lot to lose if people had to ask for the drug instead of just grabbing it.

Well, Pfizer is launching a new formulation of Sudafed that won't contain the necessary ingredient for meth, so now it won't be affected by a new law. In fact, a new law will be a home run for them, since the drug will be all alone on the shelf.

Guess who's now leading the fight to move the offending drugs to the back of the store?

Good for Pfizer for fixing Sudafed. But shame on them for believing that doing the right thing all along is the same as doing the right short-term thing for the shareholders. It's not the same. It's not the same ethically, and it's not the same in terms of long term profit or branding either.

Link: The New York Times > National > States May Restrict Cold Pills With Ingredient in Meth.

What's the always?

Here's a neat way to invent a new  Purple Cow.

Figure what the always is. Then do something else.

Toothpaste always comes in a squeezable tube.
Business travelers always use a travel agent.
Politicians always have their staff screen their calls.

Figure out what the always is, then do exactly the opposite. Do the never.

Are your people like your customers?

Pope13gA few fascinating facts about the Catholic church and the College of Cardinals (who pick the next pope).

1. one third of all the world's Cardinals are over 80 years old.*
2. 17% of the Cardinals are from Italy, but only 5% of the world's Catholics are.
3. 18% of the Cardinals are from Latin America, while 43% of the Catholics are.

Most organizations want to grow. Virtually all religions do. What happens, though, when your worldview and biases are so different from the places you're hoping to grow?

(*Two updates here since I posted this yesterday. First, since about 1970, the oldest Cardinals--over 80--don't vote on the Pope. Second, just to be clear, I'm trying to use the Church as an example for every organization in the world... I actually have no desire to give the Vatican marketing advice! It's worth noting, though, that in the last hundred years or so, they've made enormous changes. For example, in the 1800s, the percentage of Italian Cardinals was three times higher than it is today.)

Making your sneezers into heroes

HarborhillsMichael Rich, ace Florida real estate developer, writes to me about HALO's. These are the Harbor Hills Active Lifestyle Operatives. Here's a photo.

Michael keeps their photo on display in the sales office. When a prospect asks about them, he uses it as an opportunity to introduce the women to a prospective neighbor. Not only does it sell condos, but it makes it fun to be proud of the neighborhood. It also helps keep the grouchy tenants away--because they realize he's selling a community, not just a place to sit and whine.

Don't tell me you make a commodity

DogcollarUntil after you look at this site and see what Lori has done to the dog collar.

(warning: double entrendre alert).

High Maintenance Bitch - Creator of the Dog Boa.

PS as far as I can tell, this is a HUGE financial success. Not a hobby, but a multi-million dollar a year business that creates canine joy wherever it goes.

When a word is worth $1,000 (each)

ArethaIt's been quite a week for disrespect. And it's only Thursday.

Half of my incidents have been business-to-business situations. The other half occurred in places where I was just a consumer.

Looking back, I'm really sort of amazed by two things: First, how visceral the feeling is when I feel as though I've been disrespected, and second, how easy it would be to avoid.

Let me be clear about a definition here: disrespect is in the eye of the beholder. It occurs when someone feels slighted, or demeaned, or undervalued or lied to. There is no absolute measurement, and, because it's relative, people will surely disagree about whether or not it has occurred at all.

Doesn't matter. If you feel disrespected, then you were.

#1. Just spent two hours at the doctor's office. An entire hour was spent in a little room, waiting. No updates, no apologies, nothing. Even after the doctor finally arrived, for him it was as though the long long wait didn't even happen. Then, when I nicely asked to talk to the office manager on my way out, she took a phone call instead.

#2. I spent nine months negotiating a deal with a company where I've had a long and fruitful relationship. This project was going very, very slowly, and not because I was slowing it down. I'd been patient and flexible and was working it through the system. Two days ago, I got an email. It said, in its entirety, "Unfortunately, this is getting way too complex and not worth the effort for either of us. I know that we keep trying to make this work (for months now!) but it's not working for either side.  So, I think we should let this go and part friends."

There have been four others, just like this. I realized what they all had in common:

All the other person had to do was use a one or two sentences and the whole thing would have been fine. Almost all the instances of disrespect didn't have to do with the substance of the transaction, it was the style of it. If the person had accepted some responsibility and acknowledged how I might feel, the outcome wasn't really a big deal.

"I'm really sorry you had to wait. Mr. Wilson's eardrum exploded and we're doing everything we can to help him."

"I know you worked long and hard to make this deal work, but we just can't figure it out. I'm so sorry we wasted your time."

It's really simple: most of the time, most of your customers will cut you slack if you just acknowledge that the outcome isn't the one they (think they) deserve.

People have a hard time with this. If someone feels as though they're treating you technically correctly, they don't want to apologize. They don't want to acknowledge the feelings of the other side. This is awfully short-sighted. These are words that are worth thousands and thousands of dollars in lost sales and word of mouth.

"You must feel terrible about what happened. I know I do. If there were any way I could figure out how to make this better for you, I'd do it." When isn't that a true statement when you're dealing with an unhappy customer?

« March 2005 | Main | May 2005 »