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Twitter: @thisissethsblog





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

« April 2005 | Main | June 2005 »

People like telling stories

Jake London points me to this new one from Chris... Link: The Long Tail: The dangers of "Headism".

My Secret Project and the Bounty

I need your help.

I'm looking for three special people this summer to work on a secret project. No, I can't tell you what it is. Yes, I can tell you about the internships:  Seth's Summer Intern Project.

Find me someone I successfully hire and you get $1,000 and the perverse satisfaction of knowing that you made a good match. Find me two and you get twice as much!

Blog it, post it, email it to the right people.

Thanks for your help!

This is real marketing

Curt Rosengren sent me a story about De Pree Jefferson. Link: Trevor's Blog: De Pree.
De Pree works in a hospital. Doing little things, but things that matter.

Maybe hospitals should buy fewer billboards and hire more De Pree Jeffersons.

A blog I liked

Garrick Van Buren made me think. Link: The Work Better Weblog.

Speaking of podcasts

The All Marketers are Liars blog book tour continues today, but with a twist... a podcast! My one and only podcast, actually.  Church of the Customer: Podcast: Are all marketers really liars? A chat with Seth Godin.

Two more thoughts about podcasting

that last post caused a minor firestorm, so I want to riff just a bit here.

1. I didn't say I don't like podcasts. In fact, I think they're terrific. The user experience (take authentic, honest, informative audio with you when you do the rest of your life) is a great idea. It's not going to go away.

2. I am fascinated by the math of the situation from the creator's point of view.

What would have happened to radio if
a. it was really cheap to start a station
b. the dial could hold a million stations, not forty?

We certainly wouldn't see the huge profits and high production values of radio today, would we? If there were thousands and thousands of stations to compete with, it would be an amateur medium, with nobody making enough to invest.

Podcasting feels a little like that. There will be millions of listeners... and there might be millions of podcasts.

But, then I think about A lists. Inevitably, a few podcasts will become like boingboing, the default channel for people getting started listening, or for people who want to listen to what everyone else listens to. (and of course there will be vertical A listers... like the Variety showbiz journal, but someone's podcasted version)

Is it possible to build a podcast with a million subscribers? Why not? And if you did, would it be profitable enough to invest in and dedicate time to? No doubt.

So, I guess I see a much steeper pyramid for podcasts than I do for blogs. Not 10,000,000 podcasts at the bottom the way there is for blogs, but maybe 1% of that. And a few (a dozen, a hundred, a thousand?) at the top with big subscriber numbers and either subscriber revenue or ad revenue to make it worth the investment.

If your goal is to be an A list podcaster, today's the day to start. And invest. And persist.

Thinking about podcasting

A few times a day, people ask when I'm going to have a podcast. My answer is probably not too soon.

The good news for podcasters is that users' ability to hear podcasts is dramatically increasing. It'll soon be built into itunes, and as awareness spreads, the number of listeners has to increase.

There's a bunch of bad news, though.

First, you can't browse a podcast. Which means that you won't know what you like until you get it. That means subscribing in many cases. This is, of course, good news, cause subscribers are better than browsers. But it's mostly bad news because it means that very few podcasts are going to be heard by large numbers of people.

Example: if there are 1,000 blogs and 1,000 readers, sooner or later every blog will get sampled by every reader.

BUT, if there are 1,000 podcasts and 1,000 people, it's unlikely that you'll be sampled by more than ten or twenty listeners. Why? Because the cost of sampling (in time) is too high. Once you've got your needs met, you'll stop listening.

Problem two is that listening is a real time commitment. I can surf 300 blogs in the time I can listen to just one podcast. That doesn't mean podcasts are bad... in fact, they're far more powerful than blogs in selling emotion. It does mean that it's going to be harder to get a big audience.

Which leads to the last bit of bad news: you can put up a blog post in two minutes, but it takes an hour to make a podcast. So, creators will want either big audiences or money if they're going to really do it. And both are hard to see coming any time soon.

My two cents.


I'm not one for stories and screeds about how many people live in Asia and how we better get ready.

But this one is sticking in my head and won't leave:

There are fifty five million Chinese kids that take piano lessons.

On the other hand

Almost every single time I use Google, I marvel at what a powerful tool it is. Search plus billions of pages equals an enormous number of opportunities. Opportunities for education, for commerce, for new ways of spreading ideas and for new businesses.

How can you redefine what you do in terms of a nearly infinite world that might find you?

Web pages are so ugly!

Maybe I'm just in a beauty mood, but I was struck as I surfed around today at how ugly many web pages are (eBay). Typefaces that fight instead of work together. Flashing things that flash for no reason. Hierarchies of size and color that are irrational.

Milton Glaser talks about why the supermarket is the way the supermarket is. Why is Tide in that multi-colored box? It turns out that the original boxes evolved when you still had to ask for what you wanted from the guy behind the counter. The boxes needed to be bright in order to attract your attention from a ways away. Once the vernacular was set for the early winners, everyone else followed.

I wonder if we're about to get stuck here as well? As we enter a broadband world, with better browsers and all sorts of tools to improve the experience, is everyone going to be stuck emulating what succeeded in 1999?

« April 2005 | Main | June 2005 »