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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

Seth's most important book about the art of marketing

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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

Why the internet works (and doesn't) for your business. And vice versa.

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Permission Marketing

The classic Named "Best Business Book" by Fortune.

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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

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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

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

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The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

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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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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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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

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

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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« Welcome, Malcolm | Main | My purple hat »

The problem with "global warming"

We are facing what might be the greatest threat ever to the future of mankind.

And yet no one is marching in the streets, the outrage is largely intellectual and action is slow. (If you want to argue about the science, please visit the link above, this is a post about the marketing!)

Is the lack of outrage because of the population's decision that this is bad science or perhaps a thoughtful reading of the existing data?

Actually, the vast majority of the population hasn't even thought about the issue. The muted reaction to our impending disaster comes down to two things:

1. the name.

Global is good.
Warm is good.
Even greenhouses are good places.

How can "global warming" be bad?

I'm not being facetious. If the problem were called "Atmosphere cancer" or "Pollution death" the entire conversation would be framed in a different way.

2. the pace and the images.

One degree every few years doesn't make good TV. Because activists have been unable to tell their story with vivid images about immediate actions, it's just human nature to avoid the issue. Why give up something we enjoy now to make an infintesimal change in something that is going to happen far in the future?

Lady Bird Johnson understood this when she invested her efforts into a campaign against litter and pollution. The problem was easy to see. The messaging was emotional and immediate. You could see how your contribution (or efforts) mattered.

Because you don't see your coal being burned (it accounts for more than 50% of US electricity) and because the stuff coming out of your car is invisible, and because you don't live near a glacier, it's all invisible.

Doesn't matter what you market. Human beings want:
totems and icons
meters (put a real-time mpg or co2 meter in every car and watch what happens)
fashion
stories
and
pictures

95% of the new ideas that don't spread--even though their founders and fans believe they should--fail because of the list above.

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Listed below are links to weblogs that reference The problem with "global warming":

» Seth on Global Warming and a shameless OffsetMyLife.com plug from Musings of an eco-entrepreneur
Seth writes about global warming today. He makes some great points: 1. the name. Global is good. Warm is good. Even greenhouses are good places. How can global warming be bad? Im not being facetious. If the problem were called... [Read More]

» Another Much-Needed Development: Fact-Check Button from The Vision Thing
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» Are we turning into boiled frogs? from Sully's Stuff
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» But Just Think of Great Tans We'll All Have! from LandingTheDeal
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» Selling Hot Air from Sea Change Strategies Blog
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» Symbols Drive Ideas from Sort's Feed
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» Marketing Global Warming from Directory of Lost Causes
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» Renaming Climate Change from Custard Melt
Seth Godin points out that what we should be talking about isn't climate change, it's 'Atmosphere Cancer' or something equally serious sounding. While I don't want to sound flippant about seriousness of this he may have a point. After all,... [Read More]

» Global warming doesnt sound so bad from Ben Rowe's Blog
An interesting post by Seth Godin yesterday about Global Warming. I think hes right. If the biggest downfall of global warming is that the Earth gets a few degrees warmer, most people would be happy to put on their shorts as they drive their SUV... [Read More]

» Rebranding Global Warming from {mikeoliver.org}
Seth Godin makes a great point about the words we choose when we are advocating (or marketing arent they the same?). Seth outlines some of the problems inherent in the way that the global warming debate has been framed, starting with the... [Read More]

» We're all going to die. from kevin rothermel
Global warming is upon us, whether anyone admits it or not. Are you scared? No. No one really is. Seth Godin, who is much smarter than I am, dissects the issue from a marketing standpoint...and I think that he has [Read More]

» We're all going to die ... eventually from kevin rothermel
Global warming is upon us, whether anyone admits it or not. Are you scared? No. No one really is. Seth Godin, who is much smarter than I am, dissects the issue from a marketing standpoint...and I think that he has [Read More]

» The power of words from Reality Checkpoints
Sure, weve read the articles, but emotionally our reaction is how can global warming be bad? The word global is certainly innocent enough and warming is typically a good thing (hot chocolate, cookies, h... [Read More]

» Its not global warming, its atmosphere cancer. from Burning Flame: A blog about noteworthy causes and issues.
Seth Godin, one of the great marketing minds of our time, recently posted his thoughts on how to push the issue of global warming beyond the scientific community, helping more people realize the true danger behind the threat: The muted reaction to our ... [Read More]

» ネーミング/ Naming from communication 101
Intresting point of view. How about "Imminent threat of unimaginable flooding"?? Seth Godinが地球温暖化"Global Warming"が深刻に取上げられない理由として、 名前が悪いと指摘。 warmingやgreenhouseでは、暖かくなっていいのではないかとさえ感じると。 日本語は英語から訳しているのだから、やはり"温暖”といいイメージである。 さらに、“化"というくせものもくっついている... [Read More]

» Selling Global Warming from Magnet Strategy
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» Seth Godin: "Global Warming" is Badly Marketed from Treehugger
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» Global Warming Nice from Simply Audio Blog
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» Global Warming Is Warm and Fuzzy from ben's blog
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» Seth Godin on Global Warming from Emrysamity
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» this can backfire as well from Waldsterben
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