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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

All Marketers Tell Stories

Seth's most important book about the art of marketing

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free.prize.inside

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

Meatball Sundae

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

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permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

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poke.the.box

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

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

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small.is.the.new.big

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

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

The Big Red Fez

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

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the.dip

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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the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

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tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

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unleashing.the.ideavirus

Unleashing the Ideavirus

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

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

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

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whatcha.gonna.do.with.that.duck

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.

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« Creativity and Fear | Main | More on stories »

"No" to average

One of my favorite conversations goes like this.

"Oh, by the way, I read your book Purple Cow. I liked it a lot. I even underlined some paragraphs."

"Thanks!" I say. Underlining is the goal of people in my line of work.

"I can imagine that it's really helpful to a lot of people. Unfortunately, in my [business/organization/line of work], most of what you write about doesn't really work."

The reason it's such a good conversation is that people in every possible line of work have managed to tell me that the ideas don't apply to them... and that gives me a chance to ask them more details about what they do--and within a minute or two, we're both jumping up and down, excited with the possibilities of how it does work in their line of work. Ministers, freelance photographers, real estate agents, middle managers, web site marketers--doesn't matter, it always seems to come down to one thing:

Say no to being average.

This morning, Bradley was explaining to me that it couldn't work in his profession as a freelance writer. It seems that almost all the clients want average stuff. Which no surprise, since average is, by definition, the stuff most people want. I asked, "Are there any writers in your field who you hate because they get paid way too much compared to your perception of the effort they put in and the talent they have?"

"Sure," he said, feeling a little sheepish about being annoyed by their success.

"And how do they get those gigs?"

It's because they stand for something. Because they are at the edges. Because if an editor wants a 'Bob-Jones-type' article, she has to call Bob Jones for it... and pay Bob's fees. Bob would fail if he did average work for average editors just to make a living. But by turning down the average stuff and insisting on standing for something on the edge, he profits. By challenging his clients to run stuff that makes them nervous (and then having them discover that it's great), he profits.

This is scary. It's really scary to turn down most (the average) of what comes your way and hold out for the remarkable opportunities. Scary to quit your job at an average company doing average work just because you know that if you stay, you'll end up just like them. Scary to go way out on an edge and intentionally make what you do unattractive to some.

Which is why it's such a great opportunity.

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« Creativity and Fear | Main | More on stories »