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All Marketers Tell Stories

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Free Prize Inside

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

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Permission Marketing

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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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Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

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The Big Red Fez

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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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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?

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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« The law school for underachievers | Main | How to be Cory Doctorow »

The Cycle of Choice

Most markets are busted open by one successful leader. Burton in snowboards, Henry Ford in cars, the iPod in mp3 players.

It sure seems, for a while, that the leader can do no wrong. Market share is high, the market grows, and then, oof, the leader fades.

It looks a bit like this:
Inandout
The leader attracts newcomers to the market. Both new users and new competitors. The competitors offer new choices, alternative pricing and distribution models and just plain old choice. Unless there is a significant external barrier to change (like the iTunes store or the Windows distribution monopoly), then the leader appears to fade. At one point, there were more than 2,000 car companies in the US.

There are several lessons available for marketers here. First, if you bust open a market, don't expect to own it forever. Second, if you can, invest heavily in some sort of external effect that creates a natural monopoly and gives people a really good reason to stick (beyond the fact that you're the leader). And third, if you're not the leader, realize that: a. you're not going to replace them and b. being just like them isn't the way to grow. As a market grows, the 'scraps' left over from the leader can add up to a huge piece of market share. And then, over time, a new leader may emerge.

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Listed below are links to weblogs that reference The Cycle of Choice:

» The Cycle of Choice - Supernovas and Black Holes from Capture the Conversation Internet Marketing Blog
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» Cycle ofChoice from Distinctive Results
I wanted to start early and catch up on my reading this morning. This entry in Seths blog is worth reading. Esspecailly if youre thinking about starting a business ... [Read More]

» What Does Success Means To You? from topspeakeronline.com
What Does Success Mean to you?Knowing the answer will help you plan the route to attain it. Do you often look at successful people with a long eye and wish you were like them? There are 10 simple rules to guide you to achieve the success that you desir... [Read More]

» Цикл выбора from Как продать
Автор: Сет Годин оригинал статьи от 18 января 2007 г. Большинство рынков обязаны своим открытием одному успешному лидеру. Бартон в сноубор... [Read More]

« The law school for underachievers | Main | How to be Cory Doctorow »