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SETH'S BOOKS

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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IN STORES:

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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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« When the copy doesn't match the story | Main | What happens when I Google you? »

The Toxic and the Trivial

Most ideas spread slowly. They're like submarines, pushing their way through the muck of inattention and eventually they just fade away.

But some ideas spread like stones skipping across the top of the water. They move through a population in a hurry, touching most people and sometimes leaving a long-lasting memory. My post on Google yesterday generated more email than most posts I do... because it was trivial. It was safe to write in and talk about Google's lame explanation that the stem was green, or the fact that all you need is 'l'ove. The best ones were the people who pointed out that they should have saved it for Christmas, because, after all, there's no L.

That's the same reason everyone is talking about an astronaut driving cross country wearing diapers. Or why it's so easy to obsess about the latest gossip.

The toxic stories spread as well. The difference is that in addition to spreading, they leave a mark. It might be the impact a failed shoe bomber has (years later, we still take off our shoes in homage) or an urban legend (there never were razor blades in apples on Halloween) or the damaging impact of one encounter with an abusive relative.

Marketers, understandably, often try to be neither of these. But we compare ourselves to them when we dream up our plans. We want our ideas to spread like wildfire, or to have impact that lasts, but we often forget that different ideas spread differently. A quick look at Digg demonstrates that the easiest way to get Dugg is to have a trivial idea. And the easiest way to get noticed when you're a politician is to do something that ruins your career forever...

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