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All Marketers Tell Stories

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Free Prize Inside

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Linchpin

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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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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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Small is the New Big

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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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Tribes

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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?

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




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« Hybrid is the new Nano | Main | Is hiding a growth strategy? »

The China problem

Big markets look sexy. Big markets are a problem.

Sitting at the vet today, I saw a brochure for an injectable chip that makes it easier to identify a lost dog. No doubt, the investor meetings all started with, "Well, there's a hundred million dogs in the United States, and if we just make a dollar annual profit on each one..."

It sounds reasonable. It's not.

The problem with huge markets is the same problem you'd have playing squash or raquetball on a court that's too big. The ball doesn't have a wall to bounce off of. Huge horizontal markets have no echo chamber, no niches, no easy entry points. To make a system like this work, everyone has to agree on the technology and then there has to be a huge push to get millions of people to make the same decision at about the same time. It might work, but it's awfully expensive.

Small markets aren't as sexy, but they're actually a better place to start.

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Listed below are links to weblogs that reference The China problem:

» The China problem. from Longboard
http://sethgodin.typepad.com/seths_blog/2007/03/the_china_probl.html [Read More]

» The China Problem from ConfuciusSays - China Market Wisdom
Not often I get an adverse reaction from one of Seths posts but I believe the real nugget in this post is missing. Big markets do offer echo chambers and niches. Theyre right out there at the edges, where Seth they were all along. The China Prob [Read More]

» Where tostart? from Strands of thought
Seth Godin has talked about the perils of the sexy-looking big markets in his blogpost. As Seth says, big markets a big problem and I am reminded of the much-hyped story of 230 odd Million Middle Class Family in the mid 90s uptil the early 2000&... [Read More]

« Hybrid is the new Nano | Main | Is hiding a growth strategy? »