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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

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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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Small is the New Big

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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

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The Icarus Deception

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Tribes

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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

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




All Marketers Are Liars Blog




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« One way to dramatically lower customer complaints | Main | The Dip Tour, update »

Stinky Durian

Durian is a fruit from Southeast Asia that can be charitably described as smelling like stale baby vomit. It is also revered by millions and served with pride in many Thai and Malaysian households. Most of all, it's a great way to learn about marketing.

Songpol Somsri, a scientist fascinated by the durian, has spent decades cross-breeding more than 90 varieties of Durian and come up with a stinkless variety. No odor.

This is what most marketers do. They listen to complaints from non-customers ("why don't you buy from us?") address them and wait for the market to grow. After all, if the people who don't eat Durian don't eat it because of the smell, then removing the smell ought to dramatically increase the size of your market.

Except this almost never works.

Non-durian eaters don't have a 'durian problem'. They aren't standing by, fruitless, impatiently waiting for Songpol Somsri to figure out how to make a stinkless one. Nope. They've got cantaloupes and kiwis and all manner of other fruits to keep them busy.

The feedback you get from non-consumers is rarely useful, because the objection they give is the reason they don't buy from you, not the thing that will cause them to affirmatively choose you.

Will stinkless durian revolutionize the marketplace? Possibly. I've been wrong before. But if I were a durian farmer, I'd work hard to make durian stinkier.

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Listed below are links to weblogs that reference Stinky Durian:

» A CheapFerrari from Andrew's Blog
Seth Godin (let me warn you, that many posts will start with that) recently spoke of creating markets based on feedback from non-customers in his post on Stinky Durian. This is what most marketers do. They listen to complaints from non-customers... [Read More]

» Don't fall asleep under a durian tree from Being Peter Kim
Have you heard of durian? People have a love/hate relationship with this Southeast Asian fruit. Most people hate it. Seth has posted a durian analogy on brand essence and loyalty. I've found that Seth is like durian to many marketers. If you love his w... [Read More]

» Getting Noticed Just Got Harder from bizsolutionsplus Featuring Solutions to Grow Your Business
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» Whats the point of a non-stinky durian?! from Fusion View
The durian is a South East Asian fruit that is so stinky it is banned from airplanes and smart hotels. The smell lingers like a bad fart combined with the ripest blue chees and crusty hard fetid socks that have been worn for weeks in hot humid weathe... [Read More]

» What Does a Foul-Smelling Fruit from Southwest Asia Have to do with Marketing? from My Educated Guess – Technology Marketing Answers – TechTarget.com
You may be shocked to learn that it actually has an awful lot to do with marketing. To find out more, check out this marketing post from Seth Godin. In it, he raises an important question that marketers need to be asking themselves: Do I have a reactiv... [Read More]

« One way to dramatically lower customer complaints | Main | The Dip Tour, update »