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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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IN STORES:

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




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« Benefit of the doubt | Main | Toxic employees »

The marine iguana

Marine iguanas swim. They eat stuff in shallow water, which is surprising behavior for an iguana.

How is it possible for there to be marine iguanas?

Ordinary iguanas washed onshore of some of the Galapagos Islands a few millenia ago and quickly
discovered that eating the way they were used to wasn't going to work, because there wasn't anything to eat. Most of them starved to death. A few, though, were lucky enough that they could tolerate foraging around on the edge of the ocean. Over generations, iguanas with this trait thrived, while those that were born without it died out. A new species evolved.

The interesting lesson for marketers is this: if iguanas had had predators and competition while this was going on, they never would have survived. The barren nature of their marketplace gave them the time they needed to evolve (or as marketers with egos would say, "figure out") a strategy that worked.

Too often, marketers are drawn to the hot market. The problem with the hot market is that if you don't get it right quickly, you get crushed. Really big ideas tend to get perfected in the Siberian outposts, the little niches that get ignored (until they get really big). It takes a lot of confidence to walk into a hyper-competitive market with something new. Quieter markets may just give you the cover you need to work out what it's going to take to make those marketers grow.

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Listed below are links to weblogs that reference The marine iguana:

» Rule #1 from thinks
Sure, the customer is always right is a good one. But it assumes youve got customers. Seth Godin discusses what marine iguanas represent to marketers, while Clickz blog takes a look at FedEx Kinkos Adobe partnership - and vice versa - an... [Read More]

» Listening As A Niche from sweetping.com
Seth Godin has a good point. Its good ol fashioned-one customer at a time-understand your customer- business - that is, go to the small groups of people where you can serve them well. I think listening to your customers as a part of CRM -... [Read More]

» Where Does Experimentation Work Best? from Biznology
Most of you know that I have been hammering away at the idea that interactive marketing's best approach is to "do it wrong quickly" but Seth Godin has a post that talks about an aspect of experimental marketing that I... [Read More]

» This Week In SEO - 8/3/07 from TheVanBlog
Will Barry tie and then pass Hank? Will A-Rod join the 500 home run club. Will Tom Glavine finally get his 300th win? All could happy this weekend if the cosmos align. What do these questions have to do with SEO, business, marketing, and the world of ... [Read More]

« Benefit of the doubt | Main | Toxic employees »