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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

All Marketers Tell Stories

Seth's most important book about the art of marketing

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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 Encyclopedia of Business Cliches | Main | Just in time for fall »

The opposite

The opposite of up is down.
The opposite of in is out.

Those two are easy. They are one-dimensional.

The opposite of Steve Jobs is Bill Gates.

Sort of. That's because Bill and Steve have a lot in common (outsize personalities, many Google matches, successful tech companies). But it's useful to consider them as opposites because we learn a lot about their approaches, personalities, and yes, brands, by looking at the inverse.

The opposite of Starbucks is Dunkin Donuts.

Not an independent coffee shop, and not coffee at home.

On the other hand, the opposite of Dunkin Donuts is not Starbucks. The opposite is 'not having coffee out.'

That's because when someone considers getting their morning coffee, the choice is usually home or Dunkin. That person doesn't have Starbucks as part of their choice set. Defining your brand in this way makes it easier to ignore the irrelevant competition and easier to figure out what you are (and aren't).

Bill Clinton and John Edwards aren't the opposite of Rush Limbaugh. Al Franken is.

The Blackberry isn't the opposite of the iPhone. A plain jane Motorola phone is. Apple understands this. Blackberry doesn't seem to.

The opposite of the Food Network is hours spent poring over cookbooks at a local independent bookstore. Or perhaps it's Good Housekeeping magazine. Or Gourmet...

One of the hardest things to do is invent a brand with no opposite. You don't have an anchor to play against.

Does your team agree on who your opposite is?

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Listed below are links to weblogs that reference The opposite:

» The Yin and Yang of Brand from Nuts and Bolts of Brand
What a brilliantly simple and elegant idea that Seth Godin as proposed!  a important part of understanding your brand is to know who is the opposite of you. Some examples: The opposite of Starbucks is Dunkin Donuts The opposite of an i... [Read More]

» Who Is Your Opposite? from The Agitator
Here's a marvelous observation from Seth Godin:One of the hardest things to do is invent a brand with no opposite. You don't have an anchor to play against.Does your team agree on who your opposite is?As it applies to your nonprofit or firm, t [Read More]

» Friday File - 17 August, 2007 from David Piccione.com
Another week down. A pretty good mix in the file today, which makes up for last weeks admittedly weaker performance. Cynthia Rettig over at MIT Sloan gives us a great article on enterprise software, and why, frankly it sucks so badly. Ill... [Read More]

» This Week In SEO - 8/17/07 from TheVanBlog
A couple of days ago I learned that Wednesday was Independence Day in India so lets dedicate This Week In SEO to my Indian friends. As usual youve come to the right place for the weekly roundup in the world of most things search and near... [Read More]

» What's the opposite of...? from Link Love
I love the books from Seth Godin. He just makes me smile whenever I get the chance of reading some work form him. The simple but oh so true reasoning is just a joy to read. On his blog he [Read More]

» The Opposite of Community Server is? from Josh Ledgard
I had an amazing week in Dallas despite the 112 degree daily heat index. It seriously felt like walking [Read More]

» Противоположности from Как продать
Одна из труднейших вещей - изобрести бренд без противоположностей. У вас нет зацепки, противника, чтобы опереться. ... [Read More]

« The Encyclopedia of Business Cliches | Main | Just in time for fall »