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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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Two kinds of 'don't know'

I don't know French. I can't play the piano. I have no clue how to catch a bony spinefish. This is the first kind of don't know. Stuff you don't know because you haven't been taught it yet. Books are awfully good at solving this problem, so are good teachers.

The second kind of 'don't know' is often confused with the first type, but it's really quite different. This is the person who says they don't know how to cook, or that they can't balance a checkbook. This isn't about technique or a lack of knowledge. It's usually either fear or lack of interest. People with this type of deficit won't find the answer in a book or (usually) in a seminar either. You don't learn how to cook from a cookbook.

The answer lies in trial and error and motivation and in overcoming the fear that makes us avoid the topic in the first place.

And why should a marketer care?

You need to care because if you try to solve the second kind of ignorance with a manual or a PDF or a blog post or even a long infomercial, you're going to fail. If you discover that users are afraid or resistant to what you're trying to get them to do, more information is almost always the incorrect response. The effective technique involves peer pressure and support and in changing the design and inputs of what you're doing so that this group is more receptive to what's on offer. For example, internet penetration isn't up by a factor of 20 because people read a lot of copies of Internet for Dummies. It happened because of what peers said to each other over time, and because the act of getting online is a lot easier than it used to be. And you can help that happen.

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Listed below are links to weblogs that reference Two kinds of 'don't know':

» How do they not know? from Acronym
Wow... what a great post on Seth Godin's blog. Turns out, not only do we need to figure out what our members don't know, we need to figure out in what way they don't know it.... [Read More]

» I dont know computers from Granite Peak Systems
For anyone trying to run a business in the 21st century, an employee who “doesn’t know” how to use computers is more common than we’d like to admit. They “know” how to use their computer; they just can’t understand how to use it producti... [Read More]

» Marketing Motivation from Shine Energy Geothermal Blog
Im a little off the geothermal topic for this post, but it is still a relevant business topic. Seth Godins blog is a well of insight in to marketing. In this post, Seth puts the words to something Ive experienced for quite some ... [Read More]

» What makes an Expert? according to Harvard from PERSONAL BRAND MARKETING podBlog
The July/August issue of Harvard Business Review features an article that discusses a new study about What makes an expert? My quick podcast highlights the best parts. speaking of experts, I was interviewed to be on a panel of Blog... [Read More]

» Two kinds of dont know from Nähili Innovation
Seth Godins post on dont know reminded me of my own shortcomings. There is truly an inner lazy me, who tries to avoid learning and work because of fear. And there is another me who really doesnt know the subject yet.... [Read More]

» I dontknow from The Learning Journey
A post I read on Seths blog this morning got me thinking about how often I say I dont know without thinking about it first. Seths point is that there is 2 kinds of I dont know; The genuine kind ... [Read More]

» The two kinds of "don't know" from Lessons Learned
If you try to solve the second kind of ignorance [fear or lack of interest] with a manual or a PDF or a blog post or even a long infomercial, you're going to fail. [Read More]

» Two kinds of 'don't know' from Interactive & eMarketing by Matt Freedman
I don't know French. I can't play the piano. I have no clue how to catch a bony spinefish. This is the first kind of don't know. Stuff you don't know because you haven't been taught it yet. Books are awfully good at solving this problem, so are good te... [Read More]

» Fun Trumps Fear from sopkos
What a great post by Seth Godin - Two Kinds of Don't Know Man-o-man have I seen a lot of the fear based Don't Know. Best thing for it - fun. Specifically making the new material into a game. As [Read More]

» The two kinds of "Don't Know" and the Church from Tilma
Unfortunately we often look at people on a faith journey as simply ignorant. Even when they truly understand our point of view we see them as lacking some last crucial piece of information. In a truly interesting post on Seth [Read More]

» The two kinds of "Don't Know" and the Church from Tilma
Unfortunately we often look at people on a faith journey as simply ignorant. Even when they truly understand our point of view we see them as lacking some last crucial piece of information. In a truly interesting post on Seth [Read More]

» What is the real reason behind I Dont Know? from Joyce's Philosophies & Insights
There are two kinds of dont know that Seth has noted. Take a minute of thinking, how often have you been replying with I dont know as an answer to questions. And you will tend to realize that your I dont know&#... [Read More]

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