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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

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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

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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purple.cow

Purple Cow

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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

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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

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

Seth's most personal book, a look at the end of the industrial economy and what happens next.

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Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

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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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Internal primaries

How do you decide what to make next?

Over the last few decades, I've probably launched 500 products and services. And I don't think I've ever seen anyone talk about how organizations go about deciding what to make and what to shelve. How do you decide where to invest your scarce people and promotional resources?

If there’s anything that can have a significant impact on you and your team, it’s this decision. If marketing is the product, then choosing which product to market is your most important moment. Here are some of the reasons I’ve used (and have seen others use) to make this decision:

  • It’s something a major customer wants
  • It’s something our technology can do easily
  • Someone with a lot of power and authority in the organization really wants it
  • It’ll be fun
  • If we don’t do it, our competition will
  • It’s important to our community or society
  • It's cheap
  • It's easy
  • It will increase our margins
  • It appeals to our competition’s base, thus growing our market share
  • It's Bob's turn
  • It locks in our base, making it less likely they'll be stolen by the competition
  • We didn’t launch this one last time, so its turn has come around
  • It will make us look smart
  • It’s the next logical item
  • I love it
  • It responds to an RFP
  • It will burnish our reputation
  • It adds a feature that our CEO really, really wants
  • We have a salesforce to support, and this fills in their grid
  • Our investors tell us that this is a must-have
  • It will increase traffic to our site
  • I can sell it to customer X
  • It’s a copy/improvement over something our competition is doing
  • Our current stuff doesn’t meet regulations and this does
  • The critics will respect us
  • We've come this far and quitting now costs too much
  • A huge market dominator promises to promote it if we build it
  • A big retailer says they'll carry it
  • A key employee is bored and this will keep them busy
  • We have unused capacity in the plant

There are legendary stories about how Lorne Michaels made decisions about this on Saturday Night Live, about how Microsoft and AOL picked their future by doing (and not doing) certain launches and of course, how our political parties do it. It's almost always done poorly and it's almost always important. Feel free to add your own on my lens.

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