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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

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

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IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

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IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

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IN STORES:

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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IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

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IN STORES:

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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IN STORES:

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




All Marketers Are Liars Blog




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« July 2008 | Main | September 2008 »

Should you ignore the n00bs?

In the old days, a common DOS warning ended with, "...press any key."

And yes, there were plenty of tech support calls that asked, "where is the ANY key?"

Every interaction with your public runs the risk that some people just won't get it. They won't understand the protocol at your jazz club, or figure out how they use that new thing you just built. They won't get your verbal shorthand or they'll be frustrated by your presumption that they're insiders.

One approach is to n00b-proof your offerings. To create products and services so simple and so well-explained that every single person will get it. Big warnings, extra paragraphs of copy, limited features... make it idiot-proof.

The problem with this approach is that you can never be simple enough. And of course, the bigger problem: Once you dumb it down so every single person gets it, you bake out the magic and the mystery and the elegance. Simple example: it's not obvious how to use an iPhone, not obvious what to do when you walk into a church for the first time, not clear what to do when you visit Facebook for the first time either. At the symphony, should there be big applause signs so that people don't clap at the wrong time?

Great design is intuitive. Great design eliminates confusion. But not for everyone, not all the time. The words and interactions you use often have a sophistication that will confuse some portion of your audience.

Why not consider making it easy for the confused to ask for help? And treat them with respect when they do. If you don't create a little confusion, it's unlikely you've built something remarkable.

And to go one step further: sometimes it's okay to lose the n00bs. Not in an arrogant way (except for some brands) but in a way that says, "this might just not be for you..."

Inbox culture

When you're done with your email queue, are you done?

Do you spend your day responding and reacting to incoming all day... until the list is empty? ... and then you're done.

I'm noticing that it's easier than ever to have that sort of day. Online tools are arranging interactions in a line, allowing you to feel satisfied with a constant stream of incoming alerts and pings.

Years ago, I got my mail (the old fashioned kind) once a day. It took twenty minutes to process and I was forced to spend the rest of the day initiating, reaching out, inventing and designing. Today, it's easy to spend the whole day hitting 'reply'.

Carving out time to initiate is more important than ever.

Sing it (please S I N G I T)

Sing it!

I spent some time a few days ago listening to a nascent band performing classic rock songs.

The first group sang a note-for-note rendition of a song by the Stones. The notes were right, but nothing else was. The singer didn’t know what the song meant. And the musicians, they just stood there. No energy, no smiles, no connection. It could have been a funeral with a great soundtrack.

A concert isn’t about the music, is it? And a restaurant isn’t about the food.

The funny thing is that learning to Sing It is a lot easier than learning how to play the guitar. For some reason, we work on the technique before we worry about adding the joy.

If you’re going to go to all the trouble of learning the song and performing it, then SING IT. Sing it loud and with feeling and like you mean it. Deliver it, don’t just make it. When you answer the phone or greet me at your office or come to a meeting or write something, don’t bother if all you’re going to do is do it. Sing it or stay home.

I had composed this post in my head, when, in a scary example of blog synchronicity, they announced the next song. One by Bluë Oyster Cult, of course. And yes, the announcer demanded that the guest on stage give us more cowbell. More cowbell indeed.

"I call dregs"

Bert was happy to eat the leftover rice from the rice cooker, but he didn't want to grab something that someone else on the team needed. So he said, "I call last dibs." Dibs, of course, is a priority, your chance to get ahead of someone else in line.

Megan pointed out that last dibs was sort of an oxymoron, so she coined the term 'dregs.'

Calling "dregs" is actually a great marketing strategy. It lets the community know that you'll backstop them, you'll worry about what's left, and you're happy to be generous. It's an expression of great humility, sort of the opposite of what people expect from a business.

Pay what you think it's worth, money back guarantee, are you sure you're delighted, try it and let us know, a bonus for quitting... these are useful examples of calling dregs. Remarkable indeed.

« July 2008 | Main | September 2008 »