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Seth Godin has written 18 bestsellers that have been translated into 35 languages

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altMBA

An intensive, 4-week online workshop designed to accelerate leaders to become change agents for the future. Designed by Seth Godin, for you.

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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

The practical sequel to Purple Cow

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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

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Small is the New Big

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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

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The Dip

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The Icarus Deception

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Tribes

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V Is For Vulnerable

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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?

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All Marketers Are Liars Blog




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« A friend in need | Main | The sad lie of mediocrity »

The 90/10 rule of marketing a job

Most hiring managers don't understand organizations that go to extraordinary lengths to find and retain amazing people. And from their point of view, they're completely correct. Pay market wage, run a classified, process the resumes. Done.

It only takes 10% as much effort to hire someone in the bottom 90% of the class.

And it takes the other 90% to find and cajole and retain the top 10%.

Most hiring, especially in a down market, is handled as a mostly bureaucratic task. Find people who fit in, do a rudimentary background check to eliminate problems, try not to break any hiring laws...

If your organization can thrive with ordinary folks, then the marketing you're doing right now to fill the ranks might even be overkill. You've got plenty of resumes. No need to pretend you're doing anything much more than bottom fishing, though. That plaque for employee of the month? You can sell it on eBay.

On the other hand, organizations that work best with extraordinary talent are almost certainly not investing enough in finding and developing it. If marketing works so well that you spend a fortune on it, why aren't you marketing your jobs? If talent is so important that you are betting the company on it, why aren't you actually investing in finding and retaining that talent?

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« A friend in need | Main | The sad lie of mediocrity »