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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

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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.

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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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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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Building an albatross

I spent hours watching the albatross in the Galapagos hang out. The first thing you notice is that they have a terribly difficult time taking off. In the water, an albatross will have to spend hours waiting for the right wind to come along. On land, they're ungainly, but when they find the right conditions... they take off. And fly and fly and fly. An albatross can fly for days or weeks, with a heart rate similar to its resting heart rate. Possibly the best bird ever invented.

3years2 Albatross businesses are great to have but not easy to launch. Rather than the excitement of the big time launch and then the constant promotion and high expense of a typical business, an albatross business mucks around for a while, but since it's designed for effortless long flight, it gains steam and then keeps going.

Today is the third anniversary of the launch of Squidoo into alpha. We certainly had a slow take off, then a bump in the wind 18 months ago with spammers and the search engines, but we've reached a glide path. Note two things about this chart:

1. It takes three years to be an overnight success, sometimes more.

That means you need to either raise enough money from patient investors to stick it out... or, as in our case, be so lean and efficient that the cost of lasting long enough to make it profitable is one you can handle.

2. It's possible to organize a company around the idea that success breeds success.

Traditional businesses don't do that... if you're a wedding photographer or a restaurant, you're not going to have an albatross business. These businesses need ongoing promotion which leads to ongoing business, and around and around. There's clearly a benefit to reputation and word of mouth, but you're rarely going to see the hockey stick that is the goal of most internet businesses.

The two secrets, I think, are:

1. Plan for the long slow ramp up. That means super low overhead and patience and not trying to launch with a huge splash because you're impatient.

2. Architecture matters. If you intend to build an albatross, you'll want to design a business where each customer brings you new customers, where the more it gets used, the better it works.

We have a  l o n g  way to go before Squidoo hits the stride we're seeking, but on our third anniversary, it seemed like a worthwhile time to take a look of how close we are getting to our flight path. An albatross can achieve a 22:1 glide path--22 meters out for every meter down or up. That's the goal, leverage.

PS if you've never seen the albatross mating ritual, you really should. Time consuming, a lot of noise, very little action.

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Listed below are links to weblogs that reference Building an albatross:

» The Albatross Business: It's the Landing that Can Be Hard from The MyBusinessDashboard Blog
In Seth Godin's recent blog posting on Building An Albatross Business, he describes the great difficulty an albatross has in taking off, as contrasted with its amazing grace and beauty in flight. Now, I've also been to the Galapagos and... [Read More]

» Powerful Partnerships from Spaces on the Wall
Google and MySpace have tied the knot. Google is going to crawl MySpace's 127 million user pages - essentially opening up a whole new slice of the web to feed off of. Facebook should be concerned - even with last... [Read More]

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