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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

Linchpin

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

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Meatball Sundae

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

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

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

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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THE DIP BLOG by Seth Godin




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« Win, place or show? | Main | eBook design and motion graphics »

"All I do is work here"

Over the past few months, I've had quite a few interactions with several people who work at a (previously great) brand.

One person will email to ask me for a favor or a connection, and I'll point out that just yesterday, I got three emails, all spam, from three different people at the organization either selling me something irrelevant or sending me a press release I didn't ask for.  And the unsubscribe button doesn't work. And I've unsubscribed ten times before. When I pointed this out, he said, "Oh, that's those guys. I'm not related to them, all I do is work here. If you don't like getting that stuff, you should take it up with them."

Then, a few days ago, I heard from someone in a different group at the same company, asking for help with a project she was working on. I explained that the last time I helped someone in her group with a project, I was misquoted, my time was wasted and they violated whatever trust we had. Susan said, and I'm quoting precisely the same line, "All I do is work here. They pay my salary, but I'm me, not them."

No, Susan, you are them.

The reason your brand is falling apart is because so many of your colleagues are saying the same thing, denying the same responsibility. Consumers don't believe (or care) that there are warrens and fiefdoms and monarchies within your company. All they know is that you leverage that brand name every day, as you have for decades, but now, instead of using that brand to polish your reputation as an individual, you're being forced to accept responsibility for the actions of others.

Do you really think someone who worked for Bernie Madoff will go far with this line? "I'm not Bernie, I just worked with him every day and took a great salary when times were good..." Not sure what the difference is. It's even worse in your case, because you know what's happening. You know, but you don't want to do anything about it.

If you're not proud of where you work, go work somewhere else. You don't get the benefit of the brand when it's hot without accepting the blame of the brand when it's wrong.

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