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WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

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

ONLINE:

IN STORES:

linchpin

Linchpin

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

ONLINE:

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.

ONLINE:

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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IN STORES:

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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IN STORES:

the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

ONLINE:

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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IN STORES:

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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IN STORES:

tribes

Tribes

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

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

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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IN STORES:

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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« The bandwidth-sync correlation that's worth thinking about | Main | When tactics drown out strategy »

Are we solving the same problem?

This is the biggest disconnect I know of.

It happens all the time in B2B sales, in service marketing, in getting along with your boss and even in hiring someone.

One side thinks they have figured out a solution. They spend a long time talking about the solution, architecting it, refining it, pricing it, pitching it, delivering it. The other side ends up not liking what they get. The disconnect: the first side says, "this solution is exactly as we described it!" the other side says, "it doesn't work right."

The disconnect is caused because people focus on the solution instead of the problem you were given to solve. It's a lot easier to talk about features and hours spent and someone's resume and a lot more difficult to dig into the problem itself.

This is where the obligating question becomes so critical. "If we can deliver a dam that stops the water flow, will you be delighted?" "If I can hire someone who can answer ten calls an hour and keep customers coming back, will that work?" "If this book cover receives an award for best design, will that be a win?"

The difficult conversation about the problem is far more useful than the endless effort on solutions. The reason is that people don't tell themselves (or you) about the problem they're actually solving. Sure, they'd like an employee that does x, y or z, but you know what, they'd also like that person to be really good looking and willing to do our bidding, waiting on us hand and foot. Sure, we'd like a personal computer with a lot of computing power, but we'd also like it to be light and sexy and covetable...

The more clarity you can get about what a successful solution looks like, the more likely you will be to have a delighted customer when you're done.

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» Why Agile Is Better - Top 3 Reasons from Mehmet's Salesforce.Com Musings
The #1 reason why I encourage embracing the Agile Manifesto in software development is that it helps ensure that we are solving the right problem. Agile encourages prototyping and revisiting to ensure that the project team is working on delivering some... [Read More]

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