Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


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.

ONLINE:

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.

ONLINE:

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.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

ONLINE:

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.

ONLINE:

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.

ONLINE:

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.

ONLINE:

IN STORES:

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.

ONLINE:

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.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« Lessons from very tiny businesses | Main | People you can't live (work) without »

Critics that matter

If you invent or launch or market (and you're human) it's likely that you have the voice of the critic in the back of your head. It's natural to fear what they'll say, and if you're not careful, you'll end up redesigning your product to please them before you even launch it.

Imagine the restaurant chef who changes the interior of the restaurant to please the Michelin critic (they insist on a certain quality of cutlery in order to award a three star review). It might be your boss who is the critic. Or consider the B2B manufacturer who alters the product specs in order to meet the standards of the GAO so he can sell to the US Government...

Some critics matter. (Your biggest customer, for example). Some are merely loud. Others are just difficult.

Janet Maslin at the New York Times is a cranky hack. She reviews popular fiction and non-fiction, and as best I can tell, she likes neither very much. She's taken authors to task for questionable copy editing and devoted entire reviews to pointless rants about trivia. Here's the thing: she doesn't matter. Janet's reviews appear to have no impact at all on whether or not a book sells. Her voice is not in my head.

Robert Morris, on the other hand, is a useful guide for people in search of good books. He's reviewed nearly 2,000 books and received almost 25,000 helpful votes for his reviews on Amazon. If he likes your book, you're going to sell more copies--not because he liked it, but because his thorough review lets other people decide if they want to buy it or not.

The challenge is in figuring out which kind of critic is worth paying attention to as you create your product or service. In a business to business setting, pleasing the gatekeeper and the bill payer is essential. On the other hand, pleasing an angry blogger might not matter at all.

In our desire to please everyone, it's very easy to end up being invisible or mediocre. Far better to please the right people.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e2011571fcc26f970b

Listed below are links to weblogs that reference Critics that matter:

« Lessons from very tiny businesses | Main | People you can't live (work) without »