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SETH'S BOOKS

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

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Bonus stuff!

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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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linchpin

Linchpin

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

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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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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« July 2009 | Main | September 2009 »

Bear shaving

Global warming a problem? Just shave the bears.

Let's define "bear shaving" as the efforts we go to do deal with the symptoms of a problem instead of addressing the cause of the problem. A rare Japanese PSA (now long lost to the copyright gods) showed a girl shaving a bear so it could deal with global warming (here's a lesser one)...

Example: putting a sophisticated queue management system into the Department of Motor Vehicles so that people waiting in line feel like it's less of a mob. This is bear shaving. The productive approach would be to redefine what actually happens in that building so the line itself disappears.

Example: iPhones come locked so they can't be used with other carriers, so people spend hours and plenty of money to 'unlock' them. That's bear shaving. Better to figure out an easy way to pay AT&T their tribute so they can be truly unlocked...

Example: You have emotional issues associated with eating. You shave the bear by getting bariatric surgery instead of dealing with the issue that caused the problem in the first place.

Example: You have a leaky roof and you shave the bear by buying buckets.

Step one to eliminating bear shaving: call it when you see it.

All storms are perfect

That's what makes them storms.

When someone describes a situation as a perfect storm ("two different backup servers failed, plus there was a blackout, no one could have predicted this, it was a perfect storm,") it's important to remember that if the backup server hadn't failed, there wouldn't have been a problem at all.

Just because a storm is perfect doesn't mean you shouldn't have anticipated it.

Fidelity vs. Convenience

Kevin Maney has a book out in September about the trade off between delivering extraordinary experiences (which he calls fidelity) and doing it in a way that's cheap and easy (convenience). The book takes this simple idea and supports it with dozens of examples.

The simplest example is movies. You pay to go to a theatre when you want the fidelity of the big screen and the crowd and the speakers. You stay home when you want the convenience of Netflix and the pause button. Vinyl records and live concerts offer fidelity, MP3 on your iPod is convenient.

In the words of Bill Gross, in order to win with a new product, you need to be on one axis or another, and ten times better than what you're aiming to replace. Which means ten times more high impact or ten times cheaper and easier.

A refrigerator is ten times more convenient than an icebox. A cell phone is ten times more convenient than a pay phone. A private jet is ten times more joyful/fidelity than first class for the executive that can afford it. A backstage pass at a Cat Power concert is ten times higher fidelity than a ripped MP3.

There are interesting ways to define 'fidelity'. Wikipedia is certainly more convenient, and the presence of a million articles that aren't even in the Brittanica makes it higher fidelity as well. At the start, though, they were neither. It took a (relatively) tiny group of passionate people to create enough content and enough quality that they could be high enough fidelity to be considered an alternative to the printed encyclopedia. It's interesting to watch Luddite teachers refuse to accept it as a source, claiming that convenience shouldn't trump their definition of fidelity...

The mistake that's so easy to make is to be a little bit higher fidelity and a little bit more convenient. Incumbents fall into this trap all the time, assuming that you'll stick with what you've got because they're sorta both. And insurgents almost always fail because as geeky insiders they think that twice the convenience is enough to persuade anyone who cares. Not going to work.

« July 2009 | Main | September 2009 »