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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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Free Prize Inside

The practical sequel to Purple Cow

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linchpin

Linchpin

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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

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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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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« Benefit of the doubt | Main | How to lose an argument online »

The magic rule of seven (and the banality of alphabetical order)

2pulldown If you approve or create online forms or deal with consumer interactions, I hope you'll think about the following:

1. If you have more than seven items in a pull down list, you have failed.

Human beings have no trouble keeping seven ideas in their head (hence the seven digit phone number). So, if asked you, "what's your favorite kind of music among: polka, reggae, ska, jazz and country" you can probably juggle those ideas in your head all at once. But if I asked you to pick among 25 movies in a list, it's a lot harder, because you have to keep going back and forth to see if you've got it straight.

So, for example, don't give me a list of possible job descriptions and ask what I do. If it's got 60 items on it and there is no direct match (well, I'm sort of in management and sort a writer and sort of in car repair) then my brain freezes over.

Computers are smarter than people. Don't use long lists of multiple choice when a simple fill in the blank will suffice. This is why asking for my state in a pull down list is inane. Just let me type in the two letters. (Hint: that's why Google works. It's fill in the blank, not multiple choice).

2. For non-complete lists, alphabetical order makes no sense

Sure, if you want to list a group in which I'm sure to find what I'm looking for (all the authors on Amazon, say) then alpha is smart. But if you're showing me, for example, a menu of items for dinner, or the names of your kids, then surely there's a sensible way to index them that actually adds value. "Here are the appetizers," makes more sense than putting avocado salad next to almond pudding.

You could, for example, list your items by price, or by popularity. But putting the "Melissa" model slightly above the "Sherwood" is just wasteful.

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Website optimization and usability testing is a must these days if you are concerned with conversion rates. Seth Godin, the marketer, has a great post about basic web usability. "If you approve or create online forms or deal with con [Read More]

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