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SETH'S BOOKS

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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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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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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« Self-help | Main | Failure, success and neither »

Are you rational?

Before you make any more decisions you need to answer that question.

A rational decision is based on testing and data and an understanding of the mechanics underneath the system you're working on. The more you know, the better you decide.

An irrational decision is based on gut instincts, conviction and faith.

No one is rational all the time. In fact, somewhere along the way we made 'irrational' into a bad word, but it shouldn't be.

There are card counters in Las Vegas who are rational about blackjack. And they make a decent living. The more they play, the better they will do. In the same casino, there are craps players who blow on the dice, wiggle their hips and wear lucky shoes. Inevitably, if they play long enough, they will be broke.

If you're running Adwords on Google, I hope you're making rational decisions based on clickthrough and conversion.

On the other hand, were you rational when you fell in love? Did you do the math? Medical analysis?

What about the last time you fell for an April Fools joke?

The very nature of faith is that you don't (and shouldn't be) rational about it. In fact, you're entitled to be aghast when anyone confronts you with proof. Proof and rationality aren't the point.

Same with fine art. If your taste in paintings or music or wine is based on some sort of rational analysis or Zagats-type survey, I feel quite badly for you. Deeper and more detailed information is not better information when you're making irrational decisions. If you need to hate on Copernicus in order to have more faith, something is seriously wrong.

When Chris Blackwell introduced reggae to the rest of the world (Bob Marley!), it was irrational. That moment in time was the best time to be working with Bonnie Raitt or Jackson Browne, not some unknown spleef-smoking guys from a tiny island in the Caribbean. No amount of rational analysis would have led an investor to back Chris. 

Irrational passion is the key change agent of our economy. Faith and beauty and a desire to change things can't be easily quantified, and we can't live without them.

Steve Jobs is irrational about product design. As a result, focus groups make no sense. Who cares what other people think? He has faith in his gut. Your website: is it rationally designed? Should it be? What about the process you use to create new products or ads? Or the way you pick the focus of your startup? There's room for both rational and irrational decision making, and I think we do best when we choose our path in advance instead of pretending to do one when we're actually doing the other. The worst thing we can do is force one when we actually need the other.

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