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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

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Free Prize Inside

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Linchpin

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Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

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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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Small is the New Big

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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 Red Fez

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

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The Dip

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Tribes

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V Is For Vulnerable

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we.are.all.weird

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The end of mass and how you can succeed by delighting a niche.

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Whatcha Gonna Do With That Duck?

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THE DIP BLOG by Seth Godin




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« Simple five step plan for just about everyone and everything | Main | iPad killer app #2: fixing meetings »

Pfffft, the danger of premature shipment

The old economy demanded a flurry of hard work, obsessive focus, and a charrette before launch. Launches were expensive and rare, and managers and co-workers would push to get everything just right before hitting the big red button to announce, ship and launch. The attention demanded by this scarcity raised the game, overcame fear and pushed things from one level to another.

A big reason for the push is to ameliorate risk. Launching is risky business, and one way to diminish that risk in a world of scarcity and market noise is to go big. And then big becomes a habit.

In the new economy, in the economy of launch and learn and revise, some of the POP! is replaced by Pfffft. Because there's no big launch, we get more easily distracted, we don't push ourselves as hard, we don't treat that first day as as big a deal. There's less risk because you're going straight to your tribe, not hoping for a cultural mass-market sensation every time.

The thing is, if I had a book launch party every time I posted on this blog, the cheese and crackers would kill me. And the idea of a gold master in software development is now an antique. There's a paradox here:

The good news is that fewer good ideas get killed for feeling too risky.

The bad news is that sometimes we trade in the important for the trivial.

The punchline is that some artificial pop might be required. Just because it's easy to ship doesn't mean you shouldn't push yourself. The art is in ignoring the fear that pushes you to polish too much...

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