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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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Permission Marketing

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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

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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 Moo

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

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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

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

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Unleashing the Ideavirus

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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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« Shipit Workbook back in stock for a while | Main | Self-delusion and self-loathing »

The myth of preparation

Beginner.001-001
There are three stages of preparation. (For a speech, a product, an interview, a sporting event...)

The first I'll call the beginner stage. This is where you make huge progress as a result of incremental effort.

The second is the novice stage. This is the stage in which incremental effort leads to not so much visible increase in quality.

And the third is the expert stage. Here's where races are won, conversations are started and sales are made. A huge amount of effort, off limits to most people, earns you just a tiny bit of quality. But it's enough to get through the Dip and be seen as the obvious winner.

Here's the myth: The novice stage is useful.

If all you're going to do is go through the novice stage before you ship, don't bother. If you're not prepared to put in the grinding work of the expert stage, just do the beginner stuff and stop screwing around. Make it good enough and ship it and move on.

We diddle around in the novice stage because we're afraid. We polish (but not too much) and go to meetings (plenty of them) and look for deniability, spending hours and hours instead of shipping. And the product, in the end, is not so much better.

I'm all for expertise. Experts, people who push through and make something stunning--we need more of them. But let's be honest, if you're not in the habit of being an expert, it's unlikely your current mode of operation is going to change that any time soon.

Go, give a speech. Go, start a blog. Go, ship that thing that you've been hiding. Begin, begin, begin and then improve. Being a novice is way overrated.

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