Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

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

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

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

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

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

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

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

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

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

ONLINE:

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.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

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

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« Pre digital | Main | A decision without tradeoffs... »

When Google comes calling...

In June of 2008, Google launched Knol, a monetizable Wikipedia, or, as some people saw it, a Squidoo killer. Not the same as what we were doing at Squidoo, not focused on individuals and their passions, but close enough for discomfort.

Our tiny team was in the headlights of a very big company.

One of the first things investors and advisors will say to someone launching a business, particularly a tech one, is, "sure, but what happens if Google/AT&T/Starbucks/Apple decides to get into your business? You'll be dead."

While the intent behind this question is generous, it's usually wrong. That's because it misses several fundamental elements of what allows a business to thrive, and how entrepreneurs often have a significant advantage over incumbents when they are building something new.

  • It's almost never about technology. Many companies that are built on tech believe that it's the tech that enabled them to succeed. This is almost never true (I know, I'm biased). It's marketing and stories and connection and tribes and commitment and structure that build businesses. The technology is essential, but it's not nearly enough.
  • First movers can become obsessed with external customers, not internal reports. We paid attention to Knol for about a week (who wouldn't?) but then ignored it. It wasn't relevant to our users, so it wasn't relevant to us. Our little team focused 100% of its energy on delighting our user base (which, while small at the time, was far bigger than Knol's). If you can give your users an experience that they want to tell their friends about, you'll grow.
  • There are no lifeboats. One of the reasons Google was so extraordinarily successful with search was that it was all they had. Sink or swim, those were the only options. Google's competitors a decade ago had tons of things to work on, plenty of sources of traffic and revenue. Google had only one. At the beginning, the founding team at Google came to work every day focused on just one problem. We were in the same position in 2008, and that's the case of most small companies facing down a big competitor. We focused because we had no plan B.

The most disruptive thing about the entrant of a huge player is the impact it has on partners. It's easy to get skittish when the 800 pound gorilla arrives. I'm not sure there's an obvious way to deal with this problem... we resigned ourselves to doing whatever we had to on our own, figuring the partners would figure it out eventually.

This week, three years after the launch, Google threw in the towel and closed down Knol. Our pageviews and our user base have grown by many multiples since 2008. I'm not sure you should wish for (or even plan for) a showdown with the big player, but it should give you solace to know that a focus on your tribe of customers gives you a fighting chance.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e201539372f6de970b

Listed below are links to weblogs that reference When Google comes calling...:

« Pre digital | Main | A decision without tradeoffs... »