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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

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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« The best way to be missed when you're gone | Main | Converting viral traffic »

Conservation of anxiety

Events scale. The magnitude of our impact and the impact of our decisions can vary wildly, depending on the stakes. You can decide which chocolate bar to buy or you can decide whether or not to take a job.

Our fear, though, can't scale. It doesn't work that way.

The screaming fear in your stomach before you give a speech to 12 kids in the fifth grade is precisely the same fear a presidential candidate feels before the final debate. The fight-or-flight reflex that speeds up your heart when you're about to get a speeding ticket you don't deserve isn't very different than the chemical reaction in the brain of an accused (but innocent) murder suspect when the jury walks in.

Bigger stakes can't lead to more fear.

And, in an interesting glitch, more fear often tricks us into thinking we're dealing with bigger stakes.

Not only that, but we have trouble overlapping our fearful moments. If that sales call is right down the street, you will probably put more anxiousness into the preparation for the meeting than if it's two plane rides and ferry away, because you'll be reserving some of your available agita for the transport.

Fear has very few gradations and it has a ceiling. We evolved to have an alert system that kept us alive, but while it's powerful, it's crude.

This is why we're able to teach ourselves to confidently give a speech to 10,000 or make life or death decisions in the battlefield. Fear is fear, and once we learn to work with it, we can scale the stakes.

All of which is a way to remind yourself that emotions kick in and then we start telling ourselves a story about how important/make-or-break/high stakes this next event is. Fear floods our brain with chemicals, we go on high alert and then rationalize that fear by describing just how vital this thing we're anxious about is.

No need to fool yourself. We all have a limited fear vocabulary, and it tends to yell.

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