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All Marketers Tell Stories

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Free Prize Inside

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Linchpin

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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

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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Survival is Not Enough

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The Big Moo

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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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The Icarus Deception

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v.is.for.vulnerable

V Is For Vulnerable

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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 worst feedback is indifference | Main | Macro trends don't matter so much »

De-escalation

Marketers want commitment. They want the big finish, the closed sale, the new customer. Buy Now!

The goal then is to create tension, to escalate need, to amplify conflict until action is taken. Escalation causes us to commit to our original need, by reinforcing it.

It goes beyond the retail store, of course... it's deep within our culture. Noir novels show the hero goading the guy in the bar until a small dispute escalates into a beat down. Movies create drama (and entertainment) by escalating the small-time heist into the next world war. And commercials, retailers and demagogues take every opportunity to find the smallest thread of disclocation and amplify it into real commitment to action.

But what happens when we do the opposite? If we think about connection instead of power, if we think about abundance instead of scarcity, we can turn this on its head.

What if we de-escalate conflict?

What if we don't try to turn shopping desire into a fever pitch? What if later is just as good, or better, than now?

What if we back off occasionally instead of pressing forward?

What if playing the game starts to become at least as important as winning it?

De-escalation creates connection, not commitment to previously made choices. It trades the short-term battle for the long-term relationship.

Taking our time and letting air in (and heat to escape) might be precisely the best way to build the relationships we need for the long run. It leads to better decisions, less shrapnel and work that truly matters, without regret.

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« The worst feedback is indifference | Main | Macro trends don't matter so much »