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SETH'S BOOKS

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

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

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IN STORES:

linchpin

Linchpin

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

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IN STORES:

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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IN STORES:

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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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.

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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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« Degrees of freedom | Main | First, do no harm--three rules for public interfaces »

Where are your assets?

Do work and get paid once. Build an asset and get paid for as long as it lasts.

A retailer or a restaurant owner might work 18 hours a day--but the landlord makes just as much money from that effort, often more. The cheeseburger gets paid for once, but the rent bill comes every month.

Real estate is an obvious and simple form of asset. In 1928, my great grandfather traded his real estate assets for the sure thing of the stock market. The biggest difference between the rental houses he owned and the worthless stocks he bought was that the houses paid rent every month, while the stocks offered merely the promise of a later payoff.

Some of the assets you can build, not just buy:

Your brand. A brand isn't a logo. It's a promise and an expectation. When you overdeliver, you earn trust, trust that can bring you repeat business, access to new opportunities and the privilege of being able to count on your customers coming back. (Yes, it does hurt to ask).

Permission. The privilege of delivering anticipated, personal and relevant messages to the people who want to get them. People who would miss you if you were gone.

Expertise. You might lose your job, but they can't take away what you've learned. If all you've just done is what you've done before, you might get paid, but you didn't earn an asset.

In just three words, then, there's the huge chasm between the trusted, experienced freelancer, the one you're happy to hear from when she has a new idea, and the newbie or the short-term maximizer. Those guys have to start from scratch, each and every time.

Think about the individual, the entrepreneur or the small organization that has built up trust with a given market, that has permission to talk to that market and that has the expertise to execute on what it promises... Once you have those three, you call the shots. If, on the other hand, you're merely a hard-working employee, doing what you're told, you're never going to get what your effort ought to produce.

Other assets companies can build include processes or machinery and a loyal and talented workforce. Individuals, though, can pay attention to, protect and amplify the first three as they do their work. They don't take care of themselves, because there's always pressure to trade them in for short-term rewards.

One of the biggest shifts the connection economy has brought is that assets are no longer reserved for companies and organizations. Now that everyone has the ability to own a slice of the attention paid to media, now that everyone can build and nurture a network, assets are no longer off limits to people who work for a living.

Your choice: intentionally build and nurture your assets, or ignore them in the pursuit of the next thing...

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