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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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« "I get it" | Main | The confrontation waiting to happen »

The thermostat and the frying pan

If you want to cool your house to 68 degrees fahrenheit quickly, setting the thermostat to 62 degrees isn't going to get it temperate any faster than if you set it to 68. It blows full cold until it hits the number, then it stops. (For those down under where it is winter, the opposite is also true--extreme thermostat settings won't warm you up any faster).

Frying pans don't work that way. Turning the temperature on the burner all the way up will certainly heat up that pan faster.

Ah, an analogy!

There is significant pressure on marketers to get it done fast. And so the inclination to spend a lot, to race around, to turn the thermostat to its most extreme state. Yelling, basically.

But all the yelling doesn't build your brand faster. In fact, it might do quite the opposite. Trusted brands don't get there by spending their whole budget on one Super Bowl ad. Valuable marketing campaigns are the result of time and user experience, not media and more media. Tweeting more often doesn't make your tweets have more resonance.

On the other hand, product design and user interaction definitely benefit from the frying pan approach. Extraordinary products, remarkable stories, intense connection via user interaction--these things actually do scale quickly.

The movie business has seduced itself into believing that they can turn the thermostat to absolute zero and use a massive media push to make a moribund movie work. They can't. They'd be far better off putting the risk and the effort into making movies worth talking about instead.

Social media is a marathon, a gradual process in which you build a reputation. The best time to start was a while ago. The second best time to start is today. But turning it up to 11 isn't going to get you there faster.

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