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altmba

SETH'S BOOKS

Seth Godin has written 18 bestsellers that have been translated into 35 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

alt.mba

altMBA

An intensive, 4-week online workshop designed to accelerate leaders to become change agents for the future. Designed by Seth Godin, for you.

ONLINE:

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.

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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.

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IN STORES:

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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IN STORES:

the.big.moo

The Big Moo

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

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IN STORES:

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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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.

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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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IN STORES:

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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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.

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« The full stack keeps getting taller | Main | Make two lists »

Four steps on the road to organizational growth, dominance or irrelevance

We see the same four steps, over and over:

Struggle: At the beginning, no one knows what you make or why they need it. They are unaware and distrustful too. Sometimes the struggle never ends, other times the story is so compelling and the value created so in demand that it appears to go by quickly. But the struggle is always there. Most marketing  (as opposed to advertising) lives in this stage, because you're starting from zero.

Servant: As a soon-to-be-successful organization gains traction, it has a choice. It can move to servant mode, delighting and connecting customers, exceeding expectations and performing what seems like miracles. Or it can take profits as soon as it can. The former leads to scale, the short-term approach usually results in more struggle.

Bully: As the organization gains power (and constituents) it is under pressure to increase profits and market share and lock in. The market power leads to more market power and the ability to cause customers or partners to shift their strategy in deference. (To be clear, I define a bully as an individual or organization that uses physical or other power to cause someone less powerful to act against their enlightened long-term self interest to satisfy their demands.) "We make the rules now."

Utility: No organization stays in bully mode forever. The step after this is utility, the organization that serves a function, makes a profit, and is often taken for granted.

Bitcoin is still in the struggle stage. Microsoft clearly went through all four of these stages a decade ago. Federal Express skipped the bully step, as far as I can tell, and moved straight to utility. AT&T also followed the four steps. So did Standard Oil. Religions that last more than a few generations go through these steps too. During their hyper-growth period, AOL had the chance to become a generations-long utility, but probably worked too hard to exercise their power to gain scale before moving to the utility stage. 

While the easy examples to find are the famous, international ones, this can happen on the micro level, within industries or locations or sects as well.

I'd like to believe that the goal is to figure out how to live a life in the servant stage, to create an organization that doesn't become a bureaucratic haven or an avarice-focused engine of profit. As markets shift faster (networks grow faster now than ever before in human history) there's more opportunity to find a sweet spot that dances between servant and utility.

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