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

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altMBA

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

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All Marketers Tell Stories

Seth's most important book about the art of marketing

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Free Prize Inside

The practical sequel to Purple Cow

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Linchpin

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Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

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Permission Marketing

The classic Named "Best Business Book" by Fortune.

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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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Purple Cow

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Small is the New Big

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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

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

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The Big Red Fez

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The Icarus Deception

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Tribes

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Unleashing the Ideavirus

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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

The end of mass and how you can succeed by delighting a niche.

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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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« Doing calculus with Roman numerals | Main | Most people wait (for most people) »

Uncertainty is not the same thing as risk

Often, the most important work we do doesn't bring a guaranteed, specific result. Usually, the result of any given action on our part is unknown.

Uncertainty implies a range of possible outcomes.

But a range of results, all uncertain, does not mean you are exposing yourself to risk. It merely means you're exposing yourself to an outcome you didn't have a chance to fall in love with in advance.

A simple example: the typical high school student applying to a range of colleges has very little risk of getting in nowhere. Apply to enough schools that match what you have to offer, and the odds are high indeed you'll get in somewhere. Low risk but a very high uncertainty about which college or colleges will say yes.

That's not risky. That's uncertain. It takes fortitude to live with a future that's not clearly imagined, but it's no reason not to apply.

Another example: If you speak to 100 people, it's uncertain which 40 people will be impacted by what you say. But the risk that you will resonate with no one is small indeed.

The question to ask every organization, manager, artist or yourself is, "are you hesitating because you're not sure the future will match your specific vision, or is there truly a project-endangering risk here?"

A portfolio of uncertain outcomes is very different from a large risk.

HT to Bert Spangenberg.

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