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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

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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.

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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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IN STORES:

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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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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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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THE DIP BLOG by Seth Godin




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« We don't care enough to give you constructive feedback | Main | Variance or deviance? »

How we watch video now

Forty years ago, Stanley Kubrick showed us 2001. The first 90 seconds are without dialogue and solid black. It's hard to imagine that working as the intro to a YouTube video today. 

Instead, our finger is on the mouse trigger, ready to leave in a moment. Not only that, but instead of leaning forward, we've got our shields set to level 7, wary of what's to come. As the video begins, a series of questions arise, unbidden:

Who sent me here?

What do I expect?

What's this about?

What else is on? (10,000,000 choices, not three)

What does this remind me of?

Hey, isn't that Hugo Weaving's voice?

Wow, he's cute...

Are they selling me something?

What's the joke here?

Are those stock photos?

What will I tell my friends?

Who would love this that I should send it to?

Okay, yeah, I think I get it... Next.

Movies were scarce and long and special and deserved our attention. TV was shorter, with commercials, but still live (now or never) and thus special. But video--video is ubiquitous and short and everywhere. You can transfer a movie or a TV show to this new medium, but it will be consumed differently.

Everyone can publish video now, and in many ways, almost everyone is publishing video now. A video won't work because everyone watches it. It will work because the right people do, for the right reason. The occasional video viral hit has blinded us to the power of long-tail video to build the culture and change minds.

Everything that's watched has always been watched through the worldview of the watcher. And video (and before that, movies and TV) has driven the culture. That culture-driving ability now belongs to anyone who can make a video that the right people choose to watch.

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