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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.

ONLINE:

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.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

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

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

ONLINE:

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.

ONLINE:

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.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

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

ONLINE:

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.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« Volunteer engagement | Main | Obvious or elegant? »

Deconstructing urgent vs. important

A six-year-old who throws a tantrum and refuses to go to school is escalating into the urgent.

Going to school every day is important.

Mollifying an angry customer is urgent, building systems and promises that keep customers from getting angry is important.

Killing the bugs in the kitchen is urgent, putting in weatherstripping to keep them out for the long haul is important (as is avoiding carcinogens).

Fifteen years ago, Elian Gonzales was at the center of a perfect media storm. It was an urgent issue, one that involved heads of state. But it wasn't nearly as important as eventually normalizing relations and the well-being of millions of people.

In fact, breaking news of any kind is rarely important. 

Important means: long-term, foundational, coherent, in the interest of many, strategic, efficient, positive...

If you take care of important things, the urgent things don't show up as often. The opposite is never true.

Let's start with this: The purpose of CNN's BREAKING NEWS posture (caps intentional) isn't to create a better-informed citizenry. It's to make money.

The reason that tech sites, stock sites, scandal rags and others attract attention is because it's fun. It's emotionally engaging to be involved in a story when we don't know how it's going to turn out. When the story is unfolding, when it's breaking, we become emotionally connected to it.

And so the BBC devotes plenty of air time talking to someone at the location of a plane crash, even though he doesn't have a clue about what just happened. Because he might. Because we are there.

Unless you're a day trader, though, this drama of seeing the news unfold right now (italics intentional) is not going to help you make better decisions--in fact, it's going to make your decisions worse. It's also unlikely to make you happier. Or smarter. We're more likely to be afraid of terrorism than long-term atmosphere change, even though it's clear that the latter kills and injures far more people than the former.

The news we consume changes us. Not just the news manufactured by CNN, but the news manufactured by our boss, our investors, our customers.

Our choice, then, is to decide whether we want to engage in the hobby of living through other people's breaking news instead of focusing on what's actually important.

« Volunteer engagement | Main | Obvious or elegant? »