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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.

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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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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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THE DIP BLOG by Seth Godin




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« Pretty, cheap and well-rounded (three misunderstandings) | Main | The originality paradox »

Beware the gulf of disapproval

As your new idea spreads, most people who hear about it will dislike it.

Gulf of disapproval.001

               (click to enlarge)

Start at the left. Your new idea, your proposal to the company, your new venture, your innovation—no one knows about it.

As you begin to promote it, most of the people (the red line) who hear about it don't get it. They think it's a risky scheme, a solution to a problem no one has or that it's too expensive. Or some combination of the three.

And this is where it would stop, except for the few people on the blue line. These are the early adopters, the believers, and some of them are sneezers. They tell everyone they can about your new idea.

Here's the dangerous moment. If you're keeping track of all the people who hate what you've done, you'll give up right here and right now. This is when the gulf of disapproval is at its maximum. This happened to the telephone, to the web, to rap music... lots of people have heard of it, but the number of new fans (the blue line) is far smaller than the number of well-meaning (but in this case, wrong) people on the red line.

Sometimes, if you persist, the value created for the folks on the blue line begins to compound. And so your fans persist and one by one, convert some of the disapproving. Person by person, they shift from being skeptics to accepting the new status quo.

When the gulf of disapproval comes, don't track the red line. Count on the blue one instead.

« Pretty, cheap and well-rounded (three misunderstandings) | Main | The originality paradox »