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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.

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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).

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.

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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.

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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« Enough ethics? | Main | Breakage vs. references »

Indomitable is a mirage

One seductive brand position is the posture of being indomitable. Unable to be subdued, incapable of loss, the irresistible force and the immovable object, all in one.

The public enjoys rooting for this macho ideal. Superman in real life, but with the rage of a caged tiger. It is our avenger, a Jungian symbol come to life.

This is Norman Mailer or Mike Tyson. It's Wells Fargo or VW.

There are problems.

First, it doesn't scale. When an indomitable brand or figure encounters an obstacle that can't be overcome, suddenly, the promise is hard to keep. And if the indomitable begins to succeed, he gets hungrier for the next conquest, making this failure inevitable.

Second, it's a bad strategy. In the long run, resilience always outperforms sheer strength. The instincts of the indomitable brand are to win every single battle, no matter how small. If you have armor, you will have chinks in that armor, and if those chinks distract or disable, the hero will stumble and eventually fall.

Mostly, though, the indomitable brand is self aware, and causes his own problems. The pressure is on for the next conquest, the next opponent to humiliate. The endless need for more people to bully, more opponents to vanquish, and more fights to pick (it's fuel) leads to drama, but not useful output.

If you must constantly create an 'other' to oppose, your tribe gets smaller.

If you can't say, "I made a mistake," then it's incredibly difficult to lead. You end up managing instead, picking small fights, skirting the rules and blaming the ref.

Ultimately, the brand that embraces the position of indomitable ends up weak and afraid, because there's no way out, nowhere left to go.

« Enough ethics? | Main | Breakage vs. references »