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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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« Finding the thread | Main | Hobson's choice, Occam's razor, Wheeler's which and the way we decide »

On demand vs. in stock

"You can have any color car you want as long as it's black."

Henry Ford made cars in black because black paint dried four hours faster than any other color. That fast drying meant that the line worked faster, which made them cheaper. Just as important, he didn't have stockouts--with only one color, the color you wanted was the color he had.

Ever since then, there's been a move to on-demand, built to order and custom work. In everything we do. Freelance work, shoes, baked goods, kitchen cabinets, software, travel plans. And it seems like a cost-free progression. The thing is, it's not.

Most of the cost of everything we buy is in the risk, the starting, the stopping, the waste, the breakage, the planning.

A pair of mass produced shoes can be made for $3. A pair of custom shoes might cost $200 once you count all the associated costs.

McDonald's hit a peak moment of productivity by getting to a mythical scale, with a limited menu and little in the way of customization. They could deliver a burger for a fraction of what it might take a diner to do it on demand.

McDonald's now challenges the idea that custom has to cost more, because they've invested in mass customization.

Things that are made on demand by algorithmic systems and robots cost more to set up, but once they do, the magic is that the incremental cost of one more unit is really low. If you're organized to be in the mass customization business, then the wind of custom everything is at your back.

The future clearly belongs to these mass customization opportunities, situations where there is little cost associated with stop and start, little risk of not meeting expectations, where a robot and software are happily shifting gears all day long.

But if you're not set up for this, if you're hustling your coders or your production line or your painters or whomever to go faster and cheaper, you're fighting the wrong side of the productivity curve. It's like the diner that sought to be a friendly, custom-order place but also promised to be as cheap or as profitable as a fast food place.

These traditional businesses, the small ones, the non-automated ones, can sell custom, sure, but not at the price they used to sell the thing they make in bulk. And too often, organizations undercharge for the custom work and find themselves trapped between the productivity of doing things in batches and the challenge of delighting each customer, who carries his or her own dreams of what perfect looks like.

« Finding the thread | Main | Hobson's choice, Occam's razor, Wheeler's which and the way we decide »