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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.

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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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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.

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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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IN STORES:

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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IN STORES:

the.big.moo

The Big Moo

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

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IN STORES:

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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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.

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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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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




All Marketers Are Liars Blog




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« "But we needed the eggs" | Main | On being discovered »

Sloppy science

We can measure it.

For decades, every single year, scientists have visited the Galapagos and measured the beaks of a particular species of finch.

And year after year, with each generation, the beaks change, exactly as we'd expect from the weather patterns of the year before. Evolutionary biology works, and rigorous data collection backs it up.

For hundreds of years, though, science has gotten it wrong about gender, race and ethnicity. Eugenics and its brethren sound simple, but often lead to tragic outcomes.

The sloppy scientist says, "on average, across populations, left to its own devices, this group is [not as skilled] [neurotic] [hard to work with] [not as smart] [not as strong] [slower]" etc. They make assumptions without sufficient data, and the rigor is missing.

The first problem is that human beings aren't averages, they're individuals. And the bigger problem is that we're never left to our own devices. We are creatures of culture.

The math that we can do on populations of hedgehogs or pigeons doesn't apply to people, because people build and change and experience culture differently than any other species.

Your DNA is virtually identical to that of the hordes that accompanied Ghengis Khan, as well as most Cro-Magnon cavemen--pass one on the street and you wouldn't be able to tell that he's different from you. The reason you don't act the way they did is completely the result of culture, not genes.

It's culture that pushes us to level up, to dig deeper, to do things that we might not otherwise do. It's culture that finds and encourages and pushes people to become better versions of themselves than anyone else expected to find.

So it was sloppy/lazy/fearful science that said that women couldn't handle being doctors. And it was sloppy science that worked to limit the number of Asian or Jewish students at various institutions. And it's sloppy science that's been used against black people for hundreds of years.

And sloppy science said that a 4 minute mile was impossible and that a woman could never finish a marathon.

Sloppy because it doesn't include all the relevant factors. There's nothing wrong with the scientific method, but everything is wrong with using it poorly (and often intentionally).

What we need are caring human beings who will choose to change the culture for the better.

Not all of it, of course. Merely the culture they can touch. The people they can engage with. The human beings they can look in the eye, offer to help, offer encouragement and offer a hand up.

Once we reset the standard, it becomes the new normal, and suddenly, the sloppy science seems like phrenology. Because culture is up to us.

Sloppy science isn't science at all. It's the lazy or wrongheaded use of the scientific method part of the time, mixing in fear for good measure. Ignoring culture ignores the part that truly matters.

It's tempting to judge people by their DNA. It makes a lot more sense, though, to see people based on what they can contribute instead.

« "But we needed the eggs" | Main | On being discovered »