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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.

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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« Anti-glib: Knowing what you're talking about | Main | Feels risky »

The management of whales

In online gaming, a whale is someone who plays far more than the typical player. It's not unusual for 2% of the player base to account for 95% of all the usage.

The same thing is true at the local gym. All the money is made on the customers who pay and never come--the folks who are at the gym or the pool for 5 hours a day use far more resources than you could possibly charge for if everyone acted this way.

The management of whales, then, is a delicate balancing act—the people who love you the most are also costing you the most. If you have too many or they take too much from the buffet, your economics are shot.

In a traditional business, one where people pay based on usage, a whale is the difference between profit and loss. That person who eats at your restaurant once a week, or goes to see Hamilton six or twelve times... This is one of the best uses of customer data. You have the chance to find people who truly are your best customers, and to treat them accordingly. A business that gets this right will outperform one that doesn't by as much as 5:1.

But there are also whales when it comes to word of mouth. Most people tell no one. A few people tell a friend or two. But some people tell everyone. And they do it with authority. With leverage. And with persistence.

A whale like this is priceless. You can't bribe someone into becoming a whale, but you can dissuade them and disappoint them merely by not caring enough to notice.

Best of all, you have a chance to become whale-worthy. To design products and services that are precisely the sort of thing that heavy users will happily use, and that powerful sneezers will happily talk about.

Actually, it's not really about the management of whales at all—it's more like seeing them, leading them and respecting them.

« Anti-glib: Knowing what you're talking about | Main | Feels risky »