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SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

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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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.

ONLINE:

IN STORES:

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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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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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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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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Member since 08/2003

We don't care enough to give you constructive feedback

But if we did, it would take a lot to speak up in a useful way. It's difficult to be a generous skeptic. Not only do we have to be clear and cogent and actionable, but we cross a social boundary when we speak up. We might be rejected, or scolded, or made to feel dumb. And of course there's the risk that we'll get our hopes up that something will improve, only to see it revert to the status quo.

So, most of the time, we don't bother.

But when someone does care enough (about you, about the opportunity, about the work or the tool), the ball is in your court.

You can react to the feedback by taking it as an attack, deflecting blame, pointing fingers to policy or the CEO. Then you've just told me that you don't care enough to receive the feedback in a useful way.

Or you can pass me off to a powerless middleman, a frustrated person who mouths the words but makes it clear that the feedback will never get used. Another way to show that you don't care as much as I do. And if you don't care, why should I?

One other option: you can care even more than I do. You can not only be open to the constructive feedback, but you can savor it, chew it over, amplify it. You can delight in the fact that someone cares enough to speak up, and dance with their insight and contribution.

Because then, if you're lucky, it might happen again.

The DoSomething lessons

DoSomething is a stellar success, a fast-growing non-profit that's engaging with millions of young people around the world. Most organizations can learn something from their recent experiences. Basically, their customers changed. They changed how they consumed media, how they connected with each other and how they acted. If it is happening among teenagers now, it will happen to your audience soon.

Here's some of what they chose to do:

1. In a short-attention span, long-tail world, wide might be better than deep. In a typical year, DoSomething would launch 30 projects for their millions of members to take action on. Each project was refined and designed for maximum engagement. Last year, they rethought their process and launched SEVEN TIMES as many projects--more than 200. With the same staff. 

2. Being present in the moment is a great way to engage with people who live in the moment (teenagers). Because they can invent and launch a project in days instead of weeks or months, it's way more likely that a project will be relevant. More important, they now live almost exclusively in texts, the most urgent permission medium of all.

3. In a short-attention span world, sometimes you have to go deep, especially when it's personal. DoSomething has invested a huge amount of effort and money into building a crisis hotline that works by SMS. The data they've compiled is stunning, but the lives they've saved tell the real story.

4. Change shouldn't be made for change's sake. Change should happen because you care enough to make a difference. 

Most organizations go too slow, study things too much and most of all, work to not matter too much, because mattering is a good way to get noticed and getting noticed might get you in trouble. The upside of working in a fast-changing world is that you regularly get a new chance to reshuffle the deck and start mattering. Here's their new book on a workplace culture that embraces this new posture.

The work non-profits do is too important to be afraid of failure, and their work is too urgent to honor every sacred cow. The same thing might be said for the work each of us do.

A bird in search of a cage

So much freedom, so much choice, so many opportunities to matter.

And yet, our cultural instinct is to find a place to hold us, a spot where we are safe from the responsibility/obligation/opportunity to choose. Because if we choose, then we are responsible, aren't we?

HT Kafka.

Give the people what they want

...isn't nearly as powerful as teaching people what they need.

There's always a shortcut available, a way to be a little more ironic, cheaper, more instantly understandable. There's the chance to play into our desire to be entertained and distracted, regardless of the cost. Most of all, there's the temptation to encourage people to be selfish, afraid and angry.

Or you can dig in, take your time and invest in a process that helps people see what they truly need. When we change our culture in this direction, we're doing work worth sharing. 

But it's slow going. If it were easy, it would have happened already.

It's easy to start a riot. Difficult to create a story that keeps people from rioting.

Don't say, "I wish people wanted this." Sure, it's great if the market already wants what you make... Instead, imagine what would happen if you could teach them why they should.

Curiosity plus an audio book --> smarter

My new audiobook from SoundsTrue ships today (see below) and it got me thinking about the magical power of repeated, semi-passive audiobook listening.

You sit (in a car, even) doing something else and at the end of the first, second or tenth listen, you are transformed, seeing the world in new ways. I marvel at this every time it happens to me--a good audiobook is a game changer. A good non-fiction audiobook gets you in sync with the author, slowing down your consumption and making the ideas more real. And for many people, it's a lot less forbidding than cracking open a book.

Steven Johnson's new book, How We Got to Now, is a perfect example. Beautifully written and professionally read, it will make you smarter, more curious and demands that you listen to it again.

Jared Diamond's book, Guns, Germs, and Steel is a classic in the same vein. It's a magical book, worthy of its Pulitzer Prize.

If you're curious as to why a few parents are endangering their children and their community by failing to vaccinate their kids, Eula Bliss' even-handed On Immunity will gently and clearly help you understand the deep cultural and psychological stakes. [... an update on polio.]

All three books are about the collision of technology and culture over time, and they're all fascinating. My new project isn't in their league, but in response to requests to do an unscripted audio...

My new audiobook isn't an audiobook at all, it's an audio-only live recording, available as of today via download and on CD in a few months. I recorded it during a weeklong seminar in my office, and it's organized into short essays. 100% of my royalties go straight to Acumen, and it's produced by my favorite audiobook publisher, SoundsTrue. After listening to hundreds of hours of their inspiring work, it's a privilege to be part of what they've built.

[UPDATE: a new interview with Tami Simon at SoundsTrue.]

The productivity pyramid (give yourself a promotion)

Productivity is a measure of output over time. All other things being equal, the more you produce per minute, the more productive you are. And economists understand that wealth (for a company or a community) is based on increasing productivity.

The simplest way to boost productivity is to get better at the task that has been assigned to you. To work harder, and with more skill.

The next step up is to find people who are cheaper than you to do those assigned tasks. The theory of the firm is that people working together can get more done, faster.

The next step up is to invest in existing technology that can boost your team's output. Buying a copier will significantly increase your output if you’re used to handwriting each copy of the memo you've been assigned.

The step after that? Invent a new technology. Huge leaps in value creation come to those that find the next innovation.

The final step, the one that that eludes so many of us: Figure out better things to work on. Make your own list, don't merely react to someone else's.

It turns out that the most productive thing we can do is to stop working on someone else’s task list and figure out a more useful contribution instead. This is what separates great organizations from good ones, and extraordinary careers from frustrated ones.

The challenge is that the final step requires a short-term hit to your productivity. But, if you fail to invest the time and effort to find a better path, it's unlikely you'll find one.

Almost no one

There's a huge difference between "no one" and "almost no one".

Almost no one is going to hire you.

Almost no one is going to become a true fan.

Almost no one is going to tell someone else about your work.

Almost no one is going to push you to make your work ever better.

If only 1% of the US population steps up, that's 3,000,000 people in the category of "almost no one."

If only one out of 10,000 internet users engages with you, that's still hundreds of thousands of people.

The chances that everyone is going to applaud you, never mind even become aware you exist, are virtually nil. Most brands and organizations and individuals that fail fall into the chasm of trying to be all things in order to please everyone, and end up reaching no one.

That's the wrong thing to focus on. Better to focus on and delight almost no one.

The end of geography

Some of the most important inventions of the last hundred years:

Air conditioning--which made it possible to do productive work in any climate

Credit cards--which enabled transactions to take place at a distance

Television--which homogenized 150 world cultures into just a few

Federal Express and container ships--which made the transport of physical goods both dependable and insanely cheap

The internet--which moved information from one end of the world to the other as easily as across the room

Cell phones--which cut the wires

If you're still betting on geography, on winning merely because you're local, I hope you have a special case in mind.

What do you want?

The industrialist and the one in power would like you to choose from a list, multiple choice. To interview with the companies that come to the placement office, to select from what's on offer, to ask, 'what do you have?'

This is the world of "If we don't sell it, you don't want it."

But in revolutionary times, when the number of options is exploding, the opportunities go to someone who can describe something that's not in stock, that perhaps has never even been described before.

Custom-made does you no good if you don't know what you want.

Various updates

Late in 2014, I invited IOS app developers to submit information for a lightweight list for people seeking professional help. Thanks to Jessica and the generous folks at New York Tech Meetup, it's free and ready for you to use or share. There's a worldwide list and one focused on New York as well. Go make something.

The Your Turn Challenge just finished, and it was a phenomenon. More than 4,500 posts came in from nearly a thousand people getting in the habit of shipping daily. Plus tweets. Well done, Winnie.

What To Do When It's Your Turn continues to spread, inspiring stories like this one

Some recent podcasts... about letting ourselves off the hook and special snowflakes.

And a reminder: You can get a little ping every time I update this blog here: @thisisSethsblog