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SETH'S BOOKS

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

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Bonus stuff!

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all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

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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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meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

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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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purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

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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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the.big.moo

The Big Moo

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

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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

Brace for impact

I would imagine that there are certain situations, perhaps involving the martial arts, where bracing for impact is a good idea.

The rest of the time, not so much. If your car is about to hit a tree at thirty miles an hour, or the jet is about to slam into the wall of the Grand Canyon, it's not altogether clear that tensing all your muscles and preparing to be squashed is going to do you much good at all.

Worse than this, far worse, is that we brace for impact way more often than impact actually occurs. The boss calls us into her office and we brace for impact. The speech is supposed to happen next Friday and we spend a week bracing for impact. All the clenching and imagining and playacting and anxiety—our culture has fooled us into thinking that this is a good thing, that it's a form of preparation.

It's not. It's merely experiencing failure in advance, failure that rarely happens.

When you walk around braced for impact, you're dramatically decreasing your chances. Your chances to avoid the outcome you fear, your chances to make a difference, and your chances to breathe and connect.

If you can't sell it, you can't build it

Architecture students bristle when Joshua Prince-Ramus tells them that they are entering a rhetorical profession.

A great architect isn't one who draws good plans. A great architect gets great buildings built.

Now, of course, the same thing is true for just about any professional. A doctor has to persuade the patient to live well and take the right actions. A scientist must not only get funded but she also has to persuade her public that her work is well structured and useful.

It's not enough that you're right. It matters if it gets built.

Back to the drawing board

Isn't the drawing board the place where all the best work happens?

It's not a bad thing to go back there. It's the entire point. (HT to Neil).

It's only high school if you let it

"I'll show them!"

Creative people need fuel. Overcoming the resistance and quieting the lizard brain takes a lot of work. Often, we seek external forces to excite us, inspire us or push us to take the leap necessary to do something that might not work.

And so we read what the critics write, mistakenly believing that it will help improve the work.

Or we go to a conference and mentally start comparing ourselves to everyone. He seems to get more respect. He has a better speaking slot. They forgot to list me in the program. She didn't make eye contact. They must have known that I didn't want to talk about that. Someone at the reception didn't look closely at my favorite painting...

At the very same time you're persuading yourself that in the hierarchy of whatever-matters-to-you, you are close to last, all the people around you, each with his or her own hierarchy, has put you on the very top, on a pedestal, the person they seek to match or even surpass.

There are slights available wherever you look. Cool kids excluding you anywhere lunch is served, ever. You just have to look for it.

But why?

Same as it ever was

Here are two of the first photographic portraits ever taken, far more than a hundred years ago:

Same as it ever was

They could have been taken with Instagram, no?

I'm all in favor of self-driving cars and advanced robotics that will change everything. But few of us get to do that for a living. Mostly, we find new ways to do old things, better. No need to fool yourself into holding back just because your innovation or product doesn't contain a flavor that's never been tasted before or an experience previously unimagined.

Find something that will touch us, move us, improve us or change us. Then ship.

Where's your bumper?

If you spend just a few minutes listening to a great radio station, you'll know it's them. They've worked hard to make sure that the promos they run sound unique and welcome and friendly. You're home.

People in radio call these little promo moments, "bumpers." Now that we're all in the media business, we can have them too.

During their glory days, MTV understood this. Anyone could run music videos, of course, but the promos, the little in-between shorts, those could only belong to one network.

Many listeners to Sirius/XM recoil when they hear the incessant bumpers that run on channels devoted to classical music or the Dead or comedy. They're too loud, too AM radio, they sound disrespectful, aural spam from a company that should be earning our trust...

Which brings us to your personal media voice, to the way you sound and look in social media and even in your email.

Twitter strips away much of what you might be able to use to differentiate yourself (fonts and pictures, for example) but even there, a rhythm and a voice can come through if you let it. 

We only catch a glimpse of you now, a fleeting glance at what you've created. What does it look like and sound like? Is it always you? You can create this if you choose.

Download Googleba01da0fa45c948f

Finding your peer group

Your peer group are people with similar dreams, goals and worldviews. They are people who will push you in exchange for being pushed, who will raise the bar and tell you the truth.

They're not in your business, but they're in your shoes.

Finding a peer group and working with them, intentionally and on a regular schedule, might be the single biggest boost your career can experience.

Go first

Before you're asked.

Before she asks for the memo, before the customer asks for a refund, before your co-worker asks for help.

Volunteer.

Offer.

Imagine what the other person needs, an exercise in empathy that might become a habit.

Two new videos

No content online is 'rare', but here are two presentations you might not have seen before:

...from the Maker Faire, and here's a speech I did last year at Nearly Impossible in Brooklyn:

Seth Godin | Nearly Impossible 2013 from Nearly Impossible on Vimeo.

Weight thrown and the slippery slope

Sometimes it's fun or profitable to throw your weight around, to get customers or partners or students or the media or even local government agencies to do what you need them to do.

Inevitably, weight throwers come to a fork in the road:

Are you doing this to get people to do what's good for them or what's good for you?

When a teacher uses her power to get students to study (not in their short-term interest, at least not right now), she's doing them a service.

When a retailer or manufacturer uses purchasing power and scale to bring a product to market that people weren't expecting, it's probably because the customers will end up delighted.

Any time an organization pushes to change the status quo on behalf of its mission, causing the change they exist to make in the world, they're building something that will last.

But often, the opposite happens. Organizations in power change their pricing or their technology or their policies because it's good for the organization, because it raises quarterly earnings, most often because it's easier for them. They change the way they do support, or the promises they keep to long-term customers and vendors. Often, the people who count beans are making the decisions, not those that count positive change on behalf of those they serve.

And it works. For a while. And then it doesn't, because even powerful organizations don't last forever, especially when those that have been pushed discover that they might just have other options.

Throw your weight around, please. But do it for those you serve, not against them.