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WWW SETH'S BLOG

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

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.

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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).

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.

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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.

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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Member since 08/2003

Of course it's difficult...

Students choose to attend expensive colleges but don't major in engineering because the courses are killer.

Doing more than the customary amount of customer service is expensive, time-consuming and hard to sustain.

Raising money for short-term urgent projects is easier than finding support for the long, difficult work of changing the culture and the infrastructure.

Finding a new path up the mountain is far more difficult than hiring a sherpa and following the tried and true path. Of course it is. That's precisely why it's scarce and valuable. 

The word economy comes from the Greek and the French, and is based on the concept of scarcity. The only things that are scarce in the world of connection and services and the net are the things that are difficult, and the only things that are valuable are the things that are scarce. When we intentionally seek out the difficult tasks, we're much more likely to actually create value.

Things we don't see that much any more

Wine coolers, Julia Roberts movies, fondue, Geocities pages, baby on board signs, a line at the Krispy Kreme...

Ubiquitous doesn't mean forever, and popular isn't permanent. Someone is going to fade, and someone is going to be next to take their place.

The tyranny of random numbers

Is that iPhone game really conspiring to put blue squares up at the last minute, just to foil your attempt at a perfect score?

Human beings are story-making engines, and when we're confronted with randomness, we make up an egocentric version of what happened, and it involves us.

So when things randomly go well, we give ourselves a pat on the back, a reminder of why we deserved it. And when they don't, we seek out the ghost in whatever machine did us wrong and come up with a reason.

Here's the truth: There is no reason. That's why we define it as random.

All the time we spend inventing reasons is probably better spent responding to what occurs.

Companies don't care about you

Brands don't care about you...

Institutions don't care about you either.

The only people who are able to care about you are people.

The question, then, is this institution owned and organized and run by people who will allow the people who work there to care?

Generally, the answer is 'no', because caring is unpredictable, hard to command and regulate and sometimes expensive in the short run.

What a shame.

How long is your long term?

A simple question with an answer that's difficult to embrace.

What are you willing to give up today in exchange for something better tomorrow? Next week? In ten years?

Your long term is not the sum of your short terms.

The difference between commitment and technique

We spend way too much time teaching people technique. Teaching people to be good at flute, or C++ or soccer. 

It's a waste because the fact is, most people can learn to be good at something, if they only choose to be, if they choose to make the leap and put in the effort and deal with the failure and the frustration and the grind.

But most people don't want to commit until after they've discovered that they can be good at something. So they say, "teach me, while I stand here on one foot, teach me while I gossip with my friends via text, teach me while I wander off to other things. And, sure, if the teaching sticks, then I'll commit."

We'd be a lot more successful if organized schooling was all about creating an atmosphere where we can sell commitment (and where people will buy it). A committed student with access to resources is almost unstoppable.

Great teachers teach commitment.

Spring forward

Sometimes, it takes some prodding to make a leap.

For the next 48 hours (through Friday, March 20), the five-copy pack of my new book is on sale.

Use the discount code spring to save 40% off the discounted price, and get the books for about $8 each plus shipping.

Along for the ride

Like the pilot says, "sit back, relax, and enjoy the flight."

When you're on one of those Disneyland boats, it takes you where Disney wants you to go. That's why you got on. And so you are lulled, a spectator, merely a tourist.

So different, isn't it, from driving yourself, choosing your own route and owning what comes of it?

How long have you been along for the ride? When is your turn to actually drive?

When push comes to hug

This is a much more stable response than pushing coming to shoving, because shoving often leads to something unsustainable.

Hugging is a surprising and difficult response to pushing, but it changes the trajectory, doesn't it?

The one who makes things worse

Every committee or organization has at least one well-meaning person who is pushing to make things more average.

"On behalf of the masses, the uncommitted, the ones who don't care, we need to dumb this down, smooth out the edges and make it more average. We need to oversimplify it, make it a bit banal, stupid even. If we don't, then some people won't get the joke, won't be satisfied, or worse, complain."

And, by amplifying the voice of the lizard brain, he gets under our skin and we back off, at least a little. We make the work a little more average and a little worse.

This is the studio executive who demands a trite plot, with the usual stereotypes and tropes, played by the usual reliable actor types.

This is the record producer who wants the new song to sound a whole lot like the last song.

This is the NGO executive who fears that the new campaign will offend some minor donors...

Yes, it's true that the remarkable, edgy stuff we wanted to make wasn't going to be embraced by everyone. But everyone is rarely the point any more.

In the service of honest communication, perhaps the one who makes things worse should acknowledge that this is what he does for a living. That way, if we want things to be a little more average, we'll know who to ask.