As one of today's most influential business thinkers, Seth Godin has now collected the most provocative short pieces from his pioneering blog. This book also includes his most popular columns from Fast Company magazine and several of the short e-books he has written in the last few years.
Includes:Clinging to Your Job Title?The Persistence of Really Bad IdeasThe Seduction of 'Good Enough'Judging a Book by its CoverDo Less
Small is the New Big is packed with inspiring ideas: as Godin says in his introduction, 'I'm certain that you're smart enough to see the stuff you've always wanted to do buried deep inside one of these riffs. And I'm betting that once inspired, you'll actually make something happen.'
As one of today’s most influential business thinkers, Seth Godin helps his army of fans stay focused, stay connected, and stay dissatisfied with the status quo, the ordinary, the boring. His books, blog posts, magazine articles, and speeches have inspired countless entrepreneurs, marketing people, innovators, and managers around the world.
Now, for the first time, Godin has collected the most provocative short pieces from his pioneering blog--ranked #70 by Feedster (out of millions published) in worldwide readership. This book also includes his most popular columns from Fast Company magazine, and several of the short e-books he has written in the last few years.
Bon Jovi And The Pirates
Christmas Card Spam
Clinging To Your Job Title?
How Much Would You Pay to Be on Oprah’s Show?
The Persistence of Really Bad Ideas
The Seduction of “Good Enough”
What Happens When It's All on Tape?
Would You Buy Life Insurance at a Rock Concert?
Small is the New Big is a huge bowl of inspiration that you can gobble in one sitting or dip into at any time. As Godin writes in his introduction: “I guarantee that you'll find some ideas that don’t work for you. But I’m certain that you're smart enough to see the stuff you’ve always wanted to do, buried deep inside one of these riffs. And I’m betting that once inspired, you’ll actually make something happen.”
A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). It?s our nature.
Now the Internet has eliminated the barriers of geography, cost, and time. All those blogs and social networking sites are helping existing tribes get bigger. But more important, they?re enabling countless new tribes to be born?groups of ten or ten thousand or ten million who care about their iPhones, or a political campaign, or a new way to fight global warming.
And so the key question: Who is going to lead us?
The Web can do amazing things, but it can?t provide leadership. That still has to come from individuals? people just like you who have passion about something. The explosion in tribes means that anyone who wants to make a difference now has the tools at her fingertips.
If you think leadership is for other people, think again?leaders come in surprising packages. Consider Joel Spolsky and his international tribe of scary-smart software engineers. Or Gary Vaynerhuck, a wine expert with a devoted following of enthusiasts. Chris Sharma leads a tribe of rock climbers up impossible cliff faces, while Mich Mathews, a VP at Microsoft, runs her internal tribe of marketers from her cube in Seattle. All they have in common is the desire to change things, the ability to connect a tribe, and the willingness to lead.
If you ignore this opportunity, you risk turning into a ?sheepwalker??someone who fights to protect the status quo at all costs, never asking if obedience is doing you (or your organization) any good. Sheepwalkers don?t do very well these days.
Tribes will make you think (really think) about the opportunities in leading your fellow employees, customers, investors, believers, hobbyists, or readers. . . . It?s not easy, but it?s easier than you think.
The old saying is wrong--winners do quit, and quitters do win.
Every new project (or job, or hobby, or company) starts out exciting and fun. Then it gets harder and less fun, until it hits a low point--really hard, and not much fun at all.
And then you find yourself asking if the goal is even worth the hassle. Maybe you’re in a Dip--a temporary setback that will get better if you keep pushing. But maybe it’s really a Cul-de-Sac, which will never get better, no matter how hard you try.
According to bestselling author Seth Godin, what really sets superstars apart from everyone else is the ability to escape dead ends quickly, while staying focused and motivated when it really counts.
Winners quit fast, quit often, and quit without guilt--until they commit to beating the right Dip for the right reasons. In fact, winners seek out the Dip. They realize that the bigger the barrier, the bigger the reward for getting past it. If you can become number one in your niche, you’ll get more than your fair share of profits, glory, and long-term security.
Losers, on the other hand, fall into two basic traps. Either they fail to stick out the Dip--they get to the moment of truth and then give up--or they never even find the right Dip to conquer.
Whether you’re a graphic designer, a sales rep, an athlete, or an aspiring CEO, this fun little book will help you figure out if you’re in a Dip that’s worthy of your time, effort, and talents. If you are, The Dip will inspire you to hang tough. If not, it will help you find the courage to quit--so you can be number one at something else.
Seth Godin doesn’t claim to have all the answers. But he will teach you how to ask the right questions.
How to find the ?soft innovation? that will make your product, service, school, church, or career worth talking about
We live in an era of too much noise, too much clutter, too many choices, and too much spam. And as Seth Godin?s 200,000-copy bestseller Purple Cow taught the business world, the old ways of marketing simply don?t work anymore. The best way to sell anything these days is through word of mouth?and the only real way to get word of mouth is to create something remarkable.
Free Prize Inside, the sequel to Purple Cow, explains how to do just that. It?s jammed with practical ideas you can use right now to make your product or service remarkable, so that it will virtually sell itself.
Remember when cereal came with a free prize inside? Even if you already liked the cereal, it was the little plastic toy that made it irresistible. Godin explains how you can think of a bonus that will make your customers feel just as excited, no matter what business you?re in. Consider these free prizes:
??The Tupperware party, which turned buying plastic bowls into a social event
??Flintstones vitamins, which turned a serious product into something fun
??The free change-counting machine at every Commerce Bank branch
??The little blue box from Tiffany, which makes people happy before they even open it
This book offers a way to create free prizes quickly, cheaply, and reliably?and persuade others in your organization to help you bring them to life.
Seth Godin's three essential questions for every marketer:
'What's your story?'
'Will the people who need to hear this story believe it?'
'Is it true?'
All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that's virtually the same car. We believe that $125 sneakers make our feet feel better-'and look cooler-'than a $25 brand. And believing it makes it true.
As Seth Godin showed in this controversial book, great marketers don't talk about features or even benefits. Instead, they tell a story-'a story we want to believe, whether it's factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.
But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
But for the rest of us, it's time to embrace the power of the story. As Godin writes, 'Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn't invent storytelling. They just perfected it.'
?Gotta get me some of that New Marketing. Bring me blogs, e-mail, YouTube videos, MySpace pages, Google AdWords . . . I don?t care, as long as it?s shiny and new.?
Wait. According to bestselling author Seth Godin, all these tactics are like the toppings at an ice cream parlor. If you start with ice cream, adding cherries and hot fudge and whipped cream will make it taste great. But if you start with a bowl of meatballs . . . yuck!
As traditional marketing fades away, the new tools seem irresistible. But they don?t work as well for boring brands (?meatballs?) that might still be profitable but don?t attract word of mouth, such as Cheerios, Ford trucks, Barbie dolls, or Budweiser. When Anheuser-Busch spends $40 million on an online network called BudTV, that?s a meatball sundae. It leads to no new Bud drinkers, just a bad case of indigestion.
Meatball Sundae is the definitive guide to the fourteen trends no marketer can afford to ignore. It explains what to do about the increasing power of stories, not facts; about shorter and shorter attention spans; and about the new math that says five thousand people who want to hear your message are more valuable than five million who don?t.
The winners aren?t just annoying start-ups run by three teenagers who never had a real job. You?ll also meet older companies that have adapted brilliantly, such as Blendtec, a thirty-year-old blender maker. It now produces ?Will it blend?? videos that demolish golf balls, Coke cans, iPhones, and much more. For a few hundred dollars, Blendtec reached more than ten million eager viewers on YouTube.
Godin doesn?t pretend that it?s easy to get your products, marketing messages, and internal systems in sync. But he?ll convince you that it?s worth the effort.
In Seth Godin’s most inspiring book, he challenges readers to find the courage to treat their work as a form of art
Everyone knows that Icarus’s father made him wings and told him not to fly too close to the sun; he ignored the warning and plunged to his doom. The lesson: Play it safe. Listen to the experts. It was the perfect propaganda for the industrial economy. What boss wouldn’t want employees to believe that obedience and conformity are the keys to success?
But we tend to forget that Icarus was also warned not to fly too low, because seawater would ruin the lift in his wings. Flying too low is even more dangerous than flying too high, because it feels deceptively safe.
The safety zone has moved. Conformity no longer leads to comfort. But the good news is that creativity is scarce and more valuable than ever. So is choosing to do something unpredictable and brave: Make art. Being an artist isn’t a genetic disposition or a specific talent. It’s an attitude we can all adopt. It’s a hunger to seize new ground, make connections, and work without a map. If you do those things you’re an artist, no matter what it says on your business card.
Godin shows us how it’s possible and convinces us why it’s essential.
'We're surrounded by people who are busy getting their ducks in a row, waiting for just the right moment. . . . Getting your ducks in a row is a fine thing to do. But deciding what you are going to do with that duck is a far more important issue.'
-'From the blog post "Whatcha Gonna Do with That Duck?"
Seth Godin is famous for bestselling books such as Purple Cow and cool entrepreneurial ventures such as Squidoo and the Domino Project. But to millions of loyal readers, he's best known for the daily burst of insight he provides every morning, rain or shine, via Seth's Blog. Since he started blogging in the early 1990s, he has written more than two million words and shaped the way we think about marketing, leadership, careers, innoÂvation, creativity, and more. Much of his writing is inspirational and some is incendiary.
Collected here are six years of his best, most entertaining, and most poignant blog posts, plus a few bonus ebooks. From thoughts on how to treat your customers to telling stories and spreading ideas, Godin pushes us to think smarter, dream bigger, write better, and speak more honestly. Highlights include:
A marketing lesson from the Apocalypse
No, everything is not going to be okay
Choose your customers, choose your future
Paying attention to the attention economy
Bandits and philanthropists
Godin writes to get under our skin. He wants us to stand up and do something remarkable, outside the standards of the industrial system that raised us.
Made for dipping into again and again, Whatcha Gonna Do with That Duck? is a classic for fans both old and new.
You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.
What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?
Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow.
Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.
In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place.
"This is what the future of work (and the world) looks like. Actually, it's already happening around you." -Tony Hsieh, CEO, Zappos.com
In bestsellers such as Purple Cow and Tribes, Seth Godin taught readers how to make remarkable products and spread powerful ideas. But this book is about you-your choices, your future, and your potential to make a huge difference in whatever field you choose.
There used to be two teams in every workplace: management and labor. Now there's a third team, the linchpins. These people figure out what to do when there's no rule book. They delight and challenge their customers and peers. They love their work, pour their best selves into it, and turn each day into a kind of art.
Linchpins are the essential building blocks of great organizations. They may not be famous but they're indispensable. And in today's world, they get the best jobs and the most freedom.
As Godin writes, "Every day I meet people who have so much to give but have been bullied enough or frightened enough to hold it back. It's time to stop complying with the system and draw your own map. You have brilliance in you, your contribution is essential, and the art you create is precious. Only you can do it, and you must."
Pour la première fois, dans C'est ça, le marketing, Seth Godin explique l'essentiel de son savoir marketing sous une forme accessible et atemporelle.
Son approche repose sur une grande idée : les bons marketeurs n'utilisent pas les consommateurs pour résoudre le problème de leur entreprise ; ils se servent du marketing pour résoudre les problèmes des êtres humains. Ils ne se contentent pas de faire du bruit, mais veulent améliorer le monde. Un marketing authentiquement puissant trouve sa source dans la générosité, l'empathie et l'émotion.
Grâce à C'est ça, le marketing, découvrez comment identifier le plus petit public viable. Créez la confiance sur votre marché et obtenez la permission de vous connecter avec lui. Adoptez le langage de vos fans. Trouvez le courage de créer et relâcher la tension. Et surtout, donnez à votre public les outils et les histoires qui lui permettent d'atteindre ses objectifs.
À l'heure où les prouesses technologiques et Internet ont rendu les consommateurs de plus en plus exigeants, comment un même pro-duit peut-il intéresser le plus grand nombre ? La montée en puissance des tribus, ces mini-communautés d'individus enthousiasmées par une cause, un loisir, une passion, bouleverse actuellement toutes les sphères de la société.
Vous avez le choix : défendre coûte que coûte le statu quo (et perdre) ou participer à la plus importante révolution de notre époque.
Le marketing de masse touche à sa fin : nous sommes tous singuliers !
Comment avoir une présence adaptée sur LinkedIn ? Comment recruter ou trouver un emploi ? Comment et pourquoi créer une page Entreprise ? Les témoignages riches et variés de recruteurs de grandes entreprises et de professionnels de tous horizons vous donneront les clés pour exploiter au mieux ce réseau social florissant.
À travers 101 questions, ce livre, aussi bien destiné aux débutants qu'aux avertis, vous aidera à maîtriser LinkedIn pour atteindre rapidement vos objectifs professionnels.
"Les meilleurs marketeurs sont des conteurs d'histoire auxquelles les consommateurs ont choisi de croire... car une histoire réussie crée une véritable satisfaction chez le consommateur et génère croissance et profit." Seth Godin
Dans ce live, Seth Godin vous montre qu'avant même de vous poser des questions sur votre produit, il faut réfléchir à l'histoire qu'il raconte. Grâce à lui, devenez des conteurs d'histoires efficaces et, en vous inspirant des exemples étonnants qu'il commente, apprenez comment se bâtissent les histoires auxquelles les consommateurs choisissent d'adhérer.
Vous êtes chef de produit, homme ou femme de terrain en marketing ou communication, étudiant... ne passez pas à côté de cet ouvrage qui vous aidera à découvrir quelle histoire convient à votre produit et comment la raconter avec succès.
Seth Godin est un auteur de marketing mondialement reconnu. Initiateur des notions de "permission marketing", "vache pourpre" et "marketing viral", c'est un exceptionnel défricheur de tendances en marketing qui aide à penser différemment et ouvre des perspectives nouvelles.
Seth Godin est l'un des plus importants spécialistes mondiaux du marketing viral. Ses articles, ses posts sont repris et cités partout. Il est l'auteur de best-sellers comme Permission Marketing, La vache pourpre, Tribus.
Dès sa parution, Linchpin a été en tête de la liste des meilleures ventes du New York Times pendant plusieurs semaines. Il s'agit à la fois d'un pamphlet socio-politique, d'un manifeste pour le développement personnel (une exhortation à laisser parler le génie qui est en chacun d'entre nous), et un appel au changement dans le monde du travail.
In this fascinating book, Seth Godin argues that now, for the first time, everyone has an opportunity to start a movement - to bring together a tribe of like-minded people and do amazing things. There are tribes everywhere, all of them hungry for connection, meaning and change. And yet, too many people ignore the opportunity to lead, because they are "sheepwalking" their way through their lives and work, too afraid to question whether their compliance is doing them (or their company) any good. This book is for those who don't want to be sheep and instead have a desire to do fresh and exciting work. If you have a passion for what you want to do and the drive to make it happen, there is a tribe of fellow employees, or customers, or investors, or readers, just waiting for you to connect them with each other and lead them where they want to go.
Why are some people easily outsourced, downsized, or freelanced into obscurity, while others have their pick of opportunities? In his most powerful book yet, Seth Godin argues that it's more essential than ever to become indispensable - to become a linchpin. Linchpins are the essential building blocks of great organizations: they invent, lead (regardless of title), connect others, make things happen, and create order out of chaos. They love their work and pour their best selves into it and turn each day into a kind of art - and, in today's world, they get the best jobs and the most freedom. Godin shows that the key to being indispensable is overcoming the fears that hold most of us back. If you have you ever found a shortcut that others missed, seen a new way to resolve a conflict, or made a connection with someone others couldn't reach, then you have what it takes to become indispensable. It's time to stop complying with the system and draw your own map.
What is a meatball sundae? It's something messy, disgusting and ineffective, the result of combining two perfectly good things that don't go together. Meatballs are the basic staples, the things people need, the stuff that used to be marketed quite well with TV and other mass market techniques. The topping is new marketing: MySpace, websites, YouTube, and all of the magic that CEOs wish would shine atop their companies. The problem? New marketing is lousy at selling meatballs. When confronted with the myriad opportunities presented by new marketing, people usually ask 'How can we make this stuff work for us?' This, as Seth Godin explains in his remarkable new book, is exactly the wrong question. Mapping out 14 trends that are completely remaking what it means to be a marketer - and by extension transforming what we make and how we make it - Godin shows how the question for any thriving 21st century business must be: 'How can we alter our business to become an organization that thrives on new marketing?' Meatball Sundae is an essential guide to the fundamental shift taking place in the marketing and business world, and shows you how to align your business to it.
Every new project (or career or relationship) starts out exciting and fun. Then it gets harder and less fun, until it hits a low point - really hard, really not fun. At this point you might be in a Dip, which will get better if you keep pushing, or a Cul-de-Sac, which will never get better no matter how hard you try. The hard part is knowing the difference and acting on it. According to marketing guru and best-selling author Seth Godin, what sets successful entrepreneurs (and pop stars and weight lifters and car salesmen) apart from everyone else is their ability to give up on Cul-de-Sacs while staying motivated in Dips. Winners quit fast, quit often and quit without guilt - until they commit to beating the right Dip for the right reasons. You'll never be number one at anything without picking your shots very carefully. The Dip is a short, entertaining book that helps you do just that. It will forever alter the way you think about success.
Remember when cereal boxes came with a free prize inside? You already liked the cereal, but once you saw that there was a free prize inside - something small yet precious - it became irresistible.In his new book, Seth Godin shows how you can make your customers feel that way again. Free Prize Inside is jammed with practical ideas you can use right now to MAKE SOMETHING HAPPEN, no matter what kind of company you work for. Something irresistible. Something that markets itself. Because everything we do is marketing - even if you're not in the marketing department.Here's a step-by-step way to get your organization to do something remarkable: quickly, cheaply and reliably. You don't need an MBA or a huge budget. All you need is a strategy for finding great ideas and convincing others to help you make them happen.
Made for dipping into again and again, Whatcha Gonna Do with That Duck? brings together the very best of Seth Godin's acclaimed blog and is a classic for fans both old and new.'Getting your ducks in a row is a fine thing to do. But deciding what you are going to do with that duck is a far more important issue'Seth Godin is famous for bestselling books such as Purple Cow and cool entrepreneurial ventures such as Squidoo and the Domino Project. But to millions of loyal readers, he's best known for the daily burst of insight he provides every morning, rain or shine, via Seth's Blog. Since he started blogging in the early 1990s, he has written more than two million words and shaped the way we think about marketing, leadership, careers, innoÂvation, creativity, and more. Much of his writing is inspirational and some is incendiary.Collected here are six years of his best, most entertaining, and most poignant blog posts, plus a few bonus ebooks. From thoughts on how to treat your customers to telling stories and spreading ideas, Godin pushes us to think smarter, dream bigger, write better, and speak more honestly. Highlights include:-A marketing lesson from the Apocalypse
-No, everything is not going to be okay
-Choose your customers, choose your future
-Paying attention to the attention economy
-Bandits and philanthropistsGodin writes to get under our skin. He wants us to stand up and do something remarkable, outside the standards of the industrial system that raised us.
Seth Godin is the author of thirteen international bestsellers that have changed the way people think about marketing, the ways ideas spread, leadership and change including Permission Marketing, Purple Cow, All Marketers are Liars, The Dip and Tribes. He is the CEO of Squidoo.com and a very popular lecturer. His blog, www.sethgodin.typepad.com, is the most influential business blog in the world, and consistently one of the 100 most popular blogs on any subject.
V is for Vulnerable by Seth Godin is a full-color ABC book for grown-ups, with a powerful message about doing great work.V is for Vulnerable looks and feels like a classic picture book. But it's not for kids, it's for hardworking adults. It highlights twenty-six of Seth Godin's principles about treating your work as a form of art, with illustrations by acclaimed cartoonist Hugh MacLeod. A sample: A is for Anxiety, which is experiencing failure in advance. Tell yourself enough vivid stories about the worst possible outcome and you'll soon come to believe them. Worry is not preparation, and anxiety doesn't make you better. F is for Feedback, which can be either a crutch or a weapon. Use it to make your work smaller, safer, and more likely to please everyone (and fail in the long run). Or use it as a lever to further push you to embrace what you fear and what you're capable of. This is unlike any previous Godin book and makes a great gift, both for loyal fans and those who've never read him before.Seth Godin is the author of thirteen international bestsellers that have changed the way people think about marketing, the ways ideas spread, leadership and change including Permission Marketing, Purple Cow, All Marketers are Liars, The Dip and Tribes. He is the CEO of Squidoo.com and a very popular lecturer. His blog, www.sethgodin.typepad.com, is the most influential business blog in the world, and consistently one of the 100 most popular blogs on any subject.
In The Icarus Deception, Seth Godin's most inspiring book, he challenges readers to find the courage to treat their work as a form of art
Everyone knows that Icarus's father made him wings and told him not to fly too close to the sun; he ignored the warning and plunged to his doom. The lesson: Play it safe. Listen to the experts. It was the perfect propaganda for the industrial economy. What boss wouldn't want employees to believe that obedience and conformity are the keys to success?But we tend to forget that Icarus was also warned not to fly too low, because seawater would ruin the lift in his wings. Flying too low is even more dangerous than flying too high, because it feels deceptively safe.The safety zone has moved. Conformity no longer leads to comfort. But the good news is that creativity is scarce and more valuable than ever. So is choosing to do something unpredictable and brave: Make art. Being an artist isn't a genetic disposition or a specific talent. It's an attitude we can all adopt. It's a hunger to seize new ground, make connections, and work without a map. If you do those things you're an artist, no matter what it says on your business card.Godin shows us how it's possible and convinces us why it's essential.'If Seth Godin didn't exist, we'd need to invent him' Fast Company 'Seth Godin is a demigod on the web, a bestselling author, highly sought-after lecturer, successful entrepreneur, respected pundit and high-profile blogger' Forbes Seth Godin is the author of thirteen international bestsellers that have changed the way people think about marketing, the ways ideas spread, leadership and change including Permission Marketing, Purple Cow, All Marketers are Liars, The Dip and Tribes. He is the CEO of Squidoo.com and a very popular lecturer. His blog, www.sethgodin.typepad.com, is the most influential business blog in the world, and consistently one of the 100 most popular blogs on any subject..
"A one-two punch! Half kick in the ass, half cheerleading encouragement."
--Steven Pressfield, author of The War of Art
If you are happy being just a dreamer, perhaps you don’t need this book.
If you’re enjoying the status quo, don’t even consider reading this book.
If you are content waiting for success to find you, please put this book down and go find something else to read.
Why has Poke the Box become a cult classic?
Because it’s a book that dares readers to do something they’re afraid of.
It could be what you need, too.
"Is Seth Godin the Pied Piper for however many of us have been afraid to fail? Will I answer his call? Will you?"
--Peter Shermeta, reviewing the original edition of Poke the Box
From the Hardcover edition.