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.
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.
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.
You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.What do Apple, Starbucks, Dyson and Pret a Manger have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P's used by marketers - Pricing, Promotion, Publicity - aren't working anymore. The golden age of advertising is over. It's time to add a new P - the Purple Cow.Purple Cow describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. In his new bestseller, 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 anyone who wants to help create products and services that are worth marketing in the first place.
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.
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..
World of Warcrafters, LARPers, Settlers of Catan? Weird.
Beliebers, Swifties, Directioners? Weirder.
Paleos, vegans, carb loaders, ovolactovegetarians? Pretty weird.
Mets fans, Yankees fans, Bears fans? Definitely weird.
Face it. We’re all weird.
So why are companies still trying to build products for the masses?
Why are we still acting like the masses even exist?
Weird is the new normal. And only companies that figure that out have any chance of survival. This book shows you how.
From the Hardcover edition.
"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.
Poke the Box is Seth Godin's spirited call to action for anybody too afraid to try something new, now relaunched and repackaged
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.'Like the man who produced it, Poke the Box is inspired and inspiring' Daniel H. Pink'A one-two punch! Half kick in the ass, half cheerleading encouragement' Steven Pressfield, author of The War of Art
We Are All Weird is Seth Godin's cult classic on celebrating (and marketing to) the individual, now repackaged and relaunched
World of Warcrafters, LARPers, Settlers of Catan? Weird.Beliebers, Swifties, Directioners? Weirder.Paleos, vegans, carb loaders, ovolactovegetarians? Definitely weird.Face it. We're all weird.So why are companies still trying to build products for the masses?Why are we still acting like the masses even exist?Weird is the new normal. And only companies that figure that out have any chance of survival.
In this book, Seth Godin shows you how.'Read this book slowly and read it again, for the lessons are rich and wise'
Jacqueline Novogratz, founder, Acumen
En marketing Godin is God disent les Américains.
De "Yoyodine" à "Do you Zoom" en passant par "Yahoo !" Seth Godin a traversé les dix dernières années à la vitesse d'un météorite pour s'imposer comme l'un des plus importants spécialistes mondiaux du marketing.
Diplômé en informatique et en philosophie, MBA Marketing de Stanford, troisautres de ses ouvrages ont été publiés par Maxima : "Permission Marketing", "Les secrets du marketing viral" et "Tous les marketeurs sont des menteurs".
On connaît tous la légende d'Icare, qui désobéit à son père, qui recommande de ne pas voler trop près du soleil, et se noie dans la mer. La leçon à tirer semble claire : ne prenez pas trop de risques, restez dans votre zone de sécurité, suivez les conseils des experts, ne désobéissez pas. C'est également ce que veulent vous faire croire vos chefs !
L'autre partie de la légende, oubliée, c'est qu'en volant trop bas, trop près de la mer, Icare risque d'être happé par les vagues. En vous cantonnant dans votre zone de sécurité, vous risquez de couler. Or, dans une économie connectée, la zone de sécurité s'est déplacée.
Désormais la créativité, l'art, la capacité à émouvoir un autre que soi ont plus de valeur que tout autre chose. Votre unique chance de vous exprimer, de vous faire entendre, et de faire la différence !
Voici ce qui vous manque : l'esprit d'initiative.
Une chose toute simple sépare ceux qui réussissent de ceux qui végètent, les entreprises dynamiques de celles qui stagnent et font faillite. C'est la capacité à franchir le point de non retour et à se jeter à l'eau. Votre meilleur atout pour réussir dans la durée, c'est l'invention, l'innovation et l'initiative.
Ce livre est un manifeste qui vous exhorte à surmonter votre peur de l'échec et à vous lancer, quels que soient les risques, en explorant de nouvelles voies.
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.'