Godin - Small Is the New Big
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More provocative business thinking from the bestselling author of Purple Cow and All Marketers Are Liars
As one of todays 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 blogranked #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.
A sample:
Bon Jovi And The Pirates
Christmas Card Spam
Clinging To Your Job Title?
How Much Would You Pay to Be on Oprahs Show?
The Persistence of Really Bad Ideas
The Seduction of...
Godin: author's other books
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*Actually, you dont have to quit right now. You could just decide to quit right now. One of the best parts of the infrastructure-free economy is that you can start in your spare time. Hey, it worked for eBay.
*I wrote this in 2003. And I still mention Lionel, with his picture, in every single public speech I do. Thanks, Lionel.
*The knack for creating placebos.
*Written in June 2003two years before the sequel, below.
*Proceeds? Yes, there are proceeds. Every lens earns a royalty for a charity or its creator. The royalties come from a share of the ads that run on the site as well as from directly earned affiliate revenue. An example? If a movie lover builds a site that refers to Netflix, and Netflix records a new member as a result, the person who built the sitethe lensmasterearns as much as $10. Build enough lenses and drive enough traffic, and it can add up.
BOOKS
The Big Moo (editor)
Permission Marketing
Unleashing the Ideavirus
The Big Red Fez
Survival Is Not Enough
Purple Cow
Free Prize Inside!
All Marketers Are Liars
e-books
Really Bad Powerpoint
What Should Google Do?
Knock Knock*
Whos There*
Everyones an Expert
Flipping the Funnel*
BLOG
www.sethgodin.com (click on my head)*
WEB SITES
Changethis.com (founder)
Squidoo.com (original squid)
*included or excerpted in this book
AND 183 OTHER RIFFS, RANTS,
AND REMARKABLE BUSINESS IDEAS
PORTFOLIO
PORTFOLIO
Published by the Penguin Group
Penguin Group (USA) Inc., 375 Hudson Street, New York, New York 10014, U.S.A.
Penguin Group (Canada), 90 Eglinton Avenue East, Suite 700, Toronto, Ontario,
Canada, M4P 2Y3 (a division of Pearson Penguin Canada Inc.)
Penguin Books Ltd, 80 Strand, London WC2R 0RL, England
Penguin Ireland, 25 St. Stephens Green, Dublin 2, Ireland (a division of Penguin Books Ltd)
Penguin Books Australia Ltd, 250 Camberwell Road, Camberwell, Victoria 3124,
Australia (a division of Pearson Australia Group Pty Ltd)
Penguin Books India Pvt Ltd, 11 Community Centre, Panchsheel Park,
New Delhi110 017, India
Penguin Group (NZ), Cnr Airborne and Rosedale Roads, Albany, Auckland 1310,
New Zealand (a division of Pearson New Zealand Ltd)
Penguin Books (South Africa) (Pty) Ltd, 24 Sturdee Avenue, Rosebank,
Johannesburg 2196, South Africa
Penguin Books Ltd, Registered Offices: 80 Strand, London WC2R 0RL, England
First published in 2006 by Portfolio, a member of Penguin Group (USA) Inc.
Copyright Do You Zoom, Inc., 2006
All rights reserved
Portions of this book first appeared in Fast Company magazine.
Photograph on page 284 used by permission of Ibex Outdoor Clothing LLC.
Publishers Note
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting or other professional services. If you require legal advice or other expert assistance, you should seek the services of a competent professional.
LIBRARY OF CONGRESS CATALOGING IN PUBLICATION DATA
Godin, Seth.
Small is the new big and 183 other riffs, rants, and remarkable business ideas / Seth Godin.
p. cm.
ISBN: 978-1-101-21836-5
1. Success in business. 2. Simplicity. 3. Common sense. 4. Interpersonal relations. I. Title.
HF5386.G553 2006
658.4'09dc22 2006041626
Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of both the copyright owner and the above publisher of this book.
The scanning, uploading, and distribution of this book via the Internet or via any other means without permission of the publisher is illegal and punishable by law. Please purchase only authorized electronic editions and do not participate in or encourage electronic piracy of copyrightable materials. Your support of the authors rights is appreciated.
WARNING
Dont read this book all at once.
It took eight years to write, and if you read it in one sitting, itll give you a headache.
Diffusion of Innovations (fifth edition) by Everett M. Rogers is more than 450 pages long. Im reading it right now, and its good. It, like most business books, is designed for someone seeking mastery of a particular bit of knowledge. It starts at the beginning and goes to the end. It lays out an argument and supports it with enough research and details to prove, beyond any doubt, that the author is correct.
Small Is the New Big is not that kind of book.
If you want a narrative and lots of research, youre in the wrong place. Quick, put this book down and buy something else.
But Im betting you dont need another dense book. You dont need more proof, either. What you need is a small prod, or perhaps an aggressive whack. If youre like most of the people who read my blog or come to the talks I give, youre looking for a spark, something to ignite your energy and get you started doing what you already realize is going to work.
Derek Sivers read one of my books and wrote, This book is inspiring, as in causing immediate action not just made me feel warm. If you want warm, take a bath. Im trying to get you to do something. Today.
Heres the deal: read a few pages. Find what you need. Make copies for your coworkers. Repeat every few days. Then give this book to your kids, who arent as stuck as we are and can really run with it.
If youre here for a little idea that could change everything, I think youll find it. Have fun.
Seth Godin
seth@sethgodin.com
NEW RULES, NEW WINNERS
Small is the new big. Recent changes in the way that things are made and talked about mean that big is no longer an advantage . In fact, its the opposite. If you want to be big, act small.
Consumers have more power than ever before.
Treating them like they dont matter doesnt work.
Multiple channels of information mean that
its almost impossible to live a lie.
Authentic stories spread and last.
The ability to change fast
is the single best asset
in a world thats changing fast.
Blogs matter . If you want to grow, youll need to
touch the information-hungry, idea-sharing people
who read (and write) them.
There are no side effects . Just effects.
Indulge short attention spans.
Aretha was right. Respect is the secret to success in dealing with people.
Do something that matters.
HOW DARE YOU?
How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?
I DARE YOU
I dare you to read any ten of these essays and still be comfortable settling for what youve got. You dont have to settle for the status quo, for being good enough, for getting by, for working all night.
How acting small helps you get big, turn to page
What the most important new online communication tool is, read page
Aretha Franklins insight, check out page
The secret of getting a great job, try page
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