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About the Author
Seth Godin is an Author, Entrepreneur and Most of All, A teacher.
Seth is an entrepreneur, best-selling author, and speaker. In addition to launching one of the most popular blogs in the world, he has written 18 best-selling books, including The Dip, Linchpin, Purple Cow, Tribes, and What To Do When It’s Your Turn (And It’s Always Your Turn).
Though renowned for his writing and speaking, Seth also founded two companies, Squidoo and Yoyodyne (acquired by Yahoo!). By focusing on everything from effective marketing and leadership, to the spread of ideas
and changing everything, Seth has been able to motivate and inspire countless people around the world.
In 2013, Seth was one of just three professionals inducted into the Direct Marketing Hall of Fame. In an astonishing turn of events, in May 2018, he was inducted into the Marketing Hall of Fame as well. He might be the only person in both.
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About the Book
‘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’.
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.
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.
BIG IDEA 1 (5:03) – Just ship.
Moving past the idea of perfectionism – this is progress not perfection. This is about putting things out that are not done or perfect. Seth Goding’s altMBA course teaches the idea that every 48-72 hours you should ship something or move forward even if you are not 100% happy with that product as it is. He is a big advocate of minimum viable product. It’s about just getting things done, learning and moving as you go. He also said that it’s the process that is important and not necessarily a perfect finished product.
This is also about doing the work and getting things done. It’s about putting things out into the world and getting better. Every single day for many years Seth has been posting and writing every single day, shipping and getting things out even if it’s just a couple of lines.
BIG IDEA 2 (7:07) – Be human, be different.
This idea is focused on connection and caring. It is about understanding who you’re talking to and what change do they want to see in themselves. It’s getting so close to your customers and finding out what matters to them or what does not matters to them. What do they like about themselves, the situation, the product or the service, whatever it is that you’re marketing.
It’s about standing out and being remarkable. He is very big in challenging the status quo – especially in education. You can see it clearly in all of his content as he challenges the way that we are taught not just in education but also in organizations. He sees that a lot of potential not being tapped into because we are so busy adhering to the rules. Many organizations are not designed to allow people to do what they could do and be remarkable.
This can come from the brand perspective by using your brain to stand out or your product and services. This way you can create differentiation with your customers, create tribes or connections and have an ongoing conversation.
BIG IDEA 3 (10:28) – Consistency is key.
This links to the idea number one – just ship. All the ideas Seth talks about comes down to the idea of consistency, especially when paired with connection. Getting things done or shipping almost daily, moving forward and getting better. Continuous connection with your customers, tribe and the people around you.
This is also about overcoming the fears. One example is not doing anything because of fear. Ask yourself; which is the bigger fear, doing something and making a mistake or not doing anything. Consistency is also how you get good and Seth is testament to this by being so well renowned in his field after thirty years of being consistent and getting better.
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