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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust Worldby Seth Godin
Synopses & Reviews
This full-color andldquo;adult ABC bookandrdquo; feels just like the picture books you grew up with. But itandrsquo;s not for kids, itandrsquo;s for you and anyone who works as hard as you do. It makes a perfect companion to The Icarus Deception, highlighting a key riff in that book and featuring illustrations by the webandrsquo;s favorite cartoonist, Hugh MacLeod. It captures 26 of Seth Godinandrsquo;s principles about treating your work as a form of art.and#160;For instance....
A is for Anxiety, which is experiencing failure in advance. Tell yourself enough vivid stories about the worstand#160;possible outcome of your work and youandrsquo;ll soon come to believe them. Worry is not preparation, and anxiety doesnandrsquo;t make you better.
C is for Commitment, which takes you from andldquo;Thatandrsquo;s a fine ideaandrdquo; to andldquo;Itandrsquo;s done.andrdquo; Commitment is risky, because if you fail, itandrsquo;s on you. On the other hand, without commitment, you will fail, because art unshipped isnandrsquo;t art.
F is for Feedback, which can be either a crutch or a weapon. Use feedback 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 youandrsquo;re capable of).
V is for Vulnerable, the only way we can feel when we truly share the art weandrsquo;ve made. When we connect, we shift all the power and make ourselves naked in front of the person weandrsquo;ve given the gift of our art to. We have no excuses, no manual to point to, no standard operating procedures to protect us.
This is unlike any previous Godin book and makes a great gift, both for loyal fans and those whoandrsquo;ve never read him before. It will take you just a few minutes to read, but it will get under your skin. And you might find yourself handing copies to colleagues and friends.
"Advertising's fundamental theorem-that perception trumps reality-informs this dubious marketing primer. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and 'there is almost no connection between what is actually there and what we believe,' presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell 'great stories' about their products that pander to consumers' self-regard and worldview. Examples include expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary; Baby Einstein videotapes that are 'useless for babies but...satisfy a real desire for their parents'; and organic marketing schemes, which amount to 'telling ourselves a complex lie about food, the environment and the safety of our families.' Because consumers prefer fantasy to the truth, the marketer's duty is to be 'authentic' rather than honest, to 'live the lie, fully and completely' so that 'all the details line up'-that is, to make their falsehoods convincing rather than transparent. Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between 'fibs' that 'make the thing itself more effective or enjoyable' and 'frauds' that are 'solely for the selfish benefit of the marketer.' To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Readers will likely find the book's practical advice as rudderless as its ethical principles." Publishers Weekly (Copyright Reed Business Information, Inc.)
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 itandrsquo;s not for kids, itandrsquo;s for hardworking adults. It highlights twenty-six of Seth Godinandrsquo;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 youandrsquo;ll soon come to believe them. Worry is not preparation, and anxiety doesnandrsquo;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 youandrsquo;re capable of.
This is unlike any previous Godin book and makes a great gift, both for loyal fans and those whoandrsquo;ve never read him before.
Were 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, hes best known for the daily burst of insight he provides every morning, rain or shine, via Seths 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, inno­vation, 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:
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.
About the Author
Seth Godin is an entrepreneur, a sought-after lecturer, a monthly columnist for Fast Company, and an all-around business gadfly. Heandrsquo;s the bestselling author of Permission Marketing, Unleashing the Ideavirus, The Big Red Fez, Survival Is Not Enough, and Purple Cow.
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