Seth Godin is a writer who explains how marketing can influence people on the internet.
"All Marketers are Liars" - Seth Godin speaks at Google
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Seth Godin on Education
When To Quit
Seth Godin (born July 10, 1960) is an American author of business books. Godin popularized the topic of permission marketing.
At 14, Godin took his first steps into entrepreneurship printing Biorhythms at the local university and selling them for $30 each. At 16, Godin founded a ski club and took a group of 50-60 children to ski by his house in Buffalo every week. Around this time Godin is also known[who?] to have worked at a fast food outlet and in media sales.
Godin graduated from Tufts University in 1982 with a degree in computer science and philosophy. Godin earned his MBA in marketing from Stanford Business School. From 1983 to 1986, he worked as a brand manager at Spinnaker Software. For a time Godin commuted every week between California and Boston both to do his new job and to complete his MBA.
After leaving Spinnaker Software in 1986, Godin became a book packager. It was in the same offices that Godin met Mark Hurst and founded Yoyodyne. After a few years Godin sold the book packaging business to his employees and focused his efforts on Yoyodyne, one of the first online marketing companies. It was with Yoyodyne that Godin came up with the concept of permission marketing. For a period of time, Godin served as a columnist for Fast Company
Godin and his wife Helene now live in Hastings-on-Hudson, [New York].
First, the end of the "TV-Industrial complex" means that marketers no longer have the power to command the attention of anyone they choose, whenever they choose. Second, in a marketplace in which consumers have more power, marketers must show more respect; this means no spam, no deceit and a bias for keeping promises. Finally, Godin asserts that the only way to spread the word about an idea is for that idea to earn the buzz by being remarkable. Godin refers to those who spread these ideas as "Sneezers", and to the spreading idea as an "IdeaVirus." He calls a remarkable product or service a purple cow. Yahoo! currently has a model of a purple cow in the lobby of its Sunnyvale campus.
Advertisements on television and radio are classified as 'interruption marketing' which interrupt the customer while they are doing something of their preference. Godin introduced the concept of "permission marketing" where the business provides something "anticipated, personal, and relevant".
Godin's introduction of only a few concepts per book (e.g. "sneezers" in Purple Cow) or per lecture gives an easy style that lends itself to audio books (which he reads himself).
Seth Godin Book on Amazon.com