Seth Godin
From Wikipedia, the free encyclopedia
| Seth Godin | |
|---|---|
 |
|
| Born | July 10, 1960 |
| Occupation | Author, Marketing expert |
| Spouse(s) | Helene Godin |
| Website sethgodin.com |
|
Seth Godin (born July 10, 1960) is an American author of business books. Godin popularized the topic of permission marketing. [1]
Contents |
[edit] Background
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.[citation needed] It was with Yoyodyne that Godin came up with the concept of permission marketing.[citation needed] For a period of time, Godin served as a columnist for Fast Company[citation needed]
Godin and his wife Helene now live in Hastings-on-Hudson, New York.
[edit] Viewpoints
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.[2]
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 (see TED [1]) gives an easy style that lends itself to audio books (which he reads himself).
[edit] Business ventures
[edit] Spinnaker Software
Godin worked as a brand manager for Spinnaker Software.
[edit] Seth Godin Productions
In 1986, Godin used $20000 in savings to found Seth Godin Productions, primarily a book packaging business, out of a studio apartment in New York City. [3]. Seth Godin Productions published a variety of books written both by Godin and other authors. Seth Godin Productions was best known for publishing the Beardstown Ladies investment guide.
[edit] Yoyodyne
In 1995, Godin launched Yoyodyne which used contests, online games, and scavenger hunts to market companies to participating users. In August, 1996, venture-capital firm Flatiron Partners invested $4 million in Yoyodyne in return for a 20% stake. [4] The site gained significant traction, with over one million viewers visiting the site, and companies like America Online, American Express, H&R Block, Microsoft, Procter & Gamble, Sony Music, Sprint, and Volvo using its services.[5]
At Yoyodyne, Godin developed the principle of permission marketing and authored Permission Marketing: Turning strangers into friends and friends into customers.
In 1998, Godin sold Yoyodyne to Yahoo! for $30 million[6] and became Yahoo's vice president of direct marketing, a position he held until 2000.[7]
[edit] ChangeThis
Godin developed the idea for ChangeThis, a website aimed at spreading ideas through PDF files.[8] In the summer of 2004, Godin hired five interns—Amit Gupta, Catherine Hickey, Noah Weiss, Phoebe Espiritu and Michelle Sriwongtong—to build and develop the website.[9] The website went live on August 14, 2004.[10] Tom Peters, Chris Anderson, and Guy Kawasaki all had manifestos featured on ChangeThis.[11] In July 2005, ChangeThis was turned over to 800-CEO-READ, the leading distributor of business literature in the United States.[12][13]
[edit] Squidoo
In March 2006, Godin launched Squidoo, a community website allowing users to create pages (called "lenses") for subjects of interest.[14] The site donates 5% of the profits to charity, and 50% to the lensmasters. Godin and Squidoo have been profiled on CNN and the Washington Post.[15][16] The site was given top prize in SXSW's community/wiki category.[17] As of July 2008, Squidoo is one of the 500 most visited sites in the world.[18]
[edit] Six Month Alternative MBA Program
In December 2008, Godin announced in a blog post that he would be offering a six month alternative MBA program at his office in Hastings on Hudson, NY.[19] 48,000 people looked at the post and 340 applied. He invited 27 applicants to his office for a group interview. They spent two hours interviewing one another. After co-mingling, they and Godin together wrote down the names of their favorite candidates. Three weeks later the chosen 9 showed up at Godin's office.[20] The participants were Emily Kate Boyd, Jon Dale, Rebecca Goldstein, Ishita Gupta, Clay Hebert, Alex Krupp, Susan Lewis, Al Pittampalli and Allan Young.[21] This group graduated in July 2009 [22]
[edit] Books
Godin is the author of 11 books; his Free Prize Inside was a Forbes Business Book of the Year in 2004,[23] in its first two years of release, Purple Cow sold over 150,000 copies in more than 23 printings.[24] The Dip was a Business Week and New York Times bestseller.[25][26] And Godin has called his free ebook Unleashing the Ideavirus the most "popular ebook ever written".[27] In the early 1990s he created a ten book series for children titled Worlds of Power, which was written by various writers. In each the plot of a single video game was told by in a novelized form.[28]
Beginning with Permission Marketing, Godin uses the concepts discussed in the books to promote the book. For Permission Marketing Godin gave 1/3rd of the book away for free to anyone who sent an e-mail. For Unleashing the Ideavirus, Godin released the entire eBook on the internet for free, which led to eventual publishing deals in 41 countries and a public speaking career. For Purple Cow, Godin crated a milk carton container for the book which generated attention from work colleagues. For Tribes, Godin launched an exclusive online community for the first 3000 people who pre-ordered the book.
[edit] Bibliography
- Godin, Seth (1995). eMarketing: Reaping Profits on the Information Highway. New York: Berkley Pub. Group. ISBN 0-399-51904-1.
- Godin, Seth (1999). Permission marketing: turning strangers into friends, and friends into customers. New York: Simon & Schuster. ISBN 0-684-85636-0.
- Godin, Seth (2001). Unleashing the Ideavirus. New York: Hyperion. ISBN 0-7868-8717-6. Book online - Detailing the idea of Viral marketing
- Godin, Seth (2002). The Big Red Fez: How To Make Any Web Site Better. New York: Free Press. pp. 112. ISBN 0-7432-2790-5.
- Godin, Seth (2002). Survival is not enough: zooming, evolution, and the future of your company. New York: Free Press. ISBN 0-7432-2571-6.
- Godin, Seth (2003). Purple Cow: Transform Your Business by Being Remarkable. Portfolio. pp. 224. ISBN 1-59184-021-X.
- Godin, Seth (2004). Free Prize Inside!: The Next Big Marketing Idea. Penguin USA Portfolio. pp. 256. ISBN 1-59184-041-4.
- Godin, Seth (2005). All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World. Portfolio Hardcover. ISBN 1-59184-100-3.
- Godin, Seth; the Group of 33 (2005). The Big Moo: Stop Trying to Be Perfect and Start Being Remarkable. Portfolio Hardcover. ISBN 1-59184-103-8.
- Godin, Seth (2006). Small Is the New Big: and 193 Other Riffs, Rants, and Remarkable Business Ideas. Portfolio Hardcover. ISBN 1-59184-126-7.
- Godin, Seth (2007). The Dip: A Little Book That Teaches You When to Quit (and When to Stick). Portfolio Hardcover. ISBN 1-59184-166-6.
- Godin, Seth (2008). Meatball Sundae: Is Your Marketing out of Sync?. Portfolio Hardcover. ISBN 1-59184-174-7.
- Godin, Seth (2008). Tribes: We Need You to Lead Us. Portfolio Hardcover. p. 160. ISBN 1591842336.
- Godin, Seth (2010). Linchpin: Are You Indispensable?. Portfolio Hardcover. p. 256. ISBN 1591843162.
[edit] Blog
Godin's blog[29], is ranked in the AdAge Power 150 as the #1 marketing blog out of 976 tracked[30].
[edit] See also
[edit] References
- ^ "Google News Trends for "permission marketing" corresponds to Godin's book being published in 1999". Google News. http://news.google.co.uk/archivesearch?q=%22permission+marketing%22&btnG=Search&hl=en&ned=uk&um=1&scoring=n. Retrieved 2010-02-03.
- ^ Pony Express? Nope, Moo Mail! Yodel Anecdotal blog. August 14, 2006.
- ^ http://www.businessweek.com/smallbiz/news/columns/98-06/e3564029.htm
- ^ Point, Click, Here's the Pitch BusinessWeek February 9, 1998
- ^ Yahoo! to Acquire Yoyodyne Earthweb News. October 12, 1998.
- ^ Yahoo Acquiring Yoyodyne Wired.com. October 12, 1998.
- ^ Seth Godin on SLA.org.
- ^ ChangeThis
- ^ ChangeThis FAQ ChangeThis.
- ^ ChangeThis Is Now Live Seth Godin's Blog. August 14, 2004.
- ^ Whatever Happened to ChangeThis? Seth Godin's Blog. "We featured authors as diverse as Tom Peters, Amnesty International, Chris Anderson, Hugh Macleod, George Lakoff and Guy Kawaski."
- ^ ChangeThis Returns on 800-CEO-Blog. July 1, 2005
- ^ Progressive "ChangeThis" Under New Stewardship on bnet. September 12, 2005
- ^ Eric Enge Interviews Seth Godin on Stone Temple Consulting. June 20, 2007
- ^ Wong, Grace Make Money with Squidoo CNN. February 10, 2006
- ^ Squidoo Washington Post. January 8, 2006.
- ^ Squidoo Honored at 10th SXSW Interactive Web Awards on Viget Labs. March 14, 2007
- ^ Traffic Details: Squidoo.com on Alexa.com. Retrieved July 18, 2008
- ^ If you could change your life... blog post by Seth Godin
- ^ The Apprentices Forbes Magazine. April 27, 2009
- ^ The Six Month MBA Blog About page, Six Month MBA Website
- ^ "Graduation Day". http://sethgodin.typepad.com/seths_blog/2009/07/graduation-day.html.
- ^ "Forbes.com Business Book of the Year". Forbes. http://www.forbes.com/business/2004/12/07/cx_da_bizbookslide_11.html?thisSpeed=25000. Retrieved 2008-05-25."
- ^ Hogan, Ron (2005-05-16). "How to Succeed in Business (Books)". Publishers Weekly. http://www.publishersweekly.com/article/CA601439.html. Retrieved 2008-05-20."...reports that the two-year-old title has more than 150,000 copies in print after 23 printings"
- ^ Business Week Bestseller List: October 8th, 2007
- ^ New York Times Bestseller List: June 8th 2007
- ^ http://valleywag.com/tech/self_evangelism/how-the-top-self+branders-sell-themselves-256614.php Self-evangelism: How the top self-branders sell themselves
- ^ People (magazine), July 30, 1990, "Worlds of Power" series review by Ralph Novak
- ^ "Seth's Blog". http://sethgodin.typepad.com/seths_blog/.
- ^ Todd Andrlik; Charlie Moran. "AdAge Power 150: A Daily Ranking of Marketing Blogs". Advertising Age Magazine (Crain Communications). http://adage.com/power150/. Retrieved May 12, 2009. "#1: Seth's blog (as of access date: exact number tracked and their rankings are updated daily)"
