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Seth Godin is a marketing expert who has pioneered numerous online marketing techniques. His 14 bestselling books cover a range of subjects from the post-industrial revolution to being remarkable; and from the spread of ideas to knowing when to quit.
His book Permission Marketing (1999), introduced the idea of permission marketing to a business world struggling to understand the implications of the internet. “Permission marketing,” Godin explains, “is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.”
Godin’s subsequent books include Unleashing the Ideavirus (2001); Survival is Not Enough (2002); Small is the New Big (2006); and Meatball Sundae (2007).
His 2012 book, The Icarus Deception: How High Will You Fly? challenges readers to be brave and treat their work as a form of art. As well as being warned about flying too close to the sun, Godin reminds us that Icarus was also warned about flying too low and crashing into the sea. The good news, Godin says, is that in the post-industrial world creativity is a scarce resource, and we should use our talents to soar – regardless of our job title.
A serial entrepreneur, Godin has a degree in computer science and philosophy from Tufts University and an MBA from Stanford Business School.