Quoted: Seth Godin is author of six books that have been bestsellers around the world and changed the way people think about marketing, entrepreneurship, and work. He is also a renowned speaker and a helluva nice guy. I cornered him and got him to answer ten (really eleven) questions about his latest book, Small is the New Big, and “life.”

read this on my seattle-vegas connection. some takeaways: 1) good marketers don't focus on features or benefits. instead they tell a story that the audience *wants* to believe. 2) if your release failed...it's probably four reasons: a) no one noticed it, b) people noticed but didn't want to try, c) people tried but didn't stick, d) people liked it but didn't tell friends.

on the title...it is attention grabbing but unfortunate. in fact, much of the book is centered around authentic storytelling. the point is if you the marketer genuinely feel a $50,000 Mercedes will make you happier then you by all means have the right to market accoringly. on the other hand, if you have data to prove that smoking is unhealthy -- but you advertise it as healthy -- he argues this is unethical.

Quoted: Obviously, the purpose of this title is to attract attention. And it does. When you begin to read this book, ignore the title (at least for a while) and focus on Godin's narrative. The appropriateness of Godin's title is best revealed during a careful reading of his lively narrative. As always, his ideas and writing style have Snap! Crackle! and Pop! Think of Godin as a cereal thinker.