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Seth Godin (born July 10, 1960) is an American entrepreneur, author and public speaker. Godin popularized the topic of permission marketing.
[edit] BackgroundBorn in Mount Vernon, New York, Seth Godin graduated from Tufts University in 1979 with a degree in computer science and philosophy. Godin earned his MBA from the Stanford Graduate School of Business. 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 used $20,000 in savings to found Seth Godin Productions, primarily a book packaging business, out of a studio apartment in New York City.[1] 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 with their two sons. [edit] ViewpointsGodin believes that 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, he thinks 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. 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". [edit] Business ventures[edit] YoyodyneIn 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.[2] 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.[3] 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[4] and became Yahoo's vice president of direct marketing, a position he held until 2000.[5] [edit] SquidooIn March 2006, Godin launched Squidoo, a community website allowing users to create pages (called "lenses") for subjects of interest.[6] 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.[7][8] The site was given top prize in SXSW's community/wiki category.[9] As of July 2008, Squidoo was one of the 500 most visited sites in the world.[10] [edit] Other projects[edit] ChangeThisGodin developed the idea for ChangeThis, a website aimed at spreading ideas through PDF files.[11] 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.[12] The website went live on August 14, 2004.[13] Tom Peters, Chris Anderson, and Guy Kawasaki all had manifestos featured on ChangeThis.[14] In July 2005, ChangeThis was turned over to 800-CEO-READ, the leading distributor of business literature in the United States.[15][16] [edit] Six month alternative MBA programIn 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.[17] 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.[18] This group graduated in July 2009.[19] [edit] The Domino ProjectIn December 2010, Godin announced on his blog that he would be working directly with Amazon on a venture called The Domino Project.[20] [edit] Stop Stealing Dreams (what is school for)In February 2012, Godin released a 30,000 word manifesto on Squidoo in response to the question "What do you think we ought to do about education?". This manifesto is "totally free to read, share, translate, print and, most of all, use to start an essential conversation". [21] [edit] BooksGodin is the author of 11 books; his Free Prize Inside was a Forbes Business Book of the Year in 2004,[22] in its first two years of release, Purple Cow sold over 150,000 copies in more than 23 printings.[23] The Dip was a Business Week and New York Times bestseller.[24][25] And Godin has called his free ebook Unleashing the Ideavirus the most "popular ebook ever written".[26] 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 in a novelized form.[27] Beginning with Permission Marketing, Godin uses the concepts discussed in the books to promote the book. For Permission Marketing, Godin gave 1/3 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 created 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. For Linchpin, Godin gave the book away for three weeks before its release for free to anyone willing to give $30 to the Acumen Fund for the $20 book, and raised $100,000 for the Acumen Fund. [edit] Bibliography
[edit] BlogGodin's Seth's Blog[28] is ranked in the AdAge Power 150 as the #1 marketing blog out of 976 tracked. [29] [edit] References
[edit] External linksSOURCE: Wikipedia. Retrieved on: 05/17/12, 1:16 pm ImagesYoutube VideosPost your comments and links about Seth Godin |
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