Unleashing the SUPER Ideavirus (Enhanced Edition)by Seth Godin
"Seth Godin is the author of twelve books that have been bestsellers around the world and changed the way people think about marketing, change and work. His books have been translated into more than 35 languages, and his ebooks are among the most popular ever published. He is responsible for many words in the marketer's vocabulary, including permission marketing,… See more details below
- Checkmark Enhanced NOOK Books Shop Now
"Seth Godin is the author of twelve books that have been bestsellers around the world and changed the way people think about marketing, change and work. His books have been translated into more than 35 languages, and his ebooks are among the most popular ever published. He is responsible for many words in the marketer's vocabulary, including permission marketing, ideaviruses, purple cows, the dip and sneezers. His irrepressible speaking style and no-holds-barred blog have helped him create a large following around the world.
- Vook Inc.
- Publication date:
- Sold by:
- Barnes & Noble
- NOOK Book
- Sales rank:
- File size:
- 163 MB
- This product may take a few minutes to download.
- Age Range:
- 18 Years
Read an Excerpt
Section 1: Why Ideas Matter
Farms, Factories And Idea Merchants
magine for a second that you're at your business school reunion, trading lies and bragging about how successful you are and/or are about to become. Frank the jock talks about the dot-com company he just started. Suzie the ex-banker is now focusing her energy on rebuilding Eastern Europe. And then the group looks at you. With a wry look of amusement, you answer:
"Well, the futurethe really big money-is in owning a farm. A small one, maybe 100 acres. I intend to invest in a tractor of course, and expect that in just a few years my husband and I can cash out and buy ourselves a nice little brownstone in the city."
Ludicrous, no? While owning a farm may bring tremendous lifestyle benefits, it hasn't been a ticket to wealth for, say, 200 years.
What about owning a factory then? Perhaps the road to riches in the new economy would be to buy yourself a hotstamping press and start turning out steel widgets. Get the UAW to organize your small, dedicated staff of craftsmen and you're on your way to robber-baron status.
Most of us can agree that the big money went out of owning a factory about thirty years ago. When you've got high fixed costs and you're competing against other folks who also know how to produce both quantity and quality, unseemly profits fly right out the window.
Fact is, the first 100 years of our country's history were about who could build the biggest, most efficient farm. And the second century focused on the race to build factories. Welcome to the third century, folks. The third century is about ideas.
Alas, nobody has a clue how to build a farm forideas, or even a factory for ideas. We recognize that ideas are driving the economy, ideas are making people rich and most important, ideas are changing the world. Even though we're clueless about how to best organize the production of ideas, one thing is clear: if you can get people to accept and embrace and adore and cherish your ideas, you win. You win financially, you gain power and you change the world in which we live. So how do you win? What do you need to do to change the status quo of whatever industry you're in, or, if you're lucky, to change the world?
If you're a farmer, you want nothing more than a high price for your soybeans. If you're a manufacturer of consumer goods, you want a display at the cash register at Wal-Mart. But what if you're an idea merchant..
What People are saying about this
Take Leo Burnett, David Ogilvy, Bill Bernbach and Mark Twain. Combine their brains and shave their heads. What's left? Seth Godin.
and post it to your social network
Most Helpful Customer Reviews
See all customer reviews >