Table of Contents

Small Is the New BigWarning
New Rules, New Winners
Introduction: You're Smarter Than They Think

AAA Auto Parts
Accountability
Acorns, Infected
Artists Care About The Art
Atkins
Benchmarks = Mediocrity
Billboards That Change
Bluegrass And The Cello Player
Bon Jovi And The Pirates
Branding Is Dead; Long Live Branding
Brand My Car, Brand Me
A Brief History Of Hard Work, Adjusted For Risk
Burgerville
Camp, Mickey Rooney, And Your Marketing Problem
Carly Never Had a Chance
CEO Blogs
Change Junkies
Check This Box
China (All That Tea!)
Christmas Card Spam
Clean Fire Trucks
Cliff Climbing (Please Don't Fall Off)
Cliffsnotes
Clinging To Your Job Title?
Clown, Are You A?
Clueless, We Are All
CMO, The Plight of The
Cogs
Commissions (How To Invest Them)
Competence
Cookies And The Technical Ignorance of Joe Surfer
Cookies (The Other Kind Of Cookie)
Cover, Judging A Book By Its
Criticism
Cuff Links
Cursive Versus Typing
Customer Service, A Modest Proposal For
Daylight Saving Time
Digital Divide, The New
Ding
Disrespect
Do Less
Don't Go To Business School
Doughnuts
Echo Chamber
Egomaniac
Enthusiasts
Fear Of Loss, Desire For Gain
Feedback, How To Get
Feedback, How To Give
Fifty States, Flamethrowers, And Sticky Traditions
Flack, As In PR Flack
Flipping The Funnel
Fluffernutter
Fog City Chocolate
Free Prize
Functionality
The Future Isn't What It Used To Be
Gmail
Grandmothers Understand The Net Now, Even
Grass (No, Not That Kind)
Guillotine Or Rack?
Heinlein
Hershey (No Kisses)
Hotels And The Cheap Fortune Cookie
I Changed My Mind Yesterday
Jetblue
Jobs For Purple Cows
A Job Strategy That Makes You A Loser
Journalists
Justin And Ashley
Later Is Not An Option
Local Max, How To Avoid The
Local Max, How The New Marketing Changes The
McDonald's Cocktail Party
"McJob"
Mail, The Check Is In The
"Maybe," Getting People Not To Say
Maybe-Proofing Your Organization
Measurement Increases Speed
Mediocrity
Minnesota Isn't Akron
Mission
Monopolies And The Death Of Scarcity
Mouse Flavor
Myths
Naming
Naming, The New Rules Of
The Needle, The Vise . . . And The Baby Rattle
Never, Do The
No!
No Such Thing As Side Effects
Only
Open Big
Oprah's Show?, How Much Would You Pay To Be On
Optimism
Opt-In
Ostrich
Oxymorons, Just About
Painfully Simple
Parsley
Permission
Pez And Lithuanian Language Records
Pigeons, Superstitious
Placebo Affect, The
Palne, There Are Two Ways To Catch A
Please Don't Make Me Feel So Stupid
Pledge Week
Podcast, Why I Don't Have A
Poilâne, Remembered
Polka
Progress?
Promotions
Prostitution
Provincetown Helmet Insight
Proximity Effect, The
Purple
Quality
Question, The Wrong
Recipe?, Did You Forget The
Reinforcement
Relax . . . , I Mean, Work On The Difficult
Respect And The Fuller Brush Man
Rifting
Right Thing, Doing The
Ringtones
RSS
Rules, Playing By The
Safe Is Risky
Sales
Salinger Knew Better
Satin Pillow, Visualizing The
Scarcity, There's A Shortage Of
Secrets To Success
Selfish Wifi, Razor Blades and Halloween
Sharp Needle, Big Haystack
Shortcuts
Short Words And The KMart Shoppers
Small Is The Big New
Small Is The New Big!
Socks
Soda (They Even Make Mashed-Potato Flavor)
Souvenirs—Real Compared To What?
Soy Luck Club
Spectrum—Is It Ours Or Theirs?
Stagnation
Start Now—Hurry!
Subscriptions
Talking Rabbit . . . So, A Rabbi, A Priest, And A
Technorati
Television Is The New Normal
They Don't Care, They Don't Have To
Thinking Big
Torchbearers
Tradition!
Trust And Respect, Courage And Leadership
The Two Obvious Secrets Of Every Service Business
Ubiquity
Ugly, The Web Is
USPS's Yellow Jersey
Verbs (Gerunds, Actually)
Video? Do You Act Differently When You're On
Viral?, What Makes An Idea
Waffles Are Always On The Menu
Wake-up Calls, A Wake-up Call About
Walls, Cliffs, And Bricks
Web Designers
What Did You Do During The 2000s?
What Then?
Who's Who?
Who You Know Doesn't Matter
Why (Ask Why?)
Woot.com And The Edge
Words
Working Class
Wrappers
Yak Shaving
You Are Your References
Your Very Own Printing Press
Zebra Cake, Famous

Some E-Books ( In Handy Printed Form)
Acknowledgments

Index

About the Author

Seth Godin is an entrepreneur, a sought-after lecturer, a monthly columnist for Fast Company, and an all-around business gadfly. He’s the bestselling author of Permission Marketing, Unleashing the Ideavirus, The Big Red Fez, Survival Is Not Enough, and Purple Cow.