The Bootstrapper's Bible - by Seth Godin

Seth sent me this PDF book as a thank you after I e-mailed him with some feedback about 'All Marketers are Liars', (thank you Seth). At first glance this PDF book appears to be aimed at the small business entrepreneur as it is packed with plenty of 'you can do it' inspiration. Upon further examination however, it is jam-packed with nuggets that only an seasoned marketing pro will know are priceless. Pearl#1: bootstrapping is a state of mind that both start-up entrepreneurs and billionaires alike know how to enter when necessary.

You can download this FREE e-book here (a 103-page PDF): http://changethis.com/8.BootstrappersBible

Survival is not enough - by Seth Godin

Purchased from iTunes as an audio book (duration: 2 hrs 58 mins). A refreshing breath of reality that needs to blow through many stuffy marketing departments. Seth shows you how to 'zoom'. Once you can zoom you have the tools to evolve. Only those organisations who evolve can survive. Pearl #1: Learn how to embrace change without pain (easier said than done!).

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All Marketers Are Liars - by Seth Godin

I bought this from iTunes as an audio book (duration: 4 hrs 40 mins) for my iPod. In your marketing you need to tell a story, a great story. One that your customers can believe.

No. Seth Godin doesn’t really advocate lying, it’s his clever way of making his book title 'purple' on the bookshelves. He does however talk about telling stories in our marketing. A good story is a whole company belief structure and must be based on a tried and trusted authenticity to work.

Tell a great story to a small group, they will try, buy, love it and then sneeze, so you will then penetrate the wider market. Pearl #1: Start small and purple. Don’t sell to a mass market on cheaper, faster, smaller. Sell the niche story that fits the world view of a few.

Pearl #2: Audiobooks are way cooler than paper books. Listen on your iPod (handsfree!) outside in the fresh air, (maximum oxygen to your brain) and scribble your notes. Your eyes never get tired and it's easier to avoid interruptions.

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