Seth Godin Indexed by STEPHEN R
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THIS MIGHT NOT WORK NOT MIGHT THIS THIS MIGHT WORK Index Seth Godin Indexed by STEPHEN R. INGLE, FOUNDER & CEO WORDCO INDEXING SERVICES, INC. This Might Work: Index 1 A impressions, 285 and marketing, 289 ABC, 73 math of, 228 about.com, 443 online display ads, 529 Abrams, Ross, 707 in unmeasurable media, 269 abundance, scarcity caused by, 690–691 Advise and Consent, 559 Academy Awards, 349, 435, 457, 685 Adweek, 545 access, 110 agenda, setting, 14 accessibility, 576 agents, 353. See also middlemen accreditation, 768, 794 hyper-specialized, 353 achievement, 181, 407 purpose of, 81 Acker, Harry, 432 AIDS, 60 Acme Digital Warehouse, 576 AIM, 362 Acorn, 694 air conditioning, 528 acting big, 345 airport concessions, 430 acting small, 345 airport security measures, 530. See also TSA action(s) air travel, 530 emotions eliciting, 234–235 à la carte pricing, 224 motivation for, 755 Alcatraz, 554 of 1,000 people, 612 Alexander, Michelle, 693 as tomorrow’s anecdotes, 447 Alexa ranks, 544 Activision, 447 algorithms, 247 Acumen Fund, 23, 60, 203, 631 Alinea, 672 Adams, Scott, 491, 558, 686 Allen, George, 560 adding products/services, 291 Allen, Woody, 676 add-ons, waiving charges for, 149 Allen & Co., 363, 526 addressability, 633 all-inclusive businesses, 456–457 adhesion, contract of, 725 All Marketers Tell Stories, 281 Adobe, 451, 521 allowing humanity to be stripped, 164 advantage Aloha, 355 of being first, 349 alternatives, in business plans, 622 building on, 254 amateurs competitive, 108, 181, 340–341 culture creation by, 619 cumulative, 227 successful ventures created by, 442 first-competent-mover, 349 amateur scientists, 256–257 first-mover, 5 Amazon, 9, 104, 277, 284, 359, 396, 426, 469, 475, 485, 500, of lifehackers, 70 526, 553, 557, 558, 562, 568, 572, 573, 577, 583, advertising 584, 598, 613, 664, 694, 697, 698, 756, 769 and attention, 600 Amazon bestseller list, 636 banner ads, 538 American Airlines, 198, 478 big ideas in, 562–563 American Idol, 303 buying via, 474 American Motors, 210 designing, 602–603 Amnesty International, 469 direct-response, 286 amplifying interest, 192 dissatisfaction as basis of, 633 amygdala, 369, 370, 726, 763. See also lizard brain Google AdWords, 190, 198, 242, 563 analysis This Might Work: Index 2 intuition vs., 15 architects, 390 of web data, 190, 194 The Argument, 322 Anchor Bar, 479 arguments, big successes from, 322 Andersen’s, 443 Armani, Giorgio, 204 Andersen Windows, 269 arrogance, 293 Anderson, Chris, 237, 280, 584, 598, 599, 679 art, 45 Anderson, Roger, 215 authenticity of, 576 Andreessen, Marc, 473 elements of, 368 Android, 512 headline-making sales of, 418 anecdotes, 447 jobs vs., 95 anger, as marketing sin, 292 marketing as, 253 angry customers and the mass market, 498 how to deal with, 128 as personal act of courage, 304 at JFK airport, 127 and possibility of failure, 399 reason for, 345 share of wall for, 356 the 2%, 501 that’s not for sale, 217 annoying, 478, 628 value vs. price of, 315 anonymous masses, trying to market to, 65 worth of, 169 anticipation, 284 artist(s), 45, 305 antiintellectualism, 760 acknowledging works of, 163 anxiety and boundaries, 489 and fear tax, 388 defined, 626, 735 performance, 663 and fair-weather friends, 169 AOL, 327, 362 high praise for, 372 A&P, 734 opera singers, 183 Apache, 576 as on the road to the top, 735 apocalypse, marketing of, 279 as self-taught, 416 apologies treatment of vendors vs., 177 for emails, 581 as voice in your mind, 369 prefacing speeches with, 454 who launch new ideas, 75 apparent risk, 35 Asacker, 26 applause, expecting, 115 Asimov, Isaac, 98, 362, 699, 786 Apple, 60, 123, 138, 211, 212, 222, 235, 244, 245, 276, 282, Ask.com, 140, 211 283, 291, 299, 308, 309, 341, 355, 362, 390, 404, assertions, in business plans, 622 417, 441, 443, 461, 474, 475, 478, 494, 501, 512, assumption of goodwill, 171 549, 553, 573, 627, 685, 735, 769 asymmetrical gifts, 635 Apple ad, 545 asymmetrical mass favors, 634–635 Apple stores, 278 Atari, 181 approach, in hierarchy of success, 361 Atkins diet, 127 ApproTEC, 652–653 AT&T, 70, 245, 321, 343, 448, 734 approval attention expecting, 115 to ads, 228 waiting for, 91 being center of, 655 arbitration clause, 311 buying, 237 Arbitron radio rating system, 418 competition for, 491 Arby’s, 124 to detail, 177, 181 This Might Work: Index 3 earning, 230, 237 writing for, 21 economics of, 692 for your book, 667 for free, 599 Austen, Jane, 695 from giving free stuff, 221 authenticity, 124–125, 152. See also standing to the loud and urgent, 370 for something momentary, 619 definition of, 152 paid to emergencies, 628 losing, 124 as precious resource, 237, 365 and reliability, 125 as scarce resource, 657 slickness vs., 471 seeking, 158 and unsatisfactory growth, 203 surplus of, 600 and what you say vs. what you do, 153 of those who engage with you, 326 as worth charging for, 576 value of, 284 in writing, 26 and website visibility, 531 authors. See also writing and worldview, 281 advice for, 16–17 worth of, 650 who stand for something, 6 attention economy, 643 Authors Guild, 664, 692 attention spans, 559 Auto-Tune, 165 attitude(s) availability, 684 of antiintellectualism, 760 average of artists and linchpins, 735 as goal, 296 difficulty in changing, 612 and growth, 296 of the hacker, 759 saying “no” to, 6 in hierarchy of success, 361 Avis, 322 of minimizing, 636 “awkward,” 437 as replacement for obedience, 737 for seduction, 265 teaching, 717 B of thrill seekers vs. fear avoiders, 315 as what you sell, 167 baby boomers, 655 attitude ignorance, 751 bad tables, 143 auctions, 578 bailouts, 345 Audible.com, 559 bakery industry, 127 audience, 291 Ballmer, Steve, 35, 549 for advertising, 228 bananas, peeling, 550 creating something they want to talk about, 215 bandits, 656 delighting, 511 bank robberies, 554 owning vs. renting, 602–603 banks, 366 size of, 229, 422 banner ads, 538 that wants to hear form you, 215 Bannister, Roger, 324, 417 tuning marketing pitches for, 292 Barber, Patricia, 593 types of, 260 Barbie, 443 unreachable, 219 Barnes and Noble, 562, 580, 688, 689, 698 voluntary payment by, 577 Barry, Dave, 194 “who” vs. “how many,” 336 Basecamp, 72, 570 worldview of, 199 Basie, Count, 441 This Might Work: Index 4 Bass-o-matic, 286 the best parts, viewing online, 592 Baum, L. Frank, 443 bestseller lists, 194 Baumeister, Roy, 749 false metrics of, 418 The Beaches resort, 456–457 leveraging, 227 the Beatles, 70, 197, 347 as measure of popularity, 492 Bee Gees, 347 nature of, 585 Beethoven, Ludwig von, 347 purpose of, 687 beginner’s mind, 441 bestselling books, 302, 355. See also The New York Times beginner stage, 93 bestseller list behavior Betancourt, Ingrid, 60 authentic, 152 Bethlehem Steel, 734 of divas, 183 bets being, doing vs., 152 and external forces, 358 being “better,” 158 in physical stores, 280 being big, 129 better being chosen, 746–747 being, 158 being first, 349, 387 getting, 44 being missed, 503, 518 Bextra, 563 being wrong. See also failure Bezos, Jeff, 526, 568 learning, 769 bias usefully, 770 for choice, 562 belief(s), 437 against getting better at things that matter, 786 in brand exceptionalism, 512 the Bible, 227 of close advisors, 209 Biden, Joe, 343 in riches, 351 big, being, 129 in stories, 279 big companies, 769 that it can’t be done, 417 big drop-off, 157 of unhappy companies, 203 big ideas, 36, 562–563 Bell, Alexander Graham, 359 history of, 355 Bell, Joshua, 411 for presentations, 344 Ben & Jerry’s, 125 from small organizations, 262 Bentham, Jeremy, 729 that work, 299 Bentleys, 514, 515 big markets, 314, 321 Berners-Lee, Tim, 542 big plans, 101 “bespoke,” 751 big promises, 466 bespoke content, 650 The Big Red Fez, 627 the best Big Sort, 624 declaring yourself to be, 461 big-thinking companies, 345 giving away, 429 big work, 621 quest for, 411 Bing, 485, 751 “best available,” 306 bis, 281 Best Buy, 228, 362, 733 Bissell, 212 best customers bizdev. See business development defining, 170 Black, Rebecca, 101, 105 treatment of, 170 Blackberry, 222 Best Made Axe, 600 Blair Witch Project, 471 This Might Work: Index 5 blame book review sections, 219 for ineffective marketing, 204 books, 568, 666, 673. See also ebooks of others for our failures, 399 advances on, 668 Blockbuster (store), 249, 573 alternative distribution for, 692–693 blockbusters, 31, 321 as art form, 696 blocks, playing with, 780 audience for, 667 bloggers audiobooks, 559 and Digg presence, 326 bestseller lists, 194 impact of, 602 bestselling, 302 media channels for, 37 business, 30, 46 successful, 21 computer, 46 unfiltered writing by, 26 cookbooks, 316 writing like, 332 disruptive innovation for, 697 Bloglines, 21 and the end of paper, 688 blogs and blogging fake, 683 about marketing, 407 fear of reading, 30 audience for, 220 future of, 667 building, 224 impact of, 693 business, 30 importance of, 665 categories of, 190 in libraries, 788, 789 company bonuses for, 72 the long tail for, 679 as connecting point for a niche, 59 and permission marketing, 684 first impressions of, 494 and piracy, 694 getting to do, 40 popularity of ebooks, 158 getting traffic, 526–527 prices of, 583, 678, 683 inspiration produced by, 93 Publishers Lunch, 537 making money from, 333 reasons for buying, 674 most effective marketing use of, 322 selling vs. reading, 683 by opinion leaders, 60 total sales of, 678 readership, 687 worth talking about, 662 sense of meaning in, 224 bookstores, 17 tactics for increasing readership of, 337 current state of, 692 unit of delivery for, 355 loss of customers for, 613 Bloomberg, 58, 625 money earned by, 668