Seth Godin is the author of six bestsellers, including Permission Marketing, an Amazon Top 100 bestseller for a year and a Fortune Best Business Book. His newest book, All Marketers are Liars , has already made the Amazon Top 100 and has inspired its own blog. Seth is also a renowned speaker, and was recently chosen as one of "21 Speakers for the Next Century" by Successful Meetings Magazine and is consistently rated among the best speakers by the audiences he addresses. Seth was founder and CEO of Yoyodyne, an interactive direct marketing company, which Yahoo! acquired in late 1998. He holds an MBA from Stanford, is a contributing editor to Fast Company magazine, and was called "the Ultimate.
from Wikipedia:
Godin 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. Yahoo! currently has a model of a purple cow in the lobby of its Sunnyvale campus.[2]
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".
