What happens when Seth Godin asks a few of his friends to chip in 200 words each for his new e-book? The answer is pretty obvious…
What Matters Now includes thought pieces from the likes of Guy Kawasaki, Jason Fried, Fred Wilson, Tom Peters, Chip and Dan Heath, Gary Vuynerchuk, Paco Underhill, Chris Anderson and Arianna Huffington…and little ol’ me… To read it yourself, click the image below.
While the e-book is important, what’s intriguing is how Godin uses social media to create immediate virality. I think Pete Kim coined this as an “ego trap”, which Seth appropriately recoined as “Hero Marketing”. The ingredients are pretty simple: make it easy for time-constrained, smart, semi-narcissistic folks to be a part of it. Then, make it free for intelligent, idea-hungry people to consume it. Presto, immediate virality.
But Seth realizes the most important ingredient can’t be overlooked: quality content worth consuming. The idea-hungry part of me read the book front to back and was truly blown away. The semi-narcissistic part of me wants to tell you my piece, titled “Dumb”, is on page 43.