Seth Godin

Innobook
InnoBook PDF

2|

Seth Godin

Joanna

Kawai

Hongyangchun

Brian

Pestwave

Innobook

3|

4|

5|

IBM

IBM

6|

2
2

Windows

7|

20
Phillip Morris 50%

8|

200

200

9|

Electronic Arts and Brderbund

10 |


2000
1900

Ziff
Davis
Jim Levy
11 |

Activision
Atari 2600

MBA Jim Levy

IBM

Jim

1990

12 |

3
Jack
Welch

Jack Welch

Jerry
15 Jerry

Jerry

Jerry

13 |

Mel Gibson

14 |

15 |

16 |

MBA

Poland Spring

17 |

20 50%

200

18 |

19 |

20 |

barrier to entry
(competitive insulation)

Blockbuster

21 |

Don Katz Audible Audible

Audible
Don Katz 150
Audible MP3

100 200

22 |

Subway 13000
Subway

Subway

Yahoo 8 10
2 5 1
Cancun

23 |

1Stereo Advantage
Stereo Advantage
70

4000

Stereo Advantage

Stereo Advantage

Stereo Advantage

24 |

self-priming

Stereo Advantage

Stereo Advantage

Stereo Advantage

Stereo Advantage

Stereo Advantage
25 |

Stereo Advantage

Ray Kroc
Ray Kroc

Ray
Ray

Ray competitive
insulation

50

1997
26 |


Ray Kroc

Kroc

Burger King

Ray Kroc

YoyodyneHeadSpaceiVillage

27 |

28 |

Staples

Staples
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Staples

Inc500 500

29 |


25

30 |

1.
2.
3.
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31 |


The Pet Rock

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34 |

Bill Gates David SeussPhilippe Kahn

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35 |

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(,
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CVS
36 |

98%

37 |

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Steve JobsBill GatesPhil KnightTed Turner ?

Bill Gates
David Seuss Phillip Kahn

Spike Lee Marc Andreessen

38 |

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Fisher-Price
Mattel

Fisher-Price
Mattel

39 |

40 |

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Barnes & Noble

Lynn

1986

41 |


SAT

Doubleday

60

42 |

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43 |

300

30

ok

44 |

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1000
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46 |

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49 |

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3M 500

3M

50 |

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Jane Metcalfe Louis Rossetto

20

51 |

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53 |

54 |

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55 |

200 200

400
90

56 |

 Dun & Bradstreet

1985 Beth Emme

R. R. Donnelly

Donnelly
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Sam
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500 Sam
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Sam
60 Sam

Sam 500

58 |

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59 |

MSN

60 |

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61 |


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62 |


Dan
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63 |

100

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CEO

64 |

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J. Keith Murnighan

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2/3

65 |

Peter Best John

Paul George Ringo

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Paul Allen
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1000
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Phil Knight 35
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1.

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Steve

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71 |


Stereo Advantage
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TV

4.

72 |

Jay Levinson

73 |

18

Alex

74 |

Fisher-Price Sears Flintstones

75 |

Seth Godin
[1] 1960 7 10 90

permission marketing

1982 Tufts University

MBA
1983
1986 Spinnaker
1995 Yoyodyne
1998

Fast Company
2005 Squidoo

76 |

[2]
The Big Red Fez
eMarketing
Permission Marketing
Survival is not Enough
Unleashing The Ideavirus
Purple Cow
Free Prize Inside
All Marketers Are Liars
The Big Moo
Small is the New Big

TV-Industrial Complex

77 |

SneezersIdeaViruses

[3]
2005
32
20
Squidoo.com
5%

[1]

[2]

[3] Technorati 23

78 |

 Innoboook PDF

79 |