Seth Godin “People treat the New Marketing like a kid with a twenty-dollar bill at an ice cream parlor. They keep wanting to add more stuff—more candy bits and sprinkles and cream and cherries. The dream is simple: "If we can just add enough of [today's hot topping], everything will take care of itself." Most of the time, despite all the hype, organizations fail when they try to use this scattershot approach.”

About the author:
Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of multiple books that have been bestsellers around the world and changed the way people think about marketing, change and work. His newest book, Tribes, is due out in October, 2008. Seth is a renowned speaker as well. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses. He holds an MBA from Stanford and was called "The Ultimate Entrepreneur for the Information Age" by BusinessWeek.