Seth Godin Fails, Too

The marketing guru was kind enough to share his failures on his blog.

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Even the remarkably sage Seth Godin has had his share of failures, and he was kind enough to list them in his blog today. Here are a couple to help you unwind from your fetal position (see, everybody fails sometimes!):

The Boston Bar Exam. My two partners and I spent a lot of time and money building this our last year of college. It was a coupon book filled with free drinks from various bars in Cambridge and Boston. The booklet would be sold at the bars, encouraging, I dunno, drunk driving. Lessons: Don't spend a lot on startup costs, don't sell to bar owners and don't have three equal partners, since once person always feels outvoted.

The Internet White Pages. This was a 700 page book filled with nearly a million email addresses. It took months to create and IDG, the publisher, printed 80,000 copies. They shredded 79,000 of them. Lesson: If the Internet Yellow Pages is a huge hit (it was), that doesn't mean the obvious counterpart will be. A directory that's incomplete is almost always worthless.


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