Godin makes the case for ?soft innovation? as the best way to grow a business, instead of relying on big ads or big innovation. He says that anyone can think up clever, useful, and small ideas to make a product or service remarkable, that is, worth talking about. He calls this kind of innovation a free prize because it generates much more revenue than it costs to implement. ("Management Consulting News")
Seth Godin has cult-like status in the marketing world and is the author of the international bestseller Permission Marketing and Purple Cow.