It’s fitting that the ancient mythical figure Icarus is the poster boy for marketing maven Seth Godin’s latest manifesto, The Icarus Deception.
A prodigious author of more than a dozen bestselling books translated into more than 30 languages, this aims to be more than just a book. It's Godin’s most provocative thesis to date, using the entire publishing process itself as a marketing experiment to illustrate how the connection economy works by creating and activating a community to participate by making and sharing their own "art" (he takes a broad view on art, as you'll see).
Godin’s aim is to reinvent the process of writing, making, funding, marketing and launching a "book" by sparking a public art-sharing project. On Monday he launched the first ever "Icarus Session," get-togethers organized via Meet-up and his website Squidoo, in a bid to create a worldwide event in 1,262 cities with 11,168 "Linchpins" and "Artists."
The sessions invite strangers to share (in 2 minutes and 20 seconds) something they've made or something that inspires them. That passion could be a company or brand, a piece of art or literature, or another creative expression. Godin will pick the best to publish on YouTube.
As much about the process as the end result, Godin sold his publisher, booksellers and readers/participants on the concept by launching it as a crowdfunded project on the Kickstarter website. The creative trailblazer launched the project on June 18, 2012 and ended it July 17, 2012, having raised $287,342 (well above his goal of $40,000, which he passed within three hours of launch) from 4,242 backers.
A video that Godin co-produced with Squarespace and highlighted in a blog post, features Sasha Dichter (Acumen Fund), Sarma Melngailis (One Lucky Duck), Josh Rubin (Coolhunting), and Tina Roth Eisenberg (Swiss Miss/Tattly).Continue reading...