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The Icarus Deception: How High Will You Fly? Hardcover – 31 Dec 2012

4.5 out of 5 stars 58 customer reviews

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Hardcover, 31 Dec 2012
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Product details

  • Hardcover: 256 pages
  • Publisher: Portfolio; 1 edition (31 Dec. 2012)
  • Language: English
  • ISBN-10: 9781591846079
  • ISBN-13: 978-1591846079
  • ASIN: 1591846072
  • Product Dimensions: 14.7 x 2.2 x 21.6 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (58 customer reviews)
  • Amazon Bestsellers Rank: 1,006,609 in Books (See Top 100 in Books)

Product Description


If Seth Godin didn't exist, we'd need to invent him (Fast Company)

Seth Godin is a demigod on the web, a bestselling author, highly sought-after lecturer, successful entrepreneur, respected pundit and high-profile blogger (Forbes)

A wonderful manifesto in the author's characteristic style - pathological honesty, ruthless scepticism and generous intellect. The Icarus Deception turns society upside-down in order to awaken the reader's rebellious spirit and encourage him to create (Management Today) --This text refers to the Paperback edition.

About the Author

Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including "Permission Marketing," "Purple Cow," "All Marketers Are Liars," "Small is the New Big," "The Dip," "Tribes," "Linchpin," and "Poke the Box." He is also the founder and CEO of and a very popular lecturer. He writes one of the most influential business blogs in the world at

Customer Reviews

Top Customer Reviews

Format: Paperback
I was part of Seth's Kickstarter so I bought this early, and reading is has totally fired me up to commit to creating and sharing my own art.

There were many parts of the book that resonated with me, but in combination with Steven Pressfield's Turning Pro, the message is really to pick yourself, and persist at the practice of creation.
"Creating art is a habit, one that we practice daily or hourly until we get good at it ... Art isn't about the rush of victory that comes from being picked. Nor does it involve compliance. Art in the post-industrial age is a lifelong habit, a stepwise process that incrementally allows us to create more art."

This book is useful for writers, but I would also urge parents to read it in order to understand the world your children are growing up in.The industrial world is disappearing. The old world of standardized exams, tick-box education and guaranteed jobs won't be there for much longer, and people need to be creative to survive the future. But more than that, life's too short to spend it doing something that isn't rewarding. So aim to thrive and not just survive.

I spent 13 years as an IT consultant, a miserable cubicle worker, rewarding myself with sugar and alcohol in order to make it through each day. In September 2011, I finally broke out of that old life, and I couldn't be happier. Sure, I have less money now, fewer trappings of (so-called) worldly success, but I am making my art, and this feels like real life.

I know some of you are struggling around the same issues, so as you move into 2013, I would recommend reading "The Icarus Deception" for some inspiration.
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Format: Paperback Verified Purchase
I `got' this book after only about 30 pages which came as a bit of a surprise. Some books ask you to accept the fear, overcome the worries and doubts, or cognitively change your behaviours. I interpret Godin as suggesting that we embrace these challenges, defined as your Lizard Brain, and make them integral to the Art of our journey.

Many books strive to explain authenticity and fall short. This book does not, I think, mention authenticity once, yet suggests to you a living plan of how to find it, nurture it, live it and love it.

Godin expresses Art not along traditional interpretations such as painting, sculpture, writing, acting, but as your everyday activity perhaps through delivering a service, an idea, an interaction, a meeting. And this for me was a breath of fresh air.

This has been my first Godin book - I doubt if it will be my last.
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Format: Paperback
Who do you want your customers to become? This is an important question, according to Seth Godin, the world's leading blogger on sales and marketing. This question is just one part of his latest book, The Icarus Deception, which tells us not to be afraid to fly too high.
Godin is left field of most business book writers that you will come across. He writes like Dr Seuss with more words but the same tipping from the insane to cold common sense truth. Perhaps he knows this is his style. In his introduction he has one sub head referring to "green eggs and ham".
Godin tells us that to be successful today, we have to be artists. Are local retailers artists? I think so. He does too.
On page 97 he shows a picture of a blackboard outside Joe Dough's store. It says: "Come in and try the worst meatball sandwich that one guy on Yelp ever had in his life."
Good retailers around the UK already engage with their shoppers like this. It is the art that gives them an edge against the multiples.
This book is not for everyone. 2013 is going to be a very tough year. Some people may be in survival mode and not into personal growth. They will not want to read this book. This book works like a scrapbook of ideas that you can dip in and pull some inspiration out of. They will find Godin's exaggerations and enthusiasms off-putting. They will find it too much like hard work.
But it is worth the hard work. I recommend you invest in a copy of The Icarus Deception because it is full of ideas that will inspire you. Godin gives you permission to be who you are.
He tells you to notice the word around you. In 1993 he looked at the web and wrote a book that told people what they could find there. He made $80,000.
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Format: Paperback Verified Purchase
This book is like marmite. You'll either love it or hate it. I loved it because it made me think. It was food for thought and the ideas that Seth puts forward stayed with me long after I finished reading the book.

The essence of the book is "You Choose." You pick whether you do something well or not. You no longer need to wait for someone else to pick you. Don't queue in the long line of people waiting for the buffet table of life which has all the good things on. Or sit aggressively waiting for the phone to ring. The power is in your hands. You decide. Do you want to do what you want? Or will you just do what you are told to do?

Seth writes, "The rules keep changing and we might as well enjoy the process of changing them."

The ideas in this book resonated with me. In fact, I think that "The Icarus Deception" is even more relevant now than it was a year ago. And from my limited knowledge of marketing, I think it applies more than ever. It explains the world the next generation are growing up in.

In this brave new world, public relations no longer means a one-way communication with the public. It can be heavily affected by the public. And social media is the new voting system, so if you want your product or service to be found, you need to be social. Your role in this brave new world is bigger than you think. As a consumer but mainly as a producer. Embrace this new responsibility.

This means tearing up the old rule book. Seth Godin gives us instead some of his new rules:

"Learn to sell what you've made.
Say thank you in writing.
Speak in public.
Fail often.
See the world as it is.
Make predictions.
Teach others.
Write daily.
Connect others.
Lead a tribe.
Read more ›
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