Can’t Knock Knock Knock

Seth Godin’s latest ebook is called “KNOCK KNOCK, Seth Godin’s Incomplete Guide to Building a Web Site That Works”. For less than ten bucks it is most definitely the deal of the day. Go, buy it now.

In the “CMA E-marketing Certificate course” I teach here in Toronto we use Michael Porter’s Harvard Business Review article “The Internet and Strategy” as the centerpiece of our discussions around using the Internet as a business tool. While reviewing the article this semester it struck me that Michael Porter’s article and Seth’s “Purple Cow” are saying exactly the same thing in two entirely different ways. Some people will like Porter’s theory-heavy bschool way of learning this stuff and others will enjoy Seth’s no-holds-barred, over-the-top analogies and colorful metaphors. (Personally, I like both) But the essence of the message is the same — you need to be remarkable in many ways in order to have an advantage these days. The Internet can play a key part in that, but it generally is not the whole story.

With KNOCK KNOCK, Seth is taking stuff User Experience experts (“myself included”) have been saying for a long time. But he manages to boil it down into plain English directions that will make sense to those that don’t eat, sleep, and breathe all things Internet. And I commend him for that. (And yes the title of this post is what I meant to type. Think about it.)

Originally published at on May 17, 2005.