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The Icarus Deception
The Icarus Deception
Sep 20, 2024 8:29 PM

Author:Seth Godin

The Icarus Deception

In The Icarus Deception, Seth Godin's most inspiring book, he challenges readers to find the courage to treat their work as a form of art

Everyone knows that Icarus's father made him wings and told him not to fly too close to the sun; he ignored the warning and plunged to his doom. The lesson: Play it safe. Listen to the experts. It was the perfect propaganda for the industrial economy. What boss wouldn't want employees to believe that obedience and conformity are the keys to success?

But we tend to forget that Icarus was also warned not to fly too low, because seawater would ruin the lift in his wings. Flying too low is even more dangerous than flying too high, because it feels deceptively safe.

The safety zone has moved. Conformity no longer leads to comfort. But the good news is that creativity is scarce and more valuable than ever. So is choosing to do something unpredictable and brave: Make art. Being an artist isn't a genetic disposition or a specific talent. It's an attitude we can all adopt. It's a hunger to seize new ground, make connections, and work without a map. If you do those things you're an artist, no matter what it says on your business card.

Godin shows us how it's possible and convinces us why it's essential.

'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

Seth Godin is the author of thirteen international bestsellers that have changed the way people think about marketing, the ways ideas spread, leadership and change including Permission Marketing, Purple Cow, All Marketers are Liars, The Dip and Tribes. He is the CEO of Squidoo.com and a very popular lecturer. His blog, www.sethgodin.typepad.com, is the most influential business blog in the world, and consistently one of the 100 most popular blogs on any subject.

Reviews

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

Khoi Tu is the most visionary among visionaries

—— Management Today

Products, companies and organisations that are brilliant, fun and deliver on their promise often look super-simple to the outside world, but the detail and speed happening behind the scenes is frightening. To achieve this, let alone keep it going, requires the right team and leadership, good, solid relationships, plus a little bit of magic. For me this is what this book is all about - it shows what people can do in different scenarios, especially when the going gets tough and there's a goal to be achieved. Nice one Khoi

—— Jamie Oliver

What Money Can't Buy selected by the Guardian as a literary highlight for 2012

—— Guardian

America's best-known contemporary political philosopher ... the most famous professor in the world right now... the man is an academic rock star [but] instead of making it all serious and formidable, Sandel makes it light and easy to grasp

—— Mitu Jayashankar , Forbes India

An exquisitely reasoned, skillfully written treatise on big issues of everyday life

—— Kirkus Reviews

Sandel is probably the world's most relevant living philosopher

—— Michael Fitzgerald , Newsweek

Mr Sandel is pointing out [a] quite profound change in society

—— Jonathan V Last , Wall Street Journal

Provocative and intellectually suggestive ... amply researched and presented with exemplary clarity, [it] is weighty indeed - little less than a wake-up call to recognise our desperate need to rediscover some intelligible way of talking about humanity

—— Rowan Williams , Prospect

Brilliant, easily readable, beautifully delivered and often funny ... an indispensable book

—— David Aaronovitch , Times

Entertaining and provocative

—— Diane Coyle , Independent

Poring through Harvard philosopher Michael Sandel's new book ... I found myself over and over again turning pages and saying, "I had no idea." I had no idea that in the year 2000 ... "a Russian rocket emblazoned with a giant Pizza Hut logo carried advertising into outer space," or that in 2001, the British novelist Fay Weldon wrote a book commissioned by the jewelry company Bulgari ... I knew that stadiums are now named for corporations, but had no idea that now "even sliding into home is a corporate-sponsored event" ... I had no idea that in 2001 an elementary school in New Jersey became America's first public school "to sell naming rights to a corporate sponsor"

—— Thomas Friedman , New York Times

A vivid illustration ... Let's hope that What Money Can't Buy, by being so patient and so accumulative in its argument and its examples, marks a permanent shift in these debates

—— John Lanchester , Guardian

In a culture mesmerised by the market, Sandel's is the indispensable voice of reason ... if we ... bring basic values into political life in the way that Sandel suggests, at least we won't be stuck with the dreary market orthodoxies that he has so elegantly demolished

—— John Gray , New Statesman

What Money Can't Buy is replete with examples of what money can, in fact, buy ... Sandel has a genius for showing why such changes are deeply important

—— Martin Sandbu , Financial Times

Michael Sandel ... is currently the most effective communicator of ideas in English

—— Guardian

Sandel, the most famous teacher of philosophy in the world, has shown that it is possible to take philosophy into the public square without insulting the public's intelligence

—— Michael Ignatieff , New Republic

A book that can persuade people that the rules of the economy don't just reflect our values, they help to determine them

—— Ed Miliband , New Statesman

Fascinating exploration of the alarming encroachment of market philosophy on so many aspects of our lives

—— Alexander McCall Smith , The Herald
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