Since discovering Seth's work, my world has changed because I write now. I'm happy to say that I am a writer, and it was Seth who told me to start. No, I didn't run into him on the street outside of a largely-unknown-but-incredible vegetarian restaurant. "Yo, Seth!" No, instead he appeared in my inbox one morning, as he does for so many of us, and his email said:

"You should write an ebook."

"Really? Me?" I said. I stared at the screen for a while and let it sink in. Well, it was a thought that had been nagging me for a while. Years actually, sad to say, and I had never found a reason to overcome my inertia. But here was Seth, telling me to just go do it if you want to do it. More than that, he not only explained how to do it, but why I had to do it. There was no arguing with the man. In this email, Seth introduced me to ChangeThis. I had never heard of them before, but since then I have published two manifestos with ChangeThis ("Ideaicide" and "I Am The Walrus") and have gone on to pubish several other ebooks. As I'm typing this I am working on a children's science fiction book and a memoir. Truly, Seth managed to inspire me to action and I haven't stopped writing since.

But wait, there's more! Seth's email was also the first time I considered the possibility of simply giving my ideas away. Hey, I was a top consultant - "People pay me for my ideas, buddy," I thought. But Seth won me over with a simple but compelling reason: ideas that spread win. It's true. And publishing those ebooks cost me nothing; a few hours of my time spent writing isn't work, it's play. My ideas spread. You should try writing an ebook too.


The system is pretty simple: Go for the edges. Challenge yourself and your team to describe what those edges are (not that you'd actually go there), and then test which edge is most likely to deliver the marketing and financial results you seek.