Seth Godin
I've read a lot of Seth Godin and I've loved every single bit of it. Read it all. Everything you can get your hands on. His blog is here; he's got loads of books. He's a master of the free marketing virus, which why I've got files listed here for you to download. (It works - I've bought his books too!).
Here is a guide to some of his books:
Permission Marketing
email free@permission.com and you'll get a free email copy. I haven't had time to read this myself yet.
Idea Virus
Get your copy here (large Adobe file). Seth explains how the creators of The Blair Witch Project did it. No, it probably won't ever work for a film again. But it might for your product - how are you going to market your product with no money !!?!
Go to www.sethgodin.com to find out about all his stuff.
Purple Cow
Seth discusses, at length, why companies need to have original products. Sounds obvious, but most (big) companies don't have the balls to take the risks that the new world requires. (Hey! That's perfect for us entrepreneurial types, as we can sweep in and eat them alive.)
A preview or follow-on to this is 99Cows (large Adobe file).
Free Prize Inside
I had to read this super-quick (I borrowed it from my old employer in my last week). Builds on Purple Cow, taking it a stage further but to be honest, I can't remember learning much more than I did with Purple Cow. The big difference between the two is that with Free Prize, the customer is getting something extra for free. A Purple Cow is just a brilliant product. (I think - feel free to contradict me.)
You don't have to quit your day job. But you do have to get out there and do
it. The more
you do, the more you do. Doors will open. Opportunities will appear. Your model
will change,
your reputation will increase, you will become a magnet for smart people, good
customers,
and investors. But none of this will happen if you stay inside and keep
planning.
Build your business. One day at a time, one customer at a time.
Seth Godin - Bootstrapper's Bible
Good reading for when you're at the ideas stage - bad for if you've decided and are supposed to be implementing rather than creating.
Read BullMarket (large Adobe file) to take it further.
All Marketers Are Liars
His latest - I haven't read this one yet either.
Boot-Strapper's Bible
Not quite sure where this fits in on his time-line, but a great read for the entrepreneur who wants to do rather than plan all day long. Free here (large Adobe file).