The Domino Project is a new way to think about publishing. Founded by Seth Godin and powered by Amazon, we're trying to change the way books are built, sold and spread. Find out more about our mission here.

Subscribers get free updates, alerts about seriously discounted pre-orders and our eternal gratitude.

Kickstarter, strangers and friends

June 18, 2012
by seth godin

Subscribe to our free email newsletter. We'll update you once or twice a week, and we'll never rent or sell your email address to anyone. Thanks.

My first Kickstarter project launches today, and I’ve spent a lot of time looking at projects, working with people who have built successful (and unsuccessful) campaigns and thinking about how it works.

Like every successful internet platform before it (blogs, Pinterest, Tumblr, Twitter, etc.) first-time users believe that it will magically help them find new followers, new customers and new friends.

Stranger identification and conversion. (sic). It almost deserves its own acronym.

Alas, with the rare and celebrated individual exceptions, none of these platforms magically and regularly turn the unknown author into a sensation.

If my Kickstarter works it will be for a simple reason: people like you, people who already know my work, will either sign up or tell their friends or both. It seems like cheating, but it’s more like a long-term shortcut. The best way for an author to use the internet is to slowly build a following. Difficult, time-consuming and effective.

I’m not even sure there’s a useful plan B.

Subscribe to our free email newsletter. We'll update you once or twice a week,
and we'll never rent or sell your email address to anyone. Thanks.