Summary of This Is Broken

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This Is Broken summary
Before you can fix something, you need to realize it’s “broken.”


8 Overall

6 Applicability

8 Innovation

8 Style


Seth Godin identifies several “broken” products, marketing messages and systems. His slides and examples generate giggles and disbelief. Some, such as poor signage at John F. Kennedy International Airport, are frequent annoyances. Others, such as the sign on a fence that reads, “Do Not Post Signs on Fence,” are quirky and absurd. The underlying message in Godin’s humor is relevant: Product or service design must benefit the user. If not, it’s broken. getAbstract recommends this video as preparation for investigating what might be broken at your company.

In this summary, you will learn

  • Why so many products, services and marketing messages don’t work,
  • What seven factors cause broken messages and products,
  • How to identify what’s “broken.”


When Seth Godin purchased a new phone from Cingular, he received a rebate card. It was difficult to use and therefore was a “broken” service. Instead of building a positive relationship with the customer, the company designed the cards so few people would redeem them. In another example, despite a ...
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About the Speaker

Seth Godin is an author, speaker and marketing authority.

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