Survival Is Not Enough: Zooming, Evolution and the Future of Your Company
By Seth Godin
The Free Press, 2002
288 pages, $26

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In his new book, Godin, who has developed a bit of a cult following thanks to his ideas about marketing (Permission Marketing and Unleashing the Idea Virus), takes on the future. Arguing that corporations, like living organisms, must evolve to survive and thrive, Godin maintains that they need to embrace change, not fight it. Although Godin's writing is as engaging as ever, this idea has been around for nearly two decades and covered better by such authors as Charles Handy and Tom Peters.