Seth Godin Is Revolutionizing the Annoying Book Business Hamilton Nolan · 02/01/11 12:20PM Laser-eyed managementspeak cult guru Seth Godin has done it again: he's Unleashed the Idea Virus of Purple Cow Meatball Sundaes. No, wait; we mean he's now working without a traditional publisher. Will the unbearable book business ever be the same?