Popular author Seth Godin sits down with Behind the Brand host Bryan Elliott to discuss his latest book, The Icarus Deception (Portfolio, 2012), which advocates applying an artist's mindset to your business. "We can agree that Jackson Pollock was an artist," says Godin. "It's also art when you go to a restaurant, and they serve you a dish made with care. It's art when your insurance broker says, 'You know, there's a guy down the street who can sell you something better than I can.' "

In business, as in art, the magic happens when you stray off the beaten path and make the difficult decisions, Godin says. Rather than stay in your comfort zone, he believes you should embrace vulnerability and the fear of the unknown. "If what you did today wasn't hard, then you probably didn’t create enough value," he says.

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