[5] After leaving Spinnaker in 1998, he self-funded Seth Godin Productions with $20,000 as a book packaging business.

He operated this venture out of a studio apartment in New York City.

[7] [8] Yoyodyne, launched in 1995, used contests, online games, and scavenger hunts to market companies to participating users.

In August 1996, Flatiron Partners invested $4 million in Yoyodyne in return for a 20% stake.

for $29.6 million[10][11] and became Yahoo's vice president of direct marketing.