Facebook reminded me about something that happened three years ago on this date.

It was three years ago today that we officially launched my second business book, CTRL ALT Delete. In an attempt to not do the standard “book launch” fare (show up at a bookstore, sign some books, sip some wine, etc…) I had the idea of creating a moment of value, content and conversation. I reached out to my friends at Google, who were overly kind. They offered me two events in their offices (one for Canada in Toronto and one in New York for the United States). My initial idea, was to invite famed business thought leader (and friend) Seth Godin on stage, and that I would interview him in a live Six Pixels of Separation podcast on the topics that I had written about in CTRL ALT Delete. Seth graciously agreed, so I reached out to my publisher Grand Central Publishing – Hachette Book Group to ensure that we could fill the large halls, and have books on hand for our guests.

What Seth Godin did next shocked me.

On the day of the event, we met at my hotel in New York City to go over the night’s agenda. He wanted nothing to do with my initial idea. He wanted to interview me about CTRL ALT Delete. I didn’t know what to say. I was very taken aback, and I felt like it was beneath him to interview someone like me (considering how big a celebrity, thinker and author that he is). He insisted. Still, I wanted it to be much more of a conversation between us (and the audience) than him interviewing me (truthfully). Many people know Seth’s work (and love it). Few people know the kind, generous and giving soul that he really is. He made the launch of CTRL ALT Delete the success that it was. To this day, the Talks At Google of the event that was published on YouTube has been seen over 15,000 times. Three years later, I believe our conversation and the content within it still rings true. It was a special night for me. It’s surprising that it was three years ago today (time flies, when you’re having fun). It reminds me of how much I still love and respect the work of Seth Godin (more on that here: Dear Seth Godin). It’s a great reminder of how much work we all still have to get done. I also believe that the content in CTRL ALT Delete has stood the test of time. Some of the examples/case studies may have changed, but the core spirit and content remains.

Here is our conversation from three years ago: Talks At Google – Mitch Joel & Seth Godin – CTRL ALT Delete.