Dubbed “America’s Greatest Marketer” by American Way Magazine, Seth Godin has written 13 bestselling books about breaking the cardinal rules of marketing and business.

And his latest endeavor does just that.

After 10 years as an author, Godin knows who his audience or “tribe” is. He knows how they consume information and what they do with it. But for him, “none of these things are supported by the core of the current corporate publishing model.”

Frustrated by the disconnect between authors, publishers, and readers, Godin decided to break with convention and initiate his own publishing revolution.

Founded in 2010, the Domino Project is a hybrid publishing/marketing/distribution house, “powered by” Amazon, that is focused on producing high-quality works, unfettered by traditional middlemen.

The aim of the Domino Project is to make ideas “spreadable.” For Godin, his mission is to “deliver manifestos that are optimized for the tribe, for the small group that wants to grab them, inhale them and spread them.”

Instead of traditional books, the Domino Project produces “manifestos”– succinct, cogent pieces with no filler – in multiple formats, including hardcover, audiobook, limited editions, and Kindle. The idea is to capitalize on people’s ever-shrinking attention spans by producing shorter works that are easily digestible and, consequently, more shareable.

By leveraging Amazon’s limitless shelving space and global reach, the Domino Project is also able to distribute works faster and more efficiently than regular publishing.

Sparksheet editor Dan Levy caught up with Amber Rae at last month’s 140conf to discuss just how the Domino Project is turning traditional publishing on its head, and whether this model can work for anyone not named Seth Godin.