Who are you working for?

Seth Godin has great insight about marketing and the world of work, his blog is one of my regular reads. A favorite recent post called Be careful of who you work for makes a great point. As job seekers we get rejected when we're just not quite the right fit for the company. Shouldn't we also reject companies that aren't right for us? After all, if you're not looking out for yourself and your career, who is?