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How do I describe my love for this book? It completely changed my view of marketing. He says it is "seeing what others see. Building tension. Aligning with tribes. Creating ideas that spread. It means doing the hard work of becoming driven by the market and working with (your part of) that market.” Seth Godin is indeed the Father of Modern Marketing.

This Is Marketing

This Is Marketing

by Seth Godin

SETH GODIN

“anchoring your work deeply in the dreams, desires, and communities of those you seek to serve. It’s about changing people for the better, creating work you can be proud of. And it’s about being a driver of the market, not simply being market-driven.”

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Not just ideas, but markets

“Marketing is the act of making change happen. Making is insufficient. You haven’t made an impact until you’ve changed someone.”

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  • You aren’t busy enough.
  • Your ideas aren’t spreading.
  • The community around you isn’t what it could be.
  • The people you care about aren’t achieving everything they hoped.

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Form deep connections

It has to resonate with the listener, to tell them something they’ve been waiting to hear, something they’re open to believing. It has to invite them on a journey where a change might happen. And then, if you’ve opened all those doors, it has to solve the problem, to deliver on the promise.

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You have a marketing question, and it’s possible that there’s an answer.

But only if you look for it.

“ Instead of selfish mass, effective marketing now relies on empathy and service.”

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A chance to serve

Marketing is the generous act of helping someone solve a problem. Their problem.

It’s a chance to change the culture for the better.

Marketing involves very little in the way of shouting, hustling, or coercion.

It’s a chance to serve, instead

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  1. The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about.
  2. The second step is to design and build it in a way that a few people will particularly benefit from and care about.
  3. The third step is to tell a story that mat...

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Marketing 101 coming from the expert: Seth Godin

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