This is Marketing from Seth Godin

According to Godin, marketing is helping people become better versions of themselves and learning how they dream, decide, and act. (2018)

As Godin writes, “If you can bring someone belonging, connection, peace of mind, status, or one of the other most desired emotions, you’ve done something worthwhile. The thing you sell is simply a road to achieve those emotions, and we let everyone down when we focus on the tactics, not the outcomes. Who’s it for and what’s it for are the two questions that guide all of our decisions.”

To do this, we must be specific and clear about who we serve and how we serve them.

He also stresses the importance of standing up, standing out, and taking a stand when it matters. To be ordinary in our fast-moving and increasingly values-driven world is to be invisible.

“The relentless pursuit of mass will make you boring,” he writes, “because mass means average, it means the center of the curve, it requires you to offend no one and satisfy everyone.”

The goal, instead, is to matter to those people you serve. Godin challenges readers to consider how many people would reach out and wonder (or complain) if we didn’t send out our next email blast. “That,” he explains, “is a metric worth measuring and increasing.”

“Everything gets easier when you walk away from the hubris of everyone.

Your work is not for everyone. It’s only for those who signed up for the journey.”

Marketing is summarized into the following 5 steps:

1. Invent something worth making, a story worth telling, and a contribution worth talking about.

2. Build it in a way that few people will particularly benefit from and care about.

3. Tell a story that matches the built-in narrative and dreams of that group of people, your smallest viable market.

4. Spread the word.

5. This step is often overlooked. Show up regularly, consistently, and generously for years and years -to organize, lead, and build confidence in the change that you seek to make.

   
   

In summary, change the perspective when approaching customers' needs and wants.

Persistent + consistent+ frequent stories

delivered to an aligned audience

= ATTENTION, TRUST, AND ACTION.

Hope you enjoyed this brief summary!