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This Is Marketing

Seth Godin

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Founder connections

  • Danny MeyerPraised; frequently given to others
    In the original Ferriss interview, Meyer names This Is Marketing as the Seth Godin book he has given most often, praises its clarity and explains its treatment of belonging. No completed-reading claim is inferred.
    Source

Summary

Seth Godin presents marketing as work that begins with understanding the people a product or service is meant to help. He emphasizes empathy, trust and a clear choice of audience instead of treating attention alone as the aim.

The book considers positioning, permission and the stories people tell about status and belonging. Its questions ask a business to connect what it offers with the change its intended audience wants, rather than relying only on more advertising.

  • SourceThis Is Marketing — original publisher description and hardcover details · Book Description: empathy, connection, permission, audience, positioning and social status; Product Details ISBN 9780525540830, November 13, 2018.

Why read it Our view

For founders defining an offer, use the questions about audience, positioning and trust to test who the work serves. Examine how status and belonging affect the stories people attach to a product or service.