- Hardcover: 288 pages
- Publisher: Portfolio (November 13, 2018)
- Language: English
- ISBN-10: 0525540830
- ISBN-13: 978-0525540830
- Product Dimensions: 5.2 x 1 x 7.3 inches
- Shipping Weight: 6.4 ounces (View shipping rates and policies)
- Average Customer Review: 171 customer reviews
- Amazon Best Sellers Rank: #576 in Books (See Top 100 in Books)
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This Is Marketing: You Can't Be Seen Until You Learn to See Hardcover – November 13, 2018
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"This Is Marketing is a very accessible way into Godin's thinking.... Godin writes in pacy, jargon-free prose and this book is interesting and useful for anyone who wants an insight into how, and why, we buy things or change our habits in any way." - The Financial Times
About the Author
Seth Godin is the author of 18 international bestsellers that have changed the way people think about work and have been translated into 38 languages - among them Unleashing the Ideavirus, Permission Marketing, Purple Cow, Tribes, The Dip, Linchpin, Poke the Box, and All Marketers Are Liars. He writes the most popular marketing blog in the world and speaks to audiences around the world. He is the founder of the altMBA, the founder and former CEO of Squidoo.com, the former VP of Direct Marketing at Yahoo!, and the founder of the pioneering online startup Yoyodyne. You can learn much more about him at sethgodin.com.
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My hopes were quickly dashed in my quest for some “meat”, something of genuine value, something I could put to use in my daily job as a marketer. Unfortunately, the book Is really just a continuous string of Mr. Godin’s rambings on various topics he’s discussed in previous works. All of a sudden I was skipping huge swaths of examples and musings in the hope of finding something useful. I know Mr. Godin has a lot of useful advice and insights, but I just couldn’t find anything I could sink my teeth into in this particular book.
I’m hugely disappointed. I kno Mr. Godin can do much much better than this.
The first concept that changed me was that marketing was about making change. If you're looking to make a change happen - any change - you're a marketer.
The second concept that changed me was empathy, taught in a way that I have never been taught before. Deeper than the increasingly trite advice to "walk in someone else's shoes."
And there were many, many other things I learned there that radically changed the way I saw the world, and This is Marketing is the perfect companion to my Marketing Seminar experience and a stand-alone handbook for those looking to make positive change happen. Whether you have participated in The Marketing Seminar or not, Seth guides the reader through a journey that isn't focused on product, place, price, and promotion, but empathy, status, connection, stories, tension, tribes (smallest viable audience), and generous attention. He boldly confronts selfish marketing that seeks to cajole or manipulate, and demystifies other concepts that allow anyone with the heart and determination to make their change real overcome both internal and external barriers.
A word of warning, though: what you read in this book you cannot unread. Your excuses for not making your change happen will become just that: excuses. Now that you'll know, you won't have the convenience of hiding.
I've been a fan of Seth's for years and have the pleasure to connect with him, so, yes, I am biased. I'm different because of his work: a better leader, a better coach, a better teacher, a better person. This is Marketing continues his mission to empower others to empower others. It might work for you, too.
In Seth's words: "If you're a business consultant, a designer, or an inventor, being famous to the right three thousand people is plenty."
If you are new to Seth Godin, his latest book is a great encapsulation of many of his major themes:
- The job of marketers is to change people through stories
- Go for the smallest viable market (as opposed to the minimum viable product)
- "When you know what you stand for, you don't need to compete."
- "People like us do things like this."
- Treat different people differently
- Price is a story you are telling
- "Trust is as scarce as attention."
- Earn the permission to send regular, expected communications to your customers
- "Who would miss you if you didn't show up?"
- Organize and lead your tribe
- "If people care, you've got a brand."
Don't expect a technical guide to the latest SEO techniques. This is a book of philosophical riffs to ponder and reflect on.
I've been reading Seth's blog every day for ~15 years and his insights have helped me build a thriving, global business that gives me the chance to do meaningful work that I love. If you haven't been following Seth, now is a great time to start. Do buy this book, and Google "Seth's Blog" to continue receiving a daily dose of generous insight.