My Mark: 10/10
I read this book when it came out end of 2018 and followed up with the The Marketing Seminar online workshop. A great great way to review our marketing classic and mainly to focus on key ideas such as:
It’s about modern marketing, the way we spread ideas when we care enough to do it with respect, empathy and humility. It might change things. Because that’s what marketers do.
Real marketing isn’t about racking up clicks and tweets; it’s about connection, empathy, and making a difference.
Now, for the first time, Godin offers the core of his marketing wisdom in one accessible, timeless package.
At the heart of his approach is a big idea: Great marketers don’t use consumers to solve their company’s problem; they use marketing to solve other people’s problems. They don’t just make noise; they make the world better. Truly powerful marketing is grounded in empathy, generosity, and emotional labor.
This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status, affiliation, and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals.
It’s time for marketers to stop lying, spamming, and feeling guilty about their work. It’s time to stop confusing social media metrics with true connections. It’s time to stop wasting money on stolen attention that won’t pay off in the long run. THIS IS MARKETING offers a better approach that will still apply for decades to come, no matter how the tactics of marketing continue to evolve.
aKimbo workshops like altMBA (the most transforming training I did since I left corporate life along with my NLP and TimeLine Therapy TM Master Practitioner) and The Marketing Seminar (an amazing 5-month online workshop and more than 60 lessons) offer a fantastic range of training and connection with like minded people – ask me about it. I think I (almost) did them all and I feel like a much better Marketer and Leader.
Derek Sivers awesome Review and Notes of the Book.