This Is Marketing by Seth Godin
You Can’t Be Seen Until You Learn to See
A nice recap and refresher on where you need to be mentally in your marketing approach.
It's hard to write about marketing consistently (as Godin does), especially as it is always changing and slippery enough to define in general terms as is. Initially, I felt this book was so similar to all of Godin's other books. By the end however, he had me, and I can honestly say I enjoyed it, and appreciate his larger vision.
It reminded me of a mini skirt—long enough to cover the subject, and short enough to keep it interesting.
Using examples from Apple to Elon Musk, Godin discuses marketing as an elusive fish, which, when caught correctly, makes all the difference in a brand's success.
I found this book encouraging, and recommend it to anyone running a brand.
“Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.”
“Persistent, consistent, and frequent stories, delivered to an aligned audience, will earn attention, trust, and action.”
“The relentless pursuit of mass will make you boring, because mass means average, it means the center of the curve, it requires you to offend no one and satisfy everyone.”
“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.”
These are just a few tidbits that Godin lays out. To get the full picture, we highly recommend the book, and especially the audiobook, as Godin reads it himself.
"And if you're having trouble making your contribution, realize your challenge is a story you are marketing to yourself. It is the marketing we do for ourselves, to ourselves, by ourselves, the story we tell ourselves, that can change everything. It's what's going to enable you to create value, to be missed if you were gone."