This is marketing: Seth Godin
A story-driven, human approach to entrepreneurship that prioritizes long-term success. A must-read for every entrepreneur. Seth Godin’s marketing wisdom is presented in a concise and accessible way in this book. It teaches you how to create work that you can be proud of, whether you’re running a tech startup, a small business, or part of a large corporation. Regardless of your product or service, this book will help you reframe your approach to presenting it to the world, so you can connect with those who want it. Seth uses his unique blend of insight, observation, and memorable examples to teach the following: how to gain trust and permission from your target market, the art of positioning your product or service, deciding who it’s for and who it’s not for, why the best way to achieve your goals is to help others become who they want to be, why the old approaches to advertising and branding no longer work, the surprising role of tension in any decision to buy (or not), and how marketing is fundamentally about the stories we tell ourselves about our social status. This book shows you how you can make a difference for people who care.