This is Marketing
THE FINANCIAL TIMES BOOK OF THE MONTH Over the past quarter century, Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip. 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 labour.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.

This is Marketing Details

TitleThis is Marketing
Author
ReleaseNov 13th, 2018
PublisherPenguin
Rating
GenreBusiness, Nonfiction, Buisness

This is Marketing Review

  • BookOfCinz
    January 1, 1970
    As someone who works in Marketing and Communications, I thoroughly enjoyed reading, learning and getting some reinforcements on things I already knew. I have been a practicing Marketer for the last 8 years and reading this book really helped to simplify and expand on issues I encounter on a daily basis. This is a book about roots. About anchoring your work deeply in the dreams, desires, and communities of those you seek to serve. It’s about changing people for the better, creating work you can b As someone who works in Marketing and Communications, I thoroughly enjoyed reading, learning and getting some reinforcements on things I already knew. I have been a practicing Marketer for the last 8 years and reading this book really helped to simplify and expand on issues I encounter on a daily basis. This is a book about roots. About anchoring your work deeply in the dreams, desires, and communities of those you seek to serve. It’s about changing people for the better, creating work you can be proud of. And it’s about being a driver of the market, not simply being market-driven. Having launched BookOfCinz this year, reading this from a Creative perspective really opened my eyes. It is so hard to stay focus in this Marketing world where numbers, likes and mass is the goal. However, this book reinforces the point that mass isn't everything and influence always wins. If you are in the filed of marketing, I highly recommend reading this. 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. It will lead to compromises and generalizations. Begin instead with the smallest viable market. What’s the minimum number of people you would need to influence to make it worth the effort?
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  • Laura Noggle
    January 1, 1970
    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 that 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 this book. It reminded me of a mini skirt—long enough to cover the subject, and short enough to keep it interesting 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 that 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 this book. 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."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."
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  • Nessy Dimitrova
    January 1, 1970
    I read this book thanks to Blinkist.The key message in these blinks:With the rise of the internet and the fall of the monolithic mass media, marketers can no longer rely on advertising alone. Instead, they should take an approach to marketing that identifies people’s underlying needs and desires, develops a product that can fulfill them and uses value-positioning and storytelling to cultivate a core group of fans who are receptive to trying new things and can provide the product with it smallest I read this book thanks to Blinkist.The key message in these blinks:With the rise of the internet and the fall of the monolithic mass media, marketers can no longer rely on advertising alone. Instead, they should take an approach to marketing that identifies people’s underlying needs and desires, develops a product that can fulfill them and uses value-positioning and storytelling to cultivate a core group of fans who are receptive to trying new things and can provide the product with it smallest viable market. To spur these fans into action and encourage them to spread the message about the product, marketers should create and relieve tension by challenging their statuses and leveraging network effects to create a bridge between the fans and the general public. Actionable advice:Use an XY graph to visualize your product’s value-position. Take the product you’re trying to market and pick two opposing pairs of values. Then, draw an XY graph and write one pair of values on the opposite ends of the X axis and the other pair on the opposite ends of the Y axis. For example, on the X axis, you might write “affordability” on one end and “exclusivity” on the other. Then, on the opposite ends of the Y axis, you might write “sustainability” and “extravagance.” Now you can see the various territories you can stake out between the extremes of these four values that your customers might espouse. Try picking different locations on the graph and asking yourself, “How could I position the product here? What would make the product speak to this combination of values?” This will help you find a unique positioning for your product.What to read next: Purple Cow, by Seth GodinAs you’ve just learned, the task of marketing begins before a product or service is even conceived, let alone built or developed. Rather than coming after the fact, it needs to guide the design, manufacturing and implementation process from the very beginning.If you’re intrigued by this idea and want to delve into it deeper, check out our blinks to another book by Godin, Purple Cow, where he argues that the path to successful marketing begins with the creation of remarkable products and services, which he calls “purple cows.” These can then be marketed to a target audience through innovative strategies, which you’ll also learn about.So saddle up on your electronic horse and get ready to lasso your own Purple Cow!
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  • Peter
    January 1, 1970
    I'm sure there were some important tidbits of marketing advice in this book, but it's so full of generalities and aphorisms that you can't find them. Godin writes in pithy, one-sentence paragraphs that rarely have any transition to the next paragraph. He's almost too cute for his own good. It's clear that he knows marketing, but he's too coy to get his point across to the general masses. Give me tangible tips, not proverbs.
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  • Melania 🍒
    January 1, 1970
    3,7/5
  • Vera
    January 1, 1970
    This is the first book by Seth that I've read and although there are some genuinely original and solid ideas in there, I often struggled with fluff. The one thing that stood out as a negative for me was that he didn't seem to carry out the case studies properly - he doesn't talk about the why or the how, so the case studies fail to do what they should. I did get some takeaways from it but didn't feel it had much to offer all in all.
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  • Jurgen Appelo
    January 1, 1970
    Reads like a summary of design thinking, lean startup, and his previous marketing books.
  • Kirill
    January 1, 1970
    This book summarizes the current state of marketing according to Seth Godin. It references ideas that stood through time, like Crossing the Chasm by Geoffrey Moore, as well as a lot of things Seth wrote before. Tribes, Purple Cows. A small summary below (SPOILERS).Lesson One: Find your smallest viable audienceWe live in a world overwhelmed with information. Grabbing attention is hard and it costs money. Seek for the smallest market you can live with. Be specific. Trying to catch the whole market This book summarizes the current state of marketing according to Seth Godin. It references ideas that stood through time, like Crossing the Chasm by Geoffrey Moore, as well as a lot of things Seth wrote before. Tribes, Purple Cows. A small summary below (SPOILERS).Lesson One: Find your smallest viable audienceWe live in a world overwhelmed with information. Grabbing attention is hard and it costs money. Seek for the smallest market you can live with. Be specific. Trying to catch the whole market will make your brand and business bleak and appealing to no-one. It is ok if your product don't fit someone. "It's not for you", you say and go away as long as there is an audience that likes it the way it is.Lesson Two: The best marketing speaks to the narratives your audience tells themselves about status and affiliationSpeak stories to your audience. People interacting with your business must experience a story that transforms them in some way. It touches either their status or their affiliation to their tribe. It brings emotions and willing to share the story with others.Lesson Three: Pattern match for early growthYour smallest viable audience has habits. They have patterns they are used to. You may want to try to interrupt those patterns with better service or product. Instead, look to match those.Lesson Four: Brand marketing vs Direct marketingWhen you put a billboard on a street you do brand marketing. Running a Google Ads campaign is direct marketing. Brand marketing changes culture. It can't be measured. It is expensive, strategic and long running. It makes your brand a part of a culture.Direct marketing interacts with people. It can and must be measured. It converts money to attention. Some of the attention goes to action, which, in turn, can convert to new client. Direct marketing is the way for early growth, but it is hard to make it cost efficient. If you do not target your audience, do not tell a story of status and affiliation and do not match patterns your funnel will be too costly to make sense.Lesson Five: Price is personalPrice is the only way to compete without good marketing strategy. And this is the worst way to compete. People will to pay different prices depending on what they seek. It is not the product they buy, it is the experience that it gives them. Seth refers to the classic do demonstrate this: you do not buy a drill, you buy memories that emerge from photos on the wall.Price depends on status and affiliation. Your client may will to may more to reinforce his vision of himself, or to fell closer to the community with shared interests.
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  • Austin Bennett
    January 1, 1970
    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 labour.
    more
  • Anna Lina
    January 1, 1970
    I don't actually know that much about marketing so i can't say how good this book is with any authority, but as someone who is /starting/ to have an interest in it, it seems a good introduction and i learned a lot. I also liked that it was clearly marked as seth godin's theory and method and not as THE marketing method, because i always feel that presenting a personal approach as the objective approach takes away a good chunk of credibility from instructional nonfiction books. i also enjoyed tha I don't actually know that much about marketing so i can't say how good this book is with any authority, but as someone who is /starting/ to have an interest in it, it seems a good introduction and i learned a lot. I also liked that it was clearly marked as seth godin's theory and method and not as THE marketing method, because i always feel that presenting a personal approach as the objective approach takes away a good chunk of credibility from instructional nonfiction books. i also enjoyed that the focus is on action instead of theory and that you're meant to turn what you learned into a project at the end, that's just really smart conceptually.i might actually read this again when i have attained some more knowledge about marketing and see what i think then.
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  • Diogo Nascimento
    January 1, 1970
    This is a book that I need to buy the physical one because there are plenty of great insights from Seth Godin and I will want to read it again, this is for sure. In my pursuit to become a great marketer, this book helped me to realize that this career can be meaningful and good in promoting a good change in our world.
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  • Matthew
    January 1, 1970
    I struggled with this one. On the one hand, there were a number of helpful concepts. On the other hand, those concepts felt so widely varied that it was difficult to find a thread or theme that wove the entire book together. I suppose that's the risk you run when you dive into an entire subject. Many of the chapters whetted my appetite for more, but didn't deliver.
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  • Alicia Bonk
    January 1, 1970
    I love that my biggest takeaways from this book are not marketing strategies but rather questions to ask ourselves and strive for - what’s your contribution? What change are you making?
  • Georg Schlaiss
    January 1, 1970
    To quote a good friend about Seth Godins writing style: written for the Twitter age. However the content very useful.
  • Scott Wozniak
    January 1, 1970
    I've read and enjoyed a lot of Seth Godin's books--this might be his best. It's sort of a culmination of his history and thinking, the big ideas behind all the cool tactics and stories in the other books.
  • Alejandro I Sanoja
    January 1, 1970
    Pure Marketing WisdomIf you are a marketer, entrepreneur, or involved in business, you MUST read this book. I was hesitant at first because I thought it was just another marketing book (and I've been reading A LOT about marketing lately). Yet, I was pleasantly surprised. In this book, you will learn the mental models you need to develop so that you can generate the much-needed trust so that you can build an audience in today's crowded and noisy markets. Flow: Excellent. Took less than 3 days to Pure Marketing WisdomIf you are a marketer, entrepreneur, or involved in business, you MUST read this book. I was hesitant at first because I thought it was just another marketing book (and I've been reading A LOT about marketing lately). Yet, I was pleasantly surprised. In this book, you will learn the mental models you need to develop so that you can generate the much-needed trust so that you can build an audience in today's crowded and noisy markets. Flow: Excellent. Took less than 3 days to read.Actionability: Excellent. I have several marking of specific steps, and questions that I should answer, to add immediate value to my marketing efforts. Some of My Highlights"A lifeguard doesn't spend much time pitching to the drowning person. When you show up with a life buoy, if the drowning person understands what's at stake, you don't have to run ads to get them to hold on to it.""And without the magic of advertising, it's very difficult to grow in a quadrant that's crowded.""When we find the empathy to say, 'I'm sorry, this isn't for you, here's the phone number of my competitor', then we also find the freedom to do work that matters."
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  • Tomás Alberto
    January 1, 1970
    La mirada más honesta del marketing que he leído hasta el momento.Godin nos invita a los marketeros a buscar el “cambio en la cultura”. Conseguir este cambio es posible a través del “mercado viable más pequeño posible”.No todos nuestros servicios son para todos, no todos nuestros productos son los mejores para todos.Un buen marketero tiene el deber de decir:“Tengo esta solución. Puede ser la mejor para ti en este momento”. El marketing puede hacer que las personas tomen conciencia de problemas m La mirada más honesta del marketing que he leído hasta el momento.Godin nos invita a los marketeros a buscar el “cambio en la cultura”. Conseguir este cambio es posible a través del “mercado viable más pequeño posible”.No todos nuestros servicios son para todos, no todos nuestros productos son los mejores para todos.Un buen marketero tiene el deber de decir:“Tengo esta solución. Puede ser la mejor para ti en este momento”. El marketing puede hacer que las personas tomen conciencia de problemas mundiales, es capaz de convertir las experiencias más banales en momentos mágicos.Debemos conocer nuestro mercado y entender por qué la gente como nosotros hace cosas como nosotros.Seth te habla sin tapujos, desenmascara a aquellos con malas intenciones.Además, se puede palmar totalmente esa búsqueda constante de mejorar la percepción que tienen las personas del mundo del marketing.Agradecido con esta lectura.
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  • Nadia
    January 1, 1970
    3.5 stars, tending to 4.In this book, Seth Godin presents, in his opinion, the only effective way to go about marketing: focusing on building communities around your product via creating a tension, offering a promise to relieve that tension, and then delivering on that promise. It's all about telling your users a story, taking them on a journey, and helping them to attain an ideal version of themselves. Rather than forcibly stealing the attention of potential users, position yourself such that y 3.5 stars, tending to 4.In this book, Seth Godin presents, in his opinion, the only effective way to go about marketing: focusing on building communities around your product via creating a tension, offering a promise to relieve that tension, and then delivering on that promise. It's all about telling your users a story, taking them on a journey, and helping them to attain an ideal version of themselves. Rather than forcibly stealing the attention of potential users, position yourself such that you create a tribe of followers that miss you if you disappear.I'm conflicted with my rating of this book. On one hand, it was very easy and enjoyable to read, and Seth Godin has a wonderful way of offering unique insights as well as talking about well-known approaches in a novel way. However, he discusses a lot of the material on the surface level, in short tidbits, and I was left hoping for a a little bit more depth and practical advice.Thank you very much for the recommendation, Andrew. I'm very glad I read this book and I'm excited to apply my takeaways to my new product.
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  • Angela
    January 1, 1970
    Seth continues his quest to make marketers better people. This book covered way too many concepts for its 250 pages - which left me wanting more. However, enough ideas are explained with enough depth that it is valuable for any marketer to read - especially if you're new to marketing and looking for a broad overview of a significant number of concepts that will help you in your career.My biggest beef is the "case studies" offered in this book were nothing of the sort. They were merely examples, Seth continues his quest to make marketers better people. This book covered way too many concepts for its 250 pages - which left me wanting more. However, enough ideas are explained with enough depth that it is valuable for any marketer to read - especially if you're new to marketing and looking for a broad overview of a significant number of concepts that will help you in your career.My biggest beef is the "case studies" offered in this book were nothing of the sort. They were merely examples, and many don't even acknowledge the question of "how", let alone attempt to answer it. And as a marketer, of course I understand why Seth has published another book with an aggressively orange cover, but as a book owner, I'd sure love some gentle teal on my shelf.
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  • Jessica
    January 1, 1970
    I'm just as surprised as anyone else that I loved a marketing book so much. As a journalism school grad, I will always be rather slow to accept most books about marketing. As much as I see the value of understanding marketing, most of the books I pick up are focused more on encouraging you as the marketer to understand what makes you so special than on encouraging you as the marketer to try to understand what your audience wants. "This Is Marketing" didn't do away with the former, but it directe I'm just as surprised as anyone else that I loved a marketing book so much. As a journalism school grad, I will always be rather slow to accept most books about marketing. As much as I see the value of understanding marketing, most of the books I pick up are focused more on encouraging you as the marketer to understand what makes you so special than on encouraging you as the marketer to try to understand what your audience wants. "This Is Marketing" didn't do away with the former, but it directed most of its focus to the latter, which I found to show a refreshing level of respect for consumers' intelligence. Every one of us is in a position sometimes to need to sell an idea to other people. I found this book to be a refreshing take on how to approach these situations in a way that benefits everybody involved.
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  • Sari Venäläinen
    January 1, 1970
    Pidin tätä ihan höpönpöpönhötökkänä ensimmäiset 2/3 kirjasta, mutta jokin tuossa viimeisessä kolmanneksessa sitten kuitenkin tuntui toimivan kahden tähden verran.Tämän genreen kirjoissa on usein sellainen erikoispiirre, että ne vaikuttavat siltä, kuin hyvästä keynotesta olisi yritetty venyttää kokonainen kirja myyntiä varten. Tämäkin setti olisi varmaan ollut hyvin inspiroivaa kuunneltavaa Sethin luennolla, mutta kirjana ihan liian kevyt.Sopii kuitenkin mielestäni hyvin esim. entry level -markki Pidin tätä ihan höpönpöpönhötökkänä ensimmäiset 2/3 kirjasta, mutta jokin tuossa viimeisessä kolmanneksessa sitten kuitenkin tuntui toimivan kahden tähden verran.Tämän genreen kirjoissa on usein sellainen erikoispiirre, että ne vaikuttavat siltä, kuin hyvästä keynotesta olisi yritetty venyttää kokonainen kirja myyntiä varten. Tämäkin setti olisi varmaan ollut hyvin inspiroivaa kuunneltavaa Sethin luennolla, mutta kirjana ihan liian kevyt.Sopii kuitenkin mielestäni hyvin esim. entry level -markkinoijille ja opiskelijoille. Paras oivallus koko kirjassa oli tämä: ”The best shortcut in marketing is not taking any shortcuts”. 🎯
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  • Mongezi Mtati
    January 1, 1970
    This book signifies a shift in marketing, in how we interact and connect with people for change to happen. Whether that change is to make a sale or to increase newsletter signups, this book has a compelling message about why you should focus on a small audience and grow that community. It also comes with a unique code to join a community of peers from across the globe who are changing the status quo in marketing.
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  • Srinath
    January 1, 1970
    The best book on marketing yet! Its content is highly relevant in the digital era as well as timeless!Covers a broader spectrum of marketing stuff (broader than Al Ries' and Jack Trout's Positioning for sure) along with short relevant cases (case studies).Gives implementable ideas and frameworks that are both strong and easy.
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  • Joseph Newton
    January 1, 1970
    Absolutely loved this from Seth. He has such a captivating writing style, and the content of this book is exceptional. I believe he’ll go down as one of the greatest marketers of all time, and the ideas of this book will spread into the future.
  • Paweł Górski
    January 1, 1970
    Totally in love with this book. Best marketing book I’ve read. Seth Godin uses a very simple language, short, blog-style chapters, and examples easy to understand for everything. It’s definitely not the way textbooks teach about marketing. It’s the most up-to-date approach to teach marketing.
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  • Deb
    January 1, 1970
    This book is much better than the marking book I read in business school. Updated for tech marketing and contains very consumer oriented marketing strategies. A great read and a great reference book.
  • Mike Sr.
    January 1, 1970
    I enjoyed Seth Godin's thinking and ideas regarding marketing. He clearly understands how the best of what we do is about more than just money. I appreciate the way his mind stretches marketing to a high and noble calling. This book won't disappoint any Godin fan. And it will challenge you to do your best work for the best reasons. Go for it.
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  • Ben Schnell
    January 1, 1970
    Life changing.
  • Sadie-jane (sj) Nunis
    January 1, 1970
    Some useful insights that I can use for my paper. For those who have read this are you on the right side or left side of the spectrum..
  • Nicole
    January 1, 1970
    As always, a thought-provoking, yet informative take on an ever-changing industry. Loved it.
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