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The cover of This Is Marketing

This Is Marketing

Seth Godin

Is marketing really about making change happen in people, rather than about selling or shouting louder?

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At a glance

Author
Seth Godin

Why read it

  • You will understand why making something is not enough until you have changed someone
  • You will learn to create and then relieve tension, and to set norms that help people change
  • You will question the myth of rational choice that economics assumes in buyers

Who it is for

  • A freelancer or maker who built something and cannot find buyers
  • A nonprofit leader trying to raise money and change minds
  • A marketer tired of hype and spam

Contents

  1. This is marketing
  2. How tall is your sunflower?
  3. It’s not going to market itself
  4. Marketing isn’t just selling soap
  5. The market decides
  6. How to know if you have a marketing problem
  7. The answer to a movie
  8. Marketing your work is a complaint on the way to better
  9. CHAPTER ONE
  10. Not Mass, Not Spam, Not Shameful . . .
  11. The compass points toward trust
  12. Marketing is not a battle, and it’s not a war, or even a contest
  13. The magic of ads is a trap that keeps us from building a useful story
  14. On getting the word out (precisely the wrong question)
  15. Shameless marketers brought shame to the rest of us
  16. The lock and the key
  17. Marketing doesn’t have to be selfish
  18. Case Study: Penguin Magic
  19. You’re not a cigar-smoking fat cat
  20. It’s time
  21. CHAPTER TWO
  22. The Marketer Learns to See
  23. Marketing in five steps
  24. This Is Marketing: An executive summary
  25. Things marketers know
  26. CHAPTER THREE
  27. Marketing Changes People Through Stories, Connections, and Experience
  28. Case Study: VisionSpring—Selling glasses to people who need them
  29. Consider the SUV
  30. That riff about the quarter-inch drill bit
  31. People don’t want what you make
  32. Stories, connections, and experiences
  33. Market-driven: Who’s driving the bus?
  34. The myth of rational choice
  35. CHAPTER FOUR
  36. The Smallest Viable Market
  37. What change are you trying to make?
  38. What promise are you making?
  39. Who are you seeking to change?
  40. Worldviews and personas
  41. Forcing a focus
  42. Specific is a kind of bravery
  43. Shun the nonbelievers!
  44. Where does love lie?
  45. “Winner take all” rarely is
  46. A simple one-word transformation
  47. Coloring the ocean purple
  48. “It’s not for you”
  49. The comedian’s dilemma
  50. “It’s not for you.”
  51. The simple marketing promise
  52. Case Study: The Open Heart Project
  53. CHAPTER FIVE
  54. In Search of “Better”
  55. Empathy is at the heart of marketing
  56. A million-dollar bargain
  57. Thinking about “better”
  58. Better isn’t up to you
  59. The marketing of dog food
  60. Early adopters are not adapters: They crave the new

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