Free PDF , by Seth Godin
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, by Seth Godin
Free PDF , by Seth Godin
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Product details
File Size: 4207 KB
Print Length: 288 pages
Page Numbers Source ISBN: 0525542795
Publisher: Portfolio (November 13, 2018)
Publication Date: November 13, 2018
Sold by: Penguin Group (USA) LLC
Language: English
ASIN: B07DBR1V9S
Text-to-Speech:
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Amazon Best Sellers Rank:
#7,301 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
Let me be clear up front: I’m a huge SG fan and believe his approach to Marketing is spot on. I was very hopeful and anticipated this new release for months. I was looking forward to a work that tied all of Mr. Godin’s theories and advice together in one volume. As soon as it was available I ran out, bought it and scurried home to devour it.My hopes were quickly dashed in my quest for some “meatâ€, something of genuine value, something I could put to use in my daily job as a marketer. Unfortunately, the book Is really just a continuous string of Mr. Godin’s rambings on various topics he’s discussed in previous works. All of a sudden I was skipping huge swaths of examples and musings in the hope of finding something useful. I know Mr. Godin has a lot of useful advice and insights, but I just couldn’t find anything I could sink my teeth into in this particular book.I’m hugely disappointed. I kno Mr. Godin can do much much better than this.
I like Seth a lot but sometimes his ideas are not a reflection of the real world. There are some products that benefit from telling a brand story but 99% of products don’t need a story. When I buy a frozen pizza or cereal I don’t need a brand story, just give me a good product at a fair price. If marketers should want to change the world why do some brands who have violated consumer trust still grow and make money? Yes, some products solve my problems but most just meet my basic need as a consumer.
You'll never be famous, but you can choose to be "famous to the family." In other words, you can make a decision to choose a tribe who will care about the story you have to tell, and you can connect that tribe and serve that tribe.In Seth's words: "If you're a business consultant, a designer, or an inventor, being famous to the right three thousand people is plenty."If you are new to Seth Godin, his latest book is a great encapsulation of many of his major themes:- The job of marketers is to change people through stories- Go for the smallest viable market (as opposed to the minimum viable product)- "When you know what you stand for, you don't need to compete."- "People like us do things like this."- Treat different people differently- Price is a story you are telling- "Trust is as scarce as attention."- Earn the permission to send regular, expected communications to your customers- "Who would miss you if you didn't show up?"- Organize and lead your tribe- "If people care, you've got a brand."Don't expect a technical guide to the latest SEO techniques. This is a book of philosophical riffs to ponder and reflect on.I've been reading Seth's blog every day for ~15 years and his insights have helped me build a thriving, global business that gives me the chance to do meaningful work that I love. If you haven't been following Seth, now is a great time to start. Do buy this book, and Google "Seth's Blog" to continue receiving a daily dose of generous insight.
The Marketing Seminar was a life-changing experience for me.The first concept that changed me was that marketing was about making change. If you're looking to make a change happen - any change - you're a marketer.The second concept that changed me was empathy, taught in a way that I have never been taught before. Deeper than the increasingly trite advice to "walk in someone else's shoes."And there were many, many other things I learned there that radically changed the way I saw the world, and This is Marketing is the perfect companion to my Marketing Seminar experience and a stand-alone handbook for those looking to make positive change happen. Whether you have participated in The Marketing Seminar or not, Seth guides the reader through a journey that isn't focused on product, place, price, and promotion, but empathy, status, connection, stories, tension, tribes (smallest viable audience), and generous attention. He boldly confronts selfish marketing that seeks to cajole or manipulate, and demystifies other concepts that allow anyone with the heart and determination to make their change real overcome both internal and external barriers.A word of warning, though: what you read in this book you cannot unread. Your excuses for not making your change happen will become just that: excuses. Now that you'll know, you won't have the convenience of hiding.I've been a fan of Seth's for years and have the pleasure to connect with him, so, yes, I am biased. I'm different because of his work: a better leader, a better coach, a better teacher, a better person. This is Marketing continues his mission to empower others to empower others. It might work for you, too.
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