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Marketing, An Executive Summary

Marketing - an executive summary

I am reading Seth Godin’s latest book – This is Marketing: You Can’t Be Seen Until You Learn To See. He, in this one book, gives to us all that he has learned and practised in the last three decades. In the early chapters, he goes on to describe Marketing in Five Steps. I have taken the liberty of reproduce what has written below:

This is Marketing: You Can't Be Seen Until You Learn To See
This is Marketing: You Can’t Be Seen Until You Learn To See Seth Godin

The first step is to invent a thing worth making with a story worth telling and a contribution worth talking about.

The second step is to design and build it in a way that a few people will particularly benefit from and care about it.

The third step is to tell a story that matches the built in narrative and dreams of that tiny group of people – the smallest viable market.

The fourth step is what everyone gets excited about – spread the word.

The last step is often overlooked – show up. Regularly. Consistently. And Generously. For years and years. To organise and lead and build confidence in the change you seek to make. To earn permission to follow up and to earn involvement to teach.

As marketers, we get to consistently do the work to help the idea spread from person to person. Engaging a tribe as you male change happen.

This is marketing, an executive summary.

Ideas that spread win. Marketers make change happen. For the smallest viable market And by delivering anticipated, personal and relevant messages that people actually want to get. Marketers don’t use consumers to solve their company’s problems. They use marketing to solve other people’s problems.

Source: This is Marketing: You Can’t Be Seen Until You Learn To See by Seth Godin , pub: Penguin Random House.

This defines what the crux of marketing is. As he goes on to say, be driven by what the market wants, and not marketing driven!

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