This Is Marketing: You Can't Be Seen Until You Learn to See

Seth Godin's books have been invaluable to me over the past eight years since I discovered him online. His insight, encouragement, and knack for getting to the core of each idea he talks or writes about has been invaluable in my actual everyday life, before I started a business. When I was a stay-at-home homeschooling mother I read Seth's books and blog. His message about "work that matters" has always inspired me. I'm an INFJ, so doing work that matters is pretty much as important as breathing. On page 14 of his latest book, This is Marketing, Seth Godin writes: "Marketing is the act of making change happen". And he shows us how we can use the principles of marketing to share our meaningful work with the world and bring about change. All through this book, and, indeed, all of Seth's work, you will hear him talk about doing "work that matters for people who care" and that we, as marketers, are meant to serve people and add value. This is not the way marketing was seen in the past. It is no longer considered a good marketing practice to selfishly demand that people (who don't know us) give us their time and attention as we try to sell them something. Instead, we are to start by showing up consistently, bringing our best to people, and serving them. Then, if we earn their trust and we become part of a "tribe" or community of people who share interests, we can offer what we have. And they might actually choose to listen to our message and, possibly, to buy from us. One very important point Seth makes in Chapter 20 "Organizing and Leading a Tribe" is this:"The tribe doesn't belong to you, so you don't get to tell the members what to do or to use them for your own aims." (p. 230) I hear a lot about "building your tribe" and "growing your followers on social" from successful influencers, but Seth is right: if you are lucky enough to have a group of people who want to listen to you, that's great! But you don't own that community--you are there to serve them, not use them. I'm jumping around a bit, but Chapter 9, "People Like Us Do Things Like This" is about people's desire to fit in and their perception of status. Seth explains why it is so difficult to bring about change. I found this chapter super helpful to understand why marketing can be so difficult. Chapter 10 is about the creation of tension, as a marketer, in order to bring about forward motion, and, thus, the change we want to make. He explains "pattern match" and "pattern interrupt". This was helpful in understanding what to do about the resistance people have to change. Other valuable and practical insights can be found in his chapters "A Better Business Plan", "The Funnel", and "Status, Dominance, and Affiliation". I always appreciate the generosity with which Seth shares his wisdom and the clear way he explains marketing principles so that anyone can comprehend them. Throughout the book, just like in everything else he shares with the world, Seth's message is about being generous and doing your best work. Not perfect work, just your best. And then ship it. And then tomorrow you can make it better. If you're an entrepreneur, small business owner, or involved with marketing in any organization, including non-profits, you need to read this book. Oh and one final book nerd note: at 5.3 inches by 7.3 inches, the size of this book feels just right to hold in my hands.

I’ve owned my business for 21 years, but Seth Godin’s book, This Is Marketing, has transformed the way I think about marketing. I think this book could be called, The Philosophy of Modern Marketing, or Marketing that is Truly Effective. I used to think of marketing as a series of tasks I needed to do each month in order to drum up new business. Now I see marketing as a noble adventure with the intent to create meaningful change in some part of the world. On page 144, Seth talks about “your quest to matter.” That’s a beautiful way to some up his perspective on marketing. It’s not a task. It’s a quest, a call to adventure, something in sync with Joseph Campbell’s work on The Hero’s Journey. Seth emphasizes three critically important questions: 1. What change are you trying to make? 2. Who are you seeking to change? 3. What promise can you make to your potential customers? (Hint: your promise needs to connect to the change you want to make in the world.) He points out that the primary purpose of marketing is to create change in the world; meaningful, positive change. Then in Chapter 10 he explains how important it is to create tension that causes people to make a decision to work with you. On page 121, he wrote, “There are two ways to do your work. You can be a cab driver. Show up and ask someone where they want to go. Charge them based on the meter. Or you can be an agent of change, someone who creates tension and then relieves it.” This reminds me of Joseph Campbell’s retelling of the story about King Arthur and the Knights of the Round Table. King Arthur challenged the knights to go on a quest for the Holy Grail. Then one of the knights stood and said, “We should all enter the forest at a different point, a place where there is no path. We should carve out our own path in our pursuit of the Holy Grail.” To me, that’s what Seth is telling us to do. Carve out your own path by clarifying the change you want to make in the world, which is your Holy Grail, and then steadily, day after day, stay on that quest to create that change for the people who need that change. Early in the book I decided to put a star next to statements that really meant a lot to me. By the end of the book I had over 70 stars and most of the book underlined. Here are some of the most powerful statements for me: (Page 12) “Marketers make change happen: for the smallest viable audience, and by delivering anticipated, personal, and relevant messages that people actually want to get.” (Page 12) “Marketers have the empathy to know that those they seek to serve don’t want what the marketer wants, don’t believe what they believe, and don’t care about what they care about.” (Page 20) “Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.” (Page 28) “You have no chance of changing everyone. You need to change someone. Which ones? Do they share a psychographic?” (Page 65) “Our calling is to make a difference. A chance to make things better for those we seek to serve…Not for your own benefit, but because of what it can produce for others.” (Page 70) “Great marketing is the generous and audacious work of saying, ‘I see a better alternative; come with me.’” (Page 81) “Marketers make change. We change people from one emotional state to another. We take people on a journey; we help them become the person they’ve dreamed of becoming, a little bit at a time.” Do you see what I mean? Over and over and over Seth is teaching a new philosophy of modern marketing. Decide on the change you want to make, decide on who to change, and make a promise as to what those people will gain from you to make that change. I can’t encourage you enough to read, This Is Marketing. I believe you will see your marketing work as a noble adventure to make great and positive change in the world. And the book is filled with nuances and processes for you to consider as you move your marketing into action.

This is the first book I read by Godin, and I've enjoyed it so much that I will certainly read more of his works in the future. In the past I read marketing books for pleasure, not to be 'manipulated' by advertisers, i.e. as a shield kind of thing. Cialdini's first book ('Influence') has always been a book of reference for me in that regard. However, I've always felt that it fell short for the needs of the modern contemporary Internet-dominated society and market. This is Marketing fills the gap, adding elements that are relevant to the social, cultural and marketing reality of the 21st century; elements that I can use to think about selling my services without having to think about learning psychological tactics that are already well-known, have been used and overused for decades, and no longer work. TARGET READER > Godin's book is a more a book that gives you food-for-thought than a book that provides you with a proper system to implement things. Godin himself states that this is not a step-by-step set of tactics by a compass and, to me, that's true. To me that's inspirational. > I see the book more targeted to lay people and small biz entrepreneurs than a book devoted to professional marketers, who might react with a 'what?!" to some of the points that Godin makes. GODIN'S CORE MARKETING PRINCIPLES + Marketing seeks more market share, more customers, and more work. + Marketing is driven by better service, better community, and better outcomes. + Marketing creates culture: Status, affiliation, and people like us. + Marketing is change: Change the culture, change your world. Marketers make change happen. + Each of us is a marketer and has the ability to make more change than we can imagine. + Our opportunity and our obligation is to do marketing that we’re proud of. GREAT THINGS + The thing I like the most about this book is Godin's understanding of contemporary group dynamics, conformity trends, cultural disruption, and cultural influence. Above all, what stands out to me is the author's emphasis on serving the client or customer, treating them with respect, and not selling yourself too short in the process. + Probably because I experience the over-dominance of Facebook and Google as something dangerous and even burdensome, I loved Godin's insistence on narrative instead of advertising, and on care as a way to obtain profit. + Godin debunks the fallacy of the efficiency of FB and Google paid adds in marketing small businesses. + The book reads with gusto, and has a very simple language. + Some of the examples that Godin uses to exemplify his points are really good, too. + The explanation of why the same book gets both 1-star and 5-star reviews is really good. + The advice on how to treat loyal customers who ring a call center to complain. + The definition of goal, and how it differs from a strategy and a tactic. + The difference between direct marketing and brand marketing, and why the latter is better for your biz. + The selected readings list at the end of the book is really good. MY FAVORITE NUGGETS > "Online advertising is also the most ignored advertising ever created. It’s not unusual to run an ad in front of a hundred thousand people and get not a single click. It’s not unusual for an entire ad campaign to start, run, and finish without making any impact on the culture. (p. 169). > "If you’re buying direct marketing ads, measure everything. Compute how much it costs you to earn attention, to get a click, to turn that attention into an order. Direct marketing is action marketing, and if you’re not able to measure it, it doesn’t count." (p. 172). > "The lifetime value of a new customer rarely exceeds the cost of running the ads necessary to get a new customer. People are so distrustful, and the web is so cluttered, that the ads rarely have enough power to pay for themselves." (p. 210). > "Lowering your price doesn’t make you more trusted. It does the opposite." (p. 185). WHERE TO START READING ~ The Simple Marketing Sheet at the end of the book, especially if you get to book to help you market something you want to sell. ~ Chapter 23, because it summarizes the main points discussed in the book . DOWNSIDES __ The core message is repeated over and over again, sometimes unnecessarily. __ I would have loved that Godin provided a few more examples on certain points he makes to make his advice more precise and less generic. __ Some statements are a bit vague. An example: "And then, with this knowledge, overdo your brand marketing. Every slice of every interaction ought to reflect the whole. Every time we see any of you, we ought to be able to make a smart guess about all of you." (p. 175). __ The book reads like an upgraded collection of blog entries, which makes a great read, but lacks the patina of seriousness that makes things trustworthy for the newcomer. When you get a footnote system where you back what you say, the trust is immediately there; when you don't do that, I have the doubt whether some of the statements are hyperbolic or just a way of speaking. No doubt, Godin is a powerful voice in the marketing world, but I have difficulties taking bombastic statements at face value, no matter how much I like the speaker. __ Godin defines marketing in p. 2 as "the generous act of helping someone solve a problem. Their problem". I consider that BS, sorry. I think marketing is the act of selling something to people who might need or not need it, might want it or not, especially the act of selling to people who would initially say no to something. __ Godin repeats over and over that marketers create change. I think that's a bit of BS, too. The way I see it is, marketers sell change, and that's great in itself. People who really make change in the world, do so mostly outside the marketing world, sorry. The world of ideas, the word of science, the world of art, the world of technology. I see change coming from scientists, philosophers, artists, and innovators, not so much from marketers. Navel-looking hyperbolas work when giving a conference, in a book, not so much. MIND Godin himself states that the book is based on a hundred-day seminar that involved both lessons and peer-to-peer coaching around shared work. (p.2), and that some bits of his blog are also incorporated (p. 259). BAD ENGLISH > “Treat the others the way you’d want to be treated.” (p. 234). > “Build a team with the capacity and the patience to do the work that needs doing.” (p. 235).

Easy read and beneficial insight into storytelling and why it’s important in marketing.

When I first started reading this book, it was pretty good. I've read and enjoyed many of Godin's other books, so I knew what to expect, and I wasn't disappointed by the first few chapters. In fact, I jotted about a page-and-a-half of notes for my creative career. By the middle of the book, Godin was sharing advice I wish I'd had 10 years ago. Great, vital info. But, around the 3/4 point of the book, I was getting bored. Until I completed the book, I didn't want to start working with my notes (around six pages, at that point), but... well, it was kind of a "dip" (a Godin term) to keep reading. And then, all of a sudden, Godin started fitting all the pieces together. The synergy was breathtaking. I was actually sorry when the book ended, almost abruptly. (The "what will you do?" section at the end seemed a little too cutesy for my taste, but that's okay.) So, my advice is to get this book. (In fact, I'd put that in flashing neon lights, if you're kind of struggling with your job/business.) Some parts of this book are better for self-employed people, like me. Others are written for employees of larger companies, whether you're at the bottom rung of the management ladder, or working your way up. Also, teams will find helpful insights in this book, too. But the very best advice I can give you is to keep reading to the end, even if/when you just want to put the book down and find something more interesting to read. Or a TV show to watch, instead. There are days when I give everything I like a five-star review, because I'm in a really upbeat mood. This isn't one of those days. (I couldn't delve into work requiring extended focus, because the termite inspection guys were due here at some point - unspecified - between 9 AM & 5 PM.) But, even feeling a little grumpy today, I still need to give this book five stars. The opening is good, but not dazzling. The middle goes from engaging to I-think-I-need-a-nap. But the spectacular final few chapters of the book - wow! - they're worth trudging through (not skimming!) everything that leads up to it. THAT's where all the puzzle pieces start fitting together, even the ones you may find boring. And it's absolutely, 100% worth the ah-HA! cascade as the entire book becomes a work of art.

In a word, genius. "This is Marketing" is a must-have book for fans of Seth Godin, practitioners of marketing and leaders who seek to make change. If you have read his other works, many of the concepts will be nostalgic. However, this book binds them all into one place for easy reference and builds upon them to set a foundation for the future of marketing. The chapters are indexed and the concepts easy to digest yet profound. I found myself re-reading sections over and over again to grasp the concepts. Seth is a guru and by that I mean an influential teacher. He teaches us true marketing in this work of genius. This book should serve as a reference for the next generation of marketers and veteran marketers alike. If you are reading this review, you owe it to yourself to try the concepts and share them with your peers, your colleagues and your organization. As Seth has proven with “Ideavirus", ideas that spread win, so we need to share these ideas so they win. I find the timing of the book impeccable especially given today’s political and informational landscape where it is hard to discern fact from fiction and truth from lies. All true marketers are storytellers not liars. The concept of his breakthrough best-seller, “Permission Marketing”, is just as relevant today as it was 20 years ago especially with the advent of GDPR (General Data Protection Regulation). What makes “This is Marketing” different than other marketing books is that Seth espouses marketing that creates value for the marketer and the “marketee” while doing it together with generosity. The most effective marketing is marketing that creates enduring change, change that lasts. In order for change to last, it needs to create bi-directional value, it needs to be a two-way street not a one-way street. Seth is generous in the change that he seeks to make with this book and it has the potential to create a marketing Renaissance movement. I am incredibly humbled to be a recipient of an early-bird copy of the book, honored to participate in the seminar by the same name and proud to be an AltMBA alum. Thank you, Seth, for your generosity in writing another essential book for the marketer’s bookshelf.

It would be fair to say that I am not aware of anyone who has had more influence over the development of the field marketing in the past twenty-five years than Seth Godin. I religiously read his frequent pithy blog postings, order each new book as it is published, and have traveled to hear him speak on several occasions. I even attended a full day seminar at his workshop in Dobbs Ferry, New York. Seth possesses a unique combination of gifts; he is insightful, innovative, and inspiring. He has figured out over the years how to put his ideas to work in ways that improve society, and he freely teaches others to emulate and modify his lessons to apply in their own lives and careers. "This Is Marketing" is Set's latest offering. He turns many sacrosanct marketing principles on their head, and demonstrates that there is wisdom and profit to be made in going after the "Smallest Viable Market." This book is a manifesto that proclaims that real marketing must change the world for the better. It is time to stop spamming, and time to start working to understand the mind of the consumer, and to find ways to help them to make better decisions. Intruding into people's space - especially on line- is no longer viable or effective. Seth was a pioneer in Permission Marketing, and in this book, he outlines the philosophy and the practice of earning the attention of the customer and potential customer. He makes the point that marketing changes people for the better through the judicious use of stories, connections, and shared experiences. He gives a very clear explanation of semiotics and the proper use of symbols in marketing If you are a fan of Seth Godin, you have probably already ordered this book. If you are not yet a Godin disciple, reading this book would be a wise first step on a journey of discovery following in the footsteps of this member of the Marketing Hall of Fame. Enjoy!

This book isn't terrible. There are several aspects of it that are useful. Not anything that you wouldn't find anywhere else. What's really irritating is how often the author slips his political viewpoints in. I'm looking for business advice, not political advice. I have no interest in this ridiculous political battle that is raging through society right now.

Must read if you want to learn the marketing

Lo consiglio a chiunque cerchi un manuale sul marketing. È scritto bene, in maniera lineare, comprensibile, d'ispirazione. Sensazionale.

Seth Godin’s *This Is Marketing* is a masterclass in modern marketing, focusing on building trust, creating real value, and serving the right audience rather than chasing quick sales or mass appeal. Unlike traditional marketing books that emphasize tactics and hacks, Godin delivers a deeper, more human-centered approach that resonates with both seasoned professionals and newcomers. One of the book’s greatest strengths is its emphasis on understanding the needs, fears, and desires of the people you seek to serve. Godin argues that effective marketing isn’t about interrupting people but about solving problems, creating meaningful change, and forming genuine connections. His insights on storytelling, positioning, and the power of small, loyal audiences are both thought-provoking and highly practical. The book’s writing style is engaging, easy to digest, and full of real-world examples that make complex marketing principles accessible. Whether you're an entrepreneur, business leader, or creative professional, *This Is Marketing* provides a fresh perspective on how to make an impact in today’s crowded marketplace. Overall, this is an inspiring and valuable read that challenges outdated marketing strategies and replaces them with a more ethical, effective, and sustainable approach. Highly recommended for anyone looking to build a brand, grow an audience, or create lasting change through their work!

⭐️⭐️⭐️⭐️⭐️ (5/5) „This is Marketing“ – ein Manifest für Bedeutung statt Massenmarkt 📌 Kurzfazit Godin argumentiert, dass modernes Marketing nicht mehr darin besteht, Produkte an möglichst viele Menschen zu „pushen“. Stattdessen geht es darum, Resonanz zu erzeugen, Vertrauen aufzubauen und eine Community aufzubauen, die die Botschaft wirklich versteht. Marketing = Empathie + Geschichten + Relevanz. 📚 Inhalt & Kerngedanken „Marketing is the act of making change happen“ – Marketing als Dienstleistung, nicht Manipulation. Fokus auf kleinste tragfähige Zielgruppe („smallest viable market“) statt Massenmarkt. Bedeutung von Storytelling, Empathie und Authentizität. Marketing als langfristiger Beziehungsaufbau, nicht kurzfristige Tricks. 🔬 Wissenschaftlicher Bezug Parallelen zur Diffusion of Innovations (Everett Rogers, 1962): Ideen verbreiten sich von Early Adopters in die Masse. Anschluss an Behavioral Economics: Entscheidungen werden stark durch Emotion, nicht durch reine Rationalität geprägt (Kahneman, 2011). Godins Betonung von Vertrauen und Community deckt sich mit Forschung zu Social Capital (Putnam, 2000) und Customer Engagement (Brodie et al., Journal of Service Research, 2011). Schwäche: kein wissenschaftliches Fachbuch, sondern eher ein Essay mit Beispielen und Prinzipien. 👉 Fazit Wissenschaft: Inspirierend, empirisch anschlussfähig, aber nicht systematisch. 🌍 Kulturelle Relevanz Godin gilt als einer der wichtigsten Marketing-Vordenker unserer Zeit. Das Buch hat besonders in der Start-up- und Kreativszene Resonanz gefunden, weil es Sinn- und Werteorientierung betont. Kulturell wichtig, weil es Marketing vom „Verkaufen“ hin zum Verändern und Gestalten umdefiniert. 💭 Meine persönliche Meinung 👍 Positiv: Sehr klar, sehr menschlich, mit vielen einprägsamen Beispielen. Für mich ein Leitfaden, wie man Marketing ethisch und sinnvoll gestalten kann. 👎 Negativ: Wer harte Tools und Frameworks erwartet, wird enttäuscht – es bleibt konzeptionell. Für mich: ein Inspirationsbuch, das die Haltung verändert, nicht nur die Technik. 🎯 Fazit This is Marketing ist ein zeitgemäßes, inspirierendes Manifest für empathisches Marketing, das Vertrauen und Relevanz in den Mittelpunkt stellt. Kein Handbuch voller Zahlen, sondern ein Buch, das die Perspektive verschiebt – und das macht es wertvoll. ⭐️⭐️⭐️⭐️⭐️ – 5 von 5 Sternen Weil: klug, kulturprägend, anschlussfähig an Forschung – ein Muss für modernes Marketing.

Enrealidad sigo mucho a Seth Godin. Me gusta mucho como escribe en su newsletter. Cuando vi que atacaria una perspectiva diferente de que no es tan importante lo que actualemte ahora se vende que es buscar tener mas likes o mas seguidores a la causa o más exposicion, lo compre inmediatamente, me llevo mis libros en estos temas despacio para leer por partes y ver como aplicarlo a mi proyecto. Definitivamente recomendado. Como no soy estudiante de marketing tampoco se que tan repetido este. Lo compre por el autor la verdad.