This Is Marketing
by Seth Godin
Godin's synthesis: marketing is making change happen for the smallest viable audience, by seeing their worldview, earning trust and telling a true story that fits. It covers positioning, pricing, permission, tension and status. It is his most complete statement and less repetitive than his shorter books.
Read it if…
you want a humane, coherent philosophy of marketing in one volume.
Skip it if…
you want tactics and funnels; Godin refuses them.
Three things you will actually use
- Find the smallest viable market and serve it fully.
- People like us do things like this.
- Tension, not pressure; trust, not tricks.
Do this first
Write who your smallest viable audience is, specifically, and what change you seek to make for them.
Our verdict
His most complete book.
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