This Is Marketing

This book by Seth Godin was written to give an update/ overview of how much has changed in the world of marketing in the past 20 years. I got this same day delivered on Amazon the day that it came out because I love Seth’s books. Here are some of the big ideas.

People like us do things like this

This is the definition of culture. Broken down this way, it becomes easier to see what culture is and how we can change it. This is particularly relevant in music because so many people derive their identities from affiliating with a broader tribe or way of doing things. People like us wear things like this, meet at places like this, dance like this, etc.

Work that matters for people who care

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Make things better, make better things

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Serve the smallest viable audience

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Who eats lunch first?

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This might not work

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When in doubt, look for the fear

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Positioning is done as a service for our customers

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Marketers create change. No change, no marketing.

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If you’re going to do all this work, might as well do something you’re proud of.

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Some people measure affiliation, others seek to engage with the story of dominance.

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Why will someone enroll to go on this journey?

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Anticipated, personal and relevant messages always do better than the other kind.

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The network effect is the ratchet that builds projects that grow.

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It’s not your tribe, but you can lead them for a while.

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Are you a direct marketer? What do you measure?

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What’s it for? Who’s it for?

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Create and relieve tension

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Everything we do is a flag, and every flag tells a story

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