Permission Marketing
Turning Strangers Into Friends and Friends Into Customers
The 1999 book that saw it coming: attention would become the scarce resource, and the answer was to ask, not steal
Written in 1999, this is the book where Godin first named the shift the rest of his work would explore: attention was becoming the scarce resource, and interrupting people to seize it would stop working. The alternative he proposed, earning permission to speak to someone by being anticipated, personal and relevant, reads now like a blueprint for the two decades of marketing that followed.
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