This Is Marketing
You Can't Be Seen Until You Learn to See
Marketing not as spam and pressure but as generous service to the smallest audience you can afford to serve
A distillation of everything Godin had argued for two decades, reframing marketing as a generous act rather than a manipulative one. The task, he says, is not to shout at everyone but to serve the smallest viable audience so well that they tell others. He works through positioning, trust, tension and status, and insists throughout that good marketing makes change happen for people who want it.
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