This is marketing : you can't be seen until you learn to see

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Seth Godin

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Over the past 25 years, Seth Godin has inspired millions of entrepreneurs, marketers, and leaders through his blog, online courses, lectures, and bestselling books. He has coined influential concepts like Permission Marketing, Purple Cow, Tribes, and The Dip. For the first time, he consolidates his marketing wisdom into one accessible package. Central to his philosophy is a key idea: great marketers use marketing to solve other people's problems rather than merely addressing their company's issues. They aim to make the world better through empathy, generosity, and emotional labor. This guide teaches you how to identify your smallest viable audience, interpret the right signals to position your offering, build trust with your market, and engage with the narratives your audience holds about status and affiliation. It emphasizes the importance of creating opportunities and providing tools for people to achieve their goals. Marketers are encouraged to abandon deceitful practices, avoid confusing social media metrics with genuine connections, and stop wasting resources on fleeting attention. This approach offers a sustainable marketing strategy that remains relevant, regardless of how tactics evolve over time.