This Is Marketing: You Can't Be Seen Until You Learn to See
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- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-06-01 10:54:10
- Update Date：2025-09-06
- Status：finish
- Author：Seth Godin
- ISBN：0241370140
- Environment：PC/Android/iPhone/iPad/Kindle
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Summary
Over the past quarter century， Seth Godin has taught and inspired millions of entrepreneurs， marketers， leaders， and fans from all walks of life， via his blog， online courses， lectures， and bestselling books。 He is the inventor of countless ideas and phrases that have made their way into mainstream business language， from Permission Marketing to Purple Cow to Tribes to The Dip。
Now， for the first time， Godin offers the core of his marketing wisdom in one accessible， timeless package。 At the heart of his approach is a big idea: Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems。 They don't just make noise; they make the world better。 Truly powerful marketing is grounded in empathy， generosity， and emotional labour。
This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status， affiliation， and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals。
It's time for marketers to stop lying， spamming， and feeling guilty about their work。 It's time to stop confusing social media metrics with true connections。 It's time to stop wasting money on stolen attention that won't pay off in the long run。 This is Marketing offers a better approach that will still apply for decades to come， no matter how the tactics of marketing continue to evolve。
Now， for the first time， Godin offers the core of his marketing wisdom in one accessible， timeless package。 At the heart of his approach is a big idea: Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems。 They don't just make noise; they make the world better。 Truly powerful marketing is grounded in empathy， generosity， and emotional labour。
This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status， affiliation， and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals。
It's time for marketers to stop lying， spamming， and feeling guilty about their work。 It's time to stop confusing social media metrics with true connections。 It's time to stop wasting money on stolen attention that won't pay off in the long run。 This is Marketing offers a better approach that will still apply for decades to come， no matter how the tactics of marketing continue to evolve。
Reviews
Mi Nguyen
，
Một trong nhưng quyển phải dùng hết sự kiên trì mới đọc hết được。 Quyển này mình đã thấy ít nhất 2 người làm trong ngành Marketing gợi ý。 Mình bắt đầu quyển này trong tâm trạng hết sức háo hức sẽ đọc được những khía cạnh hoàn toàn mới。 - Cách phát triển ý và diễn đạt rất kì cục: Logic của cuốn này không bình thường， không dùng cách Tổng - Phân - Hợp như đa phần các cuốn non-fiction khác， cùng với những câu văn tối nghĩa。 Đặc biệt là cách phân đoạn rất độc đáo， 90% đoạn văn được cấu tạo từ một câ Một trong nhưng quyển phải dùng hết sự kiên trì mới đọc hết được。 Quyển này mình đã thấy ít nhất 2 người làm trong ngành Marketing gợi ý。 Mình bắt đầu quyển này trong tâm trạng hết sức háo hức sẽ đọc được những khía cạnh hoàn toàn mới。 - Cách phát triển ý và diễn đạt rất kì cục: Logic của cuốn này không bình thường， không dùng cách Tổng - Phân - Hợp như đa phần các cuốn non-fiction khác， cùng với những câu văn tối nghĩa。 Đặc biệt là cách phân đoạn rất độc đáo， 90% đoạn văn được cấu tạo từ một câu。 Cứ một câu lại xuống dòng， k hiểu do ổng thích xuống dòng， hay là do ổng không thể phát triển tiếp ý của đoạn đó nên chỉ kết thúc bởi 1 câu。 - Nội dung: Đa phần đều không mới。 Trong số 23 chương của quyển sách， mình chỉ thấy 3 chương mà nội dung có thể được coi là kiến thức hữu ích。 Mà đối với quyển này， mình đọc từng chứ chứ không hề lướt， nhưng thực sự có những đoạn chả hiểu gì luôn。Thực lòng， giờ muốn đọc sách về Marketing， mình sẽ lại tìm về sách của Philip Kotler - dù sách thường viết kiểu SGK - nhiều định nghĩa， nhưng phải nói là cách phát triển ý rất logic， rất thích hợp cho việc tự nghiên cứu， ví dụ cũng được phân tích sâu。 Mình có xem qua mấy quyển Principles of Marketing qua các lần tái bản， tác giả đều thay đổi ví dụ mới hơn và tốt hơn。 Ai đã đọc quyển này thì làm ơn chỉ cho mình nó hay và hữu ích ở đâu nhé。 。。。more
Esuominim
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No new sensational groundbreaking ideas to find here。 。 。so if you "know it all" then just keep on moving。For everyone else this was a fantastic journey through the world of marketing with diverse examples and applications shared for every topic and theme。I enjoyed this read， was reminded of some things I knew to be true， and was able to build on the foundation of understanding I already had。This isn't a book to knock your socks off， but it is an excellent book to remind you how things work and No new sensational groundbreaking ideas to find here。 。 。so if you "know it all" then just keep on moving。For everyone else this was a fantastic journey through the world of marketing with diverse examples and applications shared for every topic and theme。I enjoyed this read， was reminded of some things I knew to be true， and was able to build on the foundation of understanding I already had。This isn't a book to knock your socks off， but it is an excellent book to remind you how things work and why you should care。 。。。more
Carson Winter
，
A fluffy， conversational book on marketing that is really an inspirational script。 It doesn’t tell you how to do anything。 It doesn’t offer much in specifics。 As someone with a marketing degree， it didn’t offer me much that transformed me as a marketer。 But it does offer a lot of ideas， a lot of philosophical waxing on marketing purpose and drive。 This isn’t a deep book and I feel like I could see a lot of professionals cringing at it， but what can’t be taken away from it is that Seth Godin is a A fluffy， conversational book on marketing that is really an inspirational script。 It doesn’t tell you how to do anything。 It doesn’t offer much in specifics。 As someone with a marketing degree， it didn’t offer me much that transformed me as a marketer。 But it does offer a lot of ideas， a lot of philosophical waxing on marketing purpose and drive。 This isn’t a deep book and I feel like I could see a lot of professionals cringing at it， but what can’t be taken away from it is that Seth Godin is a compelling writer。 If you need a basic primer on the field with some interesting case studies， you can do a lot of worse。 。。。more
Alicia Kim
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1。0。Seth Godin mentions early in the book that this is an extension of a series of talks that he had given， and it shows。 The book has chapters and sub-chapters with ideas picking up and dissipating and it was difficult to follow the train of thought。 It may have been better to watch his lecture/video instead。 The big takeaways include: find your niche （and niche clientele）， focus on quantity over quality， sell an experience that is symbolized by your project， know where you are in the funnel， a 1。0。Seth Godin mentions early in the book that this is an extension of a series of talks that he had given， and it shows。 The book has chapters and sub-chapters with ideas picking up and dissipating and it was difficult to follow the train of thought。 It may have been better to watch his lecture/video instead。 The big takeaways include: find your niche （and niche clientele）， focus on quantity over quality， sell an experience that is symbolized by your project， know where you are in the funnel， and have confidence。 。。。more
Miguel
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A very good book on marketing everyone interested in this field end/or digital marketing should read， probably a bible on this issue。
Richard Angelus
，
In this book， Seth Godin （the first time I'm exposed to Seth is through his short book， The Dip）， a marketing guru， shares the culmination of decades upon decades of marketing lessons and advice that he learned all over the world and mainly through his The Marketing Seminar。 I would like to recommend listening to The Akimbo Podcast and watching his interviews with Marie Forleo and Chase Jarvis。 I listened to the audiobook， not reading the book， so I get the main ideas but not in detail。 And most In this book， Seth Godin （the first time I'm exposed to Seth is through his short book， The Dip）， a marketing guru， shares the culmination of decades upon decades of marketing lessons and advice that he learned all over the world and mainly through his The Marketing Seminar。 I would like to recommend listening to The Akimbo Podcast and watching his interviews with Marie Forleo and Chase Jarvis。 I listened to the audiobook， not reading the book， so I get the main ideas but not in detail。 And most of the lessons I learned probably not very applicable to my areas of calling and job descriptions。 To read further， CLICK HERE: https://legasitv。blogspot。com/2021/05。。。 。。。more
Maria
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Surprised at the number of great reviews。 Unfortunately， this book didn’t do it for me。 I， particularly， didn’t enjoy how the author jumped from one idea to the other。 It was difficult to get into his flow。
Amici Nybråten
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Packed with wisdom。 The audiobook also has the smoothest narrator ever。
Martin Lember
，
Had high hopes for the book， but after finishing it's reading I must rate it above average。 It is not bad， but it does not have a clear narrative over the book and ideas tend to vary from left corner to the right。 However there are some brilliant ideas to （re）remember:- Customers do not what branded white leather wallet， they seek the feeling that this piece is making in them （status is important）。- Customer lifetime value is metric what is still overlooked by many businesses。- Determine who are Had high hopes for the book， but after finishing it's reading I must rate it above average。 It is not bad， but it does not have a clear narrative over the book and ideas tend to vary from left corner to the right。 However there are some brilliant ideas to （re）remember:- Customers do not what branded white leather wallet， they seek the feeling that this piece is making in them （status is important）。- Customer lifetime value is metric what is still overlooked by many businesses。- Determine who are the valuable clients， forget official politics and offer them more （CEO will personally calls if things go wrong etc。）。- Strategy can be shared and talked out loud， tactics should never been published and it's your business secret。- Customers suffer on constant lack of attention。 Your communication should be treated as if it is not received， customers will miss it and starts to look it by themselves。 。。。more
Kelsey Fanelli
，
Recommend tlb boutique
Mark Allen
，
This book won’t give you tactics or tricks to market to your customers。 What is does it provide you with a guide on how to be a better marketer， to think more about your product， your customers and where you sit in the market。 Remember， good marketers are farmers， not hunters。
Shaki
，
I was really struggling to finish this book！！ It was so hard to connect with the author as his writing style doesn't flow from one sentence to the other。 And it seemed so unorganized and vague。 I was really struggling to finish this book！！ It was so hard to connect with the author as his writing style doesn't flow from one sentence to the other。 And it seemed so unorganized and vague。 。。。more
Rochdi Rais
，
I've never skimmed a book like this one。 Godin knows his craft and he is a good marketer for sure， but this book is like a wisdom manual for marketers trying to tell them to "leave the selfish jerk " at home when you are at work。 Moreover， several if not hundreds of pages （ can't tell I didnt continue reading） are full of filler text and general ideas。 Give us actionable tips， time is money and we barely find some time to read， so please spare us the time of marvelling about how you want to make I've never skimmed a book like this one。 Godin knows his craft and he is a good marketer for sure， but this book is like a wisdom manual for marketers trying to tell them to "leave the selfish jerk " at home when you are at work。 Moreover， several if not hundreds of pages （ can't tell I didnt continue reading） are full of filler text and general ideas。 Give us actionable tips， time is money and we barely find some time to read， so please spare us the time of marvelling about how you want to make marketing "moral" 。。。more
Pomoestudio
，
Explica el mundo en el que vivimos
Garret Fettig
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Seth Godin holds a Master of Business Administration degree from Stanford， created and maintains one of the most popular blogs in the world， and has worked for big-name companies like Yahoo， Microsoft， and Penguin Random House， becoming an internationally renowned expert in the marketing industry。 In his book "This is Marketing，" Godin accesses his thirty years of experience and focuses on both how marketing is different in today’s society and what needs to be done for current marketing efforts Seth Godin holds a Master of Business Administration degree from Stanford， created and maintains one of the most popular blogs in the world， and has worked for big-name companies like Yahoo， Microsoft， and Penguin Random House， becoming an internationally renowned expert in the marketing industry。 In his book "This is Marketing，" Godin accesses his thirty years of experience and focuses on both how marketing is different in today’s society and what needs to be done for current marketing efforts to be effective。 "This is Marketing"’s focus on a finite scope of efforts can sound defeatist at times， but its consumer-centered perspective， which uses frequent imagery to explain the inefficacy of past methods and when offering rationale for new methods， can undoubtedly assist marketing professionals involved at any level of a business。Almost as an immediate counterargument against the continuation of traditional marketing strategies from the late 1900s， Godin begins the book by exploring why such approaches no longer work due to what’s changed since that time period， looking mainly at the invention and prevalence of the internet as a deterrent from mass media marketing。 Especially in modern marketing， Godin emphasizes that only the marketing itself， and never the actual consumers， are to be manipulated when practicing not only ethical， but effective， marketing。 This tone carries throughout the entire book， placing the marketing audience at the forefront rather than profits or product awareness。 Godin believes “marketing is the generous act of helping others，” not unfairly influencing a consumer base to buy; he finds such unethical efforts “[don’t] work in the long run” anyways。 Additionally， rather than pursuing the entire public’s purchasing power， Godin finds the key to successful marketing is finding “the smallest viable market” at all costs， taking into consideration people’s worldviews， values， aspirations， and even willingness to change。 He asserts having such a targeted audience immediately increases the potency of all marketing efforts as they go towards a group of individuals already highly amenable to the product。 This group of people will form their own tribe， or interest-based community， and marketing efforts can be adjusted to uniquely meet many of the tribe’s wants and needs。 However， that narrowing of marketing efforts can be slightly problematic when it excludes part of its tribe based on what the marketer measures as their willingness to change。 Godin describes people constantly seeking new and more effective solutions as adopters， who are “neophiliacs—addicted to the new”—and enjoy finding new products and boasting about their discoveries。 Conversely， some tribe members will inevitably become adapters， who only change when necessary， enjoying the familiarity of products they already use and processes they’ve already established， regardless of streamlined efficiency。 Godin suggests marketers can “not transform them，” these old-fashioned consumers， and also can “not get them to admit that they were wrong”， which apparently would indirectly be said by their switching to a different product。 In a way， this ties back to his theme of utilizing the energy and efforts of a marketing team in the best way possible so as to maximize productivity in reaching marketing goals， but it also seems misguided。 The question isn’t whether narrowing an audience so severely can accomplish increased conversion rates， as it’s proven to do so， but rather whether a later network effect， commonly relied on to convert adapters， can be achieved without previously marketing to them。 A network effect occurs when adopters “bring [an] idea across the chasm to the masses，” which they do because “it will make their lives better if everyone in their network also uses this idea。" The more people partake in a product or idea， the more valuable and therefore useful it becomes。 This effect alone seems a flimsy hope， rather than part of a well-made marketing plan， when used in an attempt to expand a narrowed target audience for the sake of business growth。 Godin doesn’t consider consistent front-of-mind awareness and the impact it could have in speeding up an adapter’s submission to the network effect of a product， and thereby narrows not only his audience， but his argument。This isn’t to say Godin mistreats the target audience in his marketing tactics。 In fact， much of his books is spent emphasizing how important the addition of real value to a customer’s life is in marketing， which vastly increases his credibility when reading。 Rather than merely treating marketing as a mechanism for brand awareness， Godin recognizes marketing as “all of it 。 。 。 the effects and the side effects， the pricing and the profit， all at once。" People buy products because of the benefits their features will give them， not for the product itself， which Godin understands。 As such， while many businesses who prioritize marketing do so because they are marketing-driven， Godin proposes a view of marketing and doing business that is instead market-driven， adjusting to the individual circumstances of each consumer。 In a world inundated with advertising and constant exposure to countless products， such an individualized approach seems vastly more effective than blindly seeking profits， and his recognition of this makes Godin a trusted contributor to that discourse。Lastly， Godin’s book isn’t only full of thorough research and easily applicable content but delivers such content in an accessible manner that makes it helpful to all those in the marketing industry， not just those in charge。 For the sake of clarity in his ideas， Godin uses both case studies and hypothetical scenarios frequently to provide colorful imagery。 For example， when discussing consumers’ desires for the benefits of a given product rather than its literal characteristics， Godin described how customers buy a drill bit not for the piece of metal， nor for the hole it makes， but for the storage which will be hung after the hole has been drilled。 Including small visual examples like this throughout increases reader comprehension and offers various ways to apply his ideas。 。。。more
Nada Elshabrawy
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More psychological， personal and strategic content than technical marketing tips。 I loved it！
Ameesh Kalan
，
Superb book！ Excellent insight into how technology， and it’s access， has shaped marketing。
Chris Maddison
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This book is written like this: Very short sentences。 Lots of full stops。Do we need full stops？ Maybe？"Vague marketing anecdote or proverb"。 Followed by a short comment。 Usually related to marketing to people's emotions。 Take it or leave it。Another short sentence。 More full stops。 Short sentence summarizing paragraph。Repeat for about 200 individually titled paragraphs This book is written like this: Very short sentences。 Lots of full stops。Do we need full stops？ Maybe？"Vague marketing anecdote or proverb"。 Followed by a short comment。 Usually related to marketing to people's emotions。 Take it or leave it。Another short sentence。 More full stops。 Short sentence summarizing paragraph。Repeat for about 200 individually titled paragraphs 。。。more
Chris Humphrey
，
I read this twice back to back because there is just SO MUCH good， relevant marketing information in here。 From cover to cover， the information just keeps coming。Based on the small bite-sized chapters， I gather this is a compilation of his daily info or podcast segments which makes this so valuable。 It's not a book that was written but rather a collection of essays and segments that was curated into themes。 No fluff or filler， just great marketing messages。I think might be my favorite marketing I read this twice back to back because there is just SO MUCH good， relevant marketing information in here。 From cover to cover， the information just keeps coming。Based on the small bite-sized chapters， I gather this is a compilation of his daily info or podcast segments which makes this so valuable。 It's not a book that was written but rather a collection of essays and segments that was curated into themes。 No fluff or filler， just great marketing messages。I think might be my favorite marketing book of all time。。。although I'm still reading them。 。。。more
Ruth
，
Jammed with amazing thinking and tips。
Chris
，
PEOPLE LIKE US DO THINGS LIKE THIS“Good enough isn’t an excuse or a shortcut。 Good enough leads to engagement。Engagement leads to trust。Trust gives us a chance to see （if we choose to look）。And seeing allows us to learn。Learning allows us to make a promise。And a promise might earn enrollment。And enrollment is precisely what we need to achieve better。Ship your work。 It’s good enough。Then make it better。”
David M。
，
Found a lot of helpful stuff here。
Jose
，
It starts out lacking promise and feeling high-level。 But then about 1/3 in I found it insightful and though often general， was practical and applicable。 I enjoyed it。
Jason Gomez
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Speaking as a composer I found this book extremely helpful in finding the value in being visible and promoting my music with intent and empathy。 It isn't enough to just write a piece and have it sit unplayed on a shelf or as a file on your computer。 It isn't enough to be guided by the "starving artist" narrative and be comfortable in obscurity。 You have a skill and a message that are important， and can truly resonate with someone enough to change their life if you take time to market your work p Speaking as a composer I found this book extremely helpful in finding the value in being visible and promoting my music with intent and empathy。 It isn't enough to just write a piece and have it sit unplayed on a shelf or as a file on your computer。 It isn't enough to be guided by the "starving artist" narrative and be comfortable in obscurity。 You have a skill and a message that are important， and can truly resonate with someone enough to change their life if you take time to market your work properly。 If you are composer or a musician， you need to read this book。 。。。more
Dusan
，
Velke prekvapko。 Mal som minimalne ocakavania， aj preto som to mal dlho odlozene ako rozcitane， ale je to skvele。 Je to komplexne。 Marketing od A po Z。 Zapada to do seba。 Mozete sa pristihnut "jeziiis， toto uz som vedel / pocul"， ale za mna je uzitocne si to znovu prejst vsetko po kope。 Naopak， ak v makretingu zacinate， bude to podla mna velky skok a nie vsetkemu budete rozumiet。 Zaver ma dostal！ Velke prekvapko。 Mal som minimalne ocakavania， aj preto som to mal dlho odlozene ako rozcitane， ale je to skvele。 Je to komplexne。 Marketing od A po Z。 Zapada to do seba。 Mozete sa pristihnut "jeziiis， toto uz som vedel / pocul"， ale za mna je uzitocne si to znovu prejst vsetko po kope。 Naopak， ak v makretingu zacinate， bude to podla mna velky skok a nie vsetkemu budete rozumiet。 Zaver ma dostal！ 。。。more
Robin Tobin （On the back porch reading）
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Great audio book for the drive to work。。。。
Oliver Mariano
，
Amazing little book！ Learned a lot from Seth！ This is marketing is a must read for everyone who’s trying to sell a product or a service。 The lessons in this book are timely and perfect for this generation。
SteffaniR
，
in my opinion， the first half of the book does make sense and have totally useful tips for marketing。 but， the other half is just。。blah。。。 the author gives us various stories about other people's marketing success or mistakes as an example。 It's good actually， however the story are short and make us to look just at the big picture and jump to the conclusions （whether the marketing strategy is good or not） and not at the details。 in my opinion， the first half of the book does make sense and have totally useful tips for marketing。 but， the other half is just。。blah。。。 the author gives us various stories about other people's marketing success or mistakes as an example。 It's good actually， however the story are short and make us to look just at the big picture and jump to the conclusions （whether the marketing strategy is good or not） and not at the details。 。。。more
Gergana Velinova
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Интересно четиво， което дава отговор на въпросите "Какво е маркетинга"， "С какво би бил полезен за нас"， а и за потребителите。。。 "Какво е нужно， за да изградим успешен бизнес план"， "Кои са неофилите" и още много въпроси Интересно четиво， което дава отговор на въпросите "Какво е маркетинга"， "С какво би бил полезен за нас"， а и за потребителите。。。 "Какво е нужно， за да изградим успешен бизнес план"， "Кои са неофилите" и още много въпроси 。。。more
Asad Khan
，