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This Is Marketing: You Can’t Be Seen Until You Learn to See



This Is Marketing: You Can’t Be Seen Until You Learn to See PDF

Author: Seth Godin

Publisher: Portfolio

Genres:

Publish Date: November 13, 2018

ISBN-10: 0525540830

Pages: 288

File Type: PDF

Language: English

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Book Preface

Marketing is all around us. From your very first
memories to the moment before you opened this book,
you’ve been inundated by marketing. You learned to read
from the logos on the side of the road, and you spend
your time and your money in response to what marketers
have paid to put in front of you. Marketing, more than a
lake or a forest, is the landscape of our modern lives.
Because marketing has been done to us for so long, we
take it for granted. Like the fish who doesn’t understand
water, we fail to see what’s actually happening, and don’t
notice how it’s changing us.

It’s time to do something else with marketing. To
make things better. To cause a change you’d like to see in
the world. To grow your project, sure, but mostly to serve
the people you care about.
The answer to just about every question about work is
really the question, “Who can you help?”
This is marketing
Marketing seeks more. More market share,
more customers, more work.
Marketing is driven by better. Better service,
better community, better outcomes.
Marketing creates culture. Status, affiliation,
and people like us.
Most of all, marketing is change.
Change the culture, change your world.
Marketers make change happen.
Each of us is a marketer, and each of us has the
ability to make more change than we imagined.
Our opportunity and our obligation is to do
marketing that we’re proud of

How tall is your sunflower?

That’s what most people seem to care about. How big a
brand, how much market share, how many online
followers. Too many marketers spend most of their time
running a hype show, trying to get just a little bigger.
The thing is, tall sunflowers have deep and complex
root systems. Without them, they’d never get very high.
This is a book about roots. About anchoring your work
deeply in the dreams, desires, and communities of those
you seek to serve. It’s about changing people for the
better, creating work you can be proud of. And it’s about
being a driver of the market, not simply being marketdriven.
We can do work that matters for people who care. If
you’re like most of my readers, I don’t think you’d have it
any other way.
It’s not going to market itself
The best ideas aren’t instantly embraced. Even the ice
cream sundae and the stoplight took years to catch on.
That’s because the best ideas require significant
change. They fly in the face of the status quo, and inertia
is a powerful force.
Because there’s a lot of noise and a lot of distrust.
Change is risky.
And because we often want others to go first.
Your most generous and insightful work needs help
finding the people it’s meant to serve. And your most
successful work will spread because you designed it to.
Marketing isn’t just selling soap
When you give a TED Talk, you’re marketing

When you ask your boss for a raise, you’re marketing.
When you raise money for the local playground, you’re
marketing.
And yes, when you’re trying to grow your division at
work, that’s marketing too.
For a long time, during the days when marketing and
advertising were the same thing, marketing was reserved
for vice presidents with a budget.
And now it’s for you.


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