I’ve owned my business for 21 years, but Seth Godin’s book, This Is Marketing, has transformed the way I think about marketing. I think this book could be called, The Philosophy of Modern Marketing, or Marketing that is Truly Effective.
I used to think of marketing as a series of tasks I needed to do each month in order to drum up new business.
Now I see marketing as a noble adventure with the intent to create meaningful change in some part of the world. On page 144, Seth talks about “your quest to matter.” That’s a beautiful way to some up his perspective on marketing. It’s not a task. It’s a quest, a call to adventure, something in sync with Joseph Campbell’s work on The Hero’s Journey.
Seth emphasizes three critically important questions:
1. What change are you trying to make?
2. Who are you seeking to change?
3. What promise can you make to your potential customers? (Hint: your promise needs to connect to the change you want to make in the world.)
He points out that the primary purpose of marketing is to create change in the world; meaningful, positive change.
Then in Chapter 10 he explains how important it is to create tension that causes people to make a decision to work with you. On page 121, he wrote, “There are two ways to do your work. You can be a cab driver. Show up and ask someone where they want to go. Charge them based on the meter. Or you can be an agent of change, someone who creates tension and then relieves it.”
This reminds me of Joseph Campbell’s retelling of the story about King Arthur and the Knights of the Round Table. King Arthur challenged the knights to go on a quest for the Holy Grail. Then one of the knights stood and said, “We should all enter the forest at a different point, a place where there is no path. We should carve out our own path in our pursuit of the Holy Grail.”
To me, that’s what Seth is telling us to do. Carve out your own path by clarifying the change you want to make in the world, which is your Holy Grail, and then steadily, day after day, stay on that quest to create that change for the people who need that change.
Early in the book I decided to put a star next to statements that really meant a lot to me. By the end of the book I had over 70 stars and most of the book underlined. Here are some of the most powerful statements for me:
(Page 12) “Marketers make change happen: for the smallest viable audience, and by delivering anticipated, personal, and relevant messages that people actually want to get.”
(Page 12) “Marketers have the empathy to know that those they seek to serve don’t want what the marketer wants, don’t believe what they believe, and don’t care about what they care about.”
(Page 20) “Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.”
(Page 28) “You have no chance of changing everyone. You need to change someone. Which ones? Do they share a psychographic?”
(Page 65) “Our calling is to make a difference. A chance to make things better for those we seek to serve…Not for your own benefit, but because of what it can produce for others.”
(Page 70) “Great marketing is the generous and audacious work of saying, ‘I see a better alternative; come with me.’”
(Page 81) “Marketers make change. We change people from one emotional state to another. We take people on a journey; we help them become the person they’ve dreamed of becoming, a little bit at a time.”
Do you see what I mean? Over and over and over Seth is teaching a new philosophy of modern marketing. Decide on the change you want to make, decide on who to change, and make a promise as to what those people will gain from you to make that change.
I can’t encourage you enough to read, This Is Marketing. I believe you will see your marketing work as a noble adventure to make great and positive change in the world. And the book is filled with nuances and processes for you to consider as you move your marketing into action.
Enjoy fast, free delivery, exclusive deals, and award-winning movies & TV shows with Prime
Try Prime
and start saving today with fast, free delivery
Loading your book clubs
There was a problem loading your book clubs. Please try again.
Not in a club? Learn more
Join or create book clubs
Choose books together
Track your books
Bring your club to Amazon Book Clubs, start a new book club and invite your friends to join, or find a club that’s right for you for free.
Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet, or computer - no Kindle device required.
Read instantly on your browser with Kindle for Web.
Using your mobile phone camera - scan the code below and download the Kindle app.
Something went wrong. Please try your request again later.
Great on Kindle
Great Experience. Great Value.
Putting our best book forward
Each Great on Kindle book offers a great reading experience, at a better value than print to keep your wallet happy.
Explore your book, then jump right back to where you left off with Page Flip.
View high quality images that let you zoom in to take a closer look.
Enjoy features only possible in digital – start reading right away, carry your library with you, adjust the font, create shareable notes and highlights, and more.
Discover additional details about the events, people, and places in your book, with Wikipedia integration.
Get the free Kindle app: 
Enjoy a great reading experience when you buy the Kindle edition of this book. Learn more about Great on Kindle, available in select categories.
Book recommendations, author interviews, editors' picks, and more. Read it now.
Frequently bought together
$14.29
Get it as soon as Tuesday, May 14
In Stock
Total price:
To see our price, add these items to your cart.
Choose items to buy together.
Similar items that may deliver to you quickly
Page 1 of 1 Start overPage 1 of 1
Popular Highlights in this book
Marketing is the generous act of helping someone solve a problem. Their problem.Highlighted by 5,482 Kindle readers- It’s easier to make products and services for the customers you seek to serve than it is to find customers for your products and services.Highlighted by 5,361 Kindle readers
- Persistent, consistent, and frequent stories, delivered to an aligned audience, will earn attention, trust, and action.Highlighted by 5,233 Kindle readers
Videos
Page 1 of 1Start OverPage 1 of 1
Videos for this product
0:51
Click to play video
What A Successful Entrepreneur Owner Thinks About This Book?
Troy Horne
Videos for this product
1:48
Click to play video
This Is Marketing: You Can't Be Seen Until You Learn to See
MM
Videos for this product
1:18
Click to play video
Customer Review: As a marketer, you have more power than you know
Laura
Videos for this product
0:24
Click to play video
Great for marketing majors and small business owners
Well With Tiffany
Reviews with images
Marketing guide
It serves as a practical guide for anyone looking to understand the intricacies of marketing. Godin keeps it real, he's all about solving problems, not creating them. Think empathy, generosity, and keeping it authentic.
Top reviews from other countries
Maple Moth
Gets rid of that gross feeling that normally plagues your marketing plans
Reviewed in Canada on September 11, 2021
Amazon Customer
Genius and thought provoking
Reviewed in the United Kingdom on December 22, 2023
Muy buena calidad de la carcaza. El único inconveniente es que tiene unos milímetros de menos en comparación con la carcaza de Xiaomi y la huella a veces no la lee.
Un grande del marketing
Reviewed in Spain on October 11, 2023