BOOK REVIEW: This is Marketing, You Can’t Be Seen Until You Learn to See

The Virtual Business Book Club has launched. The benefits are many, including the opportunity to apply ideas learned from every book in your business. Please contact me if you are interested.

In May we discussed: This is Marketing by Seth Godin

The highlights;

It’s easier to make products and services for the customers you seek, than it is to find customers for your products and services.

If you want to make change, begin by making culture. Begin by organizing a tightly knit group. Begin by getting people in sync. What you say isn’t nearly as important as what others say about you.

If you are unwilling to have empathy for the narrative of the person you seek to serve, you are stealing.

We sell feelings, status, and connection. Not tasks and stuff. 

When someone doesn’t act as you expected them to, look for their fear.

Your work is a tree. The roots live in the soil of dreams and desires. The dreams and desires of those you seek to serve.

The smart marketer begins to realize that some people are open and hungry for a change in status (up or down) while others fight like crazy to maintain their roles.

The people you are seeking to serve in this moment: What are they measuring?

When you are the cheapest, you are not promising change. You are promising the same, but cheaper. Low price is the last refuge of a marketer who has run out of generous ideas.

You can feel your marketing IQ increase as you read this book. As you see from the highlights, marketing has changed forever due to our digital world. The focus of your marketing must be on the people you serve. Understanding their worldview. Understanding the change they seek to make.

NEXT BOOK CONVERSATION: Team of Teams, by General Stanley McChrystal

Tuesday, June 4th via video conference.

The Virtual Business Book Club is for learners, doers, and seekers. You seek better ways to authentically connect with peers. You want to do more than show up, you want to contribute. You seek a tribe of people just like you who are focused on their purpose, and aligned with their natural talents. The best part is the people, because they are happy when you are happy. They are growing while you are growing. It’s the ultimate we vs. me environment. You are welcome to join us.



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