This Is Marketing by Seth Godin

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If you don’t care about security, a bike messenger is even faster. And if you don’t careabout speed or security, well, a stamp will work fine.The magic of the XY positioning of extremes is that it clarifies that each option mightbe appropriate, depending on what you seek. Can you see how this chart would be totallydifferent if the axes were changed to convenience, cost, environmental impact, orscalability?The same approach can work for potato chips (expensive, local, air baked, flavored,extra thick, cheap, etc.) or for Walmart, Zales, and Tiffany (price, convenience, status,scarcity). Or a cruise ship and a private jet. Or perhaps a Ford, a Tesla, and a McLaren.We’re not so much interested in features as we are in the emotions that those featuresevoke.Here are some axes for you to choose from. Because you know your space far betterthan I do, I’m sure you can come up with some others.SpeedPricePerformanceIngredientsPurity
SustainabilityObviousnessMaintenance costsSafetyEdginessDistributionNetwork effectImminenceVisibilityTrendinessPrivacyProfessionalismDifficultyElitismDangerExperimentalLimitedIncompleteAfter you pick an attribute with two extremes for the X-axis, find a different attributeand use it for the Y-axis. Plot the options your customer has on this chart.Now you have a map of how the alternatives stack up. A map that a busy human beingcan use to find the solution to her problem.Some potato chips are marketed as healthy and organic. Others as traditional andsatisfying. Still others as cheap and widely consumed.Marketers have been doing this forever. When David Ogilvy and Rosser Reeves (andprobably Don Draper) were making ads in the 1950s, they figured out a hole in the marketand then simply invented claims and features that would fill that hole. So, one soap is forpeople who want purity, while another is for people who care about not having dry skin. Itdidn’t matter if the soaps were the same, since they were “positioning” themselves. Andthen as marketing pioneers Jack Trout and Al Ries pushed it further, challengingmarketers to position the competition into a corner while you worked to keep a spot toyourself.This is all fine, but it doesn’t hold up over time, not in a hyper-competitive world.Instead, we can think of the quest for the edges as:
Page 4 and 5: Portfolio/PenguinAn imprint of Peng
Page 6 and 7: CONTENTSTITLE PAGECOPYRIGHTDEDICATI
Page 8 and 9: [a sketch to show you what’s to c
Page 10 and 11: We can do work that matters for peo
Page 12 and 13: CHAPTER ONENot Mass, Not Spam, Not
Page 14 and 15: Shameless marketers brought shame t
Page 16 and 17: You lower your price because people
Page 18 and 19: The fourth step is the one everyone
Page 20 and 21: CHAPTER THREEMarketing Changes Peop
Page 22 and 23: On the other hand, with the realiza
Page 24 and 25: Every organization—every project
Page 26 and 27: Here’s one I just found: “Activ
Page 28 and 29: of his worldview, he abandoned Penn
Page 30 and 31: It’s for the smallest viable audi
Page 32 and 33: One of the great comics of our time
Page 34 and 35: CHAPTER FIVEIn Search of “Better
Page 36 and 37: We remember the best one.Best for w
Page 38 and 39: 81 percent of the German population
Page 40 and 41: But the newly empowered consumer ha
Page 44 and 45: Claims that are true, that we conti
Page 46 and 47: And so we get on the Facebook merry
Page 48 and 49: CHAPTER SIXBeyond CommoditiesProble
Page 50 and 51: This is the work that helps people
Page 52 and 53: Better is up to the users, not up t
Page 54 and 55: We don’t do this work because we
Page 56 and 57: If you ask them, you probably won
Page 58 and 59: Nobody needs your productIt doesn
Page 60 and 61: 1. It’s cheaper and faster than e
Page 62 and 63: CHAPTER EIGHTMore of the Who: Seeki
Page 64 and 65: That restaurant you just opened: Ho
Page 66 and 67: Extraordinary talent. You can’t f
Page 68 and 69: If you’ve worked hard, it’s tem
Page 70 and 71: If it’s not genetic, if we’re n
Page 72 and 73: What the marketer, the leader, and
Page 74 and 75: Some people look at this result and
Page 76 and 77: CHAPTER TENTrust and Tension Create
Page 78 and 79: When you launch the second hotel in
Page 80 and 81: now felt like second-class citizens
Page 82 and 83: In his brilliant book Impro, Keith
Page 84 and 85: The roles we easily adopt at school
Page 86 and 87: The bottom-right quadrant (b) is fo
Page 88 and 89: Different stories for different peo
Page 90 and 91: is priceless.Fashion is usually abo
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CHAPTER TWELVEA Better Business Pla
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If it doesn’t work, that’s okay
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This is semiotics. Flags and symbol
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The flag is not for everyoneIt’s
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A commodity, on the other hand, has
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CHAPTER FOURTEENTreat Different Peo
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Enrollment is mutual, it is consens
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Which means that only eight of the
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CHAPTER FIFTEENReaching the Right P
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It’s never been easier or cheaper
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biggest and most successful organiz
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But frequency teaches us that there
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And at three dollars a loaf, we’r
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When a song on the radio is free, b
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CHAPTER SEVENTEENPermission and Rem
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Once you earn permission, you can e
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Too often, impatient marketers reso
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A trusted marketer earns enrollment
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CHAPTER NINETEENThe FunnelTrust isn
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This is the direct marketer’s dre
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While there are plenty of people ha
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The April Fools’ Passover Birthda
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How do you get there?The intuitive
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In that moment, marketing can help
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Case Study: Facebook and crossing t
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Consider the case of Water Health I
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Each developer has a narrative, and
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And the story of now is the critica
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All thirteen of these principles ge
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CHAPTER TWENTY-ONESome Case Studies
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than twice as likely to contact gov
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CHAPTER TWENTY-THREEMarketing to th
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get stuck in search of perfect. Stu
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A Marketing Reading List(in no part
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A Simple Marketing WorksheetWho’s
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A B C D E F G H I J K L M N O P Q R
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as customer’s choice, 140question
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network effects, 89-91, 218-19, 227
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“better,” search for, 44-45, 59
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ABOUT THE AUTHORIn 2018, Seth Godin
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What’s next onyour reading list?D
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This Is Marketing by Seth Godin

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