This is Marketing: You Can’t Be Seen Until You Learn To See

Now I see marketing with a different view. Amazing book.

This is a must-read for anyone looking to truly understand the modern landscape of marketing. Godin's his strategy is to build meaningful connections with your audience, focusing on trust and long-term relationships over quick sales. His insights on the importance of empathy and creating value resonate deeply, making this book not just about marketing tactics but about a shift in mindset. It offers real-world examples and strategies that can be applied across industries. Highly recommend it.

Excellent book

Everything about marketing shared in the book is relevant to date

Lo consiglio a chiunque cerchi un manuale sul marketing. È scritto bene, in maniera lineare, comprensibile, d'ispirazione. Sensazionale.

Seth Godin’s *This Is Marketing* is a masterclass in modern marketing, focusing on building trust, creating real value, and serving the right audience rather than chasing quick sales or mass appeal. Unlike traditional marketing books that emphasize tactics and hacks, Godin delivers a deeper, more human-centered approach that resonates with both seasoned professionals and newcomers. One of the book’s greatest strengths is its emphasis on understanding the needs, fears, and desires of the people you seek to serve. Godin argues that effective marketing isn’t about interrupting people but about solving problems, creating meaningful change, and forming genuine connections. His insights on storytelling, positioning, and the power of small, loyal audiences are both thought-provoking and highly practical. The book’s writing style is engaging, easy to digest, and full of real-world examples that make complex marketing principles accessible. Whether you're an entrepreneur, business leader, or creative professional, *This Is Marketing* provides a fresh perspective on how to make an impact in today’s crowded marketplace. Overall, this is an inspiring and valuable read that challenges outdated marketing strategies and replaces them with a more ethical, effective, and sustainable approach. Highly recommended for anyone looking to build a brand, grow an audience, or create lasting change through their work!

⭐️⭐️⭐️⭐️⭐️ (5/5) „This is Marketing“ – ein Manifest für Bedeutung statt Massenmarkt 📌 Kurzfazit Godin argumentiert, dass modernes Marketing nicht mehr darin besteht, Produkte an möglichst viele Menschen zu „pushen“. Stattdessen geht es darum, Resonanz zu erzeugen, Vertrauen aufzubauen und eine Community aufzubauen, die die Botschaft wirklich versteht. Marketing = Empathie + Geschichten + Relevanz. 📚 Inhalt & Kerngedanken „Marketing is the act of making change happen“ – Marketing als Dienstleistung, nicht Manipulation. Fokus auf kleinste tragfähige Zielgruppe („smallest viable market“) statt Massenmarkt. Bedeutung von Storytelling, Empathie und Authentizität. Marketing als langfristiger Beziehungsaufbau, nicht kurzfristige Tricks. 🔬 Wissenschaftlicher Bezug Parallelen zur Diffusion of Innovations (Everett Rogers, 1962): Ideen verbreiten sich von Early Adopters in die Masse. Anschluss an Behavioral Economics: Entscheidungen werden stark durch Emotion, nicht durch reine Rationalität geprägt (Kahneman, 2011). Godins Betonung von Vertrauen und Community deckt sich mit Forschung zu Social Capital (Putnam, 2000) und Customer Engagement (Brodie et al., Journal of Service Research, 2011). Schwäche: kein wissenschaftliches Fachbuch, sondern eher ein Essay mit Beispielen und Prinzipien. 👉 Fazit Wissenschaft: Inspirierend, empirisch anschlussfähig, aber nicht systematisch. 🌍 Kulturelle Relevanz Godin gilt als einer der wichtigsten Marketing-Vordenker unserer Zeit. Das Buch hat besonders in der Start-up- und Kreativszene Resonanz gefunden, weil es Sinn- und Werteorientierung betont. Kulturell wichtig, weil es Marketing vom „Verkaufen“ hin zum Verändern und Gestalten umdefiniert. 💭 Meine persönliche Meinung 👍 Positiv: Sehr klar, sehr menschlich, mit vielen einprägsamen Beispielen. Für mich ein Leitfaden, wie man Marketing ethisch und sinnvoll gestalten kann. 👎 Negativ: Wer harte Tools und Frameworks erwartet, wird enttäuscht – es bleibt konzeptionell. Für mich: ein Inspirationsbuch, das die Haltung verändert, nicht nur die Technik. 🎯 Fazit This is Marketing ist ein zeitgemäßes, inspirierendes Manifest für empathisches Marketing, das Vertrauen und Relevanz in den Mittelpunkt stellt. Kein Handbuch voller Zahlen, sondern ein Buch, das die Perspektive verschiebt – und das macht es wertvoll. ⭐️⭐️⭐️⭐️⭐️ – 5 von 5 Sternen Weil: klug, kulturprägend, anschlussfähig an Forschung – ein Muss für modernes Marketing.

Enrealidad sigo mucho a Seth Godin. Me gusta mucho como escribe en su newsletter. Cuando vi que atacaria una perspectiva diferente de que no es tan importante lo que actualemte ahora se vende que es buscar tener mas likes o mas seguidores a la causa o más exposicion, lo compre inmediatamente, me llevo mis libros en estos temas despacio para leer por partes y ver como aplicarlo a mi proyecto. Definitivamente recomendado. Como no soy estudiante de marketing tampoco se que tan repetido este. Lo compre por el autor la verdad.

Seth Godin's books have been invaluable to me over the past eight years since I discovered him online. His insight, encouragement, and knack for getting to the core of each idea he talks or writes about has been invaluable in my actual everyday life, before I started a business. When I was a stay-at-home homeschooling mother I read Seth's books and blog. His message about "work that matters" has always inspired me. I'm an INFJ, so doing work that matters is pretty much as important as breathing. On page 14 of his latest book, This is Marketing, Seth Godin writes: "Marketing is the act of making change happen". And he shows us how we can use the principles of marketing to share our meaningful work with the world and bring about change. All through this book, and, indeed, all of Seth's work, you will hear him talk about doing "work that matters for people who care" and that we, as marketers, are meant to serve people and add value. This is not the way marketing was seen in the past. It is no longer considered a good marketing practice to selfishly demand that people (who don't know us) give us their time and attention as we try to sell them something. Instead, we are to start by showing up consistently, bringing our best to people, and serving them. Then, if we earn their trust and we become part of a "tribe" or community of people who share interests, we can offer what we have. And they might actually choose to listen to our message and, possibly, to buy from us. One very important point Seth makes in Chapter 20 "Organizing and Leading a Tribe" is this:"The tribe doesn't belong to you, so you don't get to tell the members what to do or to use them for your own aims." (p. 230) I hear a lot about "building your tribe" and "growing your followers on social" from successful influencers, but Seth is right: if you are lucky enough to have a group of people who want to listen to you, that's great! But you don't own that community--you are there to serve them, not use them. I'm jumping around a bit, but Chapter 9, "People Like Us Do Things Like This" is about people's desire to fit in and their perception of status. Seth explains why it is so difficult to bring about change. I found this chapter super helpful to understand why marketing can be so difficult. Chapter 10 is about the creation of tension, as a marketer, in order to bring about forward motion, and, thus, the change we want to make. He explains "pattern match" and "pattern interrupt". This was helpful in understanding what to do about the resistance people have to change. Other valuable and practical insights can be found in his chapters "A Better Business Plan", "The Funnel", and "Status, Dominance, and Affiliation". I always appreciate the generosity with which Seth shares his wisdom and the clear way he explains marketing principles so that anyone can comprehend them. Throughout the book, just like in everything else he shares with the world, Seth's message is about being generous and doing your best work. Not perfect work, just your best. And then ship it. And then tomorrow you can make it better. If you're an entrepreneur, small business owner, or involved with marketing in any organization, including non-profits, you need to read this book. Oh and one final book nerd note: at 5.3 inches by 7.3 inches, the size of this book feels just right to hold in my hands.