This Is Marketing—What's in Seth's new book for marketers?
What’s interesting to me about Seth is, if he’s mainstream and well known outside of the marketing community, how much of what he writes is relevant to marketers? And more specifically, what’s in his new book for everyday marketers like us? After reading his new book recently, here’s the best of Seth’s advice that’s relevant to marketers:
1. Don’t chase the masses—first find your champions
A repeated theme throughout Seth’s book is the idea of building for a minimal viable market.
When you’re starting out you need to find your champions first. Too many marketers aim their work at the largest possible mainstream audience.
Instead of building for 500 million people you’re better off finding 500 or even 50 champions who are radically engaged, hanging off your every word and will promote your work to everyone they know. You can’t build for 500 million unless you first rally 500 champions in your corner.
2. Let’s navel gaze for a moment—why does marketing exist?
The digital disruption and shift in the industry has been massive over the last 20 years, and we all need to take a collective breath and remind ourselves why we do this.
This is marketing’s navel gazing moment. There’s no better or more seasoned marketer out there to lead this discussion.
Seth grounds us on why we’re marketers. On why marketing exists. In the race for popularity, likes, ranking and cultural influence, Seth reminds us none of that really matters when you understand this is the age of generous empathy in marketing, and Seth is all too keen to remind us…
Instead of selfish mass, effective marketing now relies on empathy and service.
Marketing offers solutions, opportunities for humans to solve their problems and move forward.
With all the change and disruption that’s gone on in marketing over the last 20 years, this is a timely reminder of why we all do this.
3. The book list at the end is gold
The most valuable section of Seth’s new book for marketers is the annotated reading list at the end.
It’s a literal gift to marketers—Seth has pulled together the inspiration that underpins his thinking, wrapped in up in a nice bow and presented in to marketers in the last two pages of the book. Happy holidays!