- Insider's Take
Best-selling author and marketing expert Seth Godin reminds you that even the best ideas aren’t an easy sell. The ice cream sundae didn’t scoop the market, nor did placing stoplights at intersections immediately get the green light – people resisted both. New things require change, and people naturally resist changing. As Godin says, “Marketing is the act of making change happen.” Using material from his popular 100-day seminar, Godin offers nuggets of marketing wisdom in quotable exclamations as he emphasizes his main points with enthusiasm, hyperbole and repetition. Godin fans will appreciate his now-familiar turns of phrase and proven advice, such as identifying the “smallest viable” audience, pinpointing their underlying goals, gaining “permission to engage” and telling the right story. Marketers and anyone seeking a lively overview of the business will enjoy Godin’s refreshing refresher.
About the Author
Seth Godin, an entrepreneur, marketer and public speaker, founded Yoyodyne in 1995 and Squidoo in 2006. His bestsellers include Permission Marketing, Purple Cow and Poke the Box.