Seth Godin

some axes for you to choose from

Most of all, marketing is change.

Marketing is not a battle, and it’s not a war, or even a contest Marketing is the generous act of helping someone solve a problem. Their problem

Marketing in five steps

The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about.

The second step is to design and build it in a way that a few people will particularly benefit from and care about.

The third step is to tell a story that matches the built-in narrative and dreams of that tiny group of people, the smallest viable market.

The fourth step is the one everyone gets excited about: spread the word.

The last step is often overlooked: show up—regularly, consistently, and generously, for years and years—to organize and lead

and build confidence in the change you seek to make. To earn permission to follow up and to earn enrollment to teach.

Desire for gain versus avoidance of loss

Desire for gain versus avoidance of loss.

Being better than 98 percent of the competition used to be fine. In the world of Google, though, it’s useless.

Quitting creates scarcity; scarcity creates value.

Because day to day, it’s easier to stick with something that we’re used to, that doesn’t make too many waves, that doesn’t hurt.