Seth Godin

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.

Choose the people you serve, choose your future

The smallest viable market is the focus that, ironically and delightfully, leads to your growth.

Organize your project, your life, and your organization around the minimum

Once you’ve identified the scale, then find a corner of the market that can’t wait for your attention. Go to their extremes. Find

Once you’ve identified the scale, then find a corner of the market that can’t wait for your attention. Go to their extremes. Find a position on the map where you, and you alone, are the perfect answer. Overwhelm this group’s wants and dreams and desires with your care, your attention, and your focus. Make change happen. Change that’s so profound, people can’t help but talk about it.