This is Marketing. By Seth Godin

After listening to a book, I usually write what I remember. In this book however, Seth's summary second chapter is worth remembering and repeating. I'm obliged to simply state the original. Rest of the book is explaining these with use cases, reasonings. I highly recommend the book if you're into marketing or changing the world, for that matter.

Changing the world, caring about stories in people's head -- has a religious tone to marketing. I've always believed religions have done the best marketing. Even scientific evidence is unable to change all the minds and stories.

When you're starting out, think about SVM (smallest viable market), just like MVP (minimum viable product). If you want to change the world, you should start by changing the SVM and making your bed before that!

Marketing is helping people make the change they want to make. It's they and not you. For me, this aligns with the jobs to be done framework.

So, this is marketing, according to Seth Godin.

1. Culture is the strategy.
2. Committed creative people can change the world. In fact, they’re the only ones who do. You can do it right now, you can make more change than you can possibly imagine.
3. You cannot change everyone. Therefore, asking, “Who’s it for?” can focus your actions and help you deal with the non-believers in your head and the outside world.
4. Change is best made with intent. “What’s it for?” is the posture of work that matters.
5. Human beings tell themselves stories. These stories, as far as each of us is concerned, is totally true and is foolish to persuade them or us otherwise.
6. We can group people into stereotypes, often, but not always, tell themselves similar stories; groups that make similar decisions based on perceived status and other needs.
7. What you say isn’t nearly as important as what others say about you.