This Is Marketing - You can't be seen until you learn to see

How much do I want to read more? 9/10

I love this book and I definitely have to read it if I'm gonna spread the idea I want for the better.

Marketing is all around us.
You learned to read from the logos on the side of the road, and you spend your time and your money in response to what marketers have paid to put in front of you. Marketing, more than a lake or a forest, is the landscape of our modern lives.

Like the fish who doesn’t understand water, we fail to see what’s actually happening, and don’t notice how it’s changing us.
This is marketing:

How tall is your sunflower?

tall sunflowers have deep and complex root systems.
This is a book about roots. About anchoring your work deeply in the dreams, desires, and communities of those you seek to serve. It’s about changing people for the better, creating work you can be proud of. And it’s about being a driver of the market, not simply being market-driven.
We can do work that matters for people who care.

It’s not going to market itself

The best ideas aren’t instantly embraced. the best ideas require significant change. the status quo, and inertia is a powerful force.
Because there’s a lot of noise and a lot of distrust. Change is risky.

Your most generous and insightful work needs help finding the people it’s meant to serve. And your most successful work will spread because you designed it to.

The market decides

Marketing is the act of making change happen. Making is insufficient. You haven’t made an impact until you’ve changed someone.
Changed the boss’s mind.
Changed the school system.
Changed demand for your product.

But first, you need to see it. Then you need to choose to work with human beings to help them find what they’re looking for.

How to know if you have a marketing problem

You aren’t busy enough.
Your ideas aren’t spreading.
The community around you isn’t what it could be.
The people you care about aren’t achieving everything they hoped.

The answer to a movie

Just as a movie is a problem, so is the story of your marketing. It has to resonate with the listener, to tell them something they’ve been waiting to hear, something they’re open to believing. It has to invite them on a journey where a change might happen. And then, if you’ve opened all those doors, it has to solve the problem, to deliver on the promise.

You have a marketing question, and it’s possible that there’s an answer.
But only if you look for it.

Marketing your work is a complaint on the way to better

They say that the best way to complain is to make things better.
Sharing your path to better is called marketing.

CHAPTER ONE - Not Mass, Not Spam, Not Shameful . . .