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This Is Marketing: You Can't Be Seen Until You Learn to See Hardcover – Illustrated, November 13, 2018

by Seth Godin (Author)

4.6 5,152 ratings

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#1 Wall Street Journal Bestseller

Instant New York Times Bestseller

A game-changing approach to marketing, sales, and advertising.

Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip.

Now, for the first time, Godin offers the core of his marketing wisdom in one compact, accessible, timeless package. This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation.

Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels.

No matter what your product or service, this book will help you reframe how it's presented to the world, in order to meaningfully connect with people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you:

* How to build trust and permission with your target market.
* The art of positioning--deciding not only who it's for, but who it's not for.
* Why the best way to achieve your goals is to help others become who they want to be.
* Why the old approaches to advertising and branding no longer work.
* The surprising role of tension in any decision to buy (or not).
* How marketing is at its core about the stories we tell ourselves about our social status.

You can do work that matters for people who care. This book shows you the way.

Editorial Reviews

Review

"This Is Marketing is a very accessible way into Godin's thinking.... Godin writes in pacy, jargon-free prose and this book is interesting and useful for anyone who wants an insight into how, and why, we buy things or change our habits in any way." - The Financial Times

About the Author

Seth Godin is the author of 18 international bestsellers that have changed the way people think about work and have been translated into 38 languages - among them Unleashing the Ideavirus, Permission Marketing, Purple Cow, Tribes, The Dip, Linchpin, Poke the Box, and All Marketers Are Liars. He writes the most popular marketing blog in the world and speaks to audiences around the world. He is the founder of the altMBA, the founder and former CEO of Squidoo.com, the former VP of Direct Marketing at Yahoo!, and the founder of the pioneering online startup Yoyodyne. You can learn much more about him at sethgodin.com.

Excerpt. © Reprinted by permission. All rights reserved.

Marketing is all around us. From your very first memories to the moment before you opened this book, you’ve been inundated by marketing. 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.
Because marketing has been done to us for so long, we take it for granted. 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.

It’s time to do something else with marketing. To make things better. To cause a change you’d like to see in the world. To grow your project, sure, but mostly to serve the people you care about.
The answer to just about every question about work is really the question, “Who can you help?”

Author’s Note

Marketing seeks more. More market share, more customers, more work. Marketing is driven by better. Better service, better community, better outcomes. Marketing creates culture. Status, affiliation, and people like us. Most of all, marketing is change. Change the culture, change your world. Marketers make change happen. Each of us is a marketer, and each of us has the ability to make more change than we imagined. Our opportunity and our obligation is to do marketing that we’re proud of.

How tall is your sunflower?

That’s what most people seem to care about. How big a brand, how much market share, how many online followers. Too many marketers spend most of their time running a hype show, trying to get just a little bigger.
The thing is, tall sunflowers have deep and complex root systems. Without them, they’d never get very high.

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. If you’re like most of my readers, I don’t think you’d have it any other way.

It’s not going to market itself

The best ideas aren’t instantly embraced. Even the ice cream sundae and the stoplight took years to catch on.
That’s because the best ideas require significant change. They fly in the face of the status quo, and inertia is a powerful force.
Because there’s a lot of noise and a lot of distrust. Change is risky.
And because we often want others to go first.
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.

Marketing isn’t just selling soap

When you give a TED Talk, you’re marketing.
When you ask your boss for a raise, you’re marketing.
When you raise money for the local playground, you’re marketing.
And yes, when you’re trying to grow your division at work, that’s marketing too.
For a long time, during the days when marketing and advertising were the same thing, marketing was reserved for vice presidents with a budget.
And now it’s for you.

The market decides

You’ve built something amazing. You have a living to make. Your boss wants more sales. That nonprofit you care about, an important one, needs to raise money. Your candidate is polling poorly. You want the boss to approve your project . . .
Why isn’t it working? If creating is the point, if writing and painting and building are so fun, why do we even care if we’re found, recognized, published, broadcast, or otherwise commercialized?

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.

You can do this by creating and then relieving tension. By establishing cultural norms. By seeing status roles and helping to change them (or maintain them).
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.
Your politician needs more votes, your work isn’t fulfilling, your customers are frustrated . . .
If you see a way to make things better, you now have a marketing problem.

The answer to a movie

Filmmaker and showrunner Brian Koppelman uses the expression “the answer to a movie,” as if a movie is a problem.
But, of course, it is. It’s the problem of unlocking the viewer (or the producer, or the actor, or the director). To gain enrollment. To have them let you in. To get a chance to tell your story, and then, even better, to have that story make an impact.
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.
It’s difficult to do that if you can’t spread the word, can’t share those ideas, or can’t get paid for the work you do.

The first step on the path to make things better is to make better things.
But better isn’t only up to you. Better can’t happen in a vacuum.
Better is the change we see when the market embraces what we’re offering. Better is what happens when the culture absorbs our work and improves. Better is when we make the dreams of those we serve come true.

Marketers make things better by making change happen.
Sharing your path to better is called marketing, and you can do it. We all can.
For more on the ideas in this book, please visit
www.TheMarketingSeminar.com

Product details

Publisher ‏ : ‎ Portfolio; Illustrated edition (November 13, 2018)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 288 pages
ISBN-10 ‏ : ‎ 0525540830
ISBN-13 ‏ : ‎ 978-0525540830
Item Weight ‏ : ‎ 10.4 ounces
Dimensions ‏ : ‎ 5.22 x 0.97 x 7.27 inches

Best Sellers Rank: #10,606 in Books (See Top 100 in Books)
- #14 in Marketing & Consumer Behavior
- #33 in Marketing (Books)
- #131 in Business & Investing Skills

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4.6 5,152 ratings

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Seth Godin
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Seth Godin is the author of 20 international bestsellers that have been translated into over 38 languages, and have changed the way people think about marketing and work. For a long time, Unleashing the Ideavirus was the most popular ebook ever published, and Purple Cow is the bestselling marketing book of the decade.
He worked as a year as the volunteer founding editor of The Carbon Almanac, and his recent bestsellers also include The Practice and This is Marketing.
He's a recent inductee to the Marketing Hall of Fame, and also a member of the Direct Marketing Hall of Fame and (go figure), the Guerrilla Marketing Hall of Fame.
His book, Tribes, was a nationwide bestseller, appearing on the Amazon, New York Times, BusinessWeek and Wall Street Journal bestseller lists. It's about the most powerful form of marketing--leadership--and how anyone can now become a leader, creating movements that matter.
His book Linchpin came out in 2008 and was the fastest-selling book of his career. Linchpin challenges you to stand up, do work that matters and race to the top instead of the bottom. More than that, though, the book outlines a massive change in our economy, a fundamental shift in what it means to have a job.
In addition to his writing and speaking, Seth was founder and CEO of Squidoo.com,. His blog (find it by typing "seth" into Google) is the most popular marketing blog in the world. Before his work as a writer and blogger, Godin was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne.
He's known as a pioneer in online education, and was the founder of the altMBA.
You can find every single possible detail that anyone could ever want to know at sethgodin.com
See more on the author's page
João Bosco Medeiros
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Customers say

Customers find the book provides good insights and food for thought. They find it relevant and worth the money. The book is easy to read and understand, with a clear and simple language. Readers appreciate the empathetic and heartwarming approach to connecting with others. Many praise the pacing and writing style as spot-on.

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Insight Value for money Readability Community building Empathy Pacing Style

191 customers mention "Insight"188 positive3 negative

Customers find the book provides good insights and food for thought. They find it relevant and a perfect companion to their Marketing Seminar experience. The book serves as a practical guide for anyone looking to understand the intricacies of marketing. It is packed with wisdom and nuances, and pushes their thinking as educators. The concepts are easy to digest yet profound.

"...The chapters are indexed and the concepts easy to digest yet profound. I found myself re-reading sections over and over again to grasp the concepts...." Read more

"...But the spectacular final few chapters of the book - wow! - they're worth trudging through (not skimming!) everything that leads up to it...." Read more

"...elements that are relevant to the social, cultural and marketing reality of the 21st century; elements that I can use to think about selling my..." Read more

"...And the book is filled with nuances and processes for you to consider as you move your marketing into action." Read more

137 customers mention "Value for money"127 positive10 negative

Customers find the book valuable and easy to read. They appreciate Seth Godin's engaging writing style and his honest exploration of marketing. The text is concise yet powerful, with a quiet wisdom that resonates with readers.

"...Seth is generous in the change that he seeks to make with this book and it has the potential to create a marketing Renaissance movement...." Read more

"...they're worth trudging through (not skimming!) everything that leads up to it...." Read more

"...reads like an upgraded collection of blog entries, which makes a great read, but lacks the patina of seriousness that makes things trustworthy for..." Read more

"...In that regard, it’s a remarkable book, and I would highly recommend it to all those “people like me”." Read more

81 customers mention "Readability"57 positive24 negative

Customers find the book easy to read and understand. They appreciate the clear language and straightforward writing style. The author gets to the point and exposes truths in a simple yet profound way. The chapters are indexed and the concepts are easy to digest yet profound.

"...The chapters are indexed and the concepts easy to digest yet profound. I found myself re-reading sections over and over again to grasp the concepts...." Read more

"...generosity with which Seth shares his wisdom and the clear way he explains marketing principles so that anyone can comprehend them...." Read more

"...__ The core message is repeated over and over again, sometimes unnecessarily. __..." Read more

"...At it’s core it’s a detailed and articulately stated analysis of human psychology and the process of buying decisions...." Read more

18 customers mention "Community building"18 positive0 negative

Customers find the book helpful for engaging with a community. They say it helps build trust and relationships with their audience. The book teaches them how to lead groups effectively, get genuine attention, and cooperate with others in a synergistic way.

"...The synergy was breathtaking. I was actually sorry when the book ended, almost abruptly...." Read more

"...+ Marketing is driven by better service, better community, and better outcomes...." Read more

"...It is driven by better – offering better service, creating a better community, and providing better outcomes. •..." Read more

"...This is Marketing continues his mission to empower others to empower others. It might work for you, too." Read more

11 customers mention "Empathy"11 positive0 negative

Customers appreciate the author's empathetic and thoughtful approach to connecting with others. They find it heartwarming and generous. The book offers a thoughtful and human approach to doing work that matters.

"...than a blueprint for marketing your product or service – he offers an empathetic, client-based approach that turns conventional marketing upside down..." Read more

"...stories, tension, tribes (smallest viable audience), and generous attention...." Read more

"...Seth's emphasis on generosity, listening and having the empathy to realize that the change you seek to make is about meeting the humans you seek to..." Read more

"...Think empathy, generosity, and keeping it authentic." Read more

11 customers mention "Pacing"11 positive0 negative

Customers appreciate the book's pacing. They find it spot-on, inspiring, and a great read. Readers mention the book is fresh, cogent, succinct, and relevant.

"...that have been in other works and blog postings - yet this book is fresh, different, and spot on relevant for anyone involved in marketing today..." Read more

"I thoroughly enjoyed the book. Seth is spot on. No hype, no fluff. Great read." Read more

"Another great tome from Seth...." Read more

"...Seth is inspiration, 90% strategy and 5% tactics...." Read more

15 customers mention "Style"9 positive6 negative

Customers have different views on the book's style. Some find it simple and beautiful, saying it's a shining example of the concepts it teaches. Others feel it's pretentious, primitive, and lacks practical value.

"...The simplicity and beauty of this book really drove home some of the ideas I have heard him speak about before...." Read more

"...The opening is good, but not dazzling. The middle goes from engaging to I-think-I-need-a-nap...." Read more

"...of writing about marketing, this is his view, his message, in it's simplest form...." Read more

"I listened to this on Audible, beautiful bible and Seth narrates it beautifully...." Read more

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Ettore Rossetti
This is Genius!
Reviewed in the United States on November 13, 2018
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In a word, genius. "This is Marketing" is a must-have book for fans of Seth Godin, practitioners of marketing and leaders who seek to make change. If you have read his other works, many of the concepts will be nostalgic. However, this book binds them all into one place for easy reference and builds upon them to set a foundation for the future of marketing. The chapters are indexed and the concepts easy to digest yet profound. I found myself re-reading sections over and over again to grasp the concepts. Seth is a guru and by that I mean an influential teacher. He teaches us true marketing in this work of genius. This book should serve as a reference for the next generation of marketers and veteran marketers alike. If you are reading this review, you owe it to yourself to try the concepts and share them with your peers, your colleagues and your organization. As Seth has proven with “Ideavirus", ideas that spread win, so we need to share these ideas so they win. I find the timing of the book impeccable especially given today’s political and informational landscape where it is hard to discern fact from fiction and truth from lies. All true marketers are storytellers not liars. The concept of his breakthrough best-seller, “Permission Marketing”, is just as relevant today as it was 20 years ago especially with the advent of GDPR (General Data Protection Regulation). What makes “This is Marketing” different than other marketing books is that Seth espouses marketing that creates value for the marketer and the “marketee” while doing it together with generosity. The most effective marketing is marketing that creates enduring change, change that lasts. In order for change to last, it needs to create bi-directional value, it needs to be a two-way street not a one-way street. Seth is generous in the change that he seeks to make with this book and it has the potential to create a marketing Renaissance movement. I am incredibly humbled to be a recipient of an early-bird copy of the book, honored to participate in the seminar by the same name and proud to be an AltMBA alum. Thank you, Seth, for your generosity in writing another essential book for the marketer’s bookshelf.

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Aisling D.
A three-star opening but a five-star wrap-up at the end
Reviewed in the United States on December 13, 2018
Verified Purchase
When I first started reading this book, it was pretty good. I've read and enjoyed many of Godin's other books, so I knew what to expect, and I wasn't disappointed by the first few chapters. In fact, I jotted about a page-and-a-half of notes for my creative career.

By the middle of the book, Godin was sharing advice I wish I'd had 10 years ago. Great, vital info.

But, around the 3/4 point of the book, I was getting bored. Until I completed the book, I didn't want to start working with my notes (around six pages, at that point), but... well, it was kind of a "dip" (a Godin term) to keep reading.

And then, all of a sudden, Godin started fitting all the pieces together. The synergy was breathtaking. I was actually sorry when the book ended, almost abruptly. (The "what will you do?" section at the end seemed a little too cutesy for my taste, but that's okay.)

So, my advice is to get this book. (In fact, I'd put that in flashing neon lights, if you're kind of struggling with your job/business.)

Some parts of this book are better for self-employed people, like me. Others are written for employees of larger companies, whether you're at the bottom rung of the management ladder, or working your way up. Also, teams will find helpful insights in this book, too.

But the very best advice I can give you is to keep reading to the end, even if/when you just want to put the book down and find something more interesting to read. Or a TV show to watch, instead.

There are days when I give everything I like a five-star review, because I'm in a really upbeat mood. This isn't one of those days. (I couldn't delve into work requiring extended focus, because the termite inspection guys were due here at some point - unspecified - between 9 AM & 5 PM.)

But, even feeling a little grumpy today, I still need to give this book five stars. The opening is good, but not dazzling. The middle goes from engaging to I-think-I-need-a-nap. But the spectacular final few chapters of the book - wow! - they're worth trudging through (not skimming!) everything that leads up to it. THAT's where all the puzzle pieces start fitting together, even the ones you may find boring. And it's absolutely, 100% worth the ah-HA! cascade as the entire book becomes a work of art.

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Valdair Leonardo Sgarbossa
Worth!
Reviewed in Brazil on August 17, 2023
Verified Purchase

Seth Godin brings importand thoughts about marketing avoiding those clichés that we're used to. Definitely worth a read!

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Nuno Picareta
Seth Godin’s *This Is Marketing*
Reviewed in the United Kingdom on February 8, 2025
Verified Purchase
Seth Godin’s *This Is Marketing* is a masterclass in modern marketing, focusing on building trust, creating real value, and serving the right audience rather than chasing quick sales or mass appeal. Unlike traditional marketing books that emphasize tactics and hacks, Godin delivers a deeper, more human-centered approach that resonates with both seasoned professionals and newcomers.

One of the book’s greatest strengths is its emphasis on understanding the needs, fears, and desires of the people you seek to serve. Godin argues that effective marketing isn’t about interrupting people but about solving problems, creating meaningful change, and forming genuine connections. His insights on storytelling, positioning, and the power of small, loyal audiences are both thought-provoking and highly practical.

The book’s writing style is engaging, easy to digest, and full of real-world examples that make complex marketing principles accessible. Whether you're an entrepreneur, business leader, or creative professional, *This Is Marketing* provides a fresh perspective on how to make an impact in today’s crowded marketplace.

Overall, this is an inspiring and valuable read that challenges outdated marketing strategies and replaces them with a more ethical, effective, and sustainable approach. Highly recommended for anyone looking to build a brand, grow an audience, or create lasting change through their work!

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Arunima Kumar
Exactly what I needed - had no clue what marketing was before I read this book
Reviewed in India on January 26, 2025
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I really liked this book - it gave me the perspective and clarity I needed, especially since the default advice we're exposed to these days is just "become a content creation machine!" Case studies and examples of both failures and successes were great. It gives a good overview of what to be careful of, what to leverage, and what to focus on.

This is a great book if you already have an idea that you really believe in and that you think can create a meaningful change (a purple cow), but are struggling with the 'spreading' aspect of it and don't want to give in to gimmicks and to becoming one out of millions clawing for a sliver of anyone and everyone's attention span.

For me this book was exactly what I needed. It filled some gaps in my vision and stimulated a lot of ideas for what I want to do.

A few concepts and chapters didn't seem very relevant to me, but most of this book was well worth it. I generally don't give reviews but I did for this because it is rare for me to find this much value in a book.

I'm probably going to read it over and over to let all of it really sink in. Every chapter is new and short, and offers something different rather than just repeating the same thing over and over.

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Maple Moth
Gets rid of that gross feeling that normally plagues your marketing plans
Reviewed in Canada on September 11, 2021
Verified Purchase
Wonderfully written book in clear, lucid language. I felt disgusting every time I tried to come up with a marketing or advertising plan because I felt like I was manipulating people, coming up with an excuse to line my pockets while giving them something we all know they didn't really need. Seth Godin shows us that we don't have to do it that way: that we can market to solve problems, to make things better. I am thoroughly enjoying this book and would recommend it to anyone I'd like to have personally on-board on my entrepreneurial adventure to a better world. The summary message of this book would be that it's more about WHO it is for then WHAT it is; what's the minimally viable product, the smallest market, that could make your plan work? Building a culture IS strategy - and there's a way to become an excellent ETHICAL AND THOUGHTFUL MARKETER without having your life be about ADVERTISING and SCHEMING! Thank you so much Seth Godin for sharing your knowledge and experience with us at a reasonable price. I am proud to have the beautifully printed copy of your book on my shelves and excited to put my new perspective into action. If you are looking for a different way of marketing then the inundation of consumerism we all grew up with, this book is a no-regret purchase!

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Vania
Muy interesante
Reviewed in Spain on September 3, 2024
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Vania

Muy interesante

Reviewed in Spain on September 3, 2024

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5.0 out of 5 stars This is Genius!

5.0 out of 5 stars A three-star opening but a five-star wrap-up at the end

Top reviews from other countries

5.0 out of 5 stars Worth!

5.0 out of 5 stars Seth Godin’s *This Is Marketing*

5.0 out of 5 stars Exactly what I needed - had no clue what marketing was before I read this book

5.0 out of 5 stars Gets rid of that gross feeling that normally plagues your marketing plans

5.0 out of 5 stars Muy interesante

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This is Genius!

A three-star opening but a five-star wrap-up at the end

Worth!

Seth Godin’s This Is Marketing

Exactly what I needed - had no clue what marketing was before I read this book

Gets rid of that gross feeling that normally plagues your marketing plans

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