This is marketing : you can't be seen until you learn to see

Includes bibliographical references (pages 253-256) and index.

1. Not mass, not spam, not shameful 2. The marketer learns to see 3. Marketing changes people through stories, connections, and experience 4. The smallest viable market In search of "better" 5. Beyond commodities 6. The canvas of dreams and desires 7. More of the who: seeking the smallest viable market 8. People like us do things like this 9. Trust and tension create forward motion 10. Status, dominance, and affiliation 11. A better business plan 12. Semiotics, symbols, and vernacular 13. Treat different people differently 14. Reaching the right people 15. Price is a story 16. Permission and remarkability in a virtuous cycle 17. Trust is as scarce as attention 18. The funnel 19. Organizing and leading a tribe 20. Some case studies using the method 21. Marketing works, and now it's your turn 22. Marketing to the most important person.

"You can do marketing that you're proud to put your name on. Over the past quarter century, Seth Godin has inspired millions of entrepreneurs, leaders, and fans from all walks of life. Now, for the first time, he offers the core of his marketing wisdom in one accessible, timeless package. At the heart of his approach is a big idea: Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in generosity, empathy, and emotional labor. Learn how to identify the smallest viable audience. Build trust and permission with your market. Adopt the narratives your fans already use. Find the guts to create and release tension. And most of all, give people the tools and stories they can use to achieve their goals. It's time to stop lying, spamming, and feeling guilty about your work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. It's time to be seen by first learning how to see."--Dust jacket.