Leaders Library: This is Marketing

November 28, 2018

Marketing isn’t about price and product; it’s about connection and generous attention

Recently, I talked about how the act of reading is moving from a passive exercise to an active one. Everywhere you turn, there are multiple opportunities to engage with people on what they are reading. Organic communities based on similar likes and dislikes are formed within seconds. While the pace can be challenging at times to keep up with, if you find a topic that genuinely interests you, the opportunity to connect has never been greater.

I recently purchased Seth Godin's new book, This is Marketing. Since then, I have interacted with the author through his blog, and I’ve started listening to and watching the various videos and podcasts related to the book. I even joined his digital launch party.  That’s how invested I am in the subject matter!

The book itself is crazy good. It’s all about connection and community.

My readers know I am a big believer that the future is all about connection and community. When you read Seth's book, you have a chance to be a contributor, not just a consumer of ideas.

Though I haven’t finished the book, I am already learning and discovering. It’s causing me to reflect, play around with new ideas, and think in different ways. I am truly energized by the conversations to which I’ve been privy.

Concepts that challenge assumptions

I thought I would share some concepts I captured that have had the greatest impact on me so far:

  1. Culture beats strategy – so much so that culture *is* strategy
  2. Build things you are proud of
  3. Committed and creative people change the world
  4. What you say is not nearly as important as what others say about you
  5. Marketing is the generous act of helping others become who they seek to become

I love all of these. They make me think about marketing in a different way. They make me think about leadership through a different lens. The one that stood out to me most? Number 4.

What you say is not nearly as important as what others say about you.

It’s so true – as a company and even more importantly, as a person. For me, it comes back to character and authenticity. You can say anything – no one is stopping you. But would others say the same about you? As leaders, what your team says about you speaks volumes. Are you listening? Are you really the leader you think (or say) you are?

What speaks to you?

LinkedIn and Twitter. I hope you’ll consider joining me on this adventure. As Seth says, “It’s time to do something else with marketing. It’s about anchoring your work deeply in the dreams, desires and communities of those you seek to serve. … We can do work that matters for people who care.”

So let me ask you: which of the concepts I made note of stands out most to you and why?

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