Author's Note | It's Time to Market Differently
Chapter 1 | Not public, not spam, not shameful
Chapter 2｜How Marketers See
Chapter 3 | Stories, Bonds, and Experiences
Chapter 4 | Finding the Minimum Number of Customers Who Will Be Enthusiastic About Me
Chapter 5｜In Search of 'Something Better'
Chapter 6｜Beyond Daily Necessities
Chapter 7 | Canvas of Dreams and Desires
Chapter 8｜Finding the Minimum Viable Market
Chapter 9 | "People Like Us Do This"
Chapter 10 | Trust and Tension Create Momentum
Chapter 11 | Phase, Dominance, and Solidarity
Chapter 12 | A Better Business Plan
Chapter 13 | Signs, Symbols, and Dialects
Chapter 14 | Treat Other People Differently
Chapter 15 | Reaching the Right People
Chapter 16 | Price is a story
Chapter 17 | Approval and Attention: Creating a Virtuous Cycle
Chapter 18 | Trust is as difficult as getting attention
Chapter 19 | The Truth About Funnels
Chapter 20 | Organizing and Leading a Peer Group
Chapter 21 | Cases Using Techniques
Chapter 22 | Now It's Your Turn
Chapter 23 | Marketing to the Most Important People
Appendix 1 | Recommended Reading for Marketing
Appendix 2 | Questions to Consider Before Marketing

The era of deception is over
Marketing should be our true life.

Marketers are still racking their brains today.
"How much should we grow our brand?" "What market share should we have?" "How many online followers should we increase?" The more they ask themselves these questions, the more they pour in advertising dollars. They don't hesitate to use TV, newspapers, social media, or even spam.
Just to sell more and promote more.

There was definitely a time when advertising was worth the money.
This was possible when channels and markets were limited and customers had no access to information.
But now, customers are suffering from not only information overload but also a lot of noise.
Do you still believe you can buy their attention with money? If so, you're neither a good nor a good marketer.
Such shallow tricks no longer work.
Do you want to be respected by your customers, successfully generate positive buzz, be appropriately busy, become famous, and become a marketer you can be proud of? Then change yourself first.
Redefine your and your company's marketing, free from sham and deception.

Seth Godin has provided readers with unique insights into marketing.
In this age of media disappearance and noise, he redefines the concept of what true marketing is.
It delicately reads the subtle countercurrents that exist within the seemingly massive flow of the market, the complex psychology that unfolds within it that cannot be explained by logic, and the direction of people's true desires.

The direction in which ‘people’s sincerity’ is heading,
And reading the direction that desire is heading

'People see what we see, believe what we believe, and want what we want.' This is a common marketer's misconception.
Unfortunately, that is unlikely to happen.
Because customers don't want what you and your company want.
Ultimately, if you can't tell people the story they want to hear, in the way they want and need to hear it, no amount of marketing will work.

So what is marketing?
Who the hell is a marketer?
Seth Godin says:
“Marketing is the act of changing the market, and marketers are the ones who bring about that change.” A competent marketer does not sell tools to change the market, but rather provides a means to get one step closer to the dreams and desires of customers.
For example, not things, but providing people with feelings, status, and a sense of connection.
We first try to understand the customer's worldview and desires and gain empathy.
Focus on giving your trusted customers more than they expect, without feeling empty and without you.
We don't victimize our customers, but rather focus on their actions as being right and, more importantly, on creating the life experiences they desire.

“This is for you”
“Also, this isn’t for you.”

On the other hand, many marketers try to lower the price and add more features.
This is a stupid idea.
People make purchasing decisions for reasons that are far more illogical, irrational, and deeply personal than that.
They consider their own unique experiences, their desired desires, emotions, and the status they want to enjoy as more important purchasing decision factors.
We make decisions based on the perceptions of people like ourselves, asking ourselves, “Would people like me do this?”
Even if you don't need it right now, or because it's expensive, you press the checkout button simply for the satisfaction of being able to have something new before others.


Marketers need to be able to categorize and group these people.
It is about defining 'people like me', or 'us', very specifically, reading the specific psychology of those customers, and focusing on the direction in which their gaze is directed.


For example, a Hermes bag is more expensive than a Coach bag.
Tesla is more expensive than other luxury cars.
But if you understand the mindset of those who believe that "the more expensive it is, the better it is," their choice becomes understandable.
We need to be able to tie these together.
People who want to show off or demonstrate similar tastes and status.


You also need to be able to boldly say to someone who doesn't belong to a similar psychological group, "This isn't for you."
When you can confidently say to the people you want to serve, the people you want to target, “This is just for you,” they will be more focused on the stories they want to tell, the more important work.
Only then can we bring about change in the market.

In an era of marketing helplessness, where there is nothing more we can do,
A book that will ignite a new spark in marketing that has been steeped in routine and convention!

Marketing is happening everywhere.
From the first moment in our memory to this very moment, we are surrounded by marketing.
I can even learn letters through logos I see on the street.
But customers are nowhere to be found.
People hidden on the Internet and in smartphones are spread out like a thin fog.
People's heads are full of noise.

This book is the answer to the question of what to do in this frustrating reality of marketing.
Seth's marketing options are plentiful.
From tactics that cross the lines between long-tail and short-head, direct marketing and brand marketing, B2B and O2O, to cognitive strategies that stimulate people's inherent psychological status and illogical desires, and leapfrog strategies that leap across the chasm, this book contains crucial clues you've been pondering about marketing.

If you and your company want to have a more positive impact on the world, if you want to be more respected and successful, you need to let go of the lies and understand where your customers are and what they want, not just the ambition to sell more.
Who is it for? What is it for? Remember, great marketing always begins with this simple question.

This book is a must-read for all of us, from field marketers to marketing leaders and corporate CEOs, who are facing an era of stagnation in marketing. It will help us find a breakthrough.
It is also enough to rekindle a spark of passion in a marketing organization that has been steeped in routine and convention.