In today’s digital, data-driven marketing landscape, “This is Marketing” by Seth Godin offers essential insights, emphasizing empathy and authenticity. It equips readers with practical tools for effective campaigns in this modern era.

What “This is Marketing” by Seth Godin Reveals

Seth Godin’s “This is Marketing: You Can’t be Seen Until You Learn to See,” or more known as “This is Marketing” presents a paradigm shift in the world of marketing, advocating for niche-oriented approaches over traditional mass marketing. By emphasizing the importance of connecting with smaller, more focused audiences and building genuine relationships, the book challenges the outdated notion that success lies in reaching the widest possible audience. Instead, it encourages marketers to see the value in serving and delighting a specific group of people who genuinely resonate with their message, ultimately leading to more impactful and sustainable marketing strategies.

Godin underscores the importance of trust and authenticity in establishing lasting connections with consumers. By consistently delivering on promises and remaining true to brand values, marketers can foster deeper relationships with their target audience.

A central theme in Godin’s “This is Marketing” is the compelling power of storytelling. He highlights how storytelling allows brands to engage and resonate with their audiences on a profound level. By weaving narratives that tap into the emotions and aspirations of their target market, companies can not only capture attention but also foster long-lasting connections that translate into loyalty and advocacy. These narratives not only promote the product or service but also convey the brand’s values and mission, creating a more meaningful connection with customers.

Read also: Benefits of Start With Why and 15 Steps to Find Your Why

Common problems in organization

According to “This is Marketing,” here are the five common challenges organizations encounter in today’s dynamic business environment:

1. Market Noise

Consumers today are bombarded with a constant stream of marketing messages, making it difficult for any single message to capture their attention. In fact, the average person is exposed to thousands of marketing messages each day, leading to information overload and decreased attention spans.

2. Competition

Traditional methods of differentiation may not effectively set your business apart from competitors in today’s competitive landscape. In fact, The global marketplace is becoming more crowded, with numerous businesses vying for consumer attention in various industries.

3. Resistance to Change

Consumers often resist new products or ideas due to their comfort with the familiar and skepticism about the unknown. In fact, psychological studies have shown that humans tend to stick with what is familiar and may resist new ideas due to the fear of the unknown.

Read more: The Hard Side of Change Management (

4. Lack of Trust

Building trust with consumers is a challenge due to past instances of misinformation, poor experiences, and a lack of transparency. Consumer trust in businesses has been declining due to factors like data breaches, misinformation, and broken promises.

5. Targeting Challenges

Identifying and reaching a specific target audience can be difficult when faced with diverse consumer preferences. The rise of digital technology has made it easier for businesses to reach a wide audience, but it has also made it harder to identify and engage with a specific target demographic.

Read more: Managing Organizational Change (

Benefits/Key takeaways from this book

In the realm of marketing and business strategy, the book of “This is Marketing” offers invaluable insights and key takeaways that can transform the way you approach your endeavors. These include:

1. Capturing Attention with Remarkable Campaigns

By understanding the problem of market noise and learning to create remarkable marketing campaigns, you can effectively cut through the clutter and capture the attention of your target audience. This can lead to increased engagement, higher conversion rates, and a more loyal customer base.

Read more: Attention Marketing: 10 Tips to Acquire More Customers (

2. Standing Out as the “Purple Cow”

The book introduces the concept of the “Purple Cow,” which encourages you to find a unique aspect of your product or service that differentiates you from competitors. Seth Godin’s another book is also titled “Purple Cow: Transform Your Business by Being Remarkable. By being so, you can become the clear choice in your niche, attract more attention, and establish a stronger brand identity.

See more: Seth Godin: Purple Cow, Transform Your Business by Being Remarkable – YouTube

Figure 1. A “Purple Cow” between the normal cows.

Source:, The Purple Cow.

3. Overcoming Resistance through Transformative Stories

By focusing on storytelling and showcasing the transformative power of your offering, you can address the resistance to change that consumers often experience. This approach can help people relate to your product on a personal level, making them more willing to embrace change and adopt your solution.

4. Building Strong Customer Trust and Loyalty

Building trust is crucial for long-term success. “This Is Marketing” emphasizes the importance of authenticity, transparency, and delivering value to customers. By consistently practicing these principles, you can create a foundation of trust that leads to stronger customer relationships and brand loyalty.

5. Nurturing Engaged Communities through Targeted Marketing

The book suggests that by serving the smallest viable market, you can concentrate your efforts on a niche audience that truly resonates with your offering. This approach allows you to create deep connections, offer tailored solutions, and foster a community of engaged customers who are more likely to become advocates for your brand.

Case studies

In the field of marketing and business strategy,  “This is Marketing” furnishes invaluable insights and transformative takeaways, poised to reshape your approach across a spectrum of endeavors; as in the below:

Case study 1: Old Spice

In the 2010 Old Spice “The Man Your Man Could Smell Like” campaign, the company took a bold and remarkable approach to promoting their products. They created a series of humorous and unexpected commercials featuring a charismatic spokesperson. 

These ads quickly went viral, generating widespread attention and engagement. By being remarkable and unique, Old Spice managed to cut through the market noise and capture the audience’s attention.

Figure 1. A “Purple Cow” between the normal cows.

Source:, Old Spice “Smell Like a Man, Man” campaign.

Example of Execution: Imagine you’re launching a new skincare product line. Instead of using traditional advertising methods, you could create a series of short videos that humorously demonstrate the “life-changing” effects of your products. 

Share these videos on social media platforms, encouraging users to share them with friends. By creating something that stands out and sparks conversations, you can draw attention to your products and generate buzz.

Read more: Old Spice: Smell Like A Man, Man | Wieden+Kennedy (

Case study 2: Dollar Shave Club

Dolar Shave Club disrupted the shaving industry by embracing the “Purple Cow” concept. They created a quirky and memorable launch video that went viral. This video not only introduced their subscription model but also differentiated them from traditional razor companies. The unique approach helped them gain attention and acquire customers quickly.

See more: – Our Blades Are F***ing Great – YouTube

Example of Execution: Suppose you’re a new player in the energy drink market. Instead of using traditional packaging and marketing, you could design your cans with an unconventional shape and eye-catching colors. Embrace a marketing strategy that focuses on the energy-enhancing benefits of your drink combined with a distinctive brand personality. By embracing uniqueness, you can attract consumers looking for something different.

Read more: Brand Storytelling 102: Finding Your Characters – Purple Cow Agency

Case study 3: Airbnb

Airbnb overcame resistance by sharing stories of hosts and travelers who experienced personal transformation through their platform. By featuring real-life accounts of people who formed connections and gained new perspectives, Airbnb turned skeptics into believers and encouraged people to open up to the idea of staying in someone else’s home.

Figure 3. Airbnb allows people for easier travel experience.

Source:, Airbnb.

Example of Execution: Suppose you’re launching a new mindfulness app. Instead of focusing solely on its features, share stories from users who have found inner peace and improved mental well-being through consistent use. Highlight personal anecdotes of how your app has positively impacted their lives, providing evidence of transformation and encouraging potential users to embrace the change.

7 recommendations for business leaders to soon execute

“This is Marketing” by Seth Godin offers valuable insights for business leaders looking to excel in today’s dynamic marketing landscape. Here are seven recommendations inspired by the book:

  1. Focus on Your Smallest Viable Market

Identify a niche audience with specific needs and cater your products or services to them. Don’t try to be everything to everyone; instead, aim to serve a smaller group exceptionally well. This approach allows you to build a loyal customer base and stand out in a crowded market.

  1. Tell Authentic Stories

Storytelling is a powerful tool in marketing. Craft genuine, compelling narratives that resonate with your target audience’s values and aspirations. Authentic stories help create emotional connections, making your brand more memorable and relatable.

  1. Solve Real Problems

Shift your mindset from merely selling products to solving problems for your customers. Understand their pain points and tailor your offerings to address these issues effectively. When you provide real value, customers are more likely to engage with your brand.

  1. Build a Tribe

Cultivate a community of loyal customers who share a common interest or belief related to your brand. Encourage interaction among members and foster a sense of belonging. A strong tribe can become a powerful marketing force, advocating for your brand organically.

See more: The tribes we lead – Seth Godin – YouTube

  1. Embrace Permission Marketing

Instead of interrupting potential customers with unwanted ads, seek their permission to engage with them. Offer valuable content, incentives, or experiences in exchange for their contact information. This approach builds trust and allows for more meaningful, consent-based interactions.

  1. Create Remarkable Products and Services

In a world filled with choices, strive to make your offerings remarkable. Go beyond meeting expectations and surprise and delight your customers with exceptional quality, unique features, or outstanding customer service. Remarkable products and services practically market themselves.

  1. Be Consistent and Patient

Building a brand and gaining trust takes time. Stay committed to your marketing efforts and maintain consistency in your messaging, values, and brand identity. Patience is essential, as it often takes repeated interactions for customers to recognize and trust your brand.


Seth Godin’s “This is Marketing” redefines modern marketing with a focus on authenticity, storytelling, and niche strategies. It tackles common challenges like market noise, competition, resistance to change, trust issues, and targeting difficulties, offering actionable insights for success in today’s dynamic landscape. Through practical guidance and real-world examples, this book becomes an essential companion for marketers looking to make a significant impact. By exploring the evolving marketing landscape, “This is Marketing” equips readers with the tools and mindset necessary to thrive and build meaningful connections with their target audiences.

For business leaders, “This is Marketing” provides seven actionable recommendations. These include focusing on a specific market, using authentic storytelling, solving customer problems, building a loyal community, practicing permission marketing, delivering exceptional products and services, and maintaining consistency and patience. These insights can help businesses thrive in today’s dynamic marketing landscape and build stronger connections with their audiences.

Just as “This is Marketing” by Seth Godin reshapes modern marketing with authenticity and storytelling, Impact. redefines ERP solutions for Indonesian business leaders. Designed for the dynamic Indonesian market, Impact. streamlines operations, draws insights, and fosters innovation. It gently encourages leaders to connect more meaningfully, much like Godin’s principles in the world of marketing, allowing Indonesian businesses to navigate change with confidence.

Read more: What is ERP?

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Impact Insight Team

Impact Insights Team is a group of professionals comprising individuals with expertise and experience in various aspects of business. Together, we are committed to providing in-depth insights and valuable understanding on a variety of business-related topics & industry trends to help companies achieve their goals.

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