I recently reread This is Marketing by Seth Godin (2018) in preparation to read his follow-up book, This is Strategy which was published last Fall. This is Marketing is one of those books that redefines marketing and makes you think beyond the algorithms and tactics that every marketer deals with on a daily basis.

Known for his thought-provoking insights, Godin reframes marketing as a tool for meaningful change rather than just a means to increase market share. At the core is an  idea: marketing isn’t just about selling products—it’s about creating positive change in people’s lives. Instead of focusing on hype, Godin argues that effective marketing is about making positive change by helping people achieve their aspirations, solve their problems, and become who they seek to become.

The book builds its framework around several key concepts:

• The smallest viable market: Godin emphasizes the importance of identifying a specific group of people with shared worldviews rather than trying to appeal to everyone. This “smallest viable market” allows for tailored messaging and offerings. The book stresses the importance of understanding this specific group’s beliefs, desires, and what they are afraid of. Sounds a lot like account-based marketing strategies.
• Marketing as change: The book defines marketing as the act of making change happen, not just selling. It’s about influencing culture and creating a better world for specific people. It’s not about how to get the word out, but rather what change you seek to make.
• Empathy and service: Godin argues that the best marketing is generous and focused on serving others. It’s about understanding customers’ worldviews and desires and connecting with them on an emotional level.
• Stories, connections, and experience: The book highlights the importance of crafting narratives that resonate with the target audience, building connections, and providing meaningful experiences. Rather than focusing on features, the book emphasizes the importance of focusing on the change the offering enables.
• Permission and remarkability: Godin discusses permission marketing, which involves earning the right to communicate with people by delivering anticipated, personal, and relevant messages. Also, the book emphasizes creating products or services that are remarkable and worth talking about. Two things he’s written about in previous books.

While the book’s core concept of marketing as a force for good and a tool for meaningful change is both inspiring and thought-provoking, it’s worth exploring where the ideas may leave some readers wanting more. As with any framework rooted in principles rather than tactics, there are moments where the application may feel less clear or actionable. Here are a couple of things that I think readers should be aware of:

• An idealistic view of marketing: The book sometimes presents an idealistic view of marketing, seemingly discounting the reality of businesses that need to meet sales targets and financial goals. It also doesn’t fully address the need for marketers to be both strategic and tactical, and to drive sales.
• Lack of Concrete Tactics: While the book provides a general strategic framework, it often lacks concrete tactical advice. There is a simple marketing worksheet provided in the addendum that can provide a good starting point, but the book could have been enhanced with more concrete steps that readers can use to translate these concepts into action.

This is Marketing provides a valuable framework for how we think about marketing. It encourages readers to be more empathetic, generous, and focused on creating genuine connections with their audiences. However, marketers should balance the book’s idealistic vision with the practical realities of their businesses. The book’s emphasis on “making change” should not come at the expense of generating revenue and achieving business goals. Nevertheless, it’s a reminder that marketing, when done right, can be a force for positive change in any market.