Top Highlights

• Instead of selfish mass, effective marketing now relies on empathy and service.
• Marketing in five steps The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about. The second step is to design and build it in a way that a few people will particularly benefit from and care about. The third step is to tell a story that matches the built-in narrative and dreams of that tin...
• Marketing is the generous act of helping someone solve a problem. Their problem.
• Which means you’ll need to become a marketer instead. That means seeing what others see. Building tension. Aligning with tribes. Creating ideas that spread. It means doing the hard work of becoming driven by the market and working with (your
• understanding our customers’ worldview and desires so we can connect with them. It’s focused on being missed when you’re gone, on bringing more than people expect to those who trust us. It seeks volunteers, not victims.