What Seth Godin says is "the essence of marketing"
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"A pizza shop with a line out the door is not succeeding because it uses TikTok well. It's succeeding because it makes pizza people want to post on TikTok."
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"Marketing is about creating the conditions under which an idea can spread. And ideas spread when people want to tell their friends about them."
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"Don't try to satisfy everyone. Deliver deep value to a small, specific group. The biggest businesses begin in the smallest markets."
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"Tell a story that fits the worldview your customer already has. Don't try to change what people believe. Reinforce what they already believe."
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"The Dip is the point where things feel too hard and the odds of success look too low. Most people quit there. You have to prepare in advance, solve smaller problems first, and keep going consistently."
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Solve a small problem, show up consistently, and let customers spread the story on their own. That is real marketing.
