Marketing is creating the conditions for a story to spread so you can help people get to where they hope to go. Marketing is work that matters for people who care, a chance to create products and services that lead to change.
—Seth Godin, “Marketing vs. Promotion”
If I promote a product or service, that’s the equivalent of putting a sign outside somewhere while I’m performing that. Marketing is getting others to promote for you. Kleenex doesn’t need to market its facial tissues in North America; the product self-markets my effectively owning the name of the product.
People never pay extra. They buy something they want at a price that feels fair to them.
—Seth Godin, “Paying extra”