Seth Godin talks about ‘New Marketing’ in his book Meatball Sundae.
In short, he says that Old Marketing (inundating an unsuspecting but captive mass audience with your product in hopes that some of them would buy it) only worked when people had no choice or control.
Now we can skip commercials via Tivo or online streaming, tailor our ads; we never have to watch a commercial.
Now the winning approach is based not on HOW MANY but WHO.
It’s about finding your tribe and sharing your story (and services) with them.
There’s no one to convince or Stun into submission– it’s all connection.
Instead of trying to make you believe you want what I’ve got, marketing is about finding the people who already want it.
And that’s more of an adventure, a treasure hunt.
That’s being an explorer.
That’s how marketing actually sounds fun.