In contrast to the popular negative feeling toward marketers, Seth Godin describes (THIS IS MARKETING) marketers as positive change makers.

Marketers find the smallest viable audience - but not smaller - that thinks and acts a certain way. They bring a message of positive change ( -My Patriarchal Blessing) - an argument that another way is better - in the form of a product or service. That small group of people has the option (Play occurs in voluntary unstructured space Play occurs in unstructured space) to get on board, or not.

By focusing small, the message can be specific and real. It's not averaged down to a wide audience that does not think a certain way. By not averaging down, the marketer can be honest about the tesion (Safety Dance swimming story) the change will bring into the audience's lives.

Trust is built, a tribe forms, an ad-hoc leader is followed and positive change begins. That very specific message of change gets shared through the network effect ((Antifragile #citation)), only because it's worth sharing.

Citations

#lbc #marketing #toolong