Two things marketers do...
1. Do the work necessary to be sure that your perception of the world is similar to the world as it is.
2. Create the stories (and the experiences to back them up) that change the world as it is.
Most marketers fail at #1. By focusing on what they want, or by having a selfish view of things, they miss the reality of what the world believes.
And that can cause us to miss #2. Your story has to be grounded in the worldview of your intended audience.
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ABOUT THE AUTHOR
Seth Godin is the author of 18 books that have been bestsellers around the world and have been translated into more than 35 languages. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership, and, most of all, changing everything. Among his books are Linchpin, Tribes, The Dip, and Purple Cow.
In addition, Seth founded both Yoyodyne and Squidoo. His blog (which you can find by typing "seth" into Google) is one of the most popular in the world.
Recently, Godin once again set the book publishing industry on its ear by launching a series of four books via Kickstarter. The campaign reached its goal after three hours and ended up becoming the most successful book project ever done this way.
His newest book, What To Do When It's Your Turn, is already a bestseller.
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