这是Seth Godin的营销（摘录）

Not Mass, Not Spam, NotShameful . . . Marketing has changed, but our understanding of what we’resupposed to do next hasn’t kept up. When in doubt, we selfishlyshout. When in a corner, we play small ball, stealing from ourcompetition instead of broadening the market. When pressed,we assume that everyone is just like us, but uninformed. Mostly, we remember growing up in a mass market world,where TV and the Top 40 hits define us. As marketers, we seekto repeat theold‑fashioned tricks that don’t work anymore. The compass points toward trust Every three hundred thousand years or so, the north pole and thesouth pole switch places. The magnetic fields of the Earth flip. In our culture, it happens more often than that. And in the world of culture change, it just happened. Thetrue north, the method that works best, has flipped. Instead ofselfish mass, effective marketing now relies on empathy andservice. In this book, we’re working together to solve a vexing prob‑lem. How to spread your ideas. How to make the impact youseek. How to improve the culture. There isn’t an obvious road map. No simple step‑by‑step se‑ries of tactics. But what I can promise you is a compass: a truenorth. A recursive method that will get better the more youuse it. This book is based on ahundred‑day seminar, one that in‑volves not just lessons but peer‑to‑peer coaching around sharedwork. In TheMarketingSeminar.com we assemble thousands ofmarketers and challenge them to go deeper, to share their jour‑ney, to challenge each other to see what truly works. As you read through, don’t hesitate to backtrack, to redo anassumption, to question an existingpractice—you can adjust,test, measure, and repeat. Marketing is one of our greatest callings. It’s the work ofpositive change. I’m thrilled that you’re on this journey, and Ihope you’ll find the tools you need here. Marketing is not a battle, and it’s not a war,or even a contest Marketing is the generous act of helping someone solve a prob‑lem. Their problem. It’s a chance to change the culture for the better. Marketing involves very little in the way of shouting, hus‑tling, or coercion. It’s a chance to serve, instead. The internet is the first mass medium that wasn’t invented tomake marketers happy. Television was invented to hold TV ads,and radio was invented to give radio ads a place to live. But the internet isn’t built around interruption and mass. It’sthe largest medium, but it’s also the smallest one. There’s nomass, and you can’t steal attention for a penny the way yourgrandparents’ companies did. To be really clear: the Internetfeels like a vast, free media playground, a place where all yourideas deserve to be seen by just about everyone. IN fact, it’s abillion tiny whispers, an endless series of selfish conversationsthat rarely include you or the work you do. The magic of ads is a trap that keeps us frombuilding a useful story For a long time, the most efficient way for a commercial en‑terprise to makelarge‑scale change was simple: Buy ads. Adsworked. Ads were a bargain. Ads paid for themselves. Besides,they were fun to make. You could buy a lot all at once. Theymade you (or your brand) a little famous. And they were reli‑able: money spent equaled sales made. Is it any wonder that, pretty quickly, marketers decided thatadvertising was what they did? For most of my lifetime, market‑ingwasadvertising. And then it wasn’t true anymore. Which means you’ll need to become a marketer instead. That means seeing what others see. Building tension. Align‑ing with tribes. Creating ideas that spread. It means doing the hard work of becoming driven by the market and working with(your part of) that market. On getting the word out (precisely the wrong question) “How do I get the word out?” The SEO expert promises that you will be found when peo‑ple search for you. The Facebook consultant tells you how to interrupt just theright people. The PR professional promises articles and mentions and pro‑files. And Don Draper, David Ogilvy, and the rest will trade yourmoney for ads. Beautiful, sexy, effective ads. All to get the word out. But that’s not marketing, not anymore. And it doesn’t work,not anymore. We’re going to talk about how you’ll be discovered.But it’sthe last part, not the first. Marketing is important enough to do right, which meansdoing the other part first. Shameless marketers brought shame to the rest of us Ashort‑term,profit‑maximizing hustler can easily adopt ashamelessmind‑set. Spamming, tricking, coercing. Is there anyother profession that proudly does this? You won’t find civil engineers who call senior citizens in themiddle of the night to sell them worthless collectible coins. Youwon’t hear of accountants who extract customers’ data withoutpermission, or orchestra conductors who proudly post fake re‑views online. This shameless pursuit of attention at the expense of the truthhas driven many ethical and generous marketers to hide theirbest work, to feel