What Do You Consider "Marketing?"

TL;DR: Marketing refers to a lot of things - but I think it's mostly about these five steps.

I have a degree in Marketing. Not business administration—Marketing. I learned a lot over the four years I spent in undergrad, but I think I've learned more in the first few chapters of Seth Godin's "This is Marketing" this morning than I did during that whole time.

(As a quick aside, this is my issue with higher ed—it is valuable, it is a great litmus test for what full-time work requires of adults, it is necessary for certain career paths, and it is effective for many brain types. I loved my time in college. I had INCREDIBLE professors. It was not, however, rich in information that has benefitted my career. And the great paradox is that I wouldn't have my job without my degree. Hm. So apparently it was absolutely essential for my career!)

In "This is Marketing," Godin outlines five essential steps required for marketing. Here they are:

1. "Invent a thing worth making, with a story worth telling, and a contribution worth talking about.
2. Design and build it in a way that a few people/companies will particularly benefit from and care about.
3. Tell a story that matches the built-in narrative and dreams of that tiny group of people - the smallest viable market.
4. Spread the word.
5. Show up—regularly, consistently, and generously, for years and years—to organize and lead and build confidence in the change you seek to make. To earn permission to follow up and to earn enrollment to teach."

Do these hit you like a ton of bricks? No, just me?

Of the hundreds of marketing content pieces I've published over the past decade, I don't think I've ever put effort into number 3. Oof. Maybe that's because of difficulties with listening. Maybe it's because marketing tends to be more about interruption than gaining permission. Maybe I've just been lazy...

I'm unbelievably lucky to be part of a team that nails 1 and 2. I'm married to someone who generates ideas and goals for our family from scratch that nail those two bullets, too. And as a bookend, I think I bring number 5 to the table—if only because of the multitude of role models I have in my life who challenge me to grow at it.

So that just leaves 3 and 4. Doable.

Marketing is for more than just marketers. And sometimes we marketers are the worst at it. So what change are you trying to bring about? Are you following these 5 steps? Please consider joining the fight to hold marketers to a higher standard. Start with me, or my team, if that's easiest. We all deserve better than the status quo.