Marketing for the Digital Age & Beyond | Book Insights on This is Marketing by Seth Godin
发布时间 2022-08-11 04:38:03 来源
摘要
*The old-world method of mass advertising through TV and radio was hugely successful for big corporations. With the arrival of the internet, everything changed.
*Traditional marketing is about trying to sell something to someone, trying to get something out of them. The new way is almost the opposite. It’s about generosity, listening, and making a connection that lasts.
*New opportunities now exist for anyone to reach an audience with a new idea, cause or product launch. If you care enough about your audience to create true connection you can make change happen.
*Marketing should always be about the customer’s problem, not helping the company to make more sales. That sounds counterintuitive, but it’s only through generosity and genuine interest in people that you can make your message or product succeed.
*This book’s subtitle, You Can’t be Seen Until You Learn to See, reinforces the idea that marketing should be grounded in empathy.
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Full Title: This Is Marketing: You Can't Be Seen Until You Learn to See
Year of Publication: 2018
Book Author: Seth Godin
To purchase the complete edition of this book click here: https://tinyurl.com/4emxztdm
Book Insight Writer: Glen Crosier
Editor: Tom Butler-Bowden
Producer: Daniel Gonzalez
Production Manager: Karin Richey
Curator: Tom Butler-Bowden
Narrator: Kristi Burns
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Death Goat is something of a legend in the marketing world. His blog has over a million readers, and he's written 19 bestselling titles on entrepreneurship and marketing, including the classics, permission marketing, tribes, and purple cow. When it was published in 1999, permission marketing became an antidote to the common practice of spam email. Insisting that people should only receive marketing material if they had requested it was, surprisingly, highly controversial for the marketing industry at the time. It got Goat and Throne out of the Direct Marketing Association. Only later did the industry realize its mistake. In 2013, Goat and was inducted into the Direct Marketing Hall of Fame, and in 2018 joined the American Marketing Association's Hall of Fame.
死亡山羊在营销领域是一个传奇。他的博客拥有超过一百万的读者，已经写了19本畅销的创业和营销书，包括经典作品《允许营销》、《部落》和《紫牛》。《允许营销》一书于1999年出版，成为反对垃圾邮件常见做法的解毒剂。强调只有在请求的情况下，人们才应该收到营销材料，当时在营销业内引起极大争议。这导致山羊和王座被直销协会开除。直到后来，这个行业才意识到他们的错误。2013年，山羊被引入直销名人堂，2018年加入了美国营销协会名人堂。
His latest book, This Is Marketing, is a rallying call to everyone who wants to make a bigger impact with a select audience. It's moved beyond the era of mass advertising and marketing to personal one-on-one communication, so the possibilities are infinite. Goat and says, We're all marketers now, and with the right approach, more can be achieved than we ever thought possible. The book's subtitle, You Can't Be Seen Until You Learn To See, reinforces the idea that marketing should be grounded in empathy. Leave all what marketers do is create change, and in this, Goat and says, Marketing is a noble calling.
他最新的书《这就是营销》是对每个想要用选择性受众产生更大影响力的人的召唤。它已经超越了大规模广告和营销的时代，转向个人一对一的沟通，因此可能性是无限的。Goat说，“我们现在都是营销人员，通过正确的方法，我们可以实现比我们曾经认为可能的更多。”书的副标题《学会看到，才能被看到》强调了营销应该基于共情。Goat说，营销人员所做的一切都是创造变化，在这方面，营销是一种崇高的职业。
This Is Marketing has a number of overlapping themes and techniques which weave their way throughout the text. In this book insight, we're going to cover four core ideas from the book. We're all marketers now. The old world of advertising is contrasted with the new opportunities for marketing. Your smallest viable market. This is about who your marketing is for, and the tribe of followers you can create. Ideas that spread. This is about understanding how and why people choose to talk to others about your product and service. Leading your tribe. This covers the importance of leadership and finding the strength and courage to share your ideas with the wider world.
《This Is Marketing》这本书中有许多重叠的主题和技巧贯穿其中。在本书的洞察中，我们将涵盖四个核心思想。首先是我们都是营销人员。旧时代的广告与新型营销的机遇形成对比。其次是你的最小可行市场。这是关于你的营销对象以及你可以创建的追随者部落的问题。再次是传播思想。这是关于了解人们为什么会选择谈论你的产品和服务的方式和原因。最后是引领你的部落。这涉及到领导的重要性，以及找到力量和勇气与更广大的世界分享你的想法。
We'll start by looking at where marketing is at today. Traditional marketing is about companies extracting bigger profits from a mass audience. Big companies care mainly about volume, market share, and how much hype they can generate. In short, marketing boils down to how much they can spend. Here's Goat & Talking on the online marketing made easy podcast. So I guess what we ought to be measuring is not clicks, more percentages, or any of that other stuff, unless we're fully a direct marketer. I think what we ought to be measuring is who would miss us if we didn't show up? And what is the value of the change we're making in the world?
我们先从现今的市场营销现状开始看起。传统的市场营销是公司从大众中获得更多利润的方式。大型公司主要关注的是数量、市场份额和他们能够产生多少炒作。简而言之，市场营销归纳为他们能够投入多少资金。这是Goat & Talking 在“简单上手网络营销”播客中的讨论。因此，除非我们是完全的直接营销人员，我想我们应该衡量的不是点击率、百分比或其他任何东西，而是如果我们不出现会有谁会错过我们？我们所做出的世界性的改变的价值是多少？
Goat & Encourage is us to think of marketing as something that has far more value than mass corporate advertising. In fact, the true purpose of marketing is to provide solutions for people. He makes the case for moving from the old industrial advertising and marketing approach to a new one. He uses an analogy from nature. If you want to grow a tall sunflower, you'd expect it to have a deep and intricate ecosystem beneath the surface of the soil. The invisible process of growth only takes place when seeds have been sown. The ground is fertile, and the conditions are aligned with what it takes to grow a tall, strong sunflower. It's no different from marketing. It shouldn't be forced or bought, but be deeply rooted in the hopes, dreams, and desires of individuals. If we focus only on the bottom line, we're trying to get the end result without doing the natural growth and groundwork.
山羊与鼓励让我们将市场营销看作比大规模企业广告更有价值的事情。事实上，市场营销的真正目的是为人们提供解决方案。他提出了从旧的工业广告和市场营销方式转向新方式的观点。他使用了自然类比。如果你想种一朵高高的向日葵，你会期望它在土壤表面下有一个深奥而复杂的生态系统。只有当种子被播种，土地肥沃，条件与生长高大、强壮的向日葵相适应时，生长的不可见过程才会发生。这与市场营销没有什么不同。它不应该是被强制或购买的，而应深深根植于个人的希望、梦想和欲望中。如果我们仅关注利润，那么我们尝试获得最终结果，却没有经过自然的生长和基础工作。
In the Golden Age of TV, Radio & Print Media Advertising, technology allowed big business to broadcast its messages to the masses without any real interaction with the consumer. It was an advertiser's dream.
在电视、广播和印刷媒体广告的黄金时代，技术使得大企业可以向大众广播其信息，而不需要真正与消费者互动。这是广告商的梦想。
Throughout the 20th century, the most effective and profitable way for corporations to sell their products and gain market share was to buy advertising. Brands became famous in millions of households, and marketing was simply advertising. For decades, nothing needed to change, until the arrival of the internet.
在整个20世纪中，企业销售产品并获得市场份额最有效和最有利的方式是购买广告。品牌在无数家庭中变得著名，市场营销就是广告。数十年来，没有什么需要改变，直到互联网的到来。
It was the first system of communication where the user had total control over their experience. It amounted to a billion tiny whispers based on people's personal interests. Previous generations would sit through the ad breaks in the way we still do at the cinema, but now when we go online, we're not engaging with the mass marketer's agenda.
这是第一个让用户完全掌控自己体验的通讯系统，它源于人们个人兴趣的十亿条微小的私语。以前的一代人会像我们在电影院里做的那样坐在广告中间，但现在我们上网时不再与大规模营销人员的议程互动了。
We're free to skip, block, and pay to have our music and films streamed onto our screens without having to consume advertising. Yes, there are still monopolies and companies dominating the mainstream markets. Golden talks about big machine records. Taylor Swift is one of the labels artists with over 30 million records sold, and the company has over 200 number one singles. Firing model, right? Wrong.
我们可以自由地跳过、阻止，也可以通过付款来将音乐和电影流媒体推送到我们的屏幕上，而不必消费广告。是的，仍然存在垄断和主导主流市场的公司。Golden谈到了Big Machine Records。泰勒·斯威夫特是这个唱片公司的艺术家之一，销售了超过3千万张唱片，该公司拥有超过200首冠军单曲。灭顶之灾的模式，是吗？不对。
The hit factories will always exist within mainstream music markets, and there will always be big companies spending millions to sell their stars and their products. But for most people, for you and me, this is not the path to emulate. It isn't where the opportunity lies.
在主流音乐市场中，命中注定的工厂将永远存在，并且总会有大型公司花费数百万来推销他们的明星和产品。但对于大多数人，包括你和我，这不是要效仿的道路。这并不是机会所在。
Golden guides us down a different path which involves the work of connection, empathy, and changing minds. The audience or market we gain may be much smaller, but more sustainable and loyal. And we can no longer delegate marketing to an advertising firm. Today, marketing rests on authenticity, which means your story matters. We're all marketers now.
Golden 带领我们走上了一条不同的道路，需要我们通过有效地连接、共情和改变观念来实现。我们获得的受众或市场可能会更加小众，但更加可持续和忠诚。我们不能再将市场营销委托给广告公司了。今天的市场营销建立在真实性之上，这意味着您的故事至关重要。我们现在都是营销人员。
Let's break for now, but first, let's recap what we've gone over. In this marketing, we've learned that in our digital age, everybody can be a marketer, as long as they're capable of empathy and communication. The product should be a solution to the audience's problem. Next, we'll look at the smallest viable market. Then we'll explore ideas that spread and win.
我们现在暂停一下，但首先，让我们回顾一下我们所学的内容。在这个营销中，我们学会了在数字化时代，只要拥有同理心和沟通能力，每个人都可以成为一名营销人员。产品应该是观众问题的解决方案。接下来，我们将研究最小可行市场。然后，我们将探索可以传播和赢得认可的想法。
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We're continuing our look into this is Marketing, the latest bestseller by marketing Hall of Famer Seth Godin. Previously, we've gone over how we're all marketers in the internet age. Now we'll discuss who you should target and the kind of ideas that succeed.
我们继续阅读营销名人塞斯·戈丁的最新畅销书《这就是营销》。在此之前，我们已经讨论了在互联网时代，我们都是营销人员。现在，我们将讨论你应该瞄准哪些人以及哪些想法会成功。
Godin talks about the idea of the smallest viable market, which is simply the minimum number of people needed to make your message, product, or service worthwhile. The ideas derived from the minimum viable product made famous by Eric Rees in the Lean Startup. An MVP is simply the most useful first version of your product, which can be used to engage with your market, get feedback, improve, and then repeat the cycle.
Godin谈到了最小可行市场的理念，这是使您的信息、产品或服务有价值所需的最少人数。这个概念源自于Lean Startup中由Eric Rees著名的最小可行产品，即产品的最有用的第一个版本，可以用于与市场接触、获得反馈、改进并重复此过程。
Imagine your passionate about healthy eating for all the family. Some of your friends have encouraged you to share your recipes, maybe teach a cooking class, and even open up wholesome food cafe. Where would you start? Would you immediately start looking at expensive retail outlets in town, start raising finance, getting quotes from interior designers, engaging with suppliers and long-term business planning? Perhaps it would make more sense to take a less risky, more creative, experimental approach.
想象一下你对全家人的健康饮食有热情。你的一些朋友鼓励你分享你的食谱，可能还要教授烹饪课程，甚至开设健康食品咖啡馆。你会从哪里开始？你会立即开始寻找城镇中昂贵的零售店、筹集资金、寻求室内设计师的报价、与供应商联系，做长期的商业计划吗？也许采取更少风险、更有创意、更实验性的方法会更有意义。
How about starting with a smaller number of people who support what you're doing and will give you honest feedback, encouragement, and reviews? You could turn the traditional retail model on its head and try a supper club for 20 friends in an interesting venue for one night only. Your task would be to find your little tribe of early adopters or super fans. This is your smallest viable market.
从少数支持你所做的事情并能给予你诚实反馈、鼓励和评论的人开始，怎么样？你可以颠覆传统的零售模式，尝试在一个有趣的场地举办一个仅供20位朋友参加的晚宴俱乐部。你的任务是找到你的小部落——早期采用者或超级支持者。这是你最小可行市场。
This is not about getting something out there that doesn't work or having to coerce people into trying your new thing. It's about finding the type of people who believe what you believe about healthy lifestyles, wholesome food, family, and community. In this way, you're not selling to a market you are giving to your tribe.
这不是关于推销一个不起作用的东西或者强迫人们尝试你的新产品。它是关于寻找那些和你有相同信仰的人们，如健康的生活方式、营养饮食、家庭和社区。通过这种方式，你不是在向一个市场销售，而是在为你的部落奉献。
Goatens message here is simple. Don't try to make your offering or business stand for everything. Make it stand for something. This sometimes involves taking a product to its extremes and finding some kind of clear edge. He talks about how Tesla broke the mold in marketing electric cars. The company realized that its potential buyers already had very nice cars.
Goatens的信息很简单：不要试图让你的产品或业务代表所有事情，而是让它代表某种特定的东西。有时，这可能需要将产品推向极端，并找到一些明确的优势。他谈到了特斯拉如何在营销电动汽车方面打破常规。该公司意识到，它的潜在买家已经拥有很棒的汽车。
The only way it would get them to shift from their BMWs or Jaguars would be to offer something dramatically different. So Tesla's were marketed as the fastest, the safest, the most efficient, not one point of difference, but three, all in one package. Plus buyers would feel good about owning one, breathtaking acceleration and environmental kudos at the same time. Goatens point is that when you create something that is inherently better, marketing becomes a joy.
想要让人们放弃他们的宝马或捷豹，唯一的方法就是提供与众不同的东西。因此，特斯拉被营销为最快、最安全、最高效的汽车，不是一种不同的点，而是三种不同的点，都在同一个产品中。此外，购买者会感到拥有这样的汽车是令人愉悦的，同时享受令人惊叹的加速和环保的赞赏。高滕指出，当你创造出本质上更好的东西时，营销就变成了一种乐趣。
You are no longer selling stuff, but changing minds, leading people to something you believe will make their lives easier, better, more fun, or more beautiful. If your business is only about chasing market share or making marginal gains, you'll live in a world of scarcity. The alternative is to create something unique that comes with its own story and its own brand new market. All you have to do is tell that story.
你不再只是销售产品，而是改变人们的想法，引领他们去追寻你相信会让他们的生活变得更轻松、更美好、更有趣或更漂亮的东西。如果你的业务只是为了追求市场份额或实现微小的收益，你将生活在一种匮乏的世界中。另一种选择是创造一些独特的东西，具有自己的故事和全新的市场品牌。你所要做的就是讲述那个故事。
This is the simplest and best kind of marketing. The scripts didn't come up with the Model T Ford, the smartphone, or rap music. Nearly every innovation is the end result of one person's vision of how they think things should be. Marketing often boils down to getting other people to see things the way you do. Goatens rights. Marketers make change. We change people from one emotional state to another.
这是最简单和最好的营销方式。模特T福特汽车、智能手机或说唱音乐，并不是这些营销策略的产物。几乎所有的创新都是一个人设想事物应该如何发展的结果。营销往往归结为让其他人看到你眼中的事物。营销可以改变人们的情感状态，使他们从一种情感状态转换到另一种。动物权利亟待维护。营销人员促成了变革。我们改变人们的情感状态，使他们从一个情感状态转变到另一个。
We take people on a journey. We help them become the person they've dreamed of becoming a little bit at a time. Marketing isn't simply about selling things, but ideas. Marketing has the power to change lives. There's another way to think about your audience or customer base. Instead of thinking about them as prospects, think of them as students. What do they want to learn? What can you teach them? What can they tell others?
我们带领人们走一段旅程，帮助他们一步步成为自己梦想中的人。营销不仅是关于销售产品，而更重要的是传递理念。营销有力地改变人们的生活。我们还可以从另一个角度看待听众或客户群，把他们视为学生。他们想要学什么？你可以教他们什么？他们可以教别人什么？
The secret to success, according to Seth Goden, can be summed up in four words. Ideas that spread, win. But what does it take to achieve this? First, you start with the beliefs, familiar stories, and the internal narratives already on repeat play in the minds of those you're seeking to connect with. It's impossible to make someone do something they don't want to.
据塞斯·戈丹称，成功的秘诀可以用四个词概括：传播成功的创意。但是，要实现这个目标，需要做些什么呢？首先，需要了解你想要建立联系的人的信仰、熟悉的故事和内在叙述，这些都是他们已经不断重复的。你无法迫使别人去做他们不想做的事情。
Usually the required action or non-action is driven by the extent to which it supports or conflicts with their existing worldview. How it affects perceptions of their status or social standing. Anytime someone is presented with a new idea, service, or product, they naturally think, is this something someone like me would have, use, or buy? Or as Goden puts it, do people like me do things like this?
通常所需采取的行动或不采取行动取决于它对其现有世界观的支持或冲突程度，以及它对其地位或社会地位的影响。每当有人被提出一个新的想法，服务或产品时，他们自然会思考：这是不是像我这样的人会有、使用或购买的东西？或者正如戈登所说，像我这样的人会做这样的事情吗？
Here's Goden again on the online marketing-made Easy Podcast. How do you make a change happen? People used to do it by buying attention, really cheap, and then turning it into money so you could buy more attention. We call that advertising. But the world has shifted, and that doesn't work anymore. And what works instead is making things better by making better things. It's the way we're wired as human beings.
在网络营销轻松制作的播客节目中，Goden又来了。你如何使变化发生？以前人们通过购买关注度，而且相当便宜，然后把它转化为金钱，这样你就可以购买更多的关注度。我们称之为广告。但世界已经转变了，这种方法不再起作用。取而代之的是通过制造更好的东西来使事情变得更好。这是我们作为人类的本能。
This is how special interest groups, devoted fan clubs, and loyal followings are formed. Remember, in marketing, we are not trying to change everyone. We start small and stay laser-focused on helping our early adopters and most passionate followers. Only later might we think about taking our ideas to a larger mainstream.
这就是特殊兴趣群体、忠实粉丝俱乐部和忠实追随者的形成方式。请记住，在市场营销中，我们并非试图改变每个人。我们从小开始，并保持高度聚焦，帮助我们的早期采用者和最热情的追随者。只有后来我们才考虑将我们的想法推向更大众化的市场。
The outdoor clothing company Patagonia started with a mission to connect with a niche group of outdoor enthusiasts who care about the environment. By purchasing the company's product, the customers get to support a brand that shares their values and allows them to subtly express this through wearing Patagonia.
户外服装公司帕塔哥尼亚始于连接关心环保的小众户外爱好者的使命。购买公司的产品，顾客可以支持一个分享他们价值观的品牌，并通过穿着帕塔哥尼亚的服装微妙地表达这种价值观。
The company has a wider strategy to encourage more people to consider environmental issues, which provides a talking point for insiders and new converts. The further the idea spreads, the bigger the customer base becomes. More environmental awareness and impact is the result.
公司有一个更广泛的策略，鼓励更多的人考虑环境问题，这为内部人士和新的信仰者提供了谈话的话题。这个想法传播得越广，客户群体就越大。这将带来更多的环境意识和影响力。
Another example, Golden Disguses, is the Band The Grateful Dead. The dead completely bucked industry norms. They weren't interested in making music in the pursuit of big hits or celebrity status. Because it happened, they eventually achieved this, but the road was long and mainly happened without music industry support.
另一个例子是乐队“感恩死者”，也称为“金色假面”。这支乐队完全违反了产业规范。他们不关心制作能够迅速走红或成为名人的音乐。不过，因为事与愿违，他们最终也获得了这些成就，但这条路漫长而且主要没有得到音乐产业的支持。
The dead sold an astonishing $350 million worth of concert tickets before their leader, Jerry Garcia, died. They did this by staying true to their loyal fans who spread the message with devotion to the cause. In marketing terms, some key learning points from the dead story. They connected with a niche audience and aimed to give it what it was looking for. Rather than figuring out a strategy that would appeal to the masses, they directly interacted with their much smaller live audiences one show at a time. This created massive loyalty.
在领袖杰瑞·加西亚去世前，已故的乐队成员售出了价值3.5亿美元的惊人音乐会门票。他们通过忠实于他们的粉丝，并向他们的追随者传播信息来实现这一点。从市场营销的角度看，从乐队的经历中可以汲取一些关键的学习点。他们与一个小众受众建立联系，并力求为其提供他们所寻找的内容。他们不是想出一个能够吸引大众的策略，而是通过每次演出直接与他们更小的现场观众互动。这创造了巨大的忠诚度。
They relied on fans to spend their time enthusiastically sharing tour dates, stories, and creating a subculture rather than pursuing mainstream radio channels for airplay. The band's outlook, determination, and resilience gave fans something to believe in which they could build into their own life stories and world views. They did the opposite of how the music industry operated. They retained ownership of their work and control of ticket sales. They focused on long play records they produced themselves and didn't produce three minute radio-friendly singles.
他们依赖粉丝热情地分享巡演日期、故事和创造亚文化，而不是追求主流电台播放。乐队的态度、决心和韧性给了粉丝一些值得相信的东西，他们可以把它们融入自己的生活故事和世界观中。他们做的正是音乐行业的相反。他们保留了对自己作品的所有权和门票销售的控制。他们专注于他们自己制作的长篇唱片，而不是制作三分钟适合广播的单曲。
In Goatins Mind, The Grateful Dead are an almost perfect example of how to spread ideas, something with the smallest viable market. Let's take a break. But before we go, let's recap what we've learned so far. Success depends on people sharing your message. People do this when the message resonates with how they see themselves and people like them. The marketer's job is to create change by connecting at first with a small and passionate group who are motivated to spread the word. You have to work hard to give people something to believe in.
在Goatins的想法中，感激之死乐队几乎是将想法传播到最小可行市场的完美例子。让我们休息一下。但在我们离开之前，让我们简要回顾一下我们已经学到的东西。成功取决于人们分享你的信息。当信息与他们的自我形象和与他们相似的人产生共鸣时，人们才会这样做。市场营销人员的工作是通过首先与小而热情的团体建立联系来创造变革，而这些人会积极传播这个信息。你必须努力让人们相信一些东西。
We'll conclude our discussion on this is marketing next time. We'll go into leading and organizing the tribe. Then we'll end by reflecting on Goatins' overall message. Enjoying this episode of Book Insights? If so, keep listening and learning. There's a collection of over 100 titles you can read or listen to now at Memoedapt.com slash Insights. That's M-E-M-O-D-A-P-P.com slash Insights.
下次我们将结束我们对市场营销的讨论，探讨领导和组织部落。然后我们将以反思Goatins的整体信息作为结尾。喜欢这一集《书籍洞见》吗？如果是，继续听和学习。现在在Memoedapt.com slash Insights 上有超过100本书可以阅读或听取。那是M-E-M-O-D-A-P-P.com slash Insights。
Now we're concluding our discussion on this is marketing. It's written by permission marketing author Seth Godin. Last time we went over how marketing succeeds through creating a message that matters. You connect with a small niche group who truly share your message and world view. Basically, you create a grateful dead type product this way, something homegrown and beloved. We'll conclude by learning how to manage the tribe you've established. Then we'll end on reflecting on what the book has taught us.
现在我们即将结束对《赢得自由的市场营销》一书的讨论，该书是由允许营销的作者塞斯·高汀撰写的。上次我们讨论了市场营销如何通过创造有价值的信息来获得成功。您与小众共同分享您的信息和世界观。基本上，您可以通过这种方式创建出类似于感恩死亡乐队的产品，即自家制作且备受爱戴的产品。最后，我们将学习如何管理您已经建立的社会群体，并反思本书对我们所带来的启示。
What does it take to lead a group of people towards something that you believe will be of benefit to them? Godin says it's not about authority being an expert or telling people what to do. Your tribe is not something you own and the members don't exist to meet your own ends. All you've done is earned their trust in some way and they chose to listen. They'll only continue to do so if you continue to understand their hopes, desires and needs. Here's Godin again on the online marketing MADZ podcast.
领导一群人朝着你认为对他们有益的方向前进需要什么？戈丁说，这与拥有权威、成为专家或告诉别人该做什么无关。你的群体不是你拥有的，成员也不是为了满足你的目的而存在。你所做的只是在某种程度上赢得了他们的信任，并选择倾听你的声音。只有如果你继续理解他们的希望、愿望和需求，他们才会继续这样做。以下是戈丁在在线营销MADZ播客上的发言。
When a lifeguard approaches someone who's drowning and offers a life raft, they take it because they're enrolled in the journey of not drowning. So that's our goal as marketers is to find people who want to go where we are going, who want to experience what we are offering. Godin introduces us to Harvard professor Marshall Gans and his three stories framework for creating this kind of empathic leadership.
当救生员接近淹死的人并提供救生筏时，他们会接受它，因为他们加入了不溺水的旅程。所以我们作为营销人员的目标是找到想要前往我们的目的地、想要体验我们提供的事物的人。戈丁介绍了哈佛大学教授马歇尔·甘斯和他的三个故事框架，用于创建这种移情领导力。
The first story, the story of self, gives you the opportunity to answer the question, why you? Here, you tell your story about what life used to be like for you and how you've been transformed. In telling it, you provide a group of people it could be 20 or 20,000 with the chance to identify with you. The second story, the story of us, is about the things that bring us together. These are our common problems, shared goals, dreams and aspirations.
第一则故事，即自我故事，为你提供了回答“为什么是你”的机会。在这里，你讲述了过去你的生活是什么样子，以及你是如何发生转变的。通过讲述这个故事，你为一群人提供了共鸣的机会，无论这个群体是20个还是20000个人。
第二则故事，即我们的故事，是关于我们所拥有的共同点，包括我们面临的问题、我们共同的目标、梦想和渴望。这些共同点将我们联系在一起。
Do I have the life experience and empathy to appreciate how other people may feel? What can we gain by coming together? Gans's third story, the story of now, represents the point at which you bring people along with you on the journey as part of the tribe. I used to struggle alone, perhaps like you. I got help from others. Together, this can improve for us. Here, Goeden reminds us to move beyond our fears and find a courage to lead.
我是否有足够的生活经验和同情心，去欣赏他人的感受？我们聚在一起可以获得什么？詹斯的第三个故事，也是现在的故事，代表着将人们带上旅程并作为部落的一部分一起前进的时刻。以前我曾经像您一样孤独挣扎，但现在我从别人那里获得帮助，我们可以一起改善。在这里，戈登提醒我们超越恐惧，勇往直前领导前进。
Let's put this all together with an example. Imagine you're a family man who used to be overweight and now suffer from low self-esteem. Let's say you want to inspire a group of dads in your local community to take better care of themselves.
让我们通过一个例子来将这些联系起来。想象一下你是一个家庭男人，曾经超重，现在缺乏自信。假设你想要激励当地社区的一群父亲更好地照顾自己。
The story might go like this. I used to be 30 pounds overweight, constantly stressed by work and family commitments. My health and relationships were going downhill. I didn't feel that I had any time for myself. But eventually, my wife persuaded me to join a local running group once a week for 30 minutes.
这个故事可能是这样的。我曾经超重30磅，不断被工作和家庭压力所困扰。我的健康和关系正在走下坡路。我感觉自己没有时间给自己。但最终，我的妻子说服我每周加入一个当地跑步小组，每次跑30分钟。
At first, I lacked confidence and felt a bit embarrassed by how unfit I was compared with some of the others. The group was very supportive and I began to make friends and get fitter. This helped me manage my work stress better. For time, I lost weight and just about everything in my life improved.
起初，我缺乏信心，对比起其他人，我感觉自己身体状况很差，感到有些尴尬。但这个小组十分支持我，我也开始结交朋友并变得更健康。这让我更好地处理工作压力。随着时间的推移，我不仅减去了体重，生活中的一切事情都变得更好了。
The biggest impact for me was making new friends and feeling a sense of belonging to a community of people like me. Does that make sense to you? Taking the first steps is tough, but if you're ready, we're all here to support you. Are you free when we meet this Thursday at 7 pm?
对我来说最大的影响是结交了新朋友，并感到属于一个像我一样的社群的归属感。你理解我的意思吗？迈出第一步困难重重，但如果你准备好了，我们都在这里支持你。你周四晚上7点有空吗？我们见面好吗？
A personal story creates resonance and connection and demonstrates that change doesn't have to happen alone. It can actually be a door into a community, but there must be a call to action for people to take the next step. We need empathy, courage, and leadership to get things moving. But without action, change doesn't happen.
个人的故事能够产生共鸣和联系，并且展示了改变并不一定是孤军奋战的。它实际上可以成为进入社群的大门，但必须鼓励人们采取下一步的行动。我们需要同情心，勇气和领导能力来推动事情的发展。但是没有行动，就不会有改变。
Marketing starts with the story you're telling yourself, Godin says. Your internal dialogue. If something is important to you, the likelihood is it will be important for others. In this way, marketing is not something out there or the work of a marketing team. It's deeply personal and therefore super impactful.
Godin表示，营销始于你讲给自己听的故事，也就是你的内心对话。如果对你来说某件事很重要，那么很可能对别人也很重要。因此，营销不是某些外在的东西，也不仅仅是营销团队的工作。它是深深个人的，因此可以产生巨大的影响力。
Back to the plant analogy for a moment. If what you produce or provide is simply a commodity or an opportunistic response to obvious demand, then you don't have a business or enterprise with roots. Even if your tree grows, Godin says, it's unlikely to be seen as important, useful, or dominant. It will be crowded out by all the similar trees.
回到植物的比喻上。如果你所生产或提供的只是一种商品或是对明显需求的机会性反应，那么你没有一个有根基的企业。即使你的树生长，戈丁认为，它不太可能被看作是重要的、有用的或占主导地位的。它会被所有类似的树挤掉。
But if you're authentic and patient, your tree can become a beacon for the community. Because you stand for something in a world of competing voices, ideas, and products, people will naturally be drawn to you and stay loyal.
但是，如果你真实而耐心，你的树可以成为社区的灯塔。在充斥竞争声音、想法和产品的世界中，因为你代表着某种价值观，人们自然而然地会被吸引并保持忠诚。
The way the internet works is that everyone can be famous to 1,500 people, Godin says, or 3,000. Mass marketing is for big players. For everyone else, it's about connecting deeply with a comparatively small but high-value audience. And with all the online tools available to us today, it's cheaper and easier to do this than ever before.
戈丁指出：互联网的工作方式是每个人都可以成为1500个人或3000个人的名人。大规模市场营销适用于大玩家。对于其他人，重点在于与相对较小但高价值的观众建立深入联系。而且，随着今天可用的所有在线工具，这比以往任何时候都更便宜、更容易实现。
As we come to the end of this book insight, let's wrap up the key themes we've covered. In a nutshell, the purpose of marketing is to help people not to spam, coerce, or manipulate. Mass advertising served corporations, not people. We can do better.
当我们即将结束这本书的洞察力部分时，让我们概括一下我们所涵盖的关键主题。简而言之，市场营销的目的是帮助人们，而不是垃圾邮件、强迫或操纵他们。大规模广告服务于企业，而不是人们。我们可以做得更好。
Serve a smaller group of people who share a similar worldview, aim for making a difference to smaller group first, not everyone. Successful ideas are the ones that create emotional connections. Creative people who care are the ones who change the world. This is the opportunity for you.
为具有类似世界观的一小群人服务，首先着眼于对小群体的影响。成功的创意是那些能够创造情感联系的创意。有关心的创意人是改变世界的那些人。这是你的机会。
For Seth Godin fans, this is marketing is not mold-breaking, and in fact, is a kind of synthesis of his work for over two decades since he released permission marketing in 1999. But if you've never read Godin before, it's a brilliant starting point to his thinking. It also provides step-by-step techniques that can take you from concept to actionable advice.
对于赛思·高汀的粉丝来说，这本书的营销理念并不是突破常规的，实际上是他自1999年发布《获取许可营销》以来二十年来工作的综合体现。但如果你以前没有读过高汀的书，这本书是他思想的杰出起点。它还提供了逐步方法，可以带领你从概念到可执行的建议。
The book is derived from the marketing seminar, one of Godin's online courses with over 6,000 alumni. The course could be another worthwhile step to explore if you're ready to take action and make your ideas become a reality.
这本书来自于戈丁的营销研讨会，是他在网上开设的课程之一，已经有超过6,000名毕业生。如果你已经准备好采取行动，让你的想法变为现实，这门课程可能是一个值得探索的有价值的步骤。
And if Godin's ideas hit home with you, other recommended reads would be The Long Tale by Chris Anderson, The tipping point by Malcolm Gladwell, and Made to Stick by Chip and Dan Heath. In Godin's statements about making sure your offering or company is seen to stand for something, he is clearly influenced by Al Reese and Jack Trout.
如果戈丹的想法引起了您的共鸣，其他推荐阅读包括克里斯·安德森的《长尾理论》，马尔科姆·格拉德威尔的《引爆点》和奇普和丹·希思的《让想法更具说服力》。在戈丹关于确保您的产品或公司被视为代表某种东西的陈述中，他显然受到了阿尔·里斯和杰克·特劳特的影响。
He notes them in his acknowledgments along with many other great marketers. Reese and Trout are famous for their concept of positioning, meaning carving out a space in the consumer's mind and having your brand really stand for something. People think that logos are an all-important part of branding and marketing. Actually, Godin says they're not.
他在致谢中提到了他们，以及许多其他伟大的市场营销人员。里斯和特劳特以其“定位”的概念而闻名，意思是在消费者的心中创造一个空间，让你的品牌真正代表某些东西。人们认为标志是品牌和营销的一个至关重要的部分。实际上，戈丁说它们并不是。
Logos can be anything, and a lot of them are rather plain or just not that good. It's the meaning they represent that matters. Or as he puts it, If people care, you've got a brand. Marketing is no longer about selling stuff. It's about changing the world. One person at a time.
标志可以是任何东西，而且很多标志相当平淡或者没有那么好。重要的是它们所代表的意义。正如他所说，如果人们关心，你就有一个品牌。市场营销不再是关于销售产品了，而是关于改变世界。一次一个人。
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感谢您收听书籍洞见。请在MemoDap.com上查看我们的其余内容。
Please keep in mind that the information provided in or through our Book Insights episodes is for educational and informational purposes only.
请牢记，我们在《书籍洞察》节目中提供的信息仅供教育和信息用途。
Please not intend it to be a substitute for advice given by qualified professionals and should not be relied upon to disregard or delay seeking professional advice.
请注意，本文并不打算取代有资格专业人员所给予的建议，并且不应该依赖本文来忽视或延迟寻求专业建议。