CHAPTER FIFTEEN
This Is Marketing
This Is Marketing
Front matter
CHAPTER ONE
Not Mass, Not Spam, Not Shameful . . .
CHAPTER TWO
The Marketer Learns to See
CHAPTER THREE
Marketing Changes People Through Stories, Connections, and Experience
CHAPTER FOUR
The Smallest Viable Market
CHAPTER FIVE
In Search of “Better”
CHAPTER SIX
Beyond Commodities
CHAPTER SEVEN
The Canvas of Dreams and Desires
CHAPTER EIGHT
More of the Who: Seeking the Smallest Viable Market
CHAPTER NINE
People Like Us Do Things Like This
CHAPTER TEN
Trust and Tension Create Forward Motion
CHAPTER ELEVEN
Status, Dominance, and Affiliation
CHAPTER TWELVE
A Better Business Plan
CHAPTER THIRTEEN
Semiotics, Symbols, and Vernacular
CHAPTER FOURTEEN
Treat Different People Differently
CHAPTER FIFTEEN
Reaching the Right People
CHAPTER SIXTEEN
Price Is a Story
CHAPTER SEVENTEEN
Permission and Remarkability in a Virtuous Cycle
CHAPTER EIGHTEEN
Trust Is as Scarce as Attention
CHAPTER NINETEEN
The Funnel
CHAPTER TWENTY
Organizing and Leading a Tribe
CHAPTER TWENTY-ONE
Some Case Studies Using the Method
CHAPTER TWENTY-TWO
Marketing Works, and Now It’s Your Turn
CHAPTER TWENTY-THREE
Marketing to the Most Important Person
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CHAPTER FIFTEEN
Treat Different People Differently
Reaching the Right People
