This Is Marketing: You Cant Be Seen Until You Learn to See

A Simple Marketing Worksheet
Who’s it for?
What’s it for?
What is the worldview of the audience you’re seeking to reach?
What are they afraid of?
What story will you tell? Is it true?
What change are you seeking to make?
How will it change their status?
How will you reach the early adopters and neophiliacs?
Why will they tell their friends?
What will they tell their friends?
Where’s the network effect that will propel this forward?
What asset are you building?
Are you proud of it?

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ACKNOWLEDGMENTS
• • • • •
All I can do is borrow. I don’t know of any purely original ideas, ones that
arrive from the sky on a bolt of lightning. And if I borrow great ideas and
recombine them in interesting ways, perhaps I can contribute something to
the next person.
In this book, I’ve done even more borrowing than usual. From Michael
Schrage for the germ of the change idea, from Bernadette Jiwa who has
done such generous work on stories, and from Tom Peters, well, about
everything. There are a few riffs included from my blog, which is published
daily. And of course, thanks to Pam Slim, Jackie Huba, Jenny Blake, Brian
Koppelman, Michael Bungay Stanier, Alex Peck, Steve Pressfield, Shawn
Coyne, Al Pittampalli, Ishita Gupta, Clay Hebert, Alex DiPalma, David
Meerman Scott (Deadhead), Amy Koppelman, Nicole Walters, Brené
Brown, Marie Forleo, WillieJackson.com, Jacqueline Novogratz, John
Wood, Scott Harrison, Cat Hoke, Michael Tremonte, Keller Williams, Tim
Ferriss, Patricia Barber, Harley Finkelstein, Fiona McKean, Lil Zig
Ballesteros, Zig Ziglar, David Ogilvy, Jay Levinson, Sheryl Sandberg,
Adam Grant, Susan Piver, Aria Finger, Nancy Lublin, Chris Fralic, Kevin
Kelly, Lisa Gansky, Roz Zander, Ben Zander, Micah Sifry, Micah Solomon,
Teri Tobias, Tina Roth Eisenberg, Paul Jun, Jack Trout, Al Ries, John
Acker, Rohan Rajiv, Niki Papadopoulos, Vivian Roberson, the generous
students at The MarketingSeminar.com, and coaches Travis Wilson,
Françoise Hontoy, Scott Perry, Louise Karch, as well as the extraordinary
Kelli Wood, Marie Schacht, Sam Miller, and Fraser Larock. And Maya P.
Lim, Jenn Patel, and Lisa DiMona. Thanks to Alex, Sarah, Leo, and Future
Peck, as well as the alumni and coaches of altmba.com.
Always and endless special thanks to Alex Godin, Mo Godin, and of
course, Helene.

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Code: seven5six6

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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
INDEX
The page numbers in this index refer to the printed version of this book. The link provided will take
you to the beginning of that print page. You may need to scroll forward from that location to find the
corresponding reference on your e-reader.
advertising, 
3
–4, 
167
–70
ability to scale, 
167
cost and worth of, 
170
online, 
168
–169
affiliation, 
135
–40, 
199
community and, 
138
as customer’s choice, 
140
fashion and, 
138
questions and statements of those who care about, 
135
–36
sending affiliation signals, 
139
wants of affiliation seekers, 
160
agent, getting an, 
239
–40
Alcoholics Anonymous, 
197
, 
198
Alinsky, Saul, 
233
–34
Anderson, Chris, 
211
–12
Apple, 
151
–152
assertions, 
80
–81
AT&T, 
154
attention, 
13
, 
50
–51, 
189
–90
Atwood, Jeff, 
71
authenticity
emotional labor versus, 
75
–76
myth of, 
73
–74
bargains, purchases as, 
43
–44
Basa, Tuma, 
194
Beer Advocate website, 
42
beliefs, 
49
–50