Marketing is about Serving

 What if I told you that marketing isn’t about selling, shouting, or shoving your product into the world but about creating the smallest viable audience and showing up for them? You might think marketing is about getting everyone to notice you, right? Wrong. That’s a distraction. Real marketing is about empathy, trust, and change. It’s not about reaching the masses but about connecting with the right few—and the impact of doing so runs deeper than you might think.

I recently picked up This is Marketing by Seth Godin, and let me tell you, it’s not your typical marketing manual. Godin, a legendary marketer and thinker, doesn’t just teach strategies or hacks. He’s dismantling the entire way we think about marketing, reshaping it into a tool for generosity and transformation. This isn’t about ad campaigns or social media algorithms—it’s about building something meaningful for people who care. Here’s the kicker: true marketing isn’t selfish; it’s a generous act of helping others solve their problems.

Take The Smile Train, for example. This nonprofit doesn’t just raise funds for surgeries to correct cleft palates; it creates a narrative that compels people to care. They don’t bombard you with statistics or guilt; instead, they tell powerful, human stories that resonate. They understand that marketing isn’t about manipulation—it’s about creating change by aligning their message with their audience’s values. That’s what Godin calls “people like us do things like this.”

This principle of belonging is everywhere. In the 1980s, Harley-Davidson wasn’t just selling motorcycles—they were selling membership in a tribe. The bike itself became a symbol of freedom, rebellion, and individuality. When you bought a Harley, you weren’t just buying a vehicle; you were buying an identity, a way to signal who you are and what you stand for. Marketing at its best isn’t about the product—it’s about the story and the connection it fosters.

Consider the evolution of luxury goods. A Louis Vuitton handbag isn’t just leather and stitching; it’s a symbol of status, a story that consumers buy into. The brand creates meaning, tapping into the deep-seated human need to be seen, understood, and admired. That’s why marketing done right is less about persuasion and more about storytelling—it’s about helping people tell a story about themselves that they’re proud of.

But marketing isn’t always pretty. In the 1950s, cigarette companies weren’t just selling tobacco; they were selling coolness, independence, and even gender identity. They understood the power of cultural narratives and used them to create demand, no matter the cost. The same principles of connection and belonging that can inspire generosity can also fuel destruction if used irresponsibly. Marketing is powerful, and that’s why Godin insists it comes with responsibility.

Godin’s insight is that marketing isn’t just for businesses—it’s for anyone who wants to make a difference. Whether you’re starting a nonprofit, building a local community, or launching a startup, marketing is your tool to find your people and lead them to a better future. But here’s the twist: it’s not about you. It’s about them. It’s about seeing the world through their eyes and understanding what they need, even before they do.

The internet has changed the game entirely. Platforms like Instagram and TikTok have given creators and entrepreneurs the power to build their own tribes, no middleman required. But with great power comes great noise. The challenge now isn’t just to stand out—it’s to show up consistently for the people who need you most. That’s why Godin emphasizes the importance of trust and permission. Instead of screaming into the void, you have to earn the right to whisper in someone’s ear.

The future of marketing belongs to those who can embrace this shift. It’s not about clicks, likes, or followers—it’s about creating a community of people who believe in what you do. As Godin reminds us, marketing is about making things better, not just louder. The question isn’t “how do I sell this?” It’s “how do I help someone?” And in a world where we’re bombarded with noise, that’s the kind of marketing we need more than ever.