Lesson Plan
- Lesson Length : 5 Lessons ㆍ 1 hours 23 miutes
- Language : 한국어, English
How to get people to notice your products
We encounter countless brands every day, but which of them leave a lasting impression and manage to survive? In 2003, the marketing industry took notice of a particular book—Seth Godin’s Purple Cow. The author, who reshaped the paradigm of marketing, argues that “marketing is not just about selling; it’s about creating experiences that consumers genuinely find valuable.”
In this lecture, Seth Godin delves into how marketers can redefine their relationships with consumers and craft unique brand experiences, illustrating his ideas with specific examples. For him, the ideal form of marketing is not a “race to the bottom” focused on lowering prices and quality to increase sales; rather, it’s a “race to the top,” aiming to reach consumers who truly desire the product. As a master of “Remarkable Marketing,” Seth Godin takes us on a journey into the world of marketing, uncovering the principles behind everyday brand experiences and revealing techniques to capture the consumer’s heart.
Full Bio
Seth Godin
- Founded Yoyodyne, an online marketing company (1995 - 1998)
- Vice President of Marketing at Yahoo (1998 - 2000)
- Forbes Business Book of the Year (2004)
- Direct Marketing Network (DMN) Hall of Fame (2013)
- American Marketing Association (AMA) Hall of Fame (2018)
- The author of <Purple Cow>, <This Is Marketing> <The Practice>, etc.
Seth Godin is recognized as one of the world’s most influential marketing experts, often referred to as a “marketing guru” in the industry. In 1995, he founded the online marketing company Yoyodyne, where he guided the marketing strategies of numerous businesses and went on to serve as the Chief Marketing Officer at Yahoo. His 2003 bestseller, Purple Cow, brought him international acclaim, where he introduced the concept of “Remarkable Marketing,” emphasizing that the core of marketing lies in creating experiences that consumers find genuinely valuable.
By shifting the focus from traditional company-centered marketing to customer-centered innovation, he has greatly influenced the field. For his contributions, he was inducted into the Direct Marketing Hall of Fame (DMN) in 2013 and the American Marketing Association (AMA) Hall of Fame in 2018. Some of his major works include Purple Cow, This is Marketing, Tribes, and Linchpin, and he continues to reach a broad audience through his blog and speaking engagements.
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