One benefit of this pause we’re in is more time to think about our businesses than usual.

Which makes books like the one I recommended yesterday particularly good reads, if reading is your thing.

Today’s book is “This is Marketing” by Seth Godin.   I recommend it because unlike any other marketing book I’ve come across, it makes you think hard about what marketing is really for.

We usually start our marketing thinking from the wrong side of the relationship:  How much do I need to sell?  Who can I sell it to?  How can I get to that is quickly and easily as possible?

This book challenges you to think from the other side:  Who do you want to serve?   What do they want?  What do they really want?  Can you offer that?   How can you do that best for them?  How does the word spread when you get it right?

The result is a business that may be very hard to get started, but which in the long run creates more, better, more appropriate value.

More, better, more appropriate value is just what we all need going forwards.

This is the book to help you create it.