Marketing isn’t about changing minds is a powerful shift in perspective. It tells us to stop fighting and start finding. Your ideal customers are already out there, you just have to tell a story that resonates with their existing worldview.
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Meaning
The core idea is that effective marketing isn’t about persuasion or argument. It’s about alignment. You’re not convincing people to believe something new; you’re identifying people who already believe what you believe and then connecting with them through authentic stories.
Explanation
Look, for years we were taught that marketing was a battle for attention and a war of persuasion. You had to shout louder, make a better argument, and change someone’s mind. But that’s exhausting. And it rarely works. What Seth is saying here is so much more efficient. Think about it. People come with pre-existing beliefs, values, and worldviews. They have a “story” they tell themselves about the world. Your job as a marketer isn’t to rewrite that story. It’s to find the people whose story already aligns with the story your product or service tells. When you do that, it doesn’t feel like marketing. It feels like a discovery. It feels true. That’s the magic.
Quote Summary
| Context | Attributes |
|---|---|
| Original Language | English (3668) |
| Category | Business (233) |
| Topics | belief (103), marketing (21) |
| Literary Style | concise (408) |
| Emotion / Mood | strategic (66) |
| Overall Quote Score | 79 (243) |
Origin & Factcheck
This quote comes straight from Seth Godin’s 2005 book, All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World. It’s a cornerstone concept of his philosophy. You sometimes see this idea paraphrased or attributed to others in the marketing space, but the specific phrasing and the deep dive into the concept is unequivocally from Godin and this book.
Attribution Summary
| Context | Attributes |
|---|---|
| Author | Seth Godin (100) |
| Source Type | Book (4032) |
| Source/Book Name | All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World (57) |
| Origin Timeperiod | 21st Century (1892) |
| Original Language | English (3668) |
| Authenticity | Verified (4032) |
Author Bio
Seth Godin writes and teaches about marketing, leadership, and creative work. After earning an MBA from Stanford, he founded Yoyodyne, sold it to Yahoo!, and later launched ventures like Squidoo and the altMBA. He has authored bestsellers such as Permission Marketing, Purple Cow, Tribes, Linchpin, and This Is Marketing. He posts daily at seths.blog and speaks globally about making work that matters. If you’re starting with the Seth Godin book list, expect insights on trust, storytelling, and shipping creative projects that change culture.
| Official Website | Facebook | X
Where is this quotation located?
| Quotation | Marketing isn’t about changing minds. It’s about finding minds that already believe |
| Book Details | Publication Year/Date: 2005; ISBN/Unique Identifier: 9781591841009; Last edition: Portfolio Penguin 2012; Number of pages: 240. |
| Where is it? | Chapter 33: Find the Believers, page 256, 2012 edition |