Alexandre Centner

In 2014, Theranos founder and CEO Elizabeth Holmes was widely seen as the female Steve Jobs: a brilliant Stanford dropout whose start-up “unicorn” promised to revolutionize the medical industry with a machine that would make blood testing significantly faster and easier. Backed by investors such as Larry Ellison and Tim Draper, Theranos sold shares in a fund-raising round that valued the company at more than $9 billion, putting Holmes’ worth at an estimated $4.7 billion. There was just one problem: The technology didn’t work.

Now, for the first time, Seth Godin offers the core of his marketing wisdom in one compact, accessible, and timeless package. This Is Marketing shows you how to do work you're proud of, whether you're a tech start-up founder, a small-business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads. When done right, marketing seeks to make change in the world.