This Is Marketing by Seth Godin

Author:Seth Godin
Language: eng
Format: epub
Publisher: Penguin Publishing Group
Published: 2018-11-12T16:00:00+00:00

We adjust our status constantly, intuitively playing with it based on the situation. And when you bring your work to the market, nothing is considered before status roles.

Frank Sinatra had more than a cold

Frank Sinatra lived two lives, deeply in conflict with one another. As chronicled by Gay Talese, the outside world saw him at an apex, the definition of suave and sophisticated. He was a high-status power broker, a serious man, the one and only.

When Frank looked in the mirror, though, he saw a low-status skinny kid, disrespected, barely holding on to what he had. He surrounded himself with yes men and sycophants, but still managed to have self-sabotaging tantrums and a miserable life that belied his fame, fortune, and good health.

When we bring status into our marketing, we are walking on very thin ice. We don’t know if the person we’re engaging with appears to have high status (and doesn’t believe it) or actually believes and wants to increase his standing.

But it’s not clear that we have much choice . . . because every big decision is made based on our perceptions of status.

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