This is Marketing by Seth Godin

Author:Seth Godin [Godin, Seth]
Language: eng
Format: azw3
ISBN: 9780241370155
Publisher: Penguin Books Ltd
Published: 2018-11-12T16:00:00+00:00

Different stories for different people

We each have our own narratives. The noise in our head, the worldview that is unique to us, the history and beliefs and perceptions that shape who we are and what we choose. And sonder is the generous act of accepting that others don’t want, believe, or know what we do—and have a similar noise in their heads.

But in order to bring our change to the world, we need to make some assumptions about what others believe. We can’t hear the noise in their heads, but we can watch what they do and make some guesses.

There is a schism in our culture. In various moments, there are two sides that tell themselves very different stories and act them out in different ways: 1) the populations that default, in certain settings, to dominion, and 2) those that seek affiliation.

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