Seth Godin recently wrote a great article on how most people misunderstand marketing by focusing strictly on the outer ring (advertising) of what he calls the Circles of Marketing. He argues that you should start from the middle and work out, not the other way around.
1. (blue circle) Marketing begins with making a product or service that is worth talking about.
2. (light blue) Refine usability and support to move product from commodity to experience.
3. (yellow) Tell a story that resonates with a tribe (need to understand and align with them).
4. (outer green circle) If you did the first steps correctly, the need for advertising (yelling about your product) will be limited as this will largely take care of itself .
Click to view and download the full PDF from Seth’s blog.