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The principles presented in this book are a very valuable sum of the practical and scientific knowledge that the human being uses to dominate others, through persuasion, in all aspects of life: the producer of the favorite program, the car salesman, the presidential candidate, the crying little girl, the elementary teacher, and even our mother use some of these principles without knowing it. Only a few privileged people knew them formally to dominate the will of others; now you also have the power in your hands.

Do you remember when the average annual return of a ninety-day CD at a bank in October of 1981 was 16.6%? How about the fact that the S&P 500 experienced a minimum annual rate of return of 21% in five consecutive years from 1995 to 1999? And let's not forget how real estate had a record breaking decade in the 2000's with an annual rate of return of 9.27%. Do you ever wonder what the next boom will be? That's exactly what this book is about.

Mike Hayes has lived a lifetime of once-in-a-lifetime experiences. He has been held at gunpoint and threatened with execution. He’s jumped out of a building rigged to explode, helped amputate a teammate’s leg, and made countless split-second life-and-death decisions. He’s written countless emails to his family, telling them how much he loves them, just in case those were the last words of his they’d ever read. Outside of the SEALs, he’s run meetings in the White House Situation Room, negotiated international arms treaties, and developed high-impact corporate strategies.

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.