This offers a philosophical and practical framework for marketing, asserting that its core essence is creating the reason for customers to choose a product or service, rather than merely implementing tools or running advertisements.

It introduces the concept of the marketer as a "matchmaker", drawing on the Google-developed principle of "Knowing the user, knowing the magic, and connecting the two". The "user" refers to deeply understanding the customer beyond superficial data, and the "magic" refers to understanding the product’s unique value, philosophy, and origin story.

The purpose of this continuous process is to forge the "reason for being chosen" by intentionally raising the probability of selection, recognizing that the act of choosing always rests with the customer, necessitating that marketing be viewed as an "unending journey of customer understanding".