Seth Godin's This Is Marketing, focusing on seven key principles. Godin argues that effective marketing prioritizes meaningful change over product sales, targeting a specific niche ("smallest viable market") and building trust through storytelling. He emphasizes connecting with a community ("people like us"), leveraging the tension between current and desired states, and understanding the role of status and affiliation. Finally, Godin advocates for permission-based marketing centered around remarkable products and genuine service, promoting ethical and impactful marketing strategies.