In the last four and a half decades, Seth Godin has inspired and taught millions of entrepreneurs, marketers, leaders, and fans from all walks of life through his blog, online courses, speeches, and bestsellers. He is the inventor of countless ideas and terms that have become part of the common business language, from Permission Marketing to Purple Cow to Tribes and The Dip. Now, for the first time, Godin offers the essence of his marketing wisdom in an accessible, timeless package. At the heart of his approach is a big idea: Great marketers do not use consumers to solve their business problems; they use marketing to solve other people's problems. They do not just make noise; they improve the world. Truly powerful marketing is based on empathy, generosity, and emotional work. This book teaches you how to identify your smallest viable audience and use the right signals and signs.