by Seth Godin · Editions Diateino · tapa blanda · ISBN 9782354560379
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In this book, Seth Godin argues that the traditional model of mass marketing, based on standardization and industrial production, is becoming obsolete. The author highlights how today's society is fragmenting into "tribes"—communities united by passions, interests, and common causes—forcing companies to change their approach if they want to survive in a market that values authenticity and uniqueness.
Godin invites the reader to stop trying to please everyone and instead connect deeply with specific groups. It is a provocative and necessary manifesto for any professional or entrepreneur looking to understand the new dynamics of consumption and communication in the digital age, where being "weird" or different is the new normal.
