This Presentation was adapted from Seth Godin's most recent book 'This is marketing'. I have then developed 5 steps to becoming a change agent market based on the main idea of the book.

1. 5 S T E P S T O
B E C O M I N G A C H A N G E
A G E N T M A R K E T E R
A D A P T E D F R O M S E T H G O D I N ' S T H I S I S M A R K E T I N G
LEADING360°
B Y A N D Y L I M A

2. W H Y
M A R K E T E R S ?
“They (your
audience)
want the way
it will make
them feel.”
Seth Godin
5 S T E P S T O B E C O M I N G A C H A N G E A G E N T M A R K E T E R / A N D Y L I M A
LEADING360°
Because they are carers.
Marketers promote
changes and help
people to become a
better version of
themselves.

3. 5 S T E P S T O B E C O M I N G A C H A N G E A G E N T M A R K E T E R / A N D Y L I M A
LEADING360°
“THE COST OF BEING
WRONG IS LESS THAN THE
COST OF DOING
NOTHING.” SETH GODIN
I n v e n t a t h i n g w o r t h m a k i n g , a s t o r y
w o r t h t e l l i n g a n d a c o n t r i b u t i o n
w o r t h t a l k i n g a b o u t . B u i l d i t t o
c h a n g e l i v e s n o t t o s a t i s f y y o u r e g o .
# 1 C R E A T E A R T

4. 5 S T E P S T O B E C O M I N G A C H A N G E A G E N T M A R K E T E R / A N D Y L I M A
LEADING360°
“MARKETING IS OUR
QUEST TO MAKE CHANGE
ON BEHALF OF THOSE WE
SERVE.” SETH GODIN
Design and build it in a way that a few
people will particularly benefit from and care
about. We are designing because we care, we
want the connection to be meaningful.
# 2 D E S I G N T O H E L P A N D S E R V E

5. 5 S T E P S T O B E C O M I N G A C H A N G E A G E N T M A R K E T E R / A N D Y L I M A
LEADING360°
"YOUR WORK IS NOT FOR
EVERYONE. IT’S ONLY FOR
THOSE WHO SIGNED UP FOR
THE JOURNEY.” SETH GODIN
Tell a story that matches the built-in narrative
and dreams of that tiny group of people, the
smallest viable market.
# 3 W R I T E T H E I R S T O R Y N O T Y O U R S

6. 5 S T E P S T O B E C O M I N G A C H A N G E A G E N T M A R K E T E R / A N D Y L I M A
LEADING360°
“YES, THE INTERNET IS A DISCOVERY TOOL,
BUT NO, YOU’RE NOT GOING TO GET
DISCOVERED THAT WAY. INSTEAD, YOU
WILL MAKE YOUR IMPACT BY UNITING
THOSE YOU SEEK TO SERVE.” SETH GODIN
Give it away, engage those who cared enough
to stop and listen, add value and help them to
share the love. It will spread if the experiences
resonate. You spread by listening first.
# 4 S P R E A D T H E W O R D

7. 5 S T E P S T O B E C O M I N G A C H A N G E A G E N T M A R K E T E R / A N D Y L I M A
LEADING360°
“MARKETING IS THE ACT OF MAKING
CHANGE HAPPEN. MAKING IS
INSUFFICIENT. YOU HAVEN’T MADE AN
IMPACT UNTIL YOU’VE CHANGED
SOMEONE.” SETH GODIN
Show up regularly, consistently, and
generously for year and years, to organise and
lead, and build confidence in the change you
seek to make.
# 5 B E T H E R E , A L W A Y S

8. 5 S T E P S T O B E C O M I N G A C H A N G E A G E N T M A R K E T E R / A N D Y L I M A
LEADING360°
“YOUR MOST GENEROUS AND
INSIGHTFUL WORK NEEDS HELP FINDING
THE PEOPLE IT’S MEANT TO SERVE. AND
YOUR MOST SUCCESSFUL WORK WILL
SPREAD BECAUSE YOU DESIGNED IT TO.”
SETH GODIN
andy@leading360consultancy.com
C O N T A C T U S A T
I N S T A G R A M
Leading360o