You don't need to convince the world -- just a select few

05/24/2011 | Seth Godin's Blog

Seth Godin is glad the world didn't end last weekend, but the apocalyptic brouhaha does hold a lesson for marketers, he writes: "Sell a story that some people want to believe." The tribe of believers doesn't have to be large, just attentive and motivated. Rather than pushing out a product in search of a market, Godin argues that it's better to "find a tribe, [then] find a story and make a product that resonates."

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