Godin’s Disruption -Godin vs the traditional concepts of Marketing.

According to Godin, marketing starts with making the right thing for the right people. Godin believes that customers you be the focal point of every marketer, that is marketers should look to solve customer’s problems instead of using customers to solve their own.

Traditionally, marketing has always been about the 4ps- Product, Price, Promotion, and Place. The traditional concepts place little emphasis on the importance of the consumer, how they feel, how they think, or what guides their decision-making process. The belief is that when a product is good, or even if it solves a basic need customers will buy.

However, Godin believes that the satisfaction of a customer is all that matters in the grand scheme of things, he thinks only one P matters and it is the people. He thinks the only P should be what controls the makeup of the traditional 4ps. Traditional 4ps think that people don’t want a quarter-inch drill, they want a quarter-inch hole, Godin thinks that a quarter-inch hole isn’t what they’re after, either. People want to drill a quarter-inch hole so they can mount a shelf that ultimately gives them an uncluttered room.

Godin says that for marketing to be effective, he says that marketers should not begin with a solution, they should instead seek a group to serve, a problem they seek to solve, and a change they seek to make. Earlier concepts might have placed so much emphasis on the rational benefit they seek to give customers, Godin thinks the rational benefit is just as important as the emotional benefit.

Finally, in Godin’s words, each of us is a marketer, and each of us has the ability to make more change than we imagined. Our opportunity and our obligation is to do marketing that we’re proud of.”