Lessons from This is Marketing by Seth Godin
I recently read This is Marketing by Seth Godin, and one chapter stood out—Chapter 12: A Better Business Plan.
Traditional business plans are long, complex, and often miss the point. Godin simplifies it into five key areas:
✅ Truth – What’s real?
✅ Assertions – What do you believe?
✅ Alternatives – What are the choices?
✅ People – Who is this for?
✅ Money – How does it sustain itself?
Let Me Explain
Most people start a business by asking, “How can I make money?” Instead, Seth Godin teaches that the right approach is understanding the people you serve and building something that truly matters.
A strong business isn’t just about numbers—it’s about truth, beliefs, choices, and impact.
Let’s Deep Dive
🔥 Truth: What’s real?
Be honest about where you are. What problem are you solving? What change are you creating? Without truth, your foundation is weak.
💡 Assertions: What do you believe?
Your business is built on assumptions. What do you stand for? What do you claim will happen if people use your product or service?
⚡ Alternatives: What are the choices?
You’re not the only option. What are people doing instead? Why should they choose you? Understanding alternatives sharpens your value.
👥 People: Who is this for?
Not everyone—specific people. Who are they? What do they care about? If you’re building for everyone, you’re building for no one.
💰 Money: How does it sustain itself?
Money isn’t just revenue—it’s about trust. Are people willing to pay for the value you create? How will it grow over time?
Bringing It Home
This framework isn’t just for businesses. It applies to:
- Personal Brands – What truth do you stand for? Who do you serve?
- Communities – Why should people join? What makes it valuable?
- Content Creation – What’s your mission? Who are you speaking to?
At KOMM, we apply these principles to help creators build thriving communities. We help you serve the right people, provide value, and create sustainable growth.
Your Turn
If you enjoy insights like this, Subscribe to The Thursday Knowledgepreneur—where I explore my curiosity and share what I learn along the way.
Learning never stops.
Take a moment to reflect and act on what resonates with you.
Keep evolving.
— MJ Nyota
