.The book talks about how marketing is changing fundamentally. He argues that there is no mass market anymore.
Godin says that marketing needs to move away from interrupting as many people as much as possible to identifying the people who matter and asking for their permission to talk to them. I like his message. Don't be fooled by the cover. It is a seminal book.
I saw some parallels to how social media is changing the way employers treat employees. Employers who deploy social media tools without realizing that their relationship with employees is fundamentally shifting are in for some rude awakening. Although this book is written for marketers and points out how power is shifting from sellers to consumers, I believe the same concepts can be applied to human capital management as well.
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