The word 'marketing' carries a lot of baggage. For most people it conjures images of interruption: adverts that appear before you wanted them, emails you did not ask for, pitches you try to ignore. Godin argues that this kind of marketing, what he calls interruption marketing, is not just annoying. It is increasingly ineffective. People have learned to ignore it. Attention is more expensive than ever, and buying it buys less and less. His redefinition of marketing is more demanding. Real marketing is the act of making a promise to the right people and keeping it. It is the work of identifying who you can genuinely help, understanding what they want to become, and building something that moves them toward that. Godin puts it directly: marketers make change happen. They help people go from where they are to where they want to be. The product, the service, the message: all of these are tools for producing that change. This reframing has a consequence. If marketing is about change, then the question to start with is not 'How do I get more attention?' It is 'What change am I trying to make, and for whom?' Get that right and the marketing becomes far more natural, because you are genuinely offering something that people in your smallest viable market want to move toward.