Chapter One: Not mass, not spam, not shameful --
Chapter Two: The marketer learns to see --
Chapter Three: Marketing changes people through stories, connections, and experience --
Chapter Four: The smallest viable market --
Chapter Five: In search of "better" --
Chapter Six: Beyond commodities --
Chapter Seven: The canvas of dreams and desires --
Chapter Eight: More of the Who: seeking the smallest viable market --
Chapter Nine: People like us do things like this --
Chapter Ten: Trust and tension create forward motion --
Chapter Eleven: Status, dominance, and affiliation --
Chapter Twelve: A better business plan --
Chapter Thirteen: Semiotics, symbols, and vernacular --
Chapter Fourteen: Treat different people differently --
Chapter Fifteen: Reaching the right people --
Chapter Sixteen: Price is a story --
Chapter Seventeen: Permission and remarkability in a virtuous cycle --
Chapter Eighteen: Trust is as scarce as attention --
Chapter Nineteen: The funnel --
Chapter Twenty: Organizing and leading a tribe --
Chapter Twenty-One: Some case studies using the method --
Chapter Twenty-Two: Marketing works, and now it's your turn --
Chapter Twenty-Three: Marketing to the most important person --
A marketing reading list --
A simple marketing worksheet

Marketing is all around us. From your very first memories to the moment before you opened this book, you've been inundated by marketing. You learned to read from the logos on the side of the road, and you spend your time and your money in response to what marketers have paid to put in front of you. Marketing, more than a lake or a forest, is the landscape of our modern lives. Because marketing has been done to us for so long, we take it for granted. This is Marketing turns that upside down and opens the door for you to do something with marketing. To make something better. To cause a change you'd like to see in the world. To grow your project, but mostly to serve the people you care about.