If there's one universal truth about marketers, it's this: we're all trying to sell something. It might be a shiny new product, a service to a business, or a political candidate, but it's all about sales, right? Not quite, because marketers need to understand it's not just about selling something. Understanding what your audiences really want is vital to your success. Seth Godin's book s a great primer for some basic concepts in marketing. He dives into the why of marketing much more than just the short-cut how of it. A lot of marketers want a to-do list they can follow, but without taking the time to truly dig in and understand the inner workings of marketing, success can never be maintained long-term. In the book, he goes into the "drill bit" idea: