The fundamental message of marketing must change from "we want your money" to "we share your interests".

Seth Godin This is Marketing: You Can’t Be Seen Until You Learn To See

Geoffrey A. Moore Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Collins Business Essentials)

David Heinemeier Hansson You can either buy attention or earn it

Bernadette Jiwa Marketing

Seth Godin This Is Marketing: You Can't Be Seen Until You Learn to See