Why pushing will get you slaughtered in advertising; and pull is the future.

The alternative is to be market-driven—to hear the market, to listen to it, and even more important, to influence it, to bend it, to make it better.

Every publisher, every media company, every author of ideas needs to own a permission asset, the privilege of contacting people without a middleman.

marketing influences markets. Marketing used to be about advertising, and advertising is expensive. Today, marketing is about engaging with the tribe and delivering products and services with stories that spread.

Just as the rules from door-to-door didn't translate to outbound mass marketing, the rules from outbound marketing do not apply to inbound marketing. You can't simply move your advertising budget and 30-second TV spot online—it won't work. Pushing a message at a potential customer when that message has not been requested will fail as a major source

This is why permission marketing is so effective—you reach people who have a worldview that the messages you promise to send them are a valuable part of their lives.

over time, all marketing channels become saturated. As more companies discover an effective strategy, it becomes crowded and expensive or ignored by consumers, thus becoming much less effective.