I was reading one of Seth's older books (older being only four years ago), Small is the New Big, and came across a statement that made so much sense to me, I think it just altered how I perceive my own business and work. Seth states, "Markets engage in conversations, but marketing often doesn't. Most brands are actually monologues, not dialogues. A conversation might create a better, more robust, and useful brand..." YES!
So many people want to do marketing for their brand rather than market their brand. What should we be doing then? Establishing your "brand" and enjoy a dialogue, a 2-sided conversation, with your community. Sure, you can have a marketing strategy in place but when you execute your plan, embrace your market.