Marketing is About Help not HypeYoutility is the idea of marketing by providing useful information. This is what many others would describe as adding or providing value. It is important to understand that this is more than just content marketing.
As I got into the book there was a lot of good information, especially on how the marketing and sales process has fundamentally changed. How the sales person is now often the very last step in the purchase process, only approached (somewhat reluctantly) after 60% or more, of the purchase decision has been made.
Today more people conduct online research and consulting with others before they make direct contact with a seller.
The book is backed up with solid stats and lots of examples. To me it was preaching to the converted.