This Is Marketing is useful when the studio’s work is strong and the commercial story is not. Independent agencies often describe themselves with a list of services. Clients buy a change they can recognise.
Why it helps agency owners
Godin’s emphasis on the smallest viable audience is a useful counter to “we can do anything for anyone.” A sharper offer is usually a growth decision, not a creative one.
It will not replace a pipeline. Once the story is clearer, stop using the inbox as a CRM so the new positioning has somewhere to land.
What to use
Use it to rewrite who the agency is for, what change you sell, and which work you will turn down. That is positioning. Pair it with Built to Sell if the offer is still too founder-shaped, or Company of One if the temptation is to grow headcount instead of clarity.
What not to expect
Do not expect media tactics, funnel templates, or a substitute for follow-up. Empathy is the point; execution still needs a next action with a date. More on this topic: Growth.