We define marketing as a set of techniques and strategies to deliver value to diverse audiences. It presents nine “commandments” focused on attention, awareness and repetition, highlighting the importance of attention as the currency of today. It also describes the core activities of a marketing manager, such as planning, campaign management and calculating customer acquisition cost (CAC). Finally, he outlines three rules of marketing (consistency and patience) and four key factors to differentiate from the competition beyond price, emphasizing the creation of a distinctive brand.