This is a book written by Seth Godin. He is one of the biggest, if not the biggest figure in marketing today. What I love about him is generous and innovative approach to marketing and creative work.
Before knowing him, I always thought that marketing was just a "tricky" approach to take people's money. Yes, this exists, buf Seth is spreading the word of permissive marketing, which is basically a way to find people who need your creation and will be more than happy in spending money with it. It is also about being generous with the things you do to make the changes you wanna make in the world.