Seth Godin's 1999 idea that marketing works better when people have agreed to receive it. Earn the right to message someone with value, then keep that permission by staying relevant.
When building email and SMS lists, communities, newsletters, consent and tracking setups, and any program that relies on repeat contact.
A newsletter people actually opt into and open; a product-update list with clear frequency expectations; SMS alerts customers request for restocks; consent banners that genuinely ask before tracking.
A compounding, low-cost play for nearly every business. Flagged when lists are bought, permission is assumed, or frequency burns through the goodwill.
