Highlights
- Marketing, more than a lake or a forest, is the landscape of our modern lives.
- You haven’t made an impact until you’ve changed someone.
- doyenne
- You can learn to see how human beings dream, decide, and act.
- Marketing in five steps
- Ideas that spread, win.
- Ideas move through a slope. They skate through the early adopters, leap through a chasm, and slog their way to the masses.
- Culture beats strategy—so much that culture is strategy.
- Human beings tell themselves stories. Those stories, as far as each of us is concerned, are completely and totally true, and it’s foolish to try to persuade them (or us) otherwise. We can group people into stereotyped groups that often (but not always) tell themselves similar stories, groups that make similar decisions based on their perceived status and other needs. What you say isn’t nearly as important as what others say about you.
- Desire for gain versus avoidance of loss.
- People don’t want what you make
- Starbucks set out to serve someone with a very precise set of beliefs about coffee, time, money, community, opportunity, and luxury—and by obsessing over this group of someones, Starbucks built a brand for the ages.
- Everyone has a problem, a desire, and a narrative.
- Figure out the simplest useful version of your product, engage with the market, and then improve and repeat.
- Sonder is defined as that moment when you realize that everyone around you has an internal life as rich and as conflicted as yours.
- “You can choose anyone, and we’re anyone”
- When you know what you stand for, you don’t need to compete
- It projected confidence and clarity.
- The goal isn’t to personalize the work. It’s to make it personal.
- We sell feelings, status, and connection, not tasks or stuff.
- Crowdfunding is one thing, but the crowd isn’t that good at inventing a breakthrough.
- When someone doesn’t act as you expected them to, look for their
- Find the people worth serving, and then find a change worth making.
- Always be seeking, connecting, solving, asserting, believing, seeing, and yes, testing.
- When designing a website, or an email campaign, or a new product, you can scrapbook it.
- Find the essential beacons (the extremes) that matter to you and to your audience, and weave them together in a new thing.
- the heart and soul of a thriving enterprise is the irrational pursuit of becoming irresistible.
- The alternative is to seek a path, not a miracle.
- We can’t change the culture, but each of us has the opportunity to change a culture—our little pocket of the world.
- Marketers don’t make average stuff for average people. Marketers make change. And they do it by normalizing new behaviors.
- This space belongs to people who are seen as powerful and who also see themselves as able to handle it.
- Affiliation and dominion are different ways to measure status
- The assertions section is your chance to describe how you’re going to change things. We will do X, and then Y will happen. We will build Z with this much money in this much time. We will present Q to the market, and the market will respond by taking this action.
- The people section rightly highlights the key element: Who is on your team, and who is going to join your team. “Who” doesn’t mean their resumes; it means their attitudes and abilities and track record in shipping.
- You’ll serve many people. You’ll profit from a few.
- Your strategy is the long-lasting way you’re investing in reaching that goal. Your strategy sits above the tactics.
- Better to apologize for the price once than to have to excuse a hundred small slights again and again. Price is a signal.
- Low price is the last refuge of a marketer who has run out of generous ideas.
- Scarcity, tension, and enrollment all exist when we must decide to make a purchase, and the marketer sacrifices all of these when a purchase is truly free.
- The road out of this paradox is to combine two offerings, married to each other:
- Free ideas that spread. Expensive expressions of those ideas that are worth paying for.
- Lowering your price doesn’t make you more trusted. It does the opposite.
- Public relations is the art of telling your story to the right people in the right way.
- Yes, the internet is a discovery tool. But no, you’re not going to get discovered that way. Instead, you will make your impact by uniting those you seek to serve.
- That’s the simple ratchet power of network effects.
- three-step narrative for action: the story of self, the story of us, and the story of now.
- Just like every powerful tool, the impact comes from the craftsman, not the tool.