Eight marketing maxims

Hey, you don’t get to decide what spreads—the public does. Authentic stories that earn the right to be passed on will be passed on. It’s up to you, the marketer, to earn that right.

Organize your project, your life, and your organization around the minimum. What’s the smallest market you can survive on? Once you’ve identified the scale, then find a corner of the market that can’t wait for your attention. Go to their extremes. Find a position on the map where you, and you alone, are the perfect answer. Overwhelm this group’s wa

Marketing is more than campaigns—it’s about focusing on the market. This is always true, but especially in the Membership Economy, where retention matters more than acquisition.