This is Marketing: You Can’t Be Seen Until You Learn To See

Organize your project, your life, and your organization around the minimum. What’s the smallest market you can survive on?

Innovative marketers invent new solutions that work with old emotions While the seven billion people on this planet are each unique, each a different collection of wants, needs, pain, and joy, in many ways we’re all the same. We share a basket of dreams and desires, all in different proportions, but with a ton of overlap. Here’s the list, the found

A Simple Marketing Worksheet Who’s it for? What’s it for? What is the worldview of the audience you’re seeking to reach? What are they afraid of? What story will you tell? Is it true? What change are you seeking to make? How will it change their status? How will you reach the early adopters and neophiliacs? Why will they tell their friends? What wi

adjust, test, measure, and repeat.

a focus on the customer as the only project of a startup. Customer development is the act of gaining traction with customers, of finding a fit between what you make and what they want. This traction is worth far more than fancy technology or expensive marketing. That, and only that, separates successful projects from unsuccessful ones.

By the Way Bakery, which my wife founded. It’s the largest gluten-free bakery of its kind in the world. Their change? “We want to make sure no one is left out. By offering people gluten-free, dairy-free, and kosher baked goods that happen to be delicious, we let the entire community be part of special family occasions. We change hosts from exclusiv

Culture beats strategy—so much that culture is strategy.

If you had a chance to teach us, what would we learn? If you had a chance to learn, what would you like to be taught?

When you’re the cheapest, you’re not promising change. You’re promising the same, but cheaper. The race to the bottom is tempting, because nothing is easier to sell than cheaper. It requires no new calculations or deep thinking on the part of your customer. It’s not cultural or emotional. It’s simply cheaper.