Marketing is: the work of positive change, the generous act of helping someone solve a problem
Better is when we make the dreams of those we serve come true.
Marketers make things better by making change happen.
products/services for customers, not customers for products/services
avoidance of loss > desire for gain
The way we make things better is by caring enough about those we serve to imagine the story that they need to hear. We need to be generous enough to share that story, so they can take action that they’ll be proud of.
People don’t want what you make. They want what it will do for them.
stories, connections, experiences
Marketing is all of it: what we make, how we make it, who we make it for.
If you’re a marketer, you’re in the business of making change happen.
Market-driven = hopes and dreams of customers and their friends; listen to frustrations and invest in changing the culture
What promise are you making? (“If this works for you, you’re going to discover…”)
Finding a fit between what you make and what they want.
Look for ways to do work for your members.
Minimum viable market: chose curated people you’ll serve who will tell others.
Simple Marketing promise: “My product is for people who believe ___. I will focus on people who want ___. I promise that engaging with what I make will help you get ___.”
Create and relieve tension
Find the people worth serving, and then find a change worth making.
The heart and soul of a thriving enterprise is the irrational pursuit of becoming irresistible.
The engine of culture is status.
Public relations is the art of telling your story to the right people in the right way.
good enough → engagement → trust → see → learn → promise → enrollment → better
Strategy: the way you use stories, status, and connection to create tension and forward motion
Direct marketing = action-oriented and measured ; Brand marketing = culturally oriented and unmeasurable
Permission, attention, and enrollment drive commerce.