This is Marketing

Key Ideas:


High growth requires deep roots.
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Culture beats strategy.

Your best customers should also be your salespeople.

A lifeguard doesn't need to pitch a drowning person. Marketing is an offer and promise to solve a person's problems.

Prioritizing revenue & growth directionally moves to you to speaking to everyone and, thus, no one. Marketing is a promise to solve *someone's problem. To be general is to sacrifice your uniqueness.

Choose a specific, small market, and serve them. This gives you freedom -- the freedom to choose who you serve.

Pattern interruptions offer marketing opportunities. The person who just moved to a new city has open ears.

The engine of culture is status. Some play to climb; others to hold and protect. The marketer's job is to understand which of these strategies their target market is following.

A commodity has no brand. It's a product you can replace with an alternative without loss.
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