Abhilash Rao
@abhilash
@abhilash
the brand substitution test. If, in some marketing activity—an ad campaign, a viral video, a new product introduction—the brand were replaced by a competitive brand, then that marketing activity should not work as well in the marketplace. A well-positioned brand should be distinctive in its meaning and execution.
First, tackle them when we’re in a good mood. A 2016 study found that when people are upset, they’re less likely to try to do hard things. When they’re feeling upbeat, however, they’re more likely to take on the hard-but-essential tasks that ultimately make life better. One way we can get ourselves in the right mindset is to do what’s called “reapp
... See moreProduct marketing and storytelling
Back in the day, we at Airtable were kind of roasted on Twitter for our billboards, which weren't super specific about a particular problem; they were just there. Everyone was questioning the sense in it, wondering why we would do this if it wasn't clear. However, those billboards were actually super effective for us, but for a different reason tha
... See moreExemplar format for a deep dive or breakdown
areas. I might think that my artistic skills are fixed but that my intelligence can be developed. Or that my personality is fixed, but my creativity can be developed. We’ve found that whatever mindset people have in a particular area will guide them in that area.
PR (Public Relations) can be very effective for building credibility.
Two primary uses for PR to founders: hiring and enhancing the response rate of your cold outreach. In both cases, PR acts as a credibility booster. For hiring, you might include a mention of the article in emails to potential candidates, increasing the likelihood they'll take you