The 3 Pillars Of Every Great Marketing Strategy: Information Wars, Air Wars, and Ground Wars To begin, it’s important we outline

Google’s brand is only valuable in the context of the category it created and dominated, which is Search.

1. Have A Radically Different Point Of View

[You have now entered “The Gap”]

These timeless writing principles should be at the heart of your business newsletter.

“I thought I wanted X, but maybe what I really need is Y?”

The overarching takeaway we want you to have here is that the more specific you can be about what you’re writing about, what outcome(s) you want your readers to achieve, and who your readers are, the more differentiated you’ll be.

They are doing their darndest to respond to the RFP of the industry—when they should be doing their damnedest to Dam The Demand, stop customers in their tracks, engage in business Aikido, and redirect the momentum of the category in the direction of their choosing.

Other times, new categories are named by what they’re not. Henry Ford called the first car a “horseless carriage.” He used a modifier to remove the existing category’s most valuable asset (there is no horse), raising the question, “Well if there’s no horse, then how does it run?” Ah, now the customer is willing to be educated! They have entered “Th