This Is Marketing: You Can't Be Seen Until You Learn to See

Make things better. It’s entirely possible that the thing you are marketing satisfies no real demand, there is no good strategy behind it, and that you are being selfish in thinking that just because you built it you should stick with it. Blow it up. Start over. Make something you’re proud of. Market something you’re proud of. But once you’ve done

They’re as true as we want them to be. And if you tell yourself a story enough times, you will make it true.

If you hesitate to market your offering properly, it’s not that you’re being shy. It’s not that you’re being circumspect. It’s that you’re stealing, because there’s someone who needs to learn from you, engage with you, or buy from you.

Marketing is beautiful when it persuades people to get a polio vaccine or to wash their hands before performing surgery. Marketing is powerful when it sells a product to someone who discovers more joy or more productivity because he bought it. Marketing is magic when it elects someone who changes the community for the better. Ever since Josiah Wedg

The magic of good enough Good enough isn’t an excuse or a shortcut. Good enough leads to engagement. Engagement leads to trust. Trust gives us a chance to see (if we choose to look). And seeing allows us to learn. Learning allows us to make a promise. And a promise might earn enrollment. And enrollment is precisely what we need to achieve better. S

Musk chose to go to difficult extremes in positioning the car on behalf of his fans: it’s the fastest, the safest, and the most efficient car of its size, ever. All three.

Tesla understood that no one who bought one of the first fifty thousand Teslas actually needed a car. They all had perfectly fine cars.

this was a thing. Most of the three thousand representatives in his company followed the same plan. They filled their cars with samples and hit the road. They’d visit a town, make all the easy sales, then get in the car and drive to the next town. Early adopters, as we’ve seen, are easier to find and easier to sell to. Zig had a different strategy.

And in return, the tribe commits to them. Because once you’re part of a tribe, your success is their success.