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

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.

On the other hand, a smart marketer can build a product or service that’s worth searching for.

The other way to read this is: always be wrong. Well, not always. Sometimes you’ll be right. But most of the time, you’ll be wrong. That’s okay.

They want the pleasure of showing their innovation to the rest of the crew. And they want the satisfaction of doing better work faster, as well as the anticipation of being rewarded for their innovation and productivity.

Time to stop making average stuff for average people while hoping you can charge more than a commodity price.

Before paying for ads, then, long before that, begin with the idea of earning this asset. The privilege of talking to people who would miss you if you were gone.

Specific is a kind of bravery Specific means accountable. It worked or it didn’t.

If you bring your best self to the world, your best work, and the world doesn’t receive it, it’s entirely possible that your marketing sucked.

Marketing has changed, but our understanding of what we’re supposed to do next hasn’t kept up. When in doubt, we selfishly shout. When in a corner, we play small ball, stealing from our competition instead of broadening the market. When pressed, we assume that everyone is just like us, but uninformed.