Smart marketers make it easy for those they seek to work with, by helping position the offering in a way that resonates and is memorable.

1. Start with empathy to see a real need. Not an invented one, not “How can I start a business?” but, “What would matter here?” 2. Focus on the smallest viable market: “How few people could find this indispensable and still make it worth doing?” 3. Match the worldview of the people being served. Show up in the world with a story that they want to hear

Marketing in five steps The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about. The second step is to design and build it in a way that a few people will particularly benefit from and care about. The third step is to tell a story that matches the built-in narrative and dreams of that tin