This Won't Scale

So the bottom line is this: As easy as it is to get sucked into your current role and start manically defending it, the territorial model just doesn’t work in a fast moving environment.

fundamentals that were important for our marketing

Like in Influence: The Psychology of Persuasion Dr. Robert B. Cialdini breaks down the psychology behind why people say “yes.” There are six universal principles behind persuasion: 1. Reciprocity – pay back what we receive 2. Scarcity – people want what they can't have 3. Authority – people follow credible experts 4. Consistency – consistency with

And what we mean is that everything we publish needs to have a real face on it. And so we even have a landing page checklist that enforces the rule: You can’t ship it until it has a face.

need to craft a consistent story, where every touchpoint, from an ad to a blog post to a podcast episode to an email to the product, builds on the same core values and adds to the experience.