This Won't Scale

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

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.

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.

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