We Have a Marketing Groupthink Problem

Makers Who Are “bad at Marketing” | Product Hunt“If you can’t articulate to someone: ‘My content is more X than my competitors’ then your content is probably not differentiated enough and other people can’t recognize why they should pay attention to you and not someone else.”

This is counter to classic marketing thinking, which is brand oriented: How do I get people to prefer my brand? Forget the brand. Think categories. Prospects are on the defensive when it comes to brands. Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories. Everyone is interested in what’s new.

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What do I think is true but is actually just good marketing?

The problem with most marketing parlance is that it's dehumanising. The language causes marketers to think of people not as human beings with real human needs, but as a resource of potential consumers to be manipulated into parting with their money. The task of marketing becomes a left-brain, ‘control and numbers' exercise instead of a human exchan

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