This is marketing!

1. Clear : Avoid ambiguity, be direct, and use simple words/sentences.


2. Concise : Be brief.


3. Cogent : Ensure your writing follows a logical, relevant sequence. Each point should naturally lead to the next, building a cohesive argument backed up by data, examples, and/o

• Show, Don’t Tell: Use concrete examples and anecdotes to illustrate your points. I worked with X to design Y and Z which led to an uplift in $AM and B%” says a lot more than "I am a great designer.”


• Use Active Verbs : Active verbs make your writing flow dy

Here are the principles.

1. Optimize for aligned, empowered customers




2. Surrender control, and embrace emergence




3. Cede authority




4. Treat people as ends, not means




5. Enough is enough




6. Play long games




7. Tell the truth, even when it's scary




8. Create invitations, not ultimatums




9. Trust fully and unconditionally

Non-coercive marketing, above all else, is rooted in trust. That's the bottom line of this whole philosophy. In nearly every way, traditional marketing operates from a place of distrust, while non-coercive marketing always defaults to trust, even when it's scary.

The goal of non-coercive marketing is to give everyone who enters your world all of the information they might need to make an empowered decision. No hiding. No inflating. No bullshitting. Just truth.

Non-coercive marketing, by contrast, doesn't create emotional pressure, but actively seeks to relieve it. If what you're selling has some kind of time-bound component—live events, cohorts, etc—some pressure is inevitable. But otherwise, non-coercive marketing never puts you in a place where you have to make an emotional snap decision. Instead of of