Marketing is the generous act of helping someone solve a problem.

Understanding our customers’ worldview and desires so that we can connect with them.

Be missed when you’re gone.

Don’t make a key and then run around looking for a lock to open. Find a lock and the fashion a key.

Marketing is the generous act of helping others become who they seek to become.

Your emergency is not a license to steal my attention.

Marketing in 5 steps:

1. Invent a thing worth making, with a story worth telling and a contribution worth talking about.
2. Design and build it in a way that a few people will particularly benefit from and care about.
3. Tell a story that matches the built-in narrative and dreams of that tiny group of people, the smallest viable market.
4. Spread the word.
5. Show up regularly.

Ideas that spread, win.

culture = “people like us do things like this”

Attention is precious. Position the offering in a way that resonates and is memorable.

Things marketers know:

1. Committed, creative people can change the world.
2. You cannot change everyone. Ask “Who’s it for?” to focus your actions and help deal with nonbelievers.
3. Change is best made with intent. Ask “What’s it for?”
4. We tell ourselves stories that we’re convinced re totally true. It’s foolish to try to persuade us otherwise.
5. We can group people that tell themselves similar stories.
6. What other says about you > what you say.

“Do you want us to take away what you have, or do you want to pay to keep [it]?” Desire for gain versus avoidance of loss.

Care enough about others to imagine the story they want to hear.

People don’t want what you make. They want what it will do for them. They want the way it will make them feel. And there aren’t that many feelings to choose from.

All effective marketing makes a promise.

The relentless pursuit of mass will make you boring because boring means average.

Begin with the smallest viable market.