KEY ASPECTS OF

BY : AAYUSH PALIWAL
 HOW TALL IS YOUR SUNFLOWER

• What most people seem to care about is how big a brand, how
much market share, how many online followers.
• Too many marketers spend most of their time running a hype
show, trying to get just a little bigger.
• The thing is, tall sunflowers have deep and complex root systems.
Without them, they’d never get very high.
Marketing is not a battle, and it’s not a war, or even a
contest

Marketing is the generous act of helping someone solve a

problem. Their problem.
 LOCK & KEY

It doesn’t make any sense to make a key and then run around
looking for a lock to open.
The only productive solution is to find a lock and then fashion a
key.
 MARKETING IN FIVE STEPS
• The first step is to invent a thing worth making, with a story worth
telling, and a contribution worth talking about.
• The second step is to design and build it in a way that a few people
will particularly benefit from and care about.
• The third step is to tell a story that matches the built-in narrative
and dreams of that tiny group of people, the smallest viable market.
• The fourth step is the one everyone gets excited about: spread the
word.
• The last step is often overlooked: show up—regularly, consistently,
and generously, for years and years—to organize and lead and build
confidence in the change you seek to make.
 COLORING THE OCEAN

It means you walk away from the ocean and look for a large
swimming pool. That’s enough to make a difference. Begin there,
with obsessive focus. Once it works, find another swimming pool.
Even better, let your best customers spread the idea.
EMPATHY IS HEART OF MARKETING
EARLY ADAPTERS ARE NOT ADAPTERS:
They crave the new
When you know what you stand for, you
don’t need to compete
 NOBODY NEEDS YOUR PRODUCTS

It doesn’t make sense to say “people need a white leather

wallet,” because:
1. People don’t need a wallet. They might want one, but that’s
different.
2. People might decide that they want a white leather wallet,
but they don’t want it because it’s white or because it’s
leather; they want it because of how it will make them feel.
That’s what they’re buying: a feeling, not a wallet.
3. Identify that feeling before you spend time making a wallet.
 TENSION CAN CHANGE PATTERNS

If you’re going to market a pattern interrupt, it will require you

to provide the kind of tension that can only be released by being
willing to change an ingrained pattern.

Tension is the force on a stretched rubber band. Pull it at one

end and it creates tension at every point.
 AUTHENTICITY IS MYTH
Authenticity in the marketplace is a myth, that what people
want is to be understood and to be served, not merely to
witness whatever you feel like doing in a given moment.