The network model of marketing

The network model of marketing

We used to focus all of our energy on trying to develop ads that would communicate a singular message about our core value proposition in an intriguing and compelling way. If we could do that, people would buy. The problem is that’s no longer enough. That method works...

Don’t run after a bus

The 2000 Year Old Man (by Mel Brooks): Don’t run after a bus. There’ll be another.   We sometimes get caught up chasing after trends. Some trends shape the marketplace. Online shopping. Social media. While some trends are just fads. Remember when everybody put QR...
A process for building demand

A process for building demand

Any economist will tell you that scarcity can increase demand for the product and typically the price. We want what we can’t have. The fact that we can’t have something for some reason makes us want it more. On the flip side, we also attribute more value to things...
MARKETING CONCEPT: Bayesian Thinking

MARKETING CONCEPT: Bayesian Thinking

The Bayes’ theorem is a statistical model that describes the probability of an event, based on conditions that might be related to the event. It goes like this. Say you’re blindfolded and throw a dart at a dart board. You don’t know where it landed cause you’re...
MARKETING EXERCISE: Obstacle Course

MARKETING EXERCISE: Obstacle Course

Strategy is defined by the obstacles we must overcome. If you have a goal you haven’t accomplished yet, there must be something stopping you from it, even if it’s just laziness. Use this exercise to outline each obstacle individually and identify ways to address them....