We don’t have one. Over deliver, care more, work harder. At Strategy Lab we believe in being so good at what you do that you don’t have to rely on telling others about it. We want to ensure the work we do is remarkable enough that people will inherently want to talk about it. Permission based marketing.
If you were Seth Godin you would say it needs to be remarkable! You know, your “Purple Cow” idea that will spread like wildfire.
If you were Jim Collins’ you’d start with a Big Hairy Audacious Goal (BHAG). Cities like Las Vegas, Austin, Amsterdam, Paris, even Victoria, all have a created visionary cities by doing something big, hairy and audacious. (they’re all REALLY good at something, or have something they are known for).
If you were Hugh MacLeod you would come up with a social object. Something people would have to talk about, have to share with their friends, it’d probably be really cool.
How many small startups have a marketing strategy? I’d venture a guess as very few. No I don’t mean a “marketing plan” I mean an actual strategy with tactics, objectives, and intended outcomes. Rarely do startups care about marketing because if you have to rely on marketing to make your product or service successful you’re not going to be.
How many recent extremely successful products or services have grown exponentially because of a marketing strategy? I’d guess very few. The reason something catches fire is one part luck and one-part remarkability.
Remarkability: The odds that someone will talk about your company, product, service or organization.
Most business owners think of marketing as logos and commercials when really it about getting people to spread your story. There’s nothing traditional about marketing in 2016.
You don’t need a marketing strategy. A lot of people will tell you you do. Professors of marketing, those who’ve never practiced their theories just taught them in the classroom are the worst at spreading the lies about why you need a marketing strategy.
They’ll say you can’t be “off brand” and that every communication you make needs to be consistent.
“Mind your four p’s!” they’ll tell you, even though three out of the four are almost obsolete or useless for your company. Price, Place, Product, Promotion.
Marketing needs to start at the beginning of the planning process of your product or service.
I love the Seth Godin quote “Advertising is the tax for the unremarkable.”
“No matter what business you’re in, to thrive you must fight the presumption that you know your customer.”
As soon as you claim to “know your ideal customer” you’ve lost. You no longer try to impress, you develop a standard operating procedure, you try and stream line your operation at the detriment of your customer. Always, always, ALWAYS ask for feedback and never shut down a customer from speaking their mind, even if you disagree. The fact that you are willing to open yourself up to feedback it a step ahead of everyone else.
We went into this class not knowing what to expect. It was my first time teaching entrepreneurship and I wasn’t going to pass up an opportunity for some hands on learning!! A few weeks back before we started UpliftingTshirts.ca I filmed this #InTheLab episode asking the question, how do you teach entrepreneurship?At that time I had no idea what would happen with our newly founded company disguised as an experiment disguised as a class.
This week Eddy and I are talking about perspective. Why do we trust designer? What do create professionals see that others do not? What’s so special about having taste?
Trust your designer
There’s a reason they are a designer, they have perspective. Trust them. Any creative needs some free reign over what they’re doing, they are artists after all. Don’t micro manage any creative process, that’s a great way to create something extremely mediocre.
When ever someone says “I’m too busy” I’m always reminded of a story I heard about from a Volleyball coach I look up to. In grade 11 leading into grade 12 I wanted to get better at Volleyball. I told my coach I wanted to play pepper (simple volleyball drill) more and he offered to come in the morning twice a week to play pepper at 7:30 in the morning. We did this for a couple months and I really think it helped my Volleyball skill in the long run. But more importantly, he was willing to volunteer MORE of his time to make me better. That’s dedication.