3 Marketing in 5 steps:
Invent a thing worth making, with a story worth telling, and a contribution worth talking about
Design and build it in a way that a few people will particularly benefit from and care about
Imagine a thing that’s worth making, with a story worth telling, and a contribution worth discussing Draw and design it in a way that a few people will particularly appreciate, and thus take part in with a conscious effort
Tell a story that matches the built-in narrative and dreams of that tiny group of people—the smallest viable market
Spread the word’
Show up, regularly, consistently, and generously for years and years to organize and lead and build confidence in the change you to seek to make. To earn permission to follow up and to earn enrollment to get to teach.
6 The three-sentence marketing promise template
My product is for people who believe ______.
I will focus on people who want ______.
I promise that using my product will help you get ______.
7 Ten things your story needs to do
- Connect us to our purpose and vision for career and biz
- Allow us to celebrate our strengths by remembering how we got here
- A deeper understanding of our unique value and what differentiates us
- Reinforce our core values
- Help us to act in alignment and make value-based decisions
- Encourage us to respond to customers instead of reacting to the marketplace
- Attract customers who want to support businesses that reflect or represent their values
- Build brand loyalty and give customers a story to tell
- Attract the kind of like-minded employees we want
- Help us to stay motivated and cant to do work we’re proud of
But your story is a hook, and now you’re on the hook to deliver, which is a high-risk path. Great marketing is the generous and audacious work of saying, I see a better alternative, come with me.
8 Simple three-step narrative for action
Marshall Ganz, a Harvard professor who has worked with both Cesar Chavez and Barack Obama, has articulated a simple three-step narrative for action: the story of self, the story of us, and the story of now.
- Story of self gives you a platform to speak.
- Story of us is the kernel of the tribe—why are we alike and why is your story relevant to the tribe?
- Story of now is the critical pivot—it enlists your tribe on your journey.
Perfect closes the door. It asserts we’re done and that it’s the best we can do. Perfect forbids us to try. But the possibility of better opens the door. Better challenges us to try and gives us a chance to improve the lives of the people we seek to serve.