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5 ways of thinking that can lead to total world domination. Useful tools and concepts from marketing that can be applied to startups (and any other businesses). Marketing Game, like XP's planning game, but for changing people's behavior, not the product.
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Marketing Thinking
Startup Guysfor
Good marketing will make a shitty product fail sooner.
*this is why you need good marketing.
5 ways of thinking
Total World Domination
for
designthinking
computational thinking
entrepreneurial thinking
marketing thinking
} startupthinking
designthinking
computational thinking
entrepreneurial thinking
marketing thinking
It's all about pains.
● What are the pains for the people today?
● Is there a way of doing things that people will enjoy more?
● How can the experience for the people be simplified and made better?
designthinking
computational thinking
entrepreneurial thinking
marketing thinking
Collaborating on code and maintaining versions is painful and generates bureaucracy.
designthinking
computational thinking
entrepreneurial thinking
marketing thinking
It's all about value.
● Where can additional value be generated and gained?
● What are the deals that parties would want to make but are not making(a.k.a. deadweight loss)?
● Why are those deals not happening?
● Under what circumstances would they happen?
designthinking
computational thinking
entrepreneurial thinking
marketing thinking
People want to pay with credit cards everywhere and small merchants want to accept credit cards.
designthinking
computational thinking
entrepreneurial thinking
marketing thinking
It's all about patterns.
● What are the basic building blocks of the system as it is today?
● What are the repeating patterns?
● How can they be generalized & reused?
● How can they be turned into an algorithm in the most efficient way?
designthinking
computational thinking
entrepreneurial thinking
marketing thinking
People send files to themselves and save new versions with different names over and over again.
designthinking
computational thinking
entrepreneurial thinking
marketing thinking
It's all about behavior.
● What's the attitude and behavior change that we're trying to achieve?
● Who are the people whose behavior we're trying to change?
● What do they feel, think and do now instead of feeling, thinking and doing what we want them to?
designthinking
computational thinking
entrepreneurial thinking
marketing thinking
We want travellers to feel like locals and stay with other people instead of hotels.
Generating and executing startup ideas based on what you want people to do more of is undervalued.
startupthinking
LET'S GO FUCKING MAKE IT!
designthinking
computational thinking
entrepreneurial thinking
marketing thinking
} startupthinking
If you systematically apply design, entrepreneurial, computational and marketing thinking to real world problems and multiply it all by startup thinking, you may have scaling issues for real.
Marketing Game
Growing Like Hell
for
It's like XP's planning game, but changing people, not product.
Marketing Stories
1
I want __________________
who currently____________
to ________________________
instead of _________________
Target Group
Current Attitude
Desired Behavior Target Action
Current Behavior Competition
*applicable to ideation, marketing, fundraising, hiring, team management and anything else.
I want __________________
who currently____________
to ________________________
instead of _________________
a NY-based designer in his 20's
struggles to pay rent
have a nicer apartment and meet nice people
moving out to a shitty district
*just like user stories, marketing stories in order to be actionable need to be broken down.
I want __________________
who currently____________
to ________________________
instead of _________________
a designer going to a conference
is afraid of people
stay with nice people and save money
staying at hotels
*just like user stories, marketing stories in order to be actionable need to be broken down.
I want __________________
who currently____________
to ________________________
instead of _________________
an existing one-time user
doesn't travel much
recommend our service to more people
talking about other things
*just like user stories, marketing stories in order to be actionable need to be broken down.
I want __________________
who currently____________
to ________________________
instead of _________________
a TechCrunch editor
doesn't give a shit
write about our startup (favorably!)
putting our emails to spam
*just like user stories, marketing stories in order to be actionable need to be broken down.
Estimate Impact
2
*source: McKinsey
Getting here Growing here
Catching here
Prioritize
3
imp
act
efforts
1
3
2
Journeys & Funnels
4
I want __________________
who currently____________
to ________________________
instead of _________________
a person landing on our website
doesn't need our help
recommend our product to a friend
just looking through and leaving
currentattitude & behavior
desired attitude & behavior
didn't
know
read o
n Tech
Crunch
got in
tereste
d
clicked
throu
gh
watch
ed the
intro
video
discov
ered "
share
to win
"
recom
mende
d
1000 people read TechCrunch
100 people click through
1 person recommends
10% conversion
1% conversion
Launch to Learn
5
write marketing stories
prioritize
estimate impact and effort
create journeys and funnels
learn
measure
tweak and test
ideate and execute
It's all about contacting the right people in the right context with something that will make the largest possible portion of them feel, think and do what you want them to feel, think and do.
One More Thing
those who want make it
for
The only thing we know for sure about decision making process in human beings isthat it's 95% irrational and mostly unpredictable.
*otherwise why would they buy shitty overpriced products?
Sell Your Story
Your Productnot just
