We’re willing to lose some customers if it means that others love our products intensely.
There’s no such thing as a marketing division, because everything has to do with marketing.
Don’t blindly copy your competition even if something they’re doing is clearly working. The problem with copying is that it skips understanding, and you cannot grow without understanding why something works.
The main way to de-commoditize your project is to inject yourself into it. That way, you’ll always be leading; it would be stupid for anyone else to try to better than you at being you.
When you don’t know what you believe, everything becomes an argument. Everything is debatable. But when you stand for something, decisions are obvious.
“Emulate drug dealers. Make your product so good, so addictive, so can’t-miss that giving customers a small free taste makes them come back with cash in hand. This will force you to make something about your product bite-size. You want an easily-digestible introduction to what you sell.”
“Instead of trying to outspend, out-sell, and out-sponsor your competitors, try to out-teach them.”
“Big companies can afford a Super Bowl ad. You can’t. But you can afford to teach. They can’t.”
The reason you’ve heard of great chefs like Emeril Lagasee, Jamie Oliver, and Paula Deen rather than other top chefs is because the aforementioned chefs share everything they know.
It’s okay to share your secrets because no one can beat you at your own game.
People have an insatiable need to see behind the scenes, so show your customers behind the scenes of your company (eg: Youtube videos of your creative process, making-of documentary) and you’ll pique their interest – not to mention create a unique bond with them on account of the fact that they’ll see the personality and humanity of your company.
“Don’t be afraid to show your flaws. Imperfections are real, and people respond to real.”