The book focuses on the fundamentals of marketing and how to avoid breaking the law.Each marketing law offered in the book is supplemented with clear and actual examples from the history of well-known brands (such as IBM, Coca-Cola, Xerox, Starbucks, and so on) vs examples from firms that no longer exist on the market.As stated by the authors, Al Ries and Jack Trout, certain firms have advanced and grown in popularity, expanded their business lines, or simply improved their sales for a given range because their management found and followed the marketing rules described in the book.

Rules that determine success and the failure

Better than having a superior product to the competitors is being the first in a market.People remember the first man on the moon and the first aviator, but no one recalls the second.Example: Tesla, is the first electric car company to offer a long-range on its electric cars.

1: The Law of Leadership

If your category already has a first, you should try to create a new category in which you may be first. Amelia Earheart, for example, was the third person to fly solo across the Atlantic Ocean. However, she is not well-known for this. She is well known for being the first woman to do this endeavor. As a result, by inventing your own category, you may become renowned and profitable.Note: Law of Category is similar to the Blue Ocean Strategy concept.

2: The Law of Category

When a consumer has made up their mind, it is impossible to change their opinion. As a result, the authors advise you to avoid wasting marketing dollars attempting to persuade individuals to change their beliefs. Furthermore, you should strive to be the first thought of your consumers. Being first in the marketplace is only crucial because it boosts your chances of being first in the thoughts of your clients. This is due to the fact that marketing is a fight for perception rather than goods.

3: The Law of the Mind

According to the authors, there is no objective fact in the marketplace. As a result, all that exists in the realm of marketing are perceptions in your consumers' minds. Your marketing should exist only to manipulate these perceptions. You can overcome your flawed marketing instincts only by researching how perceptions are generated and concentrating your marketing campaigns on those preconceptions.

4: The Law of Perception

Owning a word in the consumer's mind is the most powerful thing in marketing.Having a defined context means that when people hear this term, they will associate it with the brand that owns the word. Example: Gillette is synonymous with shaving blades and Google is synonymous with an internet search.

5: The Law of Focus

According to this law, two firms cannot own the same word in the minds of prospects. As a result, the authors advise against spending money to acquire a word that someone else already has.Burger King attempted to own the term "quick," but it was already owned by McDonald's, thus they failed and lost millions.If you try to steal your competitor's term or word, your marketing efforts end in strengthening your competitor's position.

6: The Law of Exclusivity

Consider the market to be a ladder within the consumer's mind. Your marketing strategy is determined by where you are on the market ladder. An effective strategy balances your present position with sensible investments.Avis, the American corporation, was the number two in the rental market for cars, and as advertised with the phrase "the best in car rentals," they were losing money because customers did not trust the marketing.They have increased their revenues after taking second place and adopting the tagline "We try harder."

7: The Law of the Ladder

Over time, every market descends into a two-horse race. Consider McDonald's & Burger King and Nike & Adidas. There will always be two brands competing for a category win. Companies that do not already dominate their industry should aspire to become number two if they want to be successful in the long term.

8: The Law of Duality

If you are fighting for second place, the leader determines your strategy. Your company should leverage the leading company’s strengths into weaknesses. If Coca-Cola is a firm for the masses, Pepsi chooses to be "the choice of the new generation."In this approach, you divert the focus of your competition; after all, most consumers choose "the old trusted brand" over "the new brand that has debuted."

9: The Law of the Opposite

Your market segment will not remain isolated. Instead, your category will split into two or more categories over time. Each segment will have its own leader, and it is uncommon for the original category leader to also be the leader of the sub-categories. Cars began as a single category, and today there are sports automobiles, luxury cars, utility vehicles, and so on. Leading brands sustain their dominance by launching new brands into new areas. When Honda attempted to enter the premium market, it established a new brand, Acura.

10: The Law of the Division

Marketing results may only be realized over time. It is a mistake to forsake long-term planning in order to improve short-term results.Raising sales in the near term through the use of rebates can be beneficial to the company financially, but it teaches customers to buy only when there are offers, which diminishes earnings in the long run.

11: The Law of Perspective

Companies frequently succumb to the urge to extend a successful brand into unrelated areas.When this happens, the firm loses focus and fails because it tries to be everything to everyone rather than focusing on what it knows how to accomplish. More is less in marketing.The more the number of goods a firm has, the lower the earnings for each one.Conversely, less is more. The narrower the niche a company wishes to inhabit, the stronger its presence in the minds of customers inside that particular region.

12: The Law of Line Extension

To obtain something, you must first give something up. This is a different approach than line extension. The authors advocate for three sacrifices: <ul><li>the product line, </li><li>target market,</li><li> and ongoing change. </li></ul> You will be successful if you reduce rather than expand your product line.

13: The Law of Sacrifice

Each marketing attribute employed by one organization has an opposite attribute that the other may successfully exploit.The justification for this strategy is self-evident. It is difficult to succeed by replacing market leaders; thus, you should concentrate on addressing any section of the market that the leader overlooks.There will always be adequate room in this area.

14: The Law of Attributes

If you admit a mistake in your marketing, customers will accept it favorably.That works because it is unexpected and opens the audience up to your message.Smart businesses accept marketing shortcomings and then transform them into opportunities.The authors use Listerine as an example to demonstrate this argument. This firm used to promote with the phrase, 'The flavor you detest twice a day.' This negative was then converted into a positive by selling the belief that Listerine fights germs.

15: The Law of Candor

In each scenario, only one action will have significant consequences. Despite this, many marketers feel they should employ many strategies and hope one of them succeeds. Trying harder, on the other hand, is not the secret to success. A single, bold stroke is all that is required for successful marketing. If you understand your market, you will know what daring move is necessary to have a substantial influence on it.

16: The Law of Singularity

It is difficult to predict the competition's plans, and their reactions can never be predicted. Examine broad trends, but avoid jumping to conclusions or exaggerating the facts.You should also avoid betting on the future being a repeat of the past. Simply plan for what to do if anything unexpected occurs, and keep your plans flexible to adapt to market conditions.

17: The Law of Unpredictability

Ego is the enemy of effective marketing. Subjectivity and an emphasis on judgment rather than the market are related to success. Success is a necessary prerequisite for line expansion. Companies may mistakenly believe that their present success may be expanded into multiple other industries.

18: The Law of Success

Failure must be anticipated and embraced. Recognizing your shortcomings early allows you to minimize your losses. Most of the time, it is best to cut your losses early rather than wasting time and money attempting to mend matters.

19: The Law of Failure

The reality of any marketing strategy is sometimes diametrically opposed to what is presented in the news.When revenues are down, corporations conduct interviews and claim that everything is fine. Companies are silent when they are strong.Pay attention to the minor hidden aspects of what is going on in the market rather than believing stories published by press services.There is a significant distinction between gaining public notice and altering the market.

20: The Law of Hype

Successful marketing strategies follow trends rather than fads. Fads are temporary events, whereas trends are long-term shifts. When a corporation moves too quickly and begins to deal with fads, it fails.

21: The Law of Acceleration

Without the necessary resources, good ideas do not take off.Even the greatest professionals in the world will fall short if they lack the means to reach out to the client.You must invest money to get there, and much more money to repair your image in the eyes of consumers.

22: The Law of Resources

The book focuses on the fundamentals of marketing and how to avoid breaking these laws.

Ries and Trout share their rules for certain successes in the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace.

marketingandsales

Marketing & Sales

business

Business

books

Books

Flora MacDonald never sought the fame that her contemporaries and history bestowed on her. She seldom spoke of the journey over the sea to Skye with Bonnie Prince Charlie and rarely used her popularity to benefit herself during her hard life. Because of this reticence and the fact that she and her husband lost everything in North Carolina during the American War of Independence, it is difficult to write a conventional biography of her. Little was recorded of the appalling suffering of women and children during this bitter war and its aftermath, despite their hardships being much worse than that of the men who were directly involved in it. Flora endured as much as anyone, but she suffered it in silence. As a result her biographers have either ignored this period or glossed over it, but Hugh Douglas has carried out research in Scotland, North Carolina and Nova Scotia to build up a picture of these lost years. Consequently, this book is at once a biography, a social history and a detective story which is a tribute to a clan and a remarkable family within that clan.

Al Ries is an accomplished writer whose work has resonated with readers around the world. Al Ries has published several books that explore a range of topics, from fiction to nonfiction, and has received critical acclaim for the ability to weave compelling narratives. Al Ries's writing style is known for its depth and authenticity, and has earned quite a loyal following of readers.

Al Ries

Jack Trout is an accomplished writer whose work has resonated with readers around the world. Jack Trout has published several books that explore a range of topics, from fiction to nonfiction, and has received critical acclaim for the ability to weave compelling narratives. Jack Trout's writing style is known for its depth and authenticity, and has earned quite a loyal following of readers.

Jack Trout

The 22 Immutable Laws of Marketing

Humour is an important factor in your purchasing decision, and it can be the difference between choosing one product over another. In this blog post, we'll discuss the importance of humor in branding and how you can use it to your advantage. Customers want brands to make them smile and laugh.

Role of humor in a purchase decision

<ul><li>Humour is often seen as a tool to lighten the mood, but it can also be used for marketing campaigns that use humor</li><li>They make people remember the campaign and are more likely to share it with friends</li><li>Build a rapport with potential customers</li><li>A little humor can go a long way in helping a company to stand out from the crowd</li></ul>

The benefits of humor in marketing

<ul><li>Ensure that the humor is appropriate for your brand and target audience</li><li>Make sure the humor is relevant to your product or service</li><li>Use it sparingly</li><li>A little bit of humor can go a long way, but if you use it too much it can become tiresome and ineffective</li></ul>

How to use humor the right way

<ul><li>Old Spice</li><li>Burger King</li><li>Zomato</li><li>Amul</li><li>The content of Amul is ridiculously witty. It makes the customers smile and also creates a top-of-mind recall for the product.</li></ul>

A few examples of brands that have successfully used humor

<ul><li>Appropriate humor is key</li><li>If you use jokes that are too edgy or offensive, you could alienate potential customers</li><li>Too much, it can become tiresome and ineffective</li><li>There is always the risk that something could go wrong</li></ul>

The risks of using humor in marketing

Humour is a powerful marketing tool because it can help you connect with customers on a personal level. Here are a few ways.

Are you looking for ways to use humour effectively in your marketing? Learn more about the importance of humour, why it makes a difference when people are making purchase decisions, and how you can incorporate humour into your brand.

Understand yourself and those around you.

psychology

Psychology

entertainment

Entertainment

Why Brands Need to Make You Smile and Laugh: The Importance of Humour in Purchase | ScroogeMarketer

<ol><li>Customer Case Studies</li><li>Humanize</li><li>Flex on Social Media</li><li>Webinars</li><li>Go Live!</li><li>Personalize Customer Communications</li><li>Crowdsource Concepts</li></ol>

7 Ways to Get Your Customers Involved in Your Content

Customer case studies provide the perfect avenue for you proudly to showcase your success.Storytelling is at the heart of the case study presentation. Providing real results about how your collaboration with your customers’ industry peers made a difference is a good place to start.

1. Customer Case Studies

You should always endeavor to make customers relate to your brand. You simply need to appeal by making them feel that you fully understand their needs.Consumer brands like Nike and Coca-Cola find it easier to find the dots to connect when it comes to mass appeal. The most important thing is to try.A good attempt consists of finding individuals in-house who are passionate about what the company represents.

2. Humanize

While social media was conceptualized to help people connect, the platforms also have a business edge waiting to be exploited. Having a social media presence can help you reach out to the 2.62 billion users on the various platforms.The end game here is not to have a large number of followers.You can leverage the power of social media by posing questions to followers and engaging with them. Once you pair this tactic with the provision of quality content, you’re in the box seat.

3. Flex on Social Media

This concept is somewhat akin to blogging. During the webinar sessions, the customers can share a couple of nuggets of wisdom that lead to success in their trades. Doing this allows them to share just how much they’ve been able to grow thanks to your efforts. In effect, they’ll be promoting you without really knowing it.Webinars are unique in that contributors can provide in-depth analysis and have live chat sessions.

4. Webinars

Excitingly, live video has announced its arrival on the social media scene with a bang. Getting to watch a celebrity while they’re live on social media presents consumers with a special moment to connect.“As a marketer, you should seek to work with influencers to promote your product or service.”

5. Go Live!

Various sensors in the product packaging are expected to provide retailers with a glimpse of how to better their inventories. Using this information, the retailers hope to be able to boost their customer experience offering.At present, this data has aptly been given the “digital voice” moniker. This is because it represents what consumers’ needs. The fact that it can be stored and analyzed for future use means that retailers will be able to continually improve their services.

6. Personalize Customer Communications

Consumers know what they want, how they want it and when they want it. Once you tap into their mindset, you can realize innumerable benefits. Through your social media and advertising channels, you can invite them to share their ideas. Your job is to sit back and spot talents and great money-making ideas.One company that has been able to successfully do this in recent times is Starbucks. The Frappuccino-makers conceptualized a microsite where users could share smart ideas.

7. Crowdsource Concepts

Customer engagement is enhanced when brands motivate customers to get involved in the content creation process. A good customer engagement strategy is necessary to bring about impressive and unprecedented customer loyalty levels.

The rise and rise of technology in recent years has brought an inherent need for brands to connect with their customers. Real connections lie at the epicenter…

moneyandinvestments

Money & Investments

communication

Communication

7 Ways to Get Your Customers Involved in Your Content | Skillslab

There are several unexpected benefits from artificial intelligence in your marketing strategy.

Marketing without AI is like flirting with disaster — It’s only a matter of time before a competitor moves past you to claim that top spot. Today’s marketing requires a combination of AI, data, and human ingenuity to maximize your company’s ROI. The optimization, personalization, and innovation required to compete in a world dominated by artificial intelligence (AI) are only possible when AI is at the center of your work. With that said, the benefits of AI are not just about competing—they’re about taking your business results to the next level and learning how to get there faster. All in all, it means we’ll be able to serve our customers better than ever before. With AI on your side, now would be an excellent time to explore where you could use it in your business strategy or marketing efforts today.

Marketing without AI is like flirting with disaster

By identifying who is most likely to churn at any given time, AI will help companies retain customers by identifying who is most likely to churn at any given time. It can predict a customer’s likelihood of leaving before they’ve indicated that they’re unhappy, allowing you to take action before it’s too late. You can create personalized offers, promotions, and experiences at scale through AI and machine learning. When Netflix uses data to analyze your preferences and deliver highly-customized content recommendations, that’s personalization. As more companies use AI to personalize the customer experience, it will become the new standard.

Building Better Customer Retention Strategies

<a href="https://komarketing.com/industry-news/98-of-marketers-agree-personalization-helps-advance-customer-relationships-3668/">98% of marketers </a>believe that personalization is an important part of their strategy, and 56% say it impacts their success. One-to-one personalization is great, but it isn’t scalable. Ai helps you personalize at scale. It lets you reach your entire customer base with targeted content without needing to learn anything about each customer’s interests or preferences. You can create different segments based on data that could be combined across your company and then use those segments to create relevant messaging for each group. This allows you to take advantage of the benefits of personalization even if you don’t have the resources needed for one-to-one personalization.

Personalization at Scale

One of the most valuable aspects of AI for marketing is access to real-time analytics and insights. AI enables marketers to mine customer data in real-time and spot trends that would otherwise not be apparent. These allow you to see how your audience is interacting with your content daily. By crunching an abundance of customer data from various sources, AI can deliver valuable insights into how customers are engaging with your brand, how they move through your sales funnel, and what triggers their purchasing decisions. This allows you to make informed decisions about campaigns, content, and products that are likely to resonate with customers.

Access to real-time analytics and insights

We can now use <a href="https://swisscognitive.ch/2017/07/21/predictive-analytics-your-key-to-preventing-network-failures/">predictive analytics </a>and machine learning to optimize our multi-channel campaigns. AI can simultaneously analyze millions of data points to determine what content and messages are most likely to drive conversions across different channels like social media and email. This means that you can optimize your ad spend across different channels (e.g., Facebook, Google Ads, YouTube) by ensuring that each channel sends you the right leads. The result is more efficient spending, a better ROI, and happier customers who get what they need when they need it.

Multi-channel campaign optimization

Micro-segmentation divides a large, diverse group into smaller segments with similar needs, wants, and preferences. This allows you to target them with personalized messaging and offers. With AI micro-segmentation technology, you can send highly relevant messages to your audience based on their specific interests and needs. This increases response rates significantly and helps you build stronger relationships with customers over time.

Micro-segmentation

Predicting the future has always been a crapshoot for companies. That’s why marketing budgets are often so large: Companies are hedging their bets and throwing a lot of resources at the problem of figuring out what consumers want next. If a company can accurately predict people’s wants and needs, it can create products that will be highly successful, and that means more money for everyone involved.Predictive algorithms give marketers insights into what’s coming next based on trends they see in the market.

Better Ability to Predict the Future

Targeting customers with specific ads based on their location, gender, and age is nothing new. But what about if you could target them based on what they were searching for at that moment? That’s where real-time marketing comes in. Real-time marketing can help you reach your audience when they’re most likely to be receptive to your message. This is a big advantage for marketers because they can reach their audience based on their needs and interests, rather than just guessing what might interest them based on demographic information like age and gender.

Real-time Targeting

The emergence of AI has been the talk of the marketing world over the past few years. Check out the 7 Unexpected Benefits of AI in Marketing.

artificialintelligence

Artificial Intelligence

7 Unexpected Benefits from the Role of AI in Marketing

This probably sounds quaint, but once upon a time, tech startups were called “startups.” Occasionally, venture capitalists called them “portfolio companies,” or customers called them “tech companies,” but “startup” was the main term.In 2013, though, startups began their Animorphs journey.

What animal is your Startup?

Zebra businesses have roots in their leaders’ personal experiences and visions.  Zebras fuse profit and purpose, shy away from venture funding and collaborate. Zebra founders’ connection to their companies means they strive for capital efficiency and tend to avoid trading equity for venture funding.Examples: Baremetrics, Zapier

THE ZEBRA

Camels can survive in the “desert” of volatile, cash-strapped markets.Camels charge for the value they create from the get-go. Survival, rather than fast growth, is the priority.Examples: Qualtrics, GrubHub, Zoom

The Camel

A gazelle is a company that had revenue of at least $1 million and then doubled its revenue in four years. Its growing by 20 per cent each year.It was what unicorns used to be called before the term unicorn was coined.Examples: Facebook, Apple, and Amazon would all have been initially seen as gazelles.

THE GAZELLE

Cockroach companies aren’t glamorous, aspirational, or exciting. But they are great at surviving.When you consider that more than 90% of entrepreneurial businesses tend to fail, aspiring to cockroach survival mode isn’t too bad. They’re the mainstay of the economy.Cockroaches ideally aim for profitability right from the start and can slow down their pace if adversity hits. Examples: GitHub, Facebook and Google were once cockroach startups and became unicorns only after building a solid business, cockroach style.

Cockroach

Rhino startups aim to be both big and profitable. Rhinos as companies that have a valuation of $1bn on a price-to-earnings multiple, not on a revenue multiple. Rhinos are far rarer than unicorns.Examples: Apple, Facebook, Google

Rhino

Pigs are startups that take advantage of the fact that it has become relatively cheap and easy to make a web product. You can get the development work done at a modest price and even raise some initial capital.Pigs aren’t building the company for long-term world domination—they’re aiming to sell it to a big corporate or a competitor at the right moment.Apple and Google regularly shop for tasty pork among companies like this.Examples: Snapchat buying Looksery. Facebook buying Masquerade

A bear is a solitary, awkward creature that values its independence and therefore doesn’t want to take VC money. The founders of these companies choose the bootstrapping route, which makes life harder for them. But if it pays off, they end up rich AND in control of their companies.Examples:Tableau Software, Go-Pro, Mail chimp

Phoenixes are companies that last more than a hundred years because they rise, fall, and then rise again. Companies that have managed to reinvent themselves as a third or fourth-generation youngster takes the helm.Examples: Fiat, Otto Bock, GM

Phoenix

"Unicorn" is the term used in the venture capital industry to describe a startup company with a valuation of over $ 1 billion.Example: CRED, Groww

Unicorn

White elephant startups symbolise huge projects without a deeper economic meaning. A real example is a construction project that happens only for a major event such as sports events.

The White Elephant

These ideas have been compiled to the simplest of understanding with relevant images and Examples of Companies that fit into the respective category of Animal Startup.

entrepreneurship

Entrepreneurship

startup

Startups

What Animal is your Startup?

U.S. government declared Tik Tok a security threat.

Government has declared tiktok a threat

Beyond initial paranoia, let’s be realistic about what apps collect. Even Google collects IP (and therefore geographic location), and other pieces of personal data:Google records every search you perform and <a href="https://web.archive.org/web/20210505211252/https://www.cnet.com/news/mozilla-is-sharing-youtube-horror-stories-to-prod-google-for-more-transparency/">every YouTube video you watch </a>. Whether you have an iPhone or an Android, <a href="https://web.archive.org/web/20210505211341/https://www.cnet.com/how-to/how-to-slow-google-sensorvault-from-tracking-your-location-on-ios-android/">Google Maps logs everywhere you go </a>, the route you use to get there and how long you stay — even if you never open the app.So then what are we looking for? How is this different? For one thing, Google, Facebook, Reddit, and Twitter apps don’t collect anywhere near the same amount of data that TikTok does.

Is tiktok any different from Google 

<ul><li>Location (once Every 30 seconds for some variants of the app…)</li><li>Phone Calls</li><li>Screenshots</li><li>Network Information (Wifi Networks’ SSID, MAC address, Carrier, Network Type, IMSI (possible), IMEI, local IPs, other devices on the network…)</li><li>Facial Data</li><li>Address</li><li>Clipboard</li><li>Phone Data (cpu, hardware ids, screen dimensions, dpi, memory usage, disk space, etc)</li><li>Installed Apps</li><li>Rooted/Jailbroken Status</li></ul>

Things tiktok collects

TikTok requires you to provide a phone number upon signup on most occasions to function normally within the app, so they can link your identity to your phone number. They also collect your call log (people you’ve called) and have the permission to make calls from your device, although I’ve never heard of a case of this happening. Phone numbers are generally very unique, so this combined with location and name would already be enough to identify virtually anyone using this app in the U.S.

Phone Calls/Call Log/Phone Number

So, social media or spyware? Why not both? I’m probably going to continue to use the app, but I’ll be sure not to say <a href="https://web.archive.org/web/20210506015317/https://www.theguardian.com/world/2018/aug/07/china-bans-winnie-the-pooh-film-to-stop-comparisons-to-president-xi">Xi Jinping looks like Winnie the Pooh </a>or mention the <a href="https://en.wikipedia.org/wiki/Organ_harvesting_from_Falun_Gong_practitioners_in_China">Falun Gong genocide </a>. At least, not while TikTok is watching.

🤔 

Informs users about the amount of data tiktok collects 

technologyandthefuture

Technology & The Future

cybersecurity

Cybersecurity

TikTok: Social Media, or Spyware?

If you cling to life, you'll lose it. If you're ready to lose life, you'll gain it. A bit christiany, wouldn't you say? :))A capacity for freedom is a natural feature.  However, the concept of freedom changes through times. Human thought is responsive to actual reality. So history  can be seen as the development of ideas about freedom.History is the progress and consciousness for freedom.I'm free because I can act on my desires. Or better yet, I'm free because I give up on them. It becomes a freedom of the pure self. But it becomes too abstract and you cant commit to any activity.

What is Hegel's freedom?

You need a middle ground mediated by society, so that you reflect your desires in society. Hegel looks at each civilization and the concept of freedom that it embodies.The Reformation seen as  inner spiritual freedom, inner fate, not through external authority.state-individualThere's a codependent relation between state and individual. Most of our desires are the result of the world we live in (We don't 'need' Pepsi, but you learn to need it.)I can't craft my own identity without the others around me. A metaphisycally bankrupt idea.

No history without society

Original history - is done by the person at the time happening. The likes of Herodotus and <a href="https://en.wikipedia.org/wiki/Thucydides">Thucydides</a>.Reflective history - is like a narrative of the past from the present which also want to draw a moral lesson from it.Philosophical history - there is more to history than dates and sad stories of war. There's progress. Hegel wants to see progress.The end of history - is about a conceptual closure (regressive move, going backwards, dystopian world, Handmaiden tale vibes).

Types of histories

Listen to In Our Time: Philosophy on Spotify. 

personaldevelopment

Personal Development

problemsolving

Problem Solving

leadershipandmanagement

Leadership & Management

In Our Time: Philosophy

I see app after app after app and I get inundated. When I download and I try them I’m like, “Did you even spend eight seconds using your own product?” It’s unbelievable the lack of dogfooding that happens.

When most people think about growth, they think it’s this complex, difficult thing where you're trying to generate these extra normal behaviors in people. That's not what it's about.Growth is about a very simple elegant understanding of product value and consumer behavior. When you surround yourself and all the bullshit veneer, you will miss the mark.

Growth and product value

Don't spam your users we trick them because you'll end up alienating these people. You won't see it today but you'll see it three years from now or four years from now, and it accelerates when you compound that with a competitor who actually builds a better product that doesn't alienate people.Teased out virality. Don't talk about it. Don't touch it.

Spam and virality

Focus first on the 3 most difficult and hard problems that any consumer product has to deal with:<ul><li>How to get people at the front door</li><li>How to get them to an “Aha” moment as quickly as possible</li><li>How to deliver core product value as often as possible.</li></ul>After all of that is said and done only then can think about how you are going to get people to get more people.

Getting people to get more people

Build the discipline to not optimize for the thing that gives you the shortest and most immediate ROI because that is never the sustainable thing that allows you to build something useful.When you look around, things that scale understand this principle, whether it's explicitly or intuitively, and things that don't and that have this amazingly steep rise and then fall off a cliff ignore this principle.

Sustainable growth

<ul><li>Eliminate ego. And you have to be comfortable not being rewarded in the short term.</li><li>Invalidate all the lore. In any given product there are always people who strut around the office like, “You know, I have this gut feeling. It's all about gut feeling". Gut feel is not useful because most people can't predict correctly.</li></ul>If you can't be extremely clinical and extremely unemotionally detached from the thing that you're building you will make these massive mistakes and things won't grow because you don't understand what's happened.

The most important two high-level takeaways

You have to be, if you're in this type of job, relatively cynical. You can be confident, you can be arrogant, it doesn’t really matter.But you can't believe your own BS, because when you do you start to compound these massively structural mistakes, that again, don't expose core product value, you don't allow real engagement and real product value to emerge.

Don't conflate luck and skill

Having the courage to reset and redefine what it means in any given market again takes a lot of courage. In every single market, people react differently, behave differently, and speak different languages. The point is: even when you think something works it probably doesn't work for everyone, and finding a framework that allows you to actually restructure and reorganize the things that you're doing to expose value in different ways to different people in different situations is a crucial thing.

Redefine and reset

High integrity I think speaks for itself. It's really easy to focus on short-term results. I just don't think there's enough of the long-term thinking, being able to take some arrows along the way in the short term because you're trying to build something for the long term, and having a culture and set of values where that’s rewarded.

Surrounding yourself with good people seems obvious but I see a lot of people who are just not comfortable recruiting people that are better than them.

How to Start a Business: A Startup Guide for Entrepreneurs

The Startup Masterclass

Check out the full course for 50% off at http://www.udemy.com/growth-hackers-conference/?couponCode=YouTube50. This is part of a 10-hour course from the Growth Hackers Conference. The course includes this video and more from leaders at LinkedIn, Google, Twitter, LivingSocial, Dropbox, and more!

videos

Videos

Gagan Biyani

Chamath Palihapitiya - how we put Facebook on the path to 1 billion users

Find 100+ Facts about Marketing & Sales - Curated from inspiring sources like Books, Podcasts & Articles - Genuine Insights from like-minded Users like You!

The 22 Immutable Laws of Marketing

Why Brands Need to Make You Smile and Laugh: The Importance of Humour in Purchase | ScroogeMarketer

7 Ways to Get Your Customers Involved in Your Content | Skillslab

7 Unexpected Benefits from the Role of AI in Marketing

What Animal is your Startup?

TikTok: Social Media, or Spyware?

In Our Time: Philosophy

Chamath Palihapitiya - how we put Facebook on the path to 1 billion users

Cars

TikTok ads 101: How to get started with TikTok advertising

It's time to
Read like a Pro.

The 22 Immutable Laws of Marketing

Why Brands Need to Make You Smile and Laugh: The Importance of Humour in Purchase | ScroogeMarketer

7 Ways to Get Your Customers Involved in Your Content | Skillslab

7 Unexpected Benefits from the Role of AI in Marketing

What Animal is your Startup?

TikTok: Social Media, or Spyware?

In Our Time: Philosophy

Chamath Palihapitiya - how we put Facebook on the path to 1 billion users

Cars

TikTok ads 101: How to get started with TikTok advertising

It's time to Read like a Pro.

It's time to
Read like a Pro.