In most pyramids, the top gets the attention, but the foundation is most important. In marketing, the base of the pyramid is INTENTION. Intention comes with design thinking.<ul><li>Who is it for/what is it for?</li><li>Have you identified the smallest viable audience and built a product that works wonderfully for this audience?</li><li>Your story is linked with your intention. A story works when it becomes your audience's story.</li></ul>

The base of the pyramid

The parts of the pyramid:<ul><li>Intention is the base of the pyramid and the most important.</li><li>Retention comes next. Existing customers are worth more than new ones.</li><li>Remarkability. The conversations that happen because of your work. People will only talk about your work because they believe it will help their goals.</li><li>Permission. The privilege of delivering personal and relevant messages to the people who want them. This is a future asset.</li><li>Tactics, words, and images. What is your narrative that engages with people? Where is their status? What sort of affiliation do they desire?</li></ul>

Modern marketing pyramid

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