Berleytrails
Big Fish, Big Hook; Massive Fish, Big Boat.
What happens to traditional online marketing dies?
It's better to be a pirate than hide away in the navy
Onboarding
Marketing is fishing, Pirating is branding.
The greatest thing by far is to be a master of metaphor; it is the one thing that cannot be learnt from others; and it is also a sign of genius, since a good metaphor implies an intuitive perception of the similarity in the dissimilar - Aristotle
- Know what fish you want to catch
- Know where they are
- Know their habits
- Put out the scent
- Specific species, Specific bait = Call to Action,
- Reel them in
- Get them onboard
- Teach them to fish
Positioning
Internal actions must be aligned with external messages.
- Fishing: If you are not where the fish are it doesn't matter how good your bait is.
- Rugby: The most important work to create opportunities is done off the ball.
The narrator pulls the strings
The Journey
Sell the dream, connect with purpose, deliver value.
- Sail into uncharted territories
- Figure out what capabilities are needed to keep the ship afloat
- Engineer a ship using best tech available
- Establish protocols to onboard new crew mates
- Get bait ready to attract the crew you need
- Set berleytrails to put the scent out
- Get the rods out with the right bait and hook
- Reel in the customers onboard them into the ships culture
- Give new crew mates rods to catch customers with problems they now have the tools to solve
If you want to scale quickly you need to invest in how you onboard new crew mates effectively to minimize time from inception to their first action of valuable consequece, and then you need to keep that momentum rolling.
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What is the most important question you could ask yourself to make progress?