Marketing Principles
Diagrams | Matrices | Thinkers
Marketing is all about values
Great marketing wraps truth with humour.
First Principles
Continuously improve capabilities and capacity to engage customers while creating a loyal community to drive governance through shared ownership. Great marketing artfully bridges unconscious needs and conscious desires, building trust before demand emerges, showing up precisely when intent crystallizes, and delivering value well beyond the sale. The magic lies in making customers feel they've discovered exactly what they need, right when they need it.
Value First, Revenue Second
- Provide value to customers before attempting to extract value
- Focus on customer success metrics before monetization metrics
- Use NPS as a primary indicator, reviewing it weekly before revenue metrics
Customer-Centric Growth Framework
- Focus on four key stages: Attract (marketing), Engage (sales), Delight (customer success), and Fight friction
- Measure strategy maturity across stages: Initiating, Emerging, Accelerating, and Disrupting
- Define clear North Star metrics for each stage of maturity
Routine Checklist
- Clarify Intention: Clear Actions with Clear Expectations and Clear Accountability.
- Inception: Educate customers why they need things they don't yet understand.
- Problem Identification: Focus on solving a core problem.
- Trigger helpful decisions: Help people do the right thing, in the right way, at the right place and time.
- Align incentives: with desired behaviours
- 10x your value proposition: Valuable offers lead to successful marketing strategy.
- Job to be Done: Develop products that have a proven demand.
- Value Time and Attention: Simplify Messaging, Deliver Value.
Review
Are you living your values or just projecting them?
- Who are you?
- What do you stand for?
- What difference were you born to make?