Marketing

How do you catch fish? You don't chase them. You create conditions where fish want to be.

Marketing is berley — the trail that attracts before you sell. The fish come to you.

Fishing Concept	Marketing Application
Berley trail	Content that attracts before you sell — calibration-free aggregation
Platform	Bait + gear + technique for the circumstances
Fish psychology	Psycho-logic not logic-logic
Fish-ball effect	Small fish gather → big fish follow → network effects
Forward thinking	Where fish will be, not where they are

This is the hive-mind applied to sales. Many weak signals, one binding rule, emergent results.

Master memes to resonate with people's fears and desires — go beyond simply selling products to shaping behaviour by coaching people along their hero's journey.

Playbook