Introduction
  • What change are you trying to make?
  • Who are you trying to change?
  • What promise are you making?
Empathy and positioning
  • Empathy is at the heart of marketing
  • Postioning (pat 1)
  • Positioning (part 2)
  • Positioning (part 3)
  • Positioning example (chocolate)
Using a bigger canvas
  • What do people want?
  • Always Be Testing
  • If you had to charge 10x
  • Market Research and its perils
Smallest Viable Market
  • Worldviews and personas
  • Why don't people choose you?
  • People like us (do things like this)
Tension, trust and forward motion
  • Trust and tension
  • Status roles
  • Dreams and desires
  • What we want (and how we get it)
Plans, words and some tactics
  • The Modern Marketing Plan
  • What's a brand? A logo?
Pricing and awareness
  • Pricing as a marketing tool
  • And what about 'free'?
  • (Good) marketing doesn't cost anything
Reciprocity and stories
  • Reciprocity
  • Storytelling (part 1) A shorthand
  • Storytelling (part 2) Symbols
  • Storytelling (part 3) Reminders
  • The Purple Cow
MASTER CLASS: A host of tactics and insights
  • PR vs. Publicity
  • Permission Marketing
  • Tribes
  • Inverting the first rule of Fight Club
  • Unleashing the Ideavirus
  • Rogers' Curve of Adoption
  • Crossing the chasm (the flaw in Rogers' curve)
  • The Long Tail
  • Understanding the funnel
  • Mindfulness in marketing
  • Brand or direct marketing?
  • Spending money on direct or brand
  • Frequency
  • Your elevator pitch
  • Naming and semiotics
Wrapping up
  • Forward motion and impresarios, part 1
  • Forward motion part 2
  • Behavioral Economics
More materials
  • (and) A case study