Uno de los mejores libros de Marketing que he leído por el simple hecho de que "humaniza" la profesión. Muchos libros hablan de números, porcentajes y ventas, sin hacer mayor hincapié en el componente humano de la ecuación.
"The best ideas aren’t instantly embraced. Even the ice cream sundae and the stoplight took years to catch on. That’s because the best ideas require significant change. They fly in the face of the status quo, and inertia is a powerful force."
"Marketing is the act of making change happen."
"Marketing is not a battle, and it’s not a war, or even a contest. Marketing is the generous act of helping someone solve a problem."
"The magic of ads is a trap that keeps us from building a useful story"
"For most of my lifetime, marketing was advertising. And then it wasn’t true anymore. Which means you’ll need to become a marketer instead. That means seeing what others see. Building tension. Aligning with tribes. Creating ideas that spread. It means doing the hard work of becoming driven by the market and working with (your part of) that market."
"Shameless marketers brought shame to the rest of us"
"The other kind of marketing, the effective kind, is about understanding our customers’ worldview and desires so we can connect with them."
"You can learn to see how human beings dream, decide, and act. And if you help them become better versions of themselves, the ones they seek to be, you’re a marketer."
"Marketers don’t use consumers to solve their company’s problem; they use marketing to solve other people’s problems."
"Persistent, consistent, and frequent stories, delivered to an aligned audience, will earn attention, trust, and action."
"Attention is a precious resource since our brains are cluttered with noise."
"Your tactics can make a difference, but your strategy—your commitment to a way of being and a story to be told and a promise to be made—can change everything."
"If you want to make change, begin by making culture. Begin by organizing a tightly knit group. Begin by getting people in sync. Culture beats strategy—so much that culture is strategy."
"Human beings tell themselves stories. Those stories, as far as each of us is concerned, are completely and totally true, and it’s foolish to try to persuade them (or us) otherwise."
"What you say isn’t nearly as important as what others say about you."
"Marketing Changes People Through Stories, Connections, and Experience"
"The way we make things better is by caring enough about those we serve to imagine the story that they need to hear."
"Marketing isn’t a race to add more features for less money. Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us."
"People don’t want what you make They want what it will do for them. They want the way it will make them feel."
"We tell stories. Stories that resonate and hold up over time. Stories that are true, because we made them true with our actions and our products and our services."
"Often, organizations are marketing-driven. They’re slick, focused on the offer, the surface shine, the ability to squeeze out one more dollar. I’m not really interested in helping you become marketing-driven, because it’s a dead end. The alternative is to be market-driven—to hear the market, to listen to it, and even more important, to influence it, to bend it, to make it better. When you’re marketing-driven, you’re focused on the latest Facebook data hacks, the design of your new logo, and your Canadian pricing model. On the other hand, when you’re market-driven, you think a lot about the hopes and dreams of your customers and their friends. You listen to their frustrations and invest in changing the culture. Being market-driven lasts."
"If you’re a marketer, you’re in the business of making change happen."
"Your promise is directly connected to the change you seek to make, and it’s addressed to the people you seek to change."
"Once you’re clear on “who it’s for,” then doors begin to open for you."
"Begin by choosing people based on what they dream of, believe, and want, not based on what they look like. In other words, use psychographics instead of demographics."
"Everyone has a problem, a desire, and a narrative. Who will you seek to serve?"
"The relentless pursuit of mass will make you boring, because mass means average, it means the center of the curve, it requires you to offend no one and satisfy everyone. It will lead to compromises and generalizations. Begin instead with the smallest viable market. What’s the minimum number of people you would need to influence to make it worth the effort?"
"Choose the people who want what you’re offering. Choose the people most open to hearing your message. Choose the people who will tell the right other people..."
"The smallest viable market is the focus that, ironically and delightfully, leads to your growth."
"It doesn’t help to release something that doesn’t work yet."
"Your work is not for everyone. It’s only for those who signed up for the journey."
"If you had a chance to teach us, what would we learn? If you had a chance to learn, what would you like to be taught?"
"It’s impossible to create work that both matters and pleases everyone."
"Linear comparisons don’t make sense when we’re building stories and opportunities for humans."
"The magic question is: Who’s it for? The people you seek to serve—what do they believe? What do they want?"
"When you know what you stand for, you don’t need to compete."
"Creating a better product meant treating different people differently, telling stories to each constituency that matched its worldview and needs."
"The most effective organizations don’t always have a famous leader or a signature on every email. But they act like they do."
"What do people want? If you ask them, you probably won’t find what you’re looking for."
"Innovative marketers invent new solutions that work with old emotions."
"Marketers make change. We change people from one emotional state to another. We take people on a journey; we help them become the person they’ve dreamed of becoming, a little bit at a time."
"We don’t pay ten times extra for more words, a bigger order of French fries, or a louder stereo. Instead, it’s a different extreme, a different story, a different sort of scarcity."
"The rational plan isn’t what creates energy or magic or memories."
"The heart and soul of a thriving enterprise is the irrational pursuit of becoming irresistible."
"Every very good customer gets you another one."
"Your best customers become your new salespeople."
"If you can’t succeed in the small, why do you believe you will succeed in the large?"
"When we seek feedback, we’re doing something brave and foolish. We’re asking to be proven wrong. To have people say “You thought you made something great, but you didn’t.” Ouch. What if, instead, we seek advice? Seek it like this: “I made something that I like, that I thought you’d like. How’d I do? What advice do you have for how I could make it fit your worldview more closely?”"
"Everyone always acts in accordance with their internal narratives."
"The smallest viable market makes sense because it maximizes your chances of changing a culture."
"Normalization creates culture, and culture drives our choices, which leads to more normalization."
"Marketers don’t make average stuff for average people. Marketers make change. And they do it by normalizing new behaviors."
"Everything in our culture is part of a hierarchy between yesterday, today, and tomorrow. We don’t get to jump all the way ahead."
"The status quo doesn’t shift because you’re right. It shifts because the culture changes. And the engine of culture is status."
"Status is our position in the hierarchy. It’s also our perception of that position."
"Dominion is a vertical experience, above or below. Affiliation is a horizontal one: Who’s standing next to me?"
"A brand is a shorthand for the customer’s expectations."
"If people care, you’ve got a brand."
"Almost no one wants to feel stupid."
"The lesson: Always be wondering, always be testing, always be willing to treat different people differently. If you don’t, they’ll find someone who will."
"You can learn a lot about people by watching what they do. And when you find someone who is adopting your cause, adopt them back."
"“Don’t change your ads when you’re tired of them. Don’t change them when your employees are tired of them. Don’t even change them when your friends are tired of them. Change them when your accountant is tired of them.”"
"Price Is a Story."
"Pricing is a marketing tool, not simply a way to get money."
"There are two key things to keep in mind about pricing: Marketing changes your pricing. Pricing changes your marketing."
"Better to apologize for the price once than to have to excuse a hundred small slights again and again. Price is a signal."
"The race to the bottom is tempting, because nothing is easier to sell than cheaper. It requires no new calculations or deep thinking on the part of your customer. It’s not cultural or emotional. It’s simply cheaper. Low price is the last refuge of a marketer who has run out of generous ideas."
"When people are heavily invested (cash or reputation or effort), they often make up a story to justify their commitment. And that story carries trust."
"Who’s it for, what’s it for, and how is status changed? What will I tell the others?"
"Once you earn permission, you can educate. You have enrollment. You can take your time and tell a story. Day by day, drip by drip, you can engage with people. Don’t just talk at them; communicate the information that they want."
"Ideas travel horizontally now: from person to person, not from organization to customer."
"A trusted marketer earns enrollment. She can make a promise and keep it, earning more trust. She can tell a story, uninterrupted, because with the trust comes attention. That story earns more enrollment, which leads to more promises and then more trust."
"The best way to earn trust is through action."
"Marketers spend a lot of time talking, and on working on what we’re going to say. We need to spend far more time doing."
"The goal isn’t to maximize your social media numbers. The goal is to be known to the smallest viable audience."
"The most important thing to figure out is the lifetime value of a customer."
"If you can’t see the funnel, don’t buy the ads."
"This is the false promise of the internet. That you can be happy with a tiny slice of the long tail."
"We hear about the outliers, the kids who make millions of dollars a year with their YouTube channel or the fashionista with millions of followers. But becoming an outlier isn’t a strategy. It’s a wish."
"The tribe would probably survive if you went away. The goal is for them to miss you if you did."
"The best marketers are farmers, not hunters. Plant, tend, plow, fertilize, weed, repeat. Let someone else race around after shiny objects."
"The easy sales aren’t always the important ones."
"Ship your work. It’s good enough. Then make it better."
"We’re humans. Our work isn’t us. As humans, we can choose to do the work, and we can choose to improve our work."
"If you tell yourself a story enough times, you will make it true."
