Bread and butter: unbundling complex products
There is a place (a big place!) for custom work – people pay more to get difficult jobs done well, and the craft required gives… Read More »Bread and butter: unbundling complex products
marketing
Resource: Robert Cialdini’s “Influence” distilled – the science of persuasion
Robert Cialdini’s “Influence” is a really useful tool for understanding some of the key building blocks of persuasion, and is a marketing classic. This video… Read More »Resource: Robert Cialdini’s “Influence” distilled – the science of persuasion
Clayton Christensen on why customers pay a premium, or: bad products are expensive
If you hire a product to get a job done and it doesn’t do the job well, then you have to take it back, or… Read More »Clayton Christensen on why customers pay a premium, or: bad products are expensive
Clayton Christensen: Jobs to be done (1)
Here’s a great insight from Clayton Christensen: people don’t buy a product or service because of abstract needs, but rather when they have a specific… Read More »Clayton Christensen: Jobs to be done (1)
No shortage of money
There is no money shortage. It might not be where you’d like it, and there might not be people lining up to give it to… Read More »No shortage of money
Marc Andreesen: Edison vs Tesla (“Whose fault was that?”)
Brian: How do you talk to people though who have that chip on their shoulder, like, they look at someone like Elon as like, “Well, hey,… Read More »Marc Andreesen: Edison vs Tesla (“Whose fault was that?”)
DriverlessSpecodile (The DC Podcast Spec)
This is an attempt at speccing the DC podcast using questions from Seth Godin’s This is Marketing. 1. Audience: Who do I seek to serve?… Read More »DriverlessSpecodile (The DC Podcast Spec)
As powerful as a smile
Real marketing is built into what you do and why you do it. It’s part of your story, something that you do organically when your… Read More »As powerful as a smile
DC Podcast: Spec-tacular (spec for a spec)
This is a ‘spec for a spec’ pulling together some threads from This is Marketing (‘The Simple Marketing Promise’, ‘Marketing in five steps’ and ‘Simple… Read More »DC Podcast: Spec-tacular (spec for a spec)
In their hands
Make something people can use. Put it in their hands. See what happens. If they’re eager to pay – attention, time, money – you’re onto… Read More »In their hands
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