Here are some beliefs that are well-extended in business. Most of them though, take an approach from 100 years ago: an industrial era, not a knowledge era.
- Thought leadershit
- The best product wins
- The best marketing wins
- The best advertising wins
- Build and they’ll come
- You need to start with low prices to enter the market
- Work for free [aka pricing zero]
- Show your value (working for free) and then they’ll pay you.
- Perfect your pitch
- The more ads, the more they’ll buy your stuff
- Price is costs + profit
- People care if your costs go up (or down).
- The best brand wins
- Marketing is tactical
- Branding is strategic
- Selling is sleazy
- Start with low prices, then you’ll be able to raise them
- Do your positioning, then do marketing
- Marketing is selling
- Marketing = copywriting
- Start with your product, then fit it into the market
- Product first, then marketing (copy)
- Marketing models = Marketing copy = Storytelling
- Marketing is storytelling (whatever that means)
- Marketing is about stories
- Marketing is self-promotion
- “We sell experiences”
- Product-Market Fit
- Growth-hacking
- Product-led
- We’re customer-centric
- “You need to build a love-mark”
- “You need a personal brand”
- The best marketing to do: every brand needs a purpose.
Here’s the thing
Applying all these models might work at some extent. However, they’ll leave you at odds when thinking of your business for the future. They touch on the surface of “what everybody else is doing”.
Why not play the game with your rules and stop thinking of “What Is” to change it for “What could be”?