Marketing

Market share distribution

Massive demand outstrips supply

Leverage niche markets

Cascade of niche markets

Niche-based marketing

Bridge to mainstream

Hypergrowth Market

Inducing substitution

Creating different versions to screen customers

Brand introduced to punish or threaten competitor

Limited distribution channels

High switching costs

Brand loyalty

Find the sneezers who spread ideas, arm them with a remarkable story, and let the virus do your marketing

Mass marketing is dead — create remarkable products that the right people seek out instead of interrupting everyone

In a world of brown cows, only the purple one gets noticed — remarkable is the only marketing that works

A five-component naming system — Magnet, Avatar, Goal, Interval, Container — that creates compelling offer names which attract attention and communicate value instantly.

A four-variable formula that quantifies perceived value: Dream Outcome times Perceived Likelihood of Achievement divided by Time Delay times Effort and Sacrifice.

Taking a successful brand name and stretching it to new products almost always weakens the original position.

Prospects rank brands on mental ladders — know your rung before you choose your strategy.

Own a word or concept in the prospect's mind to cut through the noise of an overcommunicated society.

A one-page document that organizes your entire brand narrative into a clear, repeatable message using all seven story elements.

Create desire through forbidden fruit

Create desire through scarcity

Attract a tribe by leading with genuine passion and relentless daily work

Sell anything to the masses by making influence feel like entertainment

Close the gap between your shipping product and the complete solution customers need

Map the five psychographic groups that adopt disruptive technology

Seven marketing pieces that turn your BrandScript into revenue

Define who your customer becomes after working with you

Eight sections that turn your website into a sales machine

A single memorable statement that makes people want to know more

External, internal, and philosophical problems unlock deeper customer connection

If a caveman can't understand your website in 5 seconds, you lose

Find the early metric that predicts long-term success and optimize it

Track both the purchase moment and every moment of actual use

Map the forces that drive and block every customer decision

Six research techniques to understand what customers truly want

Three reward types that create craving through unpredictable reinforcement

Four-step cycle that turns products into unbreakable habits

Offer Variation Hierarchy

MAGIC Naming Formula

Urgency Tactics Framework

Scarcity Tactics Framework

Starving Crowd / Market Selection Framework

Become an elusive object of desire by mastering the psychology of wanting

Build a brand that people believe in, not just buy from

Compete on differentiation and display, not just survival fitness

Transform your organization from visionary-driven pioneers to mainstream-focused settlers as you ...

Set prices that reinforce your market leadership positioning and support your distribution channe...