1. It’s not the product.
2. It’s not the service.
3. It’s the experience.
4. Kotler’s 4Ps still work.
5. P1: What’s your product?
6. P2: What’s your price?
7. P3: What’s your place (or channel)?
8. P4: What’s your promotion?
9. Consumers are really smart: treat them as such. Talk adult to adult.
10. Buy an Innocent juice and see how they do it
11. And how their copiers have failed to capture it.
12. Ask for permission. Build trust.
13. Price isn’t cost.
14. Price isn’t margin.
15. Price is perception.
16. Price is value.
17. Price is positioning.
18. Have you discovered the Long Tail by Chris Anderson?
19. Checked out the new iPhone 2, today.
20. Read Re-Imagine! By Tom Peters.
21. Hunt new customers.
22. Farm your current customers
23. Ask happy customers for new customers.
24. Don’t spend marketing budget without being able to calculate return.
25. Study Starbucks.
26. Study Innocent Juices.
27. Study Disney.
28. What’s special about your company?
29. Get distinct or be extinct.
30. Get big, get niche or get out.
31. Marketing isn’t breakfast in Soho Manhattan or Soho London.
32. Marketing isn’t the type of car you drive nor the suit you wear.
33. Marketing is thinking.
34. Marketing is L brain and R brain.
35. Marketing is arte and scienzia.
36. Leonardo da Vinci would have been a cool marketeer; his blog would have been awesome. Can you imagine?
37. To imagine is to market.
38. To market is to sell.
39. To sell is to earn money.
40. And that allows you to make an impact and change the world.
41. Paul Arden said: it’s not how good you are-it’s how good you want to be.
42. It’s not the MBA which is important, it’s elevating the standard of your thinking which is crucial.
43. It’s not the marketing plan which is important, it’s elevating your quality of anticipation.
44. Selling on price is a bad strategy unless you have volume-real volume.
45. Selling on price is a very bad strategy if it is your only differentiator.
46. Marketing is not advertising.
47. Advertising is advertising.
48. Marketing is thinking.
49. And thinking deeply.
50. And out-smarting every one of your competitors.
51. Not just for this quarter but messing them up for years as they just don’t get it.
52. You see: your standards are simply higher.
53. Howard Schultz said everything matters
54. If you can do it with water+suger+caffeine+vegetable matter, you can do it with anything.
55. Design is the new differentiator. Apple iPod. Innocent juices. Starbucks stores Audi car range. U-boat watches. Fitch stores (-that smell).
66. What’s your story? The Pepsi story. The Levi story. The U-boat story.
67. Marketing is more new less old.
68. And more moleksine and less lap-top.
69. And more experience and less logo.
70. And more learning and less blaming.
71. And more action and fewer lunches.
72. Read the Absolut story: get some inspiration
73. Read the Kodak story: be warned
74. If your company disappeared, who’d really care?
75. Why is the Virgin brand red?
76. Why is the Starbucks logo green?
77. Examine a Jimi wallet.
78. Take your team for a trip around the museum pre the brainstorm.
79. What do your customers love about your product?
80. What do they hate?
81. Which companies do you admire?
83. What kind of company are you: espresso? Or latte? Or cappuccino?
84. Turn the noun on your business cards into verbs: what do you guys do?
85. No: it’s not short-term discounting; it’s lack of imagination.
86. No it’s not a sponsorship: it’s more lack of imagination.
87. Do nothing for a day and hence allow some ideas out.
88. Love marketing.
89. That’s real marketing: thinking; being different and stunning the competition with your moves.
90. What does the Wire tell you about great marketing? Maybe that less is more.
91. ‘That won’t work’-excuse me-according to whom?
92. Dylan said ‘the answer my friend is blowing in the wind’. It’s actually in a conversation with your customer.
93. So: what are you going to do differently?
94. When’s you next off-site? PS ban PowerPoint.
95. What would happen if you made it smaller? Changed the packing? Doubled the price? Did it in grey? Stopped making it? Gave it away for free?
96. Why 7? And why peppermint?
97. Don’t be sniffy about selling: it’s just a part of the continuum of making the world a better place.
98. She said. He said.
99. But you said: today things are going to change around here.
100. Don Winslow has a new novel out: read it.
101. Because you’re a cool marketer. And you are going to make the world a better place.