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Chapter 2: First, be remarkable

Stop what you are doing!

It may be that you shouldn't be marketing at all.  At least not yet or at least not in a form that you'd probably recognise as 'marketing'. 

In this chapter we make the case for focusing your efforts on becoming nothing short of remarkable. Then we dangle the carrot of how actually to go about it.

Don't live down to expectations. Go out there and do something remarkable.

Wendy Wasserstein


Marketing is now all about animals

Advertising isn’t working how it used to. The PR model is very different and, arguably, not worth pursuing. So what should we be doing as marketers? Ever heard of a Purple Cow?

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The need for ongoing relationships

One of the three main categories of purchase decisions that we’ve discussed is transactions between parties who already know each other.

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Do not pass go, do not collect customers

Before you begin promoting your company, there’s an important question you need to answer. If you can’t say 'yes' to this, then promoting is not the right thing to be doing.

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So you’re not remarkable but you want to be

Just because you aren't remarkable, doesn't mean you can't be. Here we introduce you to the main ways of doing it...

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