Hi, my name is Jan Sifra.
I was born in Virgo
supercluster of galaxies.

In the second largest
galaxy of the „Local Group“.

The Milky Way.

In the spiral arm
called Orion:

28 000 light years
from the center...

...somewhere around here,
in the Solar system.

At the place called
Earth.

3 lessons
I have learned
along the way

1. Why we simplify
things

1937
Ronald Coase
transaction cost

transaction costs
„A cost incurred in making an
economic exchange.“

Transaction costs of banana
• to find out which banana
products you prefer
• where to get them
• and at what cost

And banana costs are also...
• the cost of traveling from your
house to the store and back
• the time waiting in line
• the effort of the paying itself
• you name it...





banana internet



Strategies for lowering
transaction costs
• Simplyfiing structures
• Shortening the way to your fruits

DYI

Checklists and workflows
• Write down all the possible
forms of content you can
imagine
• Start from what you have
• Ask specific questions

Write down the forms and
build the checklist
• Journalists, banners, contextual
advertising, search,
presentations, video, newsletter,
blog article, press release, ebook,
social media, charts and pictures

Start with what you already
have
• Usually your website
• Memo from the meeting
• Or simple emails!

You have: website or email

Journalists
Landing page
Contextual advertising
Blog article
Ebook
Chart
Picture/scheme

Press release
Newsletter
Advertorial
Colleauge
Partners

2. How we learn

Translation
Message

Relationships
Sex
Fit ball

Future of
internet
Contextual
advertising

How to enter
new market
Contextual
advertising

Marketing as translation
„Customers buy for their reasons, not
yours.“
- Orvel Ray Wilson

3. Why we fail

What did just happen?

So, what can we do
about it?

Install colour detector,
stupid.

„Why“ is important:
“Ask WHY five times about every
matter.”
- Taiichi Ohno

CONCLUSION

marketing
=
translation
=
penetration

ask why
5 times

THANK YOU
jan.sifra@etarget.eu