2. Hello. My name is Ian.
!
Principal / Chief Strategy Officer, Almighty
Mentor, TechStars
Mentor, Harvard Innovation Lab
@ianfitzpatrick
3. A brief history:
!
Student of philosophy
to founder of Unwrapped
to music journalism
to design research at Mattel
to production at Havas / Euro RSCG
to founder, Almighty
4. A caveat:
!
It will, occasionally, seem as though I
particularly dislike marketing. And startups.
This is not really the case.
!
I just believe in people.
5. Let’s start here:
!
Using channels and tools designed for the
needs of larger competitors, but at a smaller
scale, is not a viable strategy for resourcestarved startups.
6. Here’s a useful way to
think about ‘marketing’:
!
The price that organizations pay for
improperly aligning the value they provide to
the needs of users.
7. !
Put another way, courtesy of John Willshire:
!
Make things people want >
Make people want things
8. Value:
!
It’s what gets me to buy/use/pay attention to you because it’s
more useful/helpful/enjoyable than the 1000 other important
things I could/should/would otherwise be doing instead.
10. Currency is (a) measure
of value, and it takes
(at least) two important
forms:
!
1. The direct value of a product, service or
experience (or information about it).
2. The indirect value of exclusive access to
that information, product or service.
15. It has never been easier
or less-expensive to
learn about what your
users want and need.
16. It’s probably time to
start thinking (far)
beyond your vertical.
!
Only organizations talk about ‘best in class’.
People talk in terms of what they like.
17. Provocation #2:
It’s time to stop equating
byproducts with ‘waste’.
!
When we make one thing, we almost always
make something else. Too often, that
byproduct goes unused (which is why we
tend to confuse the two).
20. Data & stories about us
will spread more than
data & stories about you.
21. Provocation #3:
Build for, rather than
take from, networks.
!
It’s more than a magical place to push stuff.
No one wants you at their dinner party.
22. Get to know
Metcalfe’s Law.
!
The value of a network is proportional to the
square of the number of connected users
within it.
23. Adding scale to a
network should create
value for each user, not
just each shareholder.
!
How does adding more nodes make your
product, experience or service better for
users?
24. As a rule of thumb, you
should add more value
to a network than you
take from it.