The document outlines insights learned from the Inbound 15 conference, emphasizing the importance of personal agency in marketing, the power of vulnerability in relationships, and the need for rapid prototyping in content creation. It discusses effective communication strategies, the role of humor in engagement, innovation culture at Google, and the societal impact of technology on personal interactions. Overall, the pieces underscore the significance of understanding customers and fostering deeper connections through storytelling and experimentation.

1. 14 Nuggets I learned @ Inbound 15

2. What is Inbound?
• Content
• Optimization
• Outreach

3. Seth Godin
• You have to be the person that says I
am going to do this, not this is my
job.
• The future of marketing is to connect
and interact with customers. You
want to throw them the ball and the
goal is for them to throw it back.
• I am not sure what the question is,
but the answer is yes.

4. Brene Brown
• There is immense power that comes from being vulnerable with
your peers in the work place, with your friends with your
customers in your marketing
• The story you tell yourself is totally made up and shapes all your
actions
• So, “the story I am telling myself about this is…” is that right?

5. Rapid Prototyping Agile applied to marketing. Make small
experiments in content creation, test,
measure and tweak over and over again.

6. • PR is responsible for getting people through media outreach and
even though they don’t control what happens on the website after
that its good to measure common business objectives to
understand what is getting the kind of coverage that will translate
to sales through Google Analytics.

7. Neuroscience of memorable content
• Brain goes into habitualization if it sees what it
knows, it is forgettable
• Recognizable + surprising = memorable

8. Boston is cool
• Tea party museum
• Giant milk jug statue

9. Amy Schumer
• Most of her jokes are inappropriate for the workplace but were pretty
funny
• She knows the secret to why actresses in Hollywood are thin, they are
HUNGRY.

10. How Google Drives a Culture of Innovation
• User first
• There is no substitute for watching and listening to your real customers
• They look at the whole problem. If the people can’t spell, that’s their
problem. If the internet is slow, that’s their problem.
• Freedom
• 20% projects
• “Yes and” instead of “no but”
• The freedom to work on what they want, where they wan
• 10x thinking
• Set big audacious goals rather than incremental ones. 300% growth in 2
years not 10% growth in one
• The ideas are bigger because the challenge is bigger – keeps company
alive rather than dieing a slow death

11. Twitter
• Your followers are your advocates
• There are deeper insights about your followers in the Advertising UI
under Audience (FREE)

12. Aziz Ansari
• iPhones make us worse people. We hide behind the technology, become
meaner, we flake easier on our friends and care less about their feelings.
• Choice is not always a good thing. When people are overwhelmed with
choices they are less likely to make a choice or a purchase and they are
ultimately less satisfied with their choice.

13. Humor breaks through the
clutter and engages your
audience
Take the audience in one
direction and then hit them the
other way with the punchline.
Juxtaposition. Set up two
situations, make a word cloud of
what you know about those
situation and see if there is a
funny situation you can create to
tie them together. Ex. dogs and
quiche
Write about what happened
before/after the picture
Write the opposite of what you
would think it would say
Use hyperbole